SEO Guide Beginner's Chapter 3

An important aspect of SEO is making your website easy for
both users and search engine robots to understand. Although
search engines have become increasingly sophisticated, they
still can't see and understand a web page the same way a
human can. SEO helps the engines figure out what each
page is about, and how it may be useful for users.

A Common Argument Against SEO

We frequently hear statements like this:

"No smart engineer would ever build a search engine that requires websites to follow
certain rules or principles in order to be ranked or indexed. Anyone with half a brain
would want a system that can crawl through any architecture, parse any amount of
complex or imperfect code, and still find a way to return the most relevant results,
not the ones that have been 'optimized' by unlicensed search marketing experts."

But Wait ...

Imagine you posted online a picture of your family dog. A human might describe it as
 "a black, medium-sized dog, looks like a Lab, playing fetch in the park." On the other
 hand, the best search engine in the world would struggle to understand the photo at
anywhere near that level of sophistication. How do you make a search engine
understand a photograph? Fortunately, SEO allows webmasters to provide clues that
the engines can use to understand content. In fact, adding proper structure to your
content is essential to SEO.

Understanding both the abilities and limitations of search engines allows you to
properly build, format, and annotate your web content in a way that search engines
can digest. Without SEO, a website can be invisible to search engines.

Make sure your content gets seen

Getting the technical details of search engine-friendly web development correct is important, but once the basics are covered, you must also market your content. The engines by themselves have no formulas to gauge the quality of content on the web. Instead, search technology relies on the metrics of relevance and importance, and they measure those metrics by tracking what people do: what they discover, react, comment, and link to. So, you can’t just build a perfect website and write great content; you also have to get that content shared and talked about.

Constantly Changing SEO

When search marketing began in the mid-1990s, manual submission, the meta keywords tag, and keyword stuffing were all regular parts of the tactics necessary to rank well. In 2004, link bombing with anchor text, buying hordes of links from automated blog comment spam injectors, and the construction of inter-linking farms of websites could all be leveraged for traffic. In 2011, social media marketing and vertical search inclusion are mainstream methods for conducting search engine optimization. The search engines have refined their algorithms along with this evolution, so many of the tactics that worked in 2004 can hurt your SEO today.

The future is uncertain, but in the world of search, change is a constant. For this reason, search marketing will continue to be a priority for those who wish to remain competitive on the web. Some have claimed that SEO is dead, or that SEO amounts to spam. As we see it, there's no need for a defense other than simple logic:websites compete for attention and placement in the search engines, and those with the knowledge and experience to improve their website's ranking will receive the benefits of increased traffic and visibility.

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Chapter 4