Do web designers really know how search engines rank sites?

The short answer here is, no. But, of course, it's not quite that simple. I'll try to explain without getting too technical.

We must first realize that while most search engines earn revenue from the advertisers that market their products or services on the search sites, a search engine's primary customer is the end user, or the people using the search engine to find what they need on the web. This is because without a multitude of end users, advertising space would be significantly less desirable, which would mean no revenue for the search engines. So, because end users desire "quality" or "relevant" content, so do Search Engines.

In many senses, what makes a search engine "tick" are things called algorithms. Algorithms are the set of analysis tools and variables that determine which sites rank high on certain search terms, and which ones do not. These algorithms are immensely complex, containing a slew of variables that affect site rankings. To help ensure that designers and advertisers are not able to "abuse" or monopolize search engine rankings, they DO NOT release their algorithms to anyone. That's right, no one really gets the whole picture at any one time. Additionally, search engines regularly adjust and/or modify the algorithms, without notice. To make things even more interesting, each search engine is responsible for it's own algorithms, and can often may be using an entirely different set of parameters than another engine. This is why a site may rank highly on one search engine for a given search phrase, and not even appear on another for the same phrase. All these factors contribute to mysterious quandary of "How do I get high search rankings?"

Consequently, maintaining high rankings on popular search terms is a 24/7 occupation. This is why many design firms do not offer Search Engine Optimization at all, but focus solely on the structure and content of web development, without regard to how the design truly affects search engine ranking. Often, design firms will outsource professional search engine optimization to an SEO firm: a company that specializes strictly in search engine marketing.

Even though no company really knows all the variables that search engines use to determine rankings, there ARE well known search engine optimization (SEO) techniques that, in most cases, can boost rankings by making the design of your site as "search engine friendly" as possible. Unfortunately, most designers don't factor this into the design, or simply don't bother to take the time to do so. These techniques, to varying degrees, are what the NewTide Group specializes in. Our goal is not to participate in the never-ending chase of determining search engine algorithms, but rather to apply proven techniques to your web site, ensuring optimal rankings across all major search engines.

A word of caution: There are companies that will "guarantee" top placement in search engines for a nominal fee. Often they will accomplish this by optimizing your site to unpopular search terms. In other words, your site would be geared toward search phrases that few searchers are really using. Since there is low competition on these types of terms, it is very easy to "guarantee" high rankings on them.

Some companies may even imply that they have access to search engine algorithms, or know the "secret" of search engine optimization. The truth is, there is no secret. The techniques for search engine optimization, and the resulting high rankings, are public, documented, and well known. However, the process is a bit of a tenacious one that many firms just aren't prepared to participate in.

It's not magic, it just takes work

Jason Dutt
NewTide President