This article will focus on the concept of using organic search engine optimization techniques to build page rankings and the associated benefits and problems that this strategy brings for both search engine optimization specialists and the search engine itself.
An organic strategy to increase ranking involves the use of search engine optimization marketing techniques that stay within Google’s official guidelines and aim to achieve a higher ranking within free links without breaking the rules set by Google ( other search engines use different rules, but Google is the most common). will be used as an example). The main techniques that the Google algorithm takes into account are the relevant keywords for the search terms, the number of links to the website and the importance of these links.
This focus on good quality content by Google usually means that the most relevant sites rise to the top of the rankings as they produce the most accurate results for the search terms used. However, producing such a quality website takes time and effort, especially in competitive markets like insurance/travel. This difficulty has caused an increase in companies looking to pay other webmasters to link to their site, which shortens the system so they can achieve higher rankings in a shorter space of time without having to focus on building their own links. backtracking and content.
Although getting a site to the top of the Google rankings is long and hard work, the benefits of it are plain to see. For example, at the time of this writing, there were approximately five million searches for the term auto insurance in June 2008 alone. So, as you can see, even on the first page of Google is a huge benefit. A study by Chyan et al stated that there was a golden triangle in Google searches and that 50% of searchers do not look outside of the first seven results. Furthermore, it has been estimated that 80% of searches result in clicks on the free results determined by Google’s algorithms and do not click on sponsored links. Also, Google has recently introduced a technology that allows you to crawl and index Flash animations, which helps produce even more relevant results.
Google has strictly banned this but has fought to crack down on it and there is now a healthy economy for those who use paid links as they can sell their own links to relevant websites and drastically improve their rankings. However, despite the fact that Google has banned it, it is partly their fault that this market has emerged and prospered. This is due to the fact that it is very difficult for a new business to achieve a top search engine ranking organically due to the competitiveness of the most popular keywords and the advantage established businesses have over them in terms of backlinks, domain -name age and page rank. Also, Google hasn’t sufficiently punished companies that pay for links. It is known that Google banned companies from appearing in its rankings for more than a year. However, many companies are willing to accept this punishment because, in the long run, they will reappear at the top of the rankings, as they will keep their existing links when the ban is lifted.
The paid link problem is also compounded by the fact that many of the major search engine optimization companies have engaged in these black hat practices, making it difficult for smaller companies to approach the top, due to large companies linking power and larger budgets. This not only creates an unfair playing field, but also makes paid links an acceptable search engine optimization technique.
Also on a more antithetical note, there may come a tipping point where pure white hat measures like directory submissions may not be enough to produce that holy grail of a number one position (especially in highly competitive markets). ). This is where many will be tempted to cross the line and move on to black hat techniques. I’ve had the same dilemma throughout my career where I’ve been tempted to do it. However, I have always found that perseverance and keeping content up to date and relevant is always the best way to go.
To conclude, the benefits of using organic search engine optimization marketing techniques are numerous and should be considered too valuable not to include in any SEO strategy. However, as the Internet grows and keywords become more and more competitive, it will become increasingly difficult to achieve and maintain a top ranking without making a few cuts here and there. Also, until Google increases its penalties against rogue agencies using the black hat technique of paid links, it will continue to be a growing trend despite the threats Google makes.