A
query??™s results are boiled down from millions of possibilities into a manageable list of the
top ten (and beyond) best possibilities. It??™s a simple concept everyone understands.
The reality, however, is that a company cannot wait for people to look up the precise
string of keywords that match its business??”they have to actively pursue means of appearing
in the top results for approximate keyword combinations so they are still viewed as a
recommended choice. Because people trust search engines almost to a fault, this is one of
the best ways for a company to spend its marketing effort.
Search engine marketing??”and more precisely, search engine optimization??”involves
strategic planning and tactical implementation. Many steps toward better placement can
be taken with the current website, but just as many require working outside the domain.
This chapter will cover how search engines view websites and how they rank results, what
steps can be taken to improve your placement in results pages, and how to test your hard
work at the end of the day.
What it is and why it matters
Before Google, search engines like AltaVista were buggy and unreliable.
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