Search Engine Optimization and Google

Search Engine Optimization (SEO) is intended to increase a website's visibility and click-ability on search engine results pages, in particular Google.  The ultimate goal is to have a high ranking organic search.  Organic results are purely dependent on search engines model for delivering relevant search results.  Second to organic are paid results which are often pay-per-click and appear at the very top and right hand side of results page.  Various methods can get a site to prime organic or paid spots.

Organic:

 There are three classifications in ethics related to SEO.  White hats are at the top of their ethics game and avoid questionable methods.  Next there are gray hats they have a tendency to take some ethical liberties.  Black hats use unethical tactics such as gateway pages, cloaking, and link farms.  Acting as a white hat in promoting a site can take the form of proper title, meta-tags, and descriptions which aid in guiding search engines in finding sites being promoted.

Paid:

Google paid results are populated based on three criteria relevance to the search, click through rate, and landing page quality. This insures that all parties involved are satisfied.  Advertisers are paying for proper placement, users are finding relevant results and Google is fulfilling its intended mission.




-Marie