Search Engine Optimization Strategies: Make Love, Not War
searchengineguide.com: "By Scott Buresh - June 08, 2005When it comes to search engine optimization strategy, there are basically two camps � those who view search engines as adversaries to be conquered at any cost and those who regard search engines as partners in their online marketing efforts....
Adversarial Optimization Methods: It’s an “us vs. them,” “winner-take-all,” and “every man for himself” mentality. It’s also rooted largely in technology – under this philosophy, success is defined as unraveling the latest search engine algorithm to find new optimization methods and exploiting its technical aspects for immediate benefit.
The underlying premise of this search engine optimization strategy is that you must use optimization methods that trick the search engines into showing a website predominantly in the results...(this) is a valid – albeit potentially volatile – search engine optimization strategy.
Partnership Optimization Methods: to view search engines as partners (leads to) a very different search engine optimization strategy... the attributes and optimization methods that give a website high rankings in search engines are, by and large, the same ones that make the site more valuable to website visitors and potential customers."
Scott Buresh spells out The advantages to the “partnership” search engine optimization strategy:
Rather than chase the ever-changing technical attributes that can get you short-term results, you instead use optimization methods that leverage your company’s knowledge of your industry to create something useful for the searcher.
You can improve your website and offer the information and products that prospects are seeking, even if those prospects are in the earliest stages of the buying cycle.
In general, you will not have to watch your rankings swing wildly based upon new spam filters and algorithm shifts, and thus will enjoy a higher level of predictability when it comes to your website (although with search engines, there are never any guarantees).
Since you aren’t constantly forced to re-address your site’s search engine optimization methods, you’ll have more time to focus on other online marketing areas that need attention, such as the website’s conversion rate, an e-newsletter, or online PR. "
He concludes: "It’s a fact that websites rise and fall in the rankings all the time. The only real constant is that the sites of TRUE value, the ones that offer something relevant and important to the searcher, are generally always near the top – even after the latest algorithm shift has sent the “adversarial” crowd into a frenzy of activity as they attempt to reformulate their search engine optimization strategy."
posted by Jen @ 7:05 AM
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