- HubPages Tutorials and Community
Why Google Owns The Web & How You Can Benefit
"No man is an island." That was just as true when English writer John Donne wrote it in 1613 as it is in today's megalinked world. Many are the web entrepreneurs who create a stunning world-class website chock-full of relevant and unique information and then sit back in astonishment as they receive three hits a day. What they have done is that they have created "an island" bereft of bridges, ports, docks or airports. If no one knows your site exists, then all of that work has gone to waste.
It is of foremost importance when you are creating your own website that you ensure that you are not building "an island" but an integral, organic and interactive cog in the vast machine that is the World Wide Web. In order to fully understand this concept we must look at the essence of the keyword of the www which is: Web.
A web, whether created by a spider or by Tim Berners-Lee, is a very special and unique structure in nature. It is anchored securely, has immense tensile strength and every strand is connected to every other strand. It is the perfect way to funnel chaotic movement into a fixed location. If you know how.
No technique is more indispensable to ensuring the "web-ification" of your Hub or blog than link building. It is the one technique which is most often neglected and can be the most successful if properly implemented.
In order to drive the type of traffic that you want to your site, you have to be able to be found on that huge, messy network known as the internet. 81% of all internet users find the information they need by utilizing a search engine and Google holds 53% of this entire market. The majority of all search engine finds are completed by Google. That is an astounding level of market dominance.
When search engine technology was young and the leading search engine was Altavista, the main way that the search engines were indexing sites was due to the information that the webmasters would add onto the META tags. It didn't take long for the less savory characters on the web to find out that by spamming their own META tags with a large number of completely unrelated keywords, they could gain high PageRankings and lure the poor unsuspecting users onto sites which did not contain the information that they were seeking, and mostly dumping them onto their own or related lucrative porn and gambling sites.
The search engines came under a great deal of pressure to eliminate this significant skewing of their results, so they had to come up with far more sophisticated algorithms to ensure that only the truly worthy sites with a high degree of quality, verifiable and valid content were to be granted the upper listings, with all the rest of the junk relegated to the basement never to be seen again.
Swiftly following on the heels of each and every improvement in these algorithms' capabilities was a proliferation of new gray hat and black hat ways of skewing the results in the favor of the people who had a vested interest in gaining links without earning them.
META tags soon became a fairly minor aspect in the indexing of sites and the algorithms became so complex and "intelligent" that they started evaluating the overall quality of the site from an indepth analysis of the text of the entire site, not just the META tags. One of the most important factors became the quality of the links which were incoming from other quality sites. The determination in an algorithm of what defines quality is an extremely complex mathematical formula which is constantly being updated. Let's suffice to say that the system is now quite accurate and can easily discern the difference between junk or faked links and the actual links which originate from well-followed, respected, authoritative and informative sites with very high PageRankings.
The more links exist all around the Web that point to your specific site, then far more likely it is that you are among the best sources of what Web surfers are seeking in your particular sub-category. That is one of the basic foundation concepts of the Web and one that is unlikely to change at any time in the foreseeable future.
Google and the other major search engines (let's just lump them all up as Google, as it is a brand name which has become synonymous with its product, like Kleenex, Xerox or Hoover) have a responsibility to their users to provide them with the best quality references at the top of their long listings of URLs. These companies employ an impressive number of Ph.D.s to figure out ways to select and rank websites. The formulas they come up with to measure the value of any particular website rival those utilized for nuclear physics and are extremely exacting and complex.
Thus the Google campuses packed to the brim with Ph.D.s plugging away to stay one step ahead of the SEO Black Hats has slowly given the ubiquitous search engine company a stranglehold on the process that over one billion people use to find the sites that they are seeking. And every time that there is a new trick, artifice, ploy, scheme, or wily stratagem concocted by the forces of web evil who would pervert the pure and sanctified search engine process for their own despicable profit, the Doctorate troops can always be counted upon to smack them right back down again.
That is why any Hubber or blogger who is interested in driving more traffic to their pages should not rely on the SEO black hat devices which are guaranteed not only to leave you in the lurch, but could get your pages blacklisted altogether. The best way to build traffic is to build legitimate quality links, but most importantly to always publish unique, interesting, detailed, creative and literate content in all of your efforts on the Web, whether they be on your blog, your Hub, or your own web site.