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Webmasters have been relying upon search engine optimization to improve their Web site traffic and return on investment since the mid-1990s, when search engines for the World Wide Web first appeared. Search engine optimization is founded upon the belief that search engines collect information about Web pages that most people are not aware of and therefore do not provide as efficiently as possible.
For example, every page has a title element. The W3C Web site says that title elements are "designed to provide a short piece of text that should stand for the document". The text of the title element is displayed by Web browsers such as Internet Explorer, Firefox, Opera, Safari, and others at the very top of the screen in the title bar. Search engines often rely upon the contents of the title element to determine what a page is supposed to be about. And yet, many Web site creators leave default wording such as "main page", "index page", and "home page" in their title elements. Other Web site creators use the same title element on every page of large content generation sites such as product catalogues.
Many Web pages don't use the H1 top-level heading element. Again, many search engines look at whether pages include such elements. If used properly, these elements should define what a page's topic is about. It is perfectly acceptable, in fact even advantageous, to repeat the text of the page title element in the H1 element. H2 and H3 elements should be used to label sub-topics on the page that are related to the main topic.
Search engine optimization consulting has become a very active industry. However, the quality of search engine consultants is uneven. Many people have jumped into business as search engine consultants after spending only a few months reading online tutorials and search engine optimization forums like the Spider-Food.net search engine optimization forums.
Although many experienced search engine consultants do share advice and experience on such forums, it is very difficult for people who are new to search engine consulting to grasp all the dynamic factors that affect your search engine rankings. In fact, so much emphasis is placed on the wrong factors (usually linking strategies) that many would-be consultants begin their careers by offering poor advice and service to new clients. Achieving high rankings on search engines like Google and MSN through linking strategies is a very difficult and ineffecient approach. A great deal of misinformation regarding how to rank well on these search engines is posted every day in popular search engine optimization forums.
Search engine optimizers who complain about lost traffic and rankings, who ask what they can do to regain lost traffic and rankings, and who openly accuse the search engines of singling out their Web sites and industries for special filtering reveal an inadequate grasp of the fundamental principles of search engine optimization. An experienced search engine consultant does not agonize over relatively temporary shifts in search engine rankings.
Michael Martinez is recognized around the world as one of the most outspoken critics of current search engine optimization practices. Michael has been active in search engine optimization since 1998. His own Web sites are widely acknowledged as dominant in their search categories. But he has also advised and assisted hundreds of business Web site operators through the years. Michael's articles, research, and advice have helped many search engine consultants and business operators around the world. When you look for a consultant, take a closer look at SEO Consulting, where you'll find a wealth of valuable information and tips, as well as screen captures of top rankings Michael has achieved with a variety of Web sites.
Have your pages gone Supplemental in Google's Index? Read Google Supplemental Pages to understand better what is happening and how you can change your pages' status.