Search Engine Optimization
Everybody wants to know the secret to SEO. SEO, in theory anyway, isn't complicated at all. All that is required is to have the most relevant website or page for the keyword, or keywords, that is the subject of the search. That's it. Be relevant.
SEO: What is 'Relevant?'
That's the secret to SEO. Relevancy… but, based on what?? Contrary to the way things seem, Google (let's face it, Yahoo and Bing don't matter much) has no interest in keeping your website out of top search rankings. Here's the deal. When someone–anyone–conducts a Google search, and finds what he or she hopes to find, the likelihood that this person will use Google again is pretty high, right?
Viewed from that perspective, it is obviously in Google's best interest to display websites that are going to captivate the interest of the website visitor. It is in your best interest that it happens to be your website. We make sure that it is.
If you think about it, we really aren't in the SEO business. We are in the relevancy business. The secret to SEO is understanding how search engines determine relevance as opposed to the way humans do. Humans see pictures. Humans ask questions, humans infer and read between the lines. Search engine spiders and search engine algorithms don't. They do whatever they were programmed to do.
SEO is the process of making a website relevant the way Google sees it, while ensuring it meets the goals of your human website visitors.
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Recent updates to Google's search algorithm actively penalize websites that attempt to boost rankings in this way. It's not just theoretical. We find ourselves scouring the web for toxic backlinks created by previous SEO firms all the time.
The moral of that story is so called "black hat" SEO can do real harm. Also there is no such thing as guaranteed rankings, and the guy that calls you claiming to be "with" Google, isn't.