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(SEO)ver-rated?

There’s a lot more to Search Engine Optimization (SEO) than meets the eye. Google and other popular online search engines prioritize search results on the basis of several criteria. These criteria include whether or not a website has a user’s search terms in its title, slogan, text body and keywords; how often the search term appears within the website; and whether or not an organization pays to have its site bumped to the top of the results list.

This makes it very easy for organizations to promote their websites with a few simple SEO tricks. Through Google Analytics and other statistical tools of the like, organizations can determine what terms users search most frequently, then include those terms somewhere (or everywhere) on their website.

Organizations could even include the hot search terms in invisible text, thus bumping its website even higher up the search results list, and under the Googler’s cursor before other websites.

But is all this SEO action benefitting the Googler?

Those searching for “best quality cupcakes” truly want to find the best quality cupcakes possible. If an internet-savvy cupcake company with mediocre cupcakes is including the search terms “best”, “quality” and “cupcakes” repeatedly on their website, then Googers will find their website first. With the level of trust that many internet users place in Google and their go-to search engines, it’s likely that they’ll trust their search engine to find them the website for the best quality cupcakes. Little do they know, they won’t be finding the best quality cupcakes any time soon—just the best quality SEO. (Which is not nearly as tasty under a blanket of vanilla frosting and sugary sprinkles.)
I guess it’s up to consumers to look closely at the websites their search engine retrieves for them, to determine if it’s really what they want. But in today’s fast-paced web-based world, I worry that many consumers won’t take the time to look past the first three websites that Google populates.

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June 10, 2009 - Posted by | Comment on Course Material, Uncategorized | , , , , , , , ,

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