Search Engine Optimization – How to Handle Google as Regulatory Authority

If history has taught us anything about human nature in the marketplace, it’s that no economic system has survived without some form of third-party (often from a governmental authority) regulation. It’s a rejection of social Darwinism, to be sure, and perhaps it levels the playing field by disallowing the possibility of brute force winning out over social customs and norms, i.e. preventing the collective whole from ruination at the hands of a few unscrupulous individuals. Call it socialism or regulatory oversight, if you wish, but without it life would be tough for all but a lucky few.

And so it goes, history repeats itself. In the twilight of the jazz age, the financial markets in the United States collapsed just as they did in 2008–the only difference in the case of the latter was that the markets were prevented from failing entirely because of government intervention. Now, having completed nearly two decades of reliance upon binary code for social and economic stability, the search engines are king. Why? Because they control the flow of information, and since information makes and breaks fortunes, being able to influence how information is routed through these search engines makes anyone capable of performing competent search engine optimization for websites a very important person indeed.

At first glance, optimization seems easy enough: don’t do anything underhanded like spam everyone and the rest takes care of itself. If only. The truth is much more difficult and Google has yet to create an algorithm that accounts for human frailty. As such, the rules and steps that make-up Google’s mysterious algorithms are such that one must take note of the level of nuanced coding required to avoid falling into what might best be described as “Google Hell”–that is, the malady occurs when one’s website is at the bottom of any result for a particular keyword, or at least hopelessly deep.

The algorithm, for as long as people survive, is the regulatory scheme. It’s true that one need not be wonkishly familiar with the precise details, but it does not hurt to know at least a few basics aside from “Thou shalt not spam.”  Here is where the aforementioned nuanced coding comes in. As most houston seo firm specialists already know, a keyword density (on a particular page for a particular keyword) of 3 or greater could prove devastating in both near and long terms. This means accurately measuring the keyword density for all search terms for which you, as a business person, are hoping to be competitive. This kind of work can take hours, and if done improperly, could lead to the waste of a lot of time. It seems trivial, doesn’t it? But it’s a pitfall that many designers and neophytes fall prey to.

So how does one balance keywords with content anyway?  Some populate their sites with large amounts of boring content, cleverly producing roughly thirty-two non-keywords for every one keyword contained in the text. That means that if you were to copy and paste your site text onto printed book pages, you would (if you optimized properly) only see your keyword maybe 10 times. That’s not bad, but the other two-hundred and forty words should complement your keywords.

Another dilemma, how does one produce the necessary volume of content? This is another thing that sounds easy enough, but it’s not, and it’s another thing that might need to be outsourced to a professional.