What is Google Bombing?

The complexity of search engines like Google gets confirmed with the diverse suggestions given by SEO specialists and the search results themselves.

The gap between theory and practice gets widened as we see

that "keyword optimization" is not everything....after all. The answer lies in having as many inbound links as possible and ....let's face it...nobody can deny the rationale behind a higher rank for a larger number of inbound links with proper tags to follow suit.

Google's algorithm is perfectly done and the search results

Only reflect the complexity of the whole exercise...and Google

Is where it is....at No 1.

Google Bombin

Can the search engine be blamed for "Google bombing" and what can the search engine do about it? Can the No. 1 search engine do anything in the first place? These questions crop up when a seemingly harmless search for "miserable failure" in the search engine gives an output which you or I won't ever imagine will find a No 1 position at the No 1 search engine.

How to Conduct Keyword Research

Keyword research is critical to the process of SEO. Without this component, your efforts to rank well in the major search engines may be mis-directed to the wrong terms and phrases, resulting in rankings that no one will ever see. The process of keyword research involved

several phases:

1.    Brainstorming - Thinking of what your customers/potential visitors would be likely to type in to search engines in an attempt to find the information/services your site offers (including alternate spellings, wordings, synonyms, etc).

2.    Surveying Customers - Surveying past or potential customers is a great way to expand your keyword list to include as many terms and phrases as possible. It can also give you a good idea of what's likely to be the biggest traffic drivers and produce the highest conversion rates.

3.    Applying Data from KW Research Tools - Several tools online (including Wordtracker & Overture - both described below) offer information about the number of times users perform specific searches. Using these tools can offer concrete data about trends in kw selection.

4.    Term Selection - The next step is to create a matrix or chart that analyzes the terms you believe are valuable and compares traffic, relevancy and the likelihood of conversions for each. This will allow you to make the best informed decisions about which terms to target. SEOmoz's KW Difficulty Tool can also aid in choosing terms that will be achievable for the site.

5.    Performance Testing and Analytics - After keyword selection and implementation of targeting, analytics programs (like Indextools and ClickTracks) that measure web traffic, activity and conversions can be used to further refine keyword selection.

The Most Important Factors Search Engines

The Anchor Text of Link - Anchor text describes the visible characters and words that hyperlink to another document or location on the web. For example in the phrase, "CNN is a good source of news, but I actually prefer the BBC's take on events," two unique pieces of anchor text exist - "CNN" is the anchor text pointing to http://www.cnn.com, while "the BBC's take on events" points to http://news.bbc.co.uk. Search engines use this text to help them determine the subject matter of the linked-to document. In the example above, the links would tell the search engine that when users search for "CNN", SEOmoz.org thinks that http://www.cnn.com is a relevant site for the term "CNN" and that http://news.bbc.co.uk is relevant to "the BBC's take on events". If hundreds or thousands of sites think that a particular page is relevant for a given set of terms, that page can manage to rank well even if the terms NEVER appear in the text itself (for example, see the BBC's explanation of why Google ranks certain pages for the term "Miserable Failure").

Global Popularity of the Site - More popular sites, as denoted by the number and power of the links pointing to them, provide more powerful links. Thus, while a link from SEOmoz may be a valuable vote for a site, a link from bbc.co.uk or cnn.com carries far more weight. This is one area where PageRank (assuming it was accurate), could be a good measure, as it's designed to calculate global popularity.

Search Engines Ranking Factors

Popularity of Site in Relevant Communities - In the example above, the weight or power of a site's vote is based on its raw popularity across the web. As search engines became more sophisticated and granular in their approach to link data, they acknowledged the existence of "topical communities"; sites on the same subject that often interlink with one another, referencing documents and providing unique data on a particular topic. Sites in these communities provide more value when they link to a site/page on a relevant subject rather than a site that is largely irrelevant to their topic.

Text Directly Surrounding the Link - Search engines have been noted to weight the text directly surrounding a link with greater important and relevant than the other text on the page. Thus, a link from inside an on-topic paragraph may carry greater weight than a link in the sidebar or footer.

Subject Matter of the Linking Page - The topical relationship between the subject of a given page and the sites/pages linked to on it may also factor into the value a search engine assigns to that link. Thus, it will be more valuable to have links from pages that are related to the site/pages subject matter than those that have little to do with the topic.

These are only a few of the many factors search engines measure and weight when evaluating links. For a more complete list, see SEOmoz's search engine ranking factors article.

Link metrics are in place so that search engines can find information to trust. In the academic world greater citation meant greater importance, but in a commercial environment, manipulation and conflicting interests interfere with the purity of citation-based measurements. Thus, on the modern WWW, the source, style and context of those citations is vital to ensuring high quality results.