So much effort has been spent on developing SEOs and combating/ working with them that it is well worth a look at the logic and thinking behind their operation. The old phrase is re-arranging the deck chairs on the Titanic - are SEOs an equally pointless enterprise or are they the philosopher's stone of Internet advertising. The answer, as ever, is a little more prosaic.
The logic is straightforward enough. When you use a search engine to look for a topic, item or business you want the results to be relevant to that particular search. All too often in the mid 1990s a search for anything would return some scantily clad lady performing some athletic activity that was not subject to rules and regulations of the IOC. It is precisely because of this that search engines began a decade long confrontation with SEO people. This battle professionalized both the search engine companies and the SEO and it is all based on, simply, advertising.
For Western language speakers eye tracking research has proven that the average literate westerner will begin their scan of the page/screen at the top of the page and sweep left to right across the words - in much the same way we read. The holy grail of any advertiser was thus to ensure that their company or product was as high up the search results as possible in any western-language-orientated search engine.
Repeated listing and increased site traffic were not the be-all and end-all of marketing but were the initial volleys in the battle to gain business and for the search engine companies to retain reputation.
A company that employs a solely SEO strategy when it comes to promotion is in one of two categories:
1) A highly specialized area of business with probably very few competitors and/or unique product.
2) A highly disreputable area of business where it does not matter if the product/company's advertising methodology causes offense.
SEOs should be used in conjunction with other styles and types of advertising. This will benefit both the SEO company/individual as well as the search engine. For example, a search engine that returned virtually no results for a common search would quickly fall from the top of the tree - and lose advertising revenue as a result. I can leave the reader to imagine other scenarios involving ineffective searching or unwanted listings.
This has lead directly to the greatest advance in SEO operations: that of working closely with the search engine providers for mutual benefit. The company in the middle must be wary though. Search engines are continually altering their algorithms, indexers and schedulers to maximize good returns and minimize poor ones. This can leave the company high and dry if the search engines stops sending referrals from its searches. Indeed competent companies should spread their risk and exposure to ensure that their coverage continues should the methods change. It is fairly common for many sites that use SEOs to receive the majority of their traffic, not from search engines, but from other Internet sites.
There is also the added complication of globalisation with which to contend. Though SEOs and search engines will, in essence, use the same markets across borders, there will be vast differences in popularity of different search engines. An SEO that has cornered the market and developed strong links with western search engines might fare very badly with eastern search engines such as Baidu, for example.
It is also interesting to note how the dynamics of the Search engine/SEO have settled down from the early days of the Web. The Search Engine Marketing Professional Organization is a not-for-profit organization that was formed in the early 2000s to supply information and help for consumers and stakeholders. Such activity was unimaginable only 5 years before. The Internet is basically going mainstream in a big way as far as the average user will be concerned. The frontier spirit is fading from the large markets as consumers and producers have shifted long-standing interests and concerns on to the new technology.
What many people forget is that what the Internet does is exactly what mankind has done for thousands of years; that dynamic will never change. The margins are in doing it right and SEOs are just one strand in this holistic approach.
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Madusha Writes freelance articles.
He owns and manages http://six-bucks.net/reviews
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