Once upon a time, onsite optimization was the most crucial
factor in search engine ranking. Webmasters and SEO experts
spent ample time ensuring keywords were used in all relevant
tags, and that the keyword concentration on each page was just
right (usually 5-7%). Then came all the spamming and keyword
stuffing, as webmasters and SEO experts fought viciously to
usurp one another in the ranks. Search engines took notice, and
adjusted their scoring algorithms accordingly. Onsite
optimization lost its footing.
Nowadays, onsite optimization is becoming less and less
significant, overshadowed by the all powerful offsite
optimization. Where keyword concentration was once god, now
links have become the mighty ruler of the search engines. The
fact of the matter is, onsite optimization counts for almost
nothing these days (I did say "almost"). So why are webmasters
and SEO experts still spewing all this nonsense about the
importance of building great content. I really wish it were
about building great content. The sad truth, however, is it's
all about the links. Search engines want you to believe that ranking well is all
about building a great website with great content. Build a site
for your users, keep your users happy, and you will do just fine
in their eyes. After all, isn't this the main principle behind
organic search results; let's keep it real, honest, and
user-friendly. Boy, I wish that were so. What I don't understand
is why all these so-called experts and webmasters are spouting
the same foolish nonsense all over the Internet. Perhaps it's
because they don't want us to work on improving our own rankings
as their ridiculous articles are improving theirs. It's almost like these experts and webmasters are afraid that if
they tell it like it is, somehow Google will find out what
they're saying and drop their site a few points. Gee, but I
thought the results on the left side were purely organic.
Besides, if it were that easy, I would just start posting all
kinds of articles and claim they were written by my competition.
Sure there are some "must haves" for onsite optimization, but
any web owner could learn these in an afternoon. The reality,
however, is that all the great content and onsite optimization
in the world will only get you to the starting line. Links is
how you run the race. The best way to acquire these necessary links, the experts say,
is to once again build great content. It's the old "if you build
it they will come (and link to it)" line. This is nearly
ludicrous. First of all, how would people even find your "great
content" if you're on page 50? Because no matter how great your
content is, and no matter how much onsite SEO you do, you'll
never get closer than page 50 without back links (unless you're
vying for a top position with a keyword or phrase that gets
searched less than 100 times a month).
Now even if a few people do find your site, what makes you think
that these people have their own websites? Most Internet users
do not have their own websites, and even if they do, they
probably do not know enough html to properly add a link in their
own code. They especially wouldn't know that they are supposed
to use your "keywords" in the anchor text (many webmasters don't
even know to do this). Now, let's pretend that a few knowledgeable webmasters do find
your site and really enjoy the content. This does not mean they
are going to go through the trouble of creating a link on their
site to yours. This takes time, effort and energy. Why would
they do this unless they have some incentive (but if you give
them incentive, doesn't that undermine its organic nature)?
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Jack Strawman is the cofounder of the popular new website Late
Night Chat, Dating and Hook Up at UStillUp.com
(http://www.ustillup.com), a totally free late night chat, dating
and social networking site for late night fun.
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