In the early days of the Internet, anyone with a modicum of HTML knowledge could game the search engines. Search-engine optimization (SEO) experts popped up right and left, charging hefty sums to place their clients at the head of search results. They crammed client pages with search keywords—in titles, meta tags, headings, links, and image descriptions—sometimes even as invisible (white on white) text on the page. When Google came into being, with its strategy of ranking pages by number and quality of inbound links, SEO “black hats” gamed that system by daisy-chaining sites in link-swapping deals.
Search engines got smarter. Their algorithms started actually punishing such tactics by sending abusive pages to the back of the line. In response, SEO pros studied the changed rules, revised their strategies, and charged more money to retune client sites. An arms race began between evolving search engines and SEO experts.
In such a situation, it should be obvious who wins. You can play catch-up only so long—especially with a giant with legs the length of Google’s—before you fall behind. And where Google goes, other search engines follow. As a result, the “black hat” SEO specialist is dying out.
Many things play a part today in a page’s search engine ranking, but all fit under one umbrella: Quality Content. If a page is well written, search engines will recognize its content by natural variations on key terms and phrases. If a page is well organized, with appropriate headings and graphics, search engines will note that as well. If a page is helpful, search engines will note inbound links from other sites of good quality. But if a page tries to cheat, it will suffer.
If I may borrow a section from the Tao te Ching
Fill your bowl to the brim
and it will spill.
Keep sharpening your knife
and it will blunt.
Chase after money and security
and your heart will never unclench.
Care about people's approval
and you will be their prisoner.
Do your work, then step back.
The only path to serenity.
In other words, focus on a true purpose, and the results will come.