Søgemaskineoptimering har ændret sig en del over de sidste 5 år. I starten var det let at opnå gode placeringer. Konkurrencen var ikke ret hård, så det var bare at putte søgeord på siderne og herefter ville siderne opnå gode placeringer i søgemaskinerne. Branchen udviklede herefter nogle interessante teknikker (afhængig af hvorledes man ser på det), hvor optimering skete ved at gentage det samme ord igen og igen i teksten, samt usynlig tekst, hvor søgeord skrives i samme farve som baggrunden - disse to teknikker virkede fint og gav gode placeringer. Teknikkerne hjalp bare ikke søgemaskinernes brugere til gode søgeresultater, nærmere det modsatte. Det betød at søgemaskinerne udelukkede sider der benyttede disse teknikker, teknikkerne blev stemplet som spam.
Søgemaskinerne udviklede bedre algoritmer til at analysere indhold på nettet med, således at søgeresultaterne blev mere relevante for brugerne. Samtidig blev det også sværere at opnå placeringer i søgemaskinerne med simple teknikker som blot gentagelse af ord.
Søgemaskinen Google tilføjede nogle nye komplekse kriterier til måden sider analyseres på. Google tilføjede en parameter der gjorde, at det ikke kun var html sidens kode der havde betydning, men også udefrakommende faktorer spillede en rolle for vurderingen. Det var popularitets begrebet der blev indført, hvor Google kigger på antal links samt relevansen af links der peger på dit site/sider. Således var udefrakommende links pludselig også vigtige for gode placeringer - det betød at søgemaskineoptimering ikke længere var gjort blot, ved at “rode” lidt med html-koden.
Google er i dag en af de vigtigste søgemaskiner, da den giver rigtig meget trafik til websites over det meste af verden.
Situationen i dag; teknisk optimering til en lange række søgemaskiner er en vigtig disciplin for at opnå den kvalificerede trafik fra søgemaskinerne. Dog er andre måder at opnå kvalificeret trafik fra søgemaskinerne på vej frem i højt tempo.
Pay Per Click
Det er Pay Per Click (PPC) søgemaskinerne - hvor de to største er Overture, e-spotting, ikke at forglemme at LookSmart også for nylig har lanceret en Pay Per Click model. Ingen af maskinerne (Overture, e-spotting) er i dag aktive på det danske marked og har således mindre værdi for det danske marked, i forhold til hvorledes det ser ud hos nogle af vore nærmeste naboer.
Både Overture og e-spotting er udbredt i Tyskland og UK.
De fungerer således, at den der betaler mest får placering nr. 1, den der betaler næstmest nummer 2 og så fremdeles. Der tilbydes automatiske værktøjer, der sikre at man som virksomhed altid er placeret i toppen. Maskinerne kan selv byde højere på en given placering, op til et maksimum som virksomheden har sat, og dermed sikres en plads i toppen.
Hos Pay Per Click søgemaskinerne er det ikke længere kvaliteten af dit indhold der tæller, men dybden af din tegnebog.
E-spotting og Overture er blot to søgemaskiner ud af mange, så de kan da ikke være så vigtige ?
Hele dotcom nedturen betyder, at portalerne må kigge efter nye muligheder for at tjene penge. Således er portaler i både Tyskland og UK begyndt at vise resultater fra Pay Per Click søgemaskinerne i deres søgemodul.
Søger du efter “car” i f.eks msn.com, vil de første resultater du ser som bruger være nogle sponsor sites, herefter vises resultater fra en Pay Per Click søgemaskine og først som nummer tre i rækken vises resultater fra en crawler maskine, der er baseret på indhold på det pågældende website. Denne model med at vise Pay Per Click resultater først, er meget udbredt i lande omkring os, hvor de første 3 eller flere resultater er Pay Per Click resultater. Besøge forskellige portaler i f.eks. Tyskland og se hvorledes deres søgemodul præsenterer søgeresultater.
Denne måde at præsentere søgeresultater på, betyder at den tekniske søgemaskineoptimering ikke længere er nok. For arbejdes udelukkende med den tekniske søgemaskineoptimering, vil der aldrig kunne opnås top 1 placeringer i en lang række søgemaskiner og portaler. Placeringer kan godt være top 1 i forhold til den tekniske optimering, problemet er bare at disse resultater først vises på side 3.
Er den tekniske søgemaskineoptimering død ?
Betyder dette så enden på den søgemaskineoptimering som vi kender i dag ? - nej, det er der ikke noget der tyder på. Det der sker er, at søgemaskineoptimering skifter fra at være en ren teknisk disciplin, til også at omfatte mere marketing, hvor det gælder om, at lave det rigtige mix mellem den tekniske søgemaskineoptimering og indkøb af betalte placeringer. I USA er begrebet Search Marketing opstået, hvilket må siges at være dækkende for hvorledes branchen skal se ud i fremtiden.
Når alt kommer til alt, handler det om at trække kvalificeret trafik til et website og derefter konvertere brugerne til emner, kunder eller hvad der nu er formålet med at hente dem ind. Det vigtige er, at foretage måling på ROI, og så er det lige meget, om brugerne er kommet til sitet via traditionel SEO eller via Pay Per Click søgemaskinerne - bare de er kvalificerede emner, der giver value for money hos annoncørerne.
Det må hvad Search Marketing handler om !.
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