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Optimizing for Google

Google accounts for nearly 50 percent of all searches. With its dominance of the search engine landscape, Google makes its own rules for ranking sites in search results and changes them often. Some changes result from its own continuing research or from competitive pressures. Google also shakes things up to prevent large, well‐funded companies from dominating results permanently or to counteract the dynamic of people gaming the system to enhance search engine results.

Site relevance, as a human being would determine it, guides Google's approach to search results. This approach puts extraordinary pressure on sites to obtain inbound links from related sites. In theory, a site that is well designed from a human perspective and well connected with other sites does well on Google. That's the theory anyway. The following sections detail some best practices to help you compete against all the other sites struggling for the same visibility.


  

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