Search Engine Optimization

Chasing the "Google dance" verses the long-term perspective

Since the early days of the web when search engines first appeared, individuals have struggled and schemed to ensure their websites showed up on the first page of search results. Other individuals quickly stepped in to hawk their services or software that was supposed to make this task easier and would ensure that their customer's sites showed up on the first page or number one. Before long, search engines were modifying the algorithms to compensate against what they considered to be unfair tactics to subvert their search results. In response, new search engine optimization (SEO) techniques were developed.

What quickly ensued was an "arms race" between the search engines and website owners. On a regular basis for instance, Google modifies their search algorithms in an effort to improve the quality of their search results. These regular algorithm modifications have become known as the "Google dance".

It is believed that the search algorithm Google uses is modified by first implementing several experimental algorithms on the different servers Google uses to return search results. These servers are then monitored and their search results analyzed to determine which algorithms are the "best" performers. During this experimental process, it is not uncommon to observe different sites appearing and disappearing from the top results for a specific key phrase (hence the term "Google dance"). Eventually the result placement will settle down once the winning algorithm is chosen and implemented across all servers within their system.

During this dance and for a while shortly there after, the various forums and discussion boards for website designers are abuzz with threads discussing the changes taking place and how individuals can reclaim high rankings their sites once held. Software is then modified and individuals invest considerable effort trying to tweak their sites to reclaim lost rankings. In essence, individuals become caught in a never-ending cycle of chasing the "Google dance".

If one takes a step back from this endless arms race and really stops to think what the search engines are trying to accomplish, they will see that there is one and only one way to consistently succeed in the long run. It was true in the beginning and it is still true today--content is king! To paraphrase the movie "Field of Dreams", write it and they will come. Writing good compelling content that is of interest to the target audience is the most important factor in the long-term success of a website.

If you write good content not only will there be more content on your site for the search engines to index, but you will find that in time individuals will link to that content from their own websites, on their own accord and ask for nothing in return. Not only will these links provide your website with additional traffic and lessen your dependence on the search engines, but the links will also improve the relevance of your website in the eyes of the search engines.

Page Two: Resist the Dark Side