Why is that so?  Search engines are after all computer programs. You need to create databases and databases means records of something. So search engines create data bases of frequently searched words and match them with websites in which these words occur. They also create databases of links that connect  or from one site to another. When a user types a keyword, the database is searched and results are produced. When ranking sites access a website, they check the number of links to the site or from a site from the database and award the ranks. Hence, it is not surprising that a new world of commerce has grown around search engine optimization and link building!

But what about the googlies? I thought we were talking about search engine googlies! Yes we are. However, if you look deep into the issue you will find that it is not the search engines that make the googlies but the site owners who force search engines to produce the googles that visitors see! How?

Many site owners set out to improve page rankings for their site by ensuring that their sites are search engine optimized. Of course, they do not make a fetish of providing their visitors with information or knowledge in the process. They include the keywords in image descriptions, title of the page and scatter the keywords in sufficient percentage to ensure that search engines are hoodwinked into thinking that the site is relevant to the keyword. After all search is a computer program and the law of garbage in garbage out never changed since the introduction of the computer.

These site owners also love article directories. They will buy or create quantities of articles that are qualitatively poor but provide links back to their sites to make sure Alexa and other similar sites rank them high because of the number of incoming links to the site.  While this is cheating for links, how does it matter?

In the circumstances it is not surprising that “searchers” experience the “goglies” when they search for relevant information.  What is your experience? Do you get googlies when you google? Come share it with us!

Perhaps the characters in the novel would be amazed if they were to encounter the techies and consultants of today who are struggling to guess the “true name” of websites!  Is this a game for better control of business or……… what?

It is clear that the players of the game “Web Presence” begin with a well defined  set of rules. The rules fall into neat categories–Search Engine optimization, Search engine marketing, Keyword optimized content, link building, Page ranks, site scores, Partnering, affiliating and so on.  Each rule based evaluation produces a tally. The tally and subsequent rank, marks the extent of control or lack of control.

The contest–as usual–is with the opponent–your competition (such fierce competition at that!) to grab positions (page ranks, incoming links etc) and seize assets (keywords, traffic) and wage cyber wars for a variety of reasons–sometimes based on rules and sometimes lawlessly (if you consider the hackers, virus producers etc). The “web presence” or “true name” will also be determined by how effectively and efficiently you win the cyber wars and stand terrorizing the attackers.

On the stands are the hordes of spectators who watch the game and influence it. These are the poeople who blog, twitter, forum or socialize and create the traffic to the site and also discuss among themselves about the merits of the site (with or without reference to the tally). These are people who have something to say about what intersts them and what the “true name” should be.

Ultimately, getting at the “true name” may well prove to be too much to “bite off” and chew….

So, what is your take on that?

Search engine optimization or SEO is the prime mover.  This is because people normally reach your web page via search engines. Search engines need to index your pages on the basis of keywords and their density/frequency on your page.  Your content needs to be search engine optimized so that search engines will rank your page higher than that of your competitors. The best part of this process is that it is FREE. All you need to do is make sure your content displays the keywords in sufficient and meaningful regularity.

Search Engine Marketing (SEM) is all about tidying up the website and filling out appropriate forms that search engine crawlers can use to identify context and reward it with a high page rank. Of course, this requires you to invest time and money and you need to ensure that your advertisements are placed in the right pages on the right sites.  You also pay to ensure that your advertisements are displayed on relevant search queries and you again pay if someone clicks through the advertisement to your site.

Blogs and online content can be a marketing tool if you know how to exploit its potential. The bottom line is that you will have to blog everyday to attract visitors to your site via the blog. You can use your blog to publish content on the web that is replete with the pertinent keywords and score on SEO. Blogs also develop an online community that is entirely based on the content you display and the product you are marketing.

Social Media marketing is the new mantra of the decade.  Facebook, Twitter, LinkedIn or Digg help in developing a strong social network that can be exploited for business gains. It also helps to develop an intimate relationship with your customers and readers.

Email marketing is another effective method of reaching out to customers. These marketing campaigns are easy to create and almost free. However, one must be cautious in the use of this tool. It can backfire. It can be treated as spam and your site can be black listed for generating spam!

So if you have acquired the license to drive, it is time to learn how to drive!