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Search Engines use algorithms that are well protected intellectual proprietary secrets and are continually evolving over time. It is important for you to focus on making your website as accessible as possible to Search Engines, while ensuring you have high quality content. Keep in mind these are well-established principles that are guaranteed to improve the rankings of your website, regardless of how the Search Engine algorithms continue to advance.

Search Engine Optimization practitioners can sometimes try to abuse the Search Engine algorithms in order to give their clients an advantage, and at times they might look to benefit and improvement through loopholes or sometimes shady methods. One simple example is using invisible text (white text on a white background) to “stuff” a page. Of course, this is invisible to the human eye, but Search Engines used to index this content, and if it is taken one-step further by stuffing the page even more with unrelated (but popular) keywords, it then becomes ‘spamming’. That was then, this is now and Search Engines are much smarter today and will definitely notice these sneaky tricks, and will heavily penalize any websites using such tactics and tricks.

Advanced Optimization is not simple and therefore carries risk if badly planned and executed. You should always keep in mind that what might work today is innovative, but runs the risk of heavy penalties in the future once people abuse it to the point where results are skewed, so always be careful of the introduction of any initiatives that fall into this class.

You probably have the question in mind that if you apply Search Engine Optimization management to your website, how long before you see the results? Understand that Google re-indexes websites every single day of the year, and it follows a process to ensure every entry contained in its vast database is re-indexed every 4-6 weeks. Google will also re-index sites like “news” aggregators much quicker, many times daily in order to stay most current. You can be sure that other Search Engines use roughly the same re-indexing timeframes, and therefore expect it to take up to 4-6 weeks before you can observe changes in the rankings.

You are still probably wondering if Search Engine Optimization will improve your ranking. Yes, but will they keep you there? No. Understand the Search Engine algorithms always continue to evolve over time and Search Engine Optimization is a form of marketing, and you therefore must have clearly defined processes of monitoring, interpreting results and tweaking.

Remember, Search Engine Optimization is not the only tool you need when creating and maintaining a profitable web presence, it is only one important component of your Web marketing strategy. Seasoned Web Marketers understand and realize that there is more to the Web than just search engines, as they know obtaining links from reputable websites, mixed with advertising using traditional media and ensuring your customers recommend you to their network of friends enjoy the same level of importance.