For a webpage to rank high, it must have some indicative parameters within the page that will automatically alert search engines of its specific importance. In popular parlance, this phenomenon of search engines’ perceived recognition of the importance of a webpage is what is called search-engine-optimization of that webpage.
This article takes off from Mike Grehan’s article on textbook SEOs. Mike Grehan is an expert on search engine optimization and his clientele is spread over many countries. In his article, Mike opines that the so-called organic search engine optimization, which he terms as ‘textbook seo’, is no longer relevant in the eyes of search engines.
In his support, he quotes from his interview with Google’s Matt Cutts, letting a ‘small secret’ out. Which is that PageRank doesn’t necessarily count for high search ranking. Illustrating further, Mike uses the search term, ‘wine tasting’ in Google, and sure enough the results present a wide gamut of information, not all of which strictly relate to the search term.
But suppose you’ve searched for ‘trekking in himalayas’, or for that matter ‘rainfall in greenland’. What would you expect? Most search results directly relate to the search terms. Therefore, except for reiteration of importance of ‘relevant’ links (note the emphasis on the word ‘relevant’), Mike’s article lacks conviction.
People like Mike who debuted on the net early and have prospered on the strength of their geographical location (in US) only, now find that the advantage of seo-expertise is gradually slipping away. Ability to write – and write well – is anyone’s forte as long as one adheres to basic optimization techniques. There is no reason to believe that textbook seo (to use Mike’s term) is on its way out.
Just as the basic rules of marriage do not change, similarly the technique of organic seo to let the search engines know the importance of a webpage will remain. Let us start from the golden rule – it is in Google’s interest to provide relevant search information. If that is true, how else will Google know that a webpage is important for a search term unless the webpage pronounces so? It’s another matter that relevant links will further boost its probability to rank high.
Let us remember search engines are nothing but robots and therefore they depend on algorithmic logic to fetch relevant search results. For a webpage to rank high, it must have some indicative parameters within the page that will automatically alert search engines of its specific importance. In popular parlance, this phenomenon of search engines’ perceived recognition of the importance of a webpage is what is called search-engine-optimization of that webpage.
If that were so, why this brouhaha over ‘textbook seo’? The reason is more simple than one would imagine. I’m inclined to believe that for most erstwhile seo specialists, the day is past when they could make hay while the sun shone on them. SEO is not rocket science, and it took awhile to percolate down.
This is where the problem lies for erstwhile seo specialists. It’s no longer easy occupying pole position. Even top companies who spend heavily for experienced specialists to write for them are gradually learning the truth. It is therefore necessary for the specialists to create a smokescreen of confusion. Mike’s article is just a reflection of that.
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ABOUT THE AUTHOR
This article, 'Whither SEO!', is among many informative articles on web marketing & SEM written by Partha Bhattacharya. Visit his blog for more.