THE LATEST, GREATEST SEARCH
by: Cary Christian
Are you salivating yet? Can't wait to get your paws on this one? Dying to
see the look on your competitors' faces as you race past them in the
Well, forget about doorway pages, search engine cloaking, link farming,
hidden keywords, and just about every other trick you've ever read about.
Most of them won't do you much good. Many of them will get you banned by the
Many require you to manage multiple domains. Others require you to know a
lot more programming than you care to know or else hire someone to do it for
you or purchase software that accomplishes the task.
So what is this trick I'm talking about? How about honesty? That's right,
honesty. So simple. So pure. So hard to come by online. So valuable when
found. So powerful when used.
Some marketers will tell you that total honesty can be a tremendous handicap
in business. But when was the last time a customer ever said that? Search
engines represent your customers. When dealing with a search engine you ARE
dealing with your potential customers, for the search engines are how they
Did you know that 94 percent of Internet users in the US use search engines
to find what they're looking for? And did you know that 81 percent of them
ALWAYS find what they're looking for when they use the search engines? When
they reach your site you want to make sure you're giving them exactly what
they expected when they clicked through. Otherwise you're wasting a lot of
bandwidth and tarnishing your image.
So how does one go about using honesty to get top rankings in the search
It's simple really. In my opinion the basics of Internet marketing provide
you with all you really need to succeed. Tricks and fads come and go and
your competitors can use them, too, erasing any temporary advantage you
might find very quickly.
But the one thing that's hard to overcome is excellent quality content.
That's honesty. "This is who we are, this is what we provide, and this is
how our products can help make your life easier and more enjoyable." Use
your creativity to provide excellent content rather than apply the latest
"trick" to your site. The only way your competitors can beat that is to come
up with even better content. That's the way the Internet SHOULD be.
The search engines will reward good content. They always have and always
will. In fact, you cannot get a listing in the Open Directory without good
Don't think for a minute that the people running the search engines aren't
aware of the tricks being used to get top rankings. They read, too, and
people who develop these tricks just love to write about them. The end
result is that the useful life of one of these tricks is very short.
Take your site one page at a time. Think about what you want to say on that
page. Write the content without thinking about search engine rankings. Just
concentrate on writing the best content you can come up with.
Then, simply optimize the page using basic search engine optimization
techniques. Your content will dictate the keywords you use to describe the
page. Your content will dictate the title of the page. Your content will
dictate any links that are appropriate. If it's a small site, your content
might even dictate the domain name. Once you're done you have a page with
great content and with all the meta tags accurately describing what that
page is all about.
And there still isn't a trick in the book that beats it long term!
Copyright (c) 2003