The field of search engine optimization (SEO) is both simple and complex. It’s simple in that the principles of preparing your site for beneficial crawling are a lot easier than SEO companies (who want you as a client) might have you believe. It’s also complex because ideal SEO goes beyond tweaking a site’s tags or page structure to a deeper consideration of a site’s purpose, who it wants to attract, and how it wants visitors to behave. SEO might or might not be connected to making money. (For low-revenue and no-revenue sites that want more traffic, the main investment is time.) Improving a site’s placement on Google’s search pages is a generally desirable goal for any Webmaster, even those not selling products or trying to convert free visitors into paying customers. So this chapter concentrates on site optimization for its own sake. I sometimes refer to revenue priorities, but the focus is raising a site’s visibility for the sake of visibility.
To that end, search engine optimization — which, in the context of this book, means Google optimization — is about creating Web pages that are ranked highly in search engines. Optimization is not about tricking the Google spider, though some disreputable SEO companies have based their services on just that — a risky game, in Google’s case. Optimization is a win-win-win strategy that results in a site that’s more coherent to visitors, ranked higher in the search index, and more prosperous for the owner. In a well-optimized site, the goals of everyone involved converge.
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