It is indeed possible to directly and heavily influence search engine results using a variety of white hat techniques. There are two forms of SEO: promotional SEO and defensive SEO, with promotional being the more common of the two. Neither strategy is limited to simply optimizing your site, although that is indeed important if not essential, but also includes messaging, linking, promotion, reciprocal linking, blogrolling, viral components, etc; that said, there is a lot that can be done if you are open to some very creative site optimization site revision.
Promotional SEO
The improvement of the placement of a brand’s search engine results and general SEO for a client’s websites can and should be constantly pursued and managed in a holistic, concerted, intentional campaign. For this there are many techniques including proper site design and meta-tagging, conscientious management of content for SEO, careful submission management, SEO-conscious linking, etc.
A major side benefit of an online outreach and online engagement campaign is that such activities raise the awareness of your message not only among humans, but amongst the search engines as well. The increased relevant, linked, and fresh content with your message will make that information and the associated and linked sites that much more attractive and highly-rated within search engine results.
Defensive SEO
Defensive SEO is a much less common technique, though powerful and effective, used to manage and improve client reputation online. The strategy of being able to remove unwanted search engine results, over time, from the first page of Google (and at times, past page ten) can be intensely valuable to clients who have blemished search results.
SEO isn’t a panacea – it is a lot of work, especially if the topic is volatile or political, such as current news, scandal, or if there is someone else out there who is directly counteracting your campaign.
There is no true secret; however, it is a very complex, sophisticated, and sometimes dangerous game that requires a lot of time, energy, expertise, experience, and a commitment of at least six months. SEO is 1% inspiration and 99% persperation; SEO is about elbow grease plus time. Generally, Google and the other search engines are more like battleships than patrol boats and time is a very important component of the equation.
Although not a panacea, a long-term combination promotional and defensive/protective SEO campaign is a powerful and organic solution to the ephemeral contextual ad and is very durable, armored, and fortified against unforeseen attacks.
The best defense is indeed a good offense.
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