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Search engine directives
Some programmers use un-ethical methods in order to obtain high positions in search engine results. Search engines publish directives that illustrate which methods are permitted and which ones aren't. If a search engine discovers that a particular site has used un-ethical methods to improve its ranking, it excludes the site from its archive and therefore the site no longer appears in the results at all.
 "Make pages for users, not for search engines. Do not deceive your users or present different content to search engines than you display to users, which is commonly referred to as cloaking." |
 "Some pages are created deliberately to trick the search engine into offering inappropriate, redundant or poor-quality search results; this is often called spam. Yahoo! does not want these pages in the index." |
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 "The following items and techniques are not appropriate uses of the index. Use of these items and techniques may affect how your site is ranked within MSN Search and may result in the removal of your site from the MSN Search index. - Using hidden text or links. You should use only text and links that are visible to users." |
 "Some Webmasters build sites that contain irrelevant or recurring text. Our spider identifies the Web pages that use this kind of text ('invisible' or 'hidden' text or other practices) and excludes them from the archive" |
Google is presently the most important search engine. Between 70 and 80% of all Internet users use Google. Not having a Google ranking means being invisible to many potential customers. The market simply passes you by.
It is therefore worth taking the trouble to try and understand the Google directives and algorithms. We put our energies into programming websites that conform with search engine directives and that achieve the best possible rankings using ethical methods. Given that search engines are constantly improving their algorithms it is inadvisable to insert invisible code and take short cuts that only produce short-lived results. The bottom line is that no company can afford to be excluded from search engine results. Our customers rightfully place their trust in us.
