A Quick Review: The Importance of Relevance.
In our original search engine newsletter we discussed how relevance is the most importance factor to good search engine placement. Relevance is always the bottom line when it comes to good search engine performance. Search engines continually change how they work in order to achieve their primary goal - providing relevant search results. One of the challenges of search engine optimization is that search engines continually evolve how they determine relevance. This means that any attempts to "trick" a search engine into thinking a page is relevant, when it is not, will ultimately fail. This is why you should avoid the typical spam emails that offer "guaranteed top placement for $49.95." Such "black hat" approaches almost always rely on tricks that will ultimately hurt your search engine position.
The good news is, if your site is properly formatted and truly relevant to a given search term, your ranking will actually improve over time. Search engines work for you as they eliminate irrelevant search results. The strategy we are recommending in this newsletter focuses on maximizing the relevance of your existing site's content.