search engines and why you can't beat them

There's an infamous story that in the early days of the internet, a company placed the name of their biggest competitor over and over again in their website keywords so that when anyone searched for the competitor, their site would show up instead. I don't know if this is true (the story goes on to say that they were successfully sued for doing this) but it goes to illustrate that firms have been trying to get to the top of the search list since there was a search list. Like businesses who called themselves AAA Company, Inc. to appear first in the yellow pages, companies would do whatever they could think of to get a leg up on the competition.

There are many significant practices that will improve your search results, but while the SEO firms may disagree with me, there are no magic tricks to ensure success. Good page titles, concise copy, and good keywords & site descriptions placed in the header code all go into making your site successful. Arranging reciprocal links back/forth to your site also helps; linking to professional groups and associations are best for that, or sites such as LinkedIn. Facebook is great if your product or service is geared towards individuals who might spend time there– I know two photographers who have had great success with FB– but my clients aren’t likely to be found there, at least not yet.

Common sense will tell you it's not in google's best interest to be cracked; build your site with best practices and you will find success. Search sites spend lots of money on hiring the best minds to make certain they return helpful and accurate results, not skewed in anyone's favor. Every time someone comes up with a ‘sure fire’ way to raise their site rankings, google changes the algorithm. Every time.

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