Optimizing your Web site is not a Google-exclusive tactic. A site optimized according to globally recognized standards attains better stature than a non-optimized site in every search engine. The SEO (search engine optimization) field predates Google's index and PageRank algorithm. Living as we do in the Google era, however, SEO is mainly concerned with Google-specific page optimizing. In this regard, most professional optimizers are one of two types: general optimizers who work across the board or Google optimizers. The truth is, optimizing exclusively for Google is needlessly fanatical. First, Google doesn't publicize its algorithm tweaks and the subsequent recalculations of PageRanks and reordering of search results. Following a silent but influential Google upgrade, wails of anguish from Webmasters around the world can be heard as their sites drop from previously hard-won positions. As a community, Google optimizers try to figure out what changed and how to reoptimize their domains. This manic-depressive process is ongoing and necessary, but it probably shouldn't be the only page-tweaking task on your plate. Second, and the main reason that general optimization is the way to go, all important search engines respond well to the same basic optimization improvements. If your site needs an optimization overhaul, chances are the most basic spider-friendly improvements will dramatically raise your visibility in Google — and in any other index that lists your site. Google optimization, as a specific tactic, comes into play when a Webmaster limits the entire marketing plan to Google. There's nothing wrong with that at Google's current levels of traffic. (See Rubric 1 for a discussion of Google's competition and the prospects for the future.) Another example of Google-specific optimization is a highly optimized site that tweaks its page features specifically to eke out better returns from Google. In both cases, optimizations made for Google tend to help in other search engines, just as general optimization helps in Google. The resources suggested in this Rubric fall into three categories: Do-it-yourself optimization. These sites offer tutorials, interactive tools, directories, and other resources, some of which might cost money. Don't expect consulting, site management, or individualized optimization reports. Don't-do-it-yourself optimization. These companies and individuals cater to Webmasters and businesses that don't want to master optimization fundamentals or plunge their hands into code and keywords. This category also includes many of the questionable SEO practices that leverage their clients' naivete and need to outsource, promising unrealistic results and employing unwholesome strategies. At the same time, this space is where you find the many honest, smart, and skilled optimization specialists who can deliver personalized site evaluations for a reasonable cost, tighten your code, deepen your keyword identity, and multiply your Google-derived leads in a single crawl cycle. Don't be afraid of SEO specialists; just be cautious. Hands-on tools. Online gadgets! Keyword analyzers, met a tag generators, page evaluators, and other interactive assistants populate this category. These tools are for the do-it-yourself crowd. Some sites cover all three bases. SEO specialists usually (but not always) include some do-it-yourself content on their sites.
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