If you want to be found in the search engines, it is important that you add search engine optimization to your action list. In a nutshell, search engine optimization--or SEO for short--is the process of making your webpages search engine friendly.
However, this basically linear approach is gradually changing now: as mathematical linguistics and automatic content recognition technology progresses, the major search engines are shifting their focus towards "theme" biased algorithms that do not rely on analysis of individual web pages anymore but, rather, will evaluate whole web sites to determine their topical focus or "theme" and its relevance in relation to users' search requests.
Anyone who has had a website for any length of time has already come to the realization that to succeed, you need traffic, and to get traffic, unless you have some pretty deep pockets for more traditional forms of advertising, search engines are the most effective form of obtaining that traffic.
The next realization that comes is that simply being listed is not enough. To get traffic from the search engines, you must come up at or near the top of the results for those searches that relate to your site.
Problem is these self-proclaimed experts don't bother to do their research and learn that such spamming techniques have long been ineffective. Nearly all the search engines these days have sophisticated methods of detecting and removing spam within days of receiving submissions. Penalties for spamming the search engines differ from engine to engine, but can range from being "red flagged" and put on a watch list, to being hit with a ranking penalty, to having your site permanently banned from their index (in severe cases). The type of scumbag SEO's that would play Russian Roulette with their client's web sites in this fashion are well-deserving of scorn. It can take months for search engines to lift such penalties, if they decide to at all.
Search engines need copy to know what your web site's theme is and how your site should be indexed in their directory. If your home page consists solely of a Flash movie or an image map, there will be nothing for the search engines to index. Flash is cool, but it is not so cool when your web site doesn't come up in search engine results.
This is not to say that keyword density is losing in importance, quite the contrary. However, it is turning into a lot more complex technology than a simple computation of word frequency per web page can handle. All these are now contributing to the increasing sophistication of the relevance determination process. If you feel this is beginning to sound too much like rocket science for comfort, you may not be very far from the truth: it seems that the future of search engine optimization will be determined by what the industry is fond to term the "word gurus".
However, this basically linear approach is gradually changing now: as mathematical linguistics and automatic content recognition technology progresses, the major search engines are shifting their focus towards "theme" biased algorithms that do not rely on analysis of individual web pages anymore but, rather, will evaluate whole web sites to determine their topical focus or "theme" and its relevance in relation to users' search requests.
Anyone who has had a website for any length of time has already come to the realization that to succeed, you need traffic, and to get traffic, unless you have some pretty deep pockets for more traditional forms of advertising, search engines are the most effective form of obtaining that traffic.
The next realization that comes is that simply being listed is not enough. To get traffic from the search engines, you must come up at or near the top of the results for those searches that relate to your site.
Problem is these self-proclaimed experts don't bother to do their research and learn that such spamming techniques have long been ineffective. Nearly all the search engines these days have sophisticated methods of detecting and removing spam within days of receiving submissions. Penalties for spamming the search engines differ from engine to engine, but can range from being "red flagged" and put on a watch list, to being hit with a ranking penalty, to having your site permanently banned from their index (in severe cases). The type of scumbag SEO's that would play Russian Roulette with their client's web sites in this fashion are well-deserving of scorn. It can take months for search engines to lift such penalties, if they decide to at all.
Search engines need copy to know what your web site's theme is and how your site should be indexed in their directory. If your home page consists solely of a Flash movie or an image map, there will be nothing for the search engines to index. Flash is cool, but it is not so cool when your web site doesn't come up in search engine results.
This is not to say that keyword density is losing in importance, quite the contrary. However, it is turning into a lot more complex technology than a simple computation of word frequency per web page can handle. All these are now contributing to the increasing sophistication of the relevance determination process. If you feel this is beginning to sound too much like rocket science for comfort, you may not be very far from the truth: it seems that the future of search engine optimization will be determined by what the industry is fond to term the "word gurus".
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