by Dave Davies
Today we won’t be taking a look at black-hat search engine optimization tactics. Admittedly, I’ve toyed with them in a “know your enemy” kind of way but I’m no expert on advanced cloaking techniques, nor effective link spamming tactics. What we’re going to cover here are the hidden (i.e. dark) areas of effective search engine optimization strategy.
I’ve written numerous times in past articles and blog posts that using tricks to rank your site highly is, in the end, ineffective as tricks imply a manipulation of the ranking formula and will eventually become obsolete as the search engines work to advance their algorithms and shut down such possible abuses. But here I’m going to illustrate some of the tricks we use to drive traffic to our site. Is this a conflict? Not really. These “tricks” aren’t so much directed at search engines as they are website owners and visitors. These are marketing tricks, not SEO tricks; they just happen to help you with your rankings.
Before we begin, let’s review an important point about Google. When most people think of Google they think of the dominant search engine (and in that they would be right). However, if Google was primarily a search engine it would be much smaller than it is now. No, it is an advertising company, and the world’s largest at that. To this end it needs traffic, market share, and clicks. It needs you to love Google.com, to visit it often, and to visit the other properties and offerings such as Gmail. If you do this, the odds of you clicking on one of the paid ads increases and its primary function is fulfilled. It is driven by this purpose that Google has developed the most complex search algorithm that has ever existed. Its search is the companyÃÂ
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