Search engine marketing is in a constant state change. This may seem a bit odd. Wouldn’t the search engines benefit more by keeping things steady and constant? Not really and it’s a simple matter to understand why.
There is a constant tug of war between the search engines and webmasters trying to get their pages to rank well. But there are different types of webmasters. Not all of them play fair.
The first type of webmaster is the run-of-the-mill webmaster who just wants to run legitimate business. This type of webmaster doesn’t really have the time to learn everything there is about marketing to search engines, but they do take out time to learn what they can. Their goal is to rank as well as they can and not try to game anyone.
The second type of webmaster is the professional search engine marketer. They spend their time studying the search engines, testing different techniques and doing their best to stay on top of the latest changes.
A third type of webmaster is the “blackhat” practitioner. Like the professional SEMer, he spends his time learning the latest techniques and keeping up with search engine ranking changes. However, this type of webmaster will use any technique at his disposal to gain an edge in the rankings. He doesn’t care if the search engines approve of his tactics or not.
Then there is the spammer. This type of webmaster is simply careless. And sloppy. And somewhat lazy. She won’t take the time to study the search engines. She just learns what the popular theories are of the day and chases rumors without testing them. This webmaster will likely have a few websites de-indexed then wonder why.
Finally, there is the clueless. This webmaster doesn’t know the first thing about how search engines work. He just builds his website and hope people show up to look at it.
The search engines, first and foremost, want to show good search results to searchers. But they also want to be fair to each of the types of webmasters above. And to do that, there must be some kind of way to ensure that no one games the search engines to gain an unfair advantage. That’s why the search engines penalize the use of careless tactics and those that attempt to game the results.
But it would not be fair to allow the professional search engine marketers an opportunity to gain advantage over everyone else by letting them in on all the ranking secrets and shutting everyone else out. So the search engine frequently change their ranking algorithms to wipe out the advantages of the professionals and to ensure that no one games the results for an unfair advantage.
This means it is even more important to study and test to see what works – not just for today, but for all time.