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"Search Engine Optimization: Treading on a thin line"?
SEO or Search Engine Optimization has gained lot of popularity today, thanks to the search engine Google. The better the SEO technique, higher is the visibility of a website on Google, DMOZ, Yahoo, Altavista, Dogpile and other search engines. Of these, google is the current ruler, hence most SEO efforts are directed towards attaining high Page Rank on google.com.
However, this concept is being misused by many writers and content developers. For instance, when a keyword is typed, lot of websites crop up which have little relationship with the topic you are searching for. This is because many sites are peppered with popular keywords (Google calls this “spam”), not only in their content, but also in meta tags just to achieve the ultimate goal: high ranking in google.com. But, when you visit those sites you find that the content has little or nothing to do with the keyword you have keyed in.
If you are hiring an SEO expert to revamp your site, you need to be careful. She/he has to be technically sound in addition to being market-savvy. The expert has to understand the kind of promotions his or her company has on offer to promote them online. However, most of the 'experts' are not aware of the wide scope of SEO. Further, the expert has to monitor the search engine in order to understand why some websites are truly successful. It is a constant learning curve for them as Google keeps changing its strategies subtly so as to avoid spamming by some websites. The other danger is usage of techniques that can lead to some sites being penalized and banned.
As search engine optimization is a strategy for improving a company's revenues, some companies outsource these operations. There are quite a few professional SEO outfits, which are savvy to the continually changing trends. They also know the golden rule of google: What has worked in the past will not necessarily deliver as well in the future. Finally, they can devote their entire time to enhance your SEO initiatives. But, this is not to deny the fact that competent in-house experts can't deliver as good results.
Can even the experts ever come up with fool-proof techniques which ensure success through SEO? Time will only tell. Till then the battle of wits between SEO experts and google’s algorithm developers continues…….
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—About our writer: Raghu writes for Chillibreeze
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