In Pursuit of Right Now
We admit it: We were shaking in our stiletto heels just thinking about writing this
chapter. The Right Now of search engines? Committed in ink, on old-fashioned paper?
Give us a break. Everybody knows the Right Now of SEO changes every 5 minutes and
you’d do much better finding this stuff on the Web.
Just kidding. We wear sensible shoes. Oh, and there are lots of great reasons for
you to hang onto every word of this chapter.
First off, researching SEO on the Web is a difficult way to learn new concepts
and get the basics down. If you set out to discover the Right Now of SEO for your-
self, you’re likely to run into a mishmash of organic and paid strategies,
techniques, and beginner and technically advanced concepts. And you
are going to run into conflicting advice, naturally; you’ve got forums running ram-
pant with rumors and expert and not-so-expert blogs, not to mention every Dick
and Jane employed by an SEO firm who has posted an article on SEO. And here’s
our favorite pet peeve: SEO advice on the Web is maddeningly unlikely to be date-
stamped, so you often don’t know if what you’re reading is current advice or yester-
So, instead of trying to jump into your own frustrating pursuit of the Right
Now, read our rundown of the current search landscape. Later, in Chapter 8, “Month
Two: Establish the Habit,” you’ll learn how to keep your knowledge up-to-date using
our favorite trusted sources of information.
Now, let’s get right down to the details.
Simply stated, Google is the standout leader in search today. It has the most
and the most new trends, and it’s the only search engine with its own entry in the
dictionary. Once a search-only entity, Google now offers a mail service, a map serv-
ice, and a traffic and conversion tracking service, not to mention a diverse menu of
specialty search options, including video, image, blog, and local. See Table 4.1 for
handy Google facts for SEOs.
Google has been an all-out trendsetter in the evolution of the search algorithm.
Link popularity? Google made it hugely important. The probable death of
? Thank Google. A website’s age being a factor in its ranking? Blame Google. We’ll
go into the details throughout the chapter, but let’s face it: The world of SEO is playing
Follow the Leader, and Google’s at the head of the line.
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