What is it all about? You might well ask.
Basically, search engines have the dubious task of providing the enquirer with the information they want. Given that there are now billions of websites and only a finite number of words in the English language – even when americanised – there is a limit to what they can portray on a page. Often you’ll see ‘275,666’ pages or some such found for the word or thing you’ve searched for but, naturally, VERY FEW LOOK AT ANYTHING AFTER THE FIRST PAGE. In fact, very few actually look below the first four or five entries.
Coming on top is therefore ESSENTIAL.
That’s where SEO comes in. SEO is basically using tricks – every trick – to get that pesky search engine to bring a website to the top or near top of a particular search. To that end, ‘experts’ get called in and spend all their time paying for adwords, putting up links, correcting meta tags and god know’s what else, plus ensuring the website of their client has all the right headings in the right way, proper content laid out in such a way that the robots love and links to other sites that will feed back.
And ‘Robots’ is the key here. You see, search engines are automatic in what they do and that means robots trawl the internet looking for changes and anything new to be collected into their vast machinery.
That’s where the problem lies.Think about it! Not everyone can come out on top and those that do, not for long. It’s like treading water and climbing up a slippery slope with slippery shoes on and it’s pelting with rain. Not quite a waste of time but near enough. And it costs a fortune. On top of that, Google, in particular, but all of them, in general, capitalise on delivery by offering the top spaces, the side and, indeed, the most prominent positions to those who pay them. So, mainly the big boys, as usual, have the high ground. Below those PAID POSITIONS the few below them are the most prized.
That means that everyone is playing the game of SEARCH ENGINE MUSICAL CHAIRS