Here at SEO Bank LTD we are strong believers in search engine optimisation as an effective marketing strategy to attain high rankings in search engines. From the outset we condemn any unscrupulous methods implemented to attain high rankings for the sole purpose of deceiving search engines and monetary gain. A good example of this is the usage of redirects, link farms and other methodologies frowned upon by search engines. By definition we are referring to search engine optimisation as a method used to promote websites to top of relevant search results for relevant key terms. So from the onset we are referring to those optimisation techniques that are beneficial to the end user of the website rather than the sole purpose of manipulating websites for search engine algorithms.
One can argue that the SEO industry has exactly the same purpose as Google which is to attain search results that are relevant for a particular key term or phrase. Both search engine optimisation companies and Google consider this of paramount significant. The difference lies in priorities. SEO Company's priority lies in getting their clients to rank well whereas Google does not give weight to any individual websites. With the exception of the latter the aims and goals of both Google and search engine optimisation firms is the same.
It is common knowledge amongst the search engine marketing fraternity that Google would like to index the natural web that has not been tainted through modifications or link building strategies such as link exchanges for the purposes of attaining high rankings. However this is an impossibility to achieve as the web was never in a natural condition and never will be in the near future. For Google to have this is merely an ideal which is an impossibility regardless of the technological advancements in the next few years.
The reason why the search engine optimisation industry is thriving is becouse the way the search engine results are displayed. Most results are displayed either 10 on a page or 20. As a result of this and recent research by SEO Bank LTD, there is an understanding that people will only surf the first few pages. So in order for people to have their website viewed they need to be in the top 20 results at least. As a result their only can be a certain number of relevant results displayed as aforementioned and as such there are many relevant results and relevant websites that don't get viewed. In addition, there are also more relevant websites that are ranked lower than those deemed as less relevant.
There are a number of reasons why a website that may be ranked higher than a more relevant website. It could be due to the less relevant site may have a higher PageRank, better Anchor Text or it could be their on page factors determine their ranking. Or it could be an amalgamation of various factors. Therefore a simple conclusion can be drawn. If there is no optimisation carried out the website rankings are attained by chance and chance is not a feasible way of deciding ranking or relevancy. Yes, search engines like Google can normally fill the top results with relevant results, but their algorithm cannot asses fairly when there are many relevant pages. No algorithm can to this date even with the recent advancements in search engine technologies.
For all search terms, there are many websites and that are relevant enough to be displayed at or near the top 10 or 20 positions , but only a select few can be chosen - the rest get placed far back where the user does not see them. This raises a simple question. Should website owners accept their fate and stay ranking below their competitors who have similar relevancy depicted in their website or should they attempt to improve their rankings? The answer to this question is simple. Where there is money there is competition and as a result when any website owner's competitors are taking the business steps need to be taken to improve the situation.
This is where search engine optimisation plays a significant role. Search engine optimisers are skilled in the art of making websites more search engine friendly and as such more to the criteria of search engine algorithms, thereby achieving higher rankings for them. Google in essence should have nothing against search engine optimisation activity, for the simple reason the process is carried out is to gain higher rankings for relevant websites and pages, which is precisely what Google tries to achieve.
In consideration of the aforementioned the question arises that why would Google have a problem with SEO? if one is to analyses Goole's SEO Guidelines one can clearly understand that the leading search engine has put some non search engine optimisation tasks as being in the parameters of ethically correct, but standard SEO techniques have been deemed inappropriate.
Since the job of an optimisation company is to put relevant results at the top, and Google wants relevant results at the top, it is simple to conclude that both have the same goals. They are on the same side and as such are not against each other. Search Engine Optimisers do not want to have irrelevant results positioned at the top. They merely try to have their own relevant pages included with those at the top, and they do it by trying to make them coincide with Google's algorithm. What possible reason could Google find to object to that? In light of the latter, Google should not be against so-called ethical search engine optimisation.
In summation it can be said that search engine optimisation done ethically should be favoured by search engines such as Google for the simple reason what is provided is what Google wants. Search engine optimisers job is to ensure that their client's websites closely match the criteria of Google through modification. Like the author of this article, I am still searching for the answer as to why would Google would object to SEO, as I cannot see any reason why it should. Google should embrace good search engine optimisation companies and have an open line of communication and co-operation, instead of being on the opposite sides of the spectrum
