The idea of optimizing a web site for search engines is wrong; sites should be optimized for users, not robots. Incompetent search engine optimization will drive users away from the site, as well techniques like hidden text, odd link exchanges, or delivering different pages to web crawling robots instead of to real users. All of these techniques will result in lower site rankings or even expulsion from the major search engines. The answer lies in improving the site. The most effective form of search engine optimization is inbound links from sites that are both popular and relevant to your own. It's about getting the right people to mention your name. The important thing is to realize that search engine is just another way to invest in communications, and not an independent niche.

Read more about search engine optimization:
- read the column at ITWeek

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