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Towards a New Philosophy of SEO
By J. Green

The following overview of a common SEO campaign is not an attempt to describe the processes in use by all SEO's, and in fact there are a handful of really good SEO firms out there. Good SEO firms are generally identifiable by two common elements: Longevity and Customer Loyalty Overview of a common SEO Campaign:

II - On Page Optimization: • a) Add textual content that is keyword rich - Embed pre-determined target keywords throughout text according to the SEO's notion of ideal keyword density and usage. • b) Add Title and Meta Tags that are keyword rich - Often this involves composing code that is extremely keyword dense, which fortunately is no longer an effective technique to manipulate rankings on most search engines. • c) Miscellaneous other elements such as Anchor Texts, Alt Text, etc. are manipulated to increase keyword density. II - Off Page Optimization: • a) Link Building - Ideally this involves finding related but non-competing web sites of high quality to exchange links with. However automated ink spamming is a common practice that is employed, which although initially effective, can result in expulsion from search indexes. Furthermore link spamming degrades the overall quality of the WWW. III - Adjustment: • a) On a regular basis the various "optimized" elements are adjusted in an attempt to find an ideal combination that will result in top rankings for the target keywords. This is quite often a lot of guesswork and wishful thinking. The Mission of this type of campaign is to take an existing website, regardless of quality and Make it Appear to be the Best. When such a campaign is successful, the SEO has succeeded in reducing the quality of search results for that keyword by positioning a web site that does not deserve a top position. Furthermore link spamming reduces the quality of the internet link graph by forging unnatural connectivity families.

Overview of Proposed SEO Campaign:

I - Ground Up Solutions: • a) The construction of innovative, high quality websites that are built according to concepts that reflect knowledge of search engine technology. • b) Rejection of existing websites as a standard with few exceptions. Offer complete solutions of design and SEO to insure uncompromising quality. II - New SEO Methodology: • a) Traditional SEO techniques should be abandoned to pursue a true Search Engine knowledgebase resulting from scientifically sound research. • b) Abandon the concept of "tricking" search engines into ranking web pages and focus on building websites of high enough quality that they can rank well based upon their own merit. • c) Citation development will still be an integral part of this campaign however new systems, standards of quality and types of citations are implemented and enforced such that the idea of link building no longer accurately describes this process. A New Philosophy for Search Engine Optimization The Mission of this type of campaign is to build a highly optimized web site that Is the Best. Websites will achieve top rankings for 2 reasons: 1. They are constructed as comprehensive authorities within their industry. 2. They are designed to make the most of their natural strengths through an understanding of search technologies.
About the Author

J. Green is a search technology researcher with expertise in scientific search engine optimization. www.GreenBUILT-Research.com

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