Search Engine Optimisation (SEO) is probably the wrong terminology for the process that creates web visibility in the 21st century. Gone are the days, when you could auto-submit your website to a gazillion search engines, sit back and watch your hit count soar upwards.
All the old tricks are finished, like having hundreds of landing-pages each linked to a single keyword or key-phrase, which then pointed to your homepage, or stuffing every word in the Oxford English dictionary into your page keywords as a catch-all.
With ever evolving new algorithms the major engines are constantly changing the rules in order to filter out anything that doesn’t make the grade. To understand what an engine will like or dislike you have to start with an understanding of an engines business model.
Search engines are not directories, nor are they supplying pages of classified adverts to the masses! What they are in the business of delivering to their customers is information, pure and simple. To further understand the process you need to consider what happens when someone searches for something.
Searchers may input something like ‘Canon EOS camera’, providing them with a list of suppliers and classified adverts, is unlikely to meet their needs. In all probability most people will simply be researching the camera, its features and functions initially. Then they will seek out reviews, but it could be weeks or even months before trying to find the best deal.
Put simply, the likes of Google and Bing want you to pay for advertising, it really is not in their interest to provide for free to someone, a service that others will happily pay for. Furthermore, since ‘looking to buy’ forms a lower priority than, ‘seek information’ or ‘compare reviews’, it follows that it should not hog the top of the results page.