Search engines have been resilient and successful applications Internet has had. Consumers, businesses and marketersSearch Engine De-Optimization have been glued to them making them the melting pot of Internet and marketing. But search engines have big problems.

Though they use logical ‘signatures’ of good content like number of incoming links, they cant differentiate good content from ‘cooked up’ material. Take a look at this video. The maker of this video claims that he was able to get some junk rank in the first page for target keywords. There are a ton of ‘search engine optimizers’ who ‘exchange links’ or create links that manipulate search results. If you optimize your website or content for keywords just because you want to attract business, I am not sure if you the search results are being optimized in the process.

That’s not too encouraging for search engines. There’s a good proverb in Telugu. “Pulini choosi nakka vaata pettukunnatlu” It teases a fox that tries to look like a tiger by having scars to copy tiger’s stripes. The difference between a fox and a tiger is DNA. But a search engine can’t differentiate the DNA.  It reads a fox and puts it in the search results for “Tiger” because the fox has stripes, those incoming links, the keyword density etc., on its back. That probably explains why the research shows that 50% of search engine queries don’t end successfully.

But that’s good news for entrepreneurs. Discovery of content is still a problem yet to be solved. Digg, StumbleUpon and other websites have come up to solve this problem and there are opportunities out there to solve it.

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4 Responses to The De-Optimization of Search Engines

  1. Tad Chef says:

    I think you do not have a clue what SEO is about. Please read at least what Google writes about SEO in their webmaster guidelines.
    Telling people lies about SEOs on purpose is far worse than the occasional misguided SEO or in most cases nurmal webmaster exchanging links. In fact, real SEOs do NOT manipulate search results.

  2. Chaitanya says:


    I don’t claim to be an expert on SEO. But I spoke to enough SEOs who said they will exchange links with their affiliates to boost my traffic.

    Don’t get me wrong. I encourage SEO (in the sense of optimizing your website to make it search engine friendly or aspiring to have higher number of incoming links) and am optimizing the websites I am putting together. But I do not subscribe to artificial link boosting tactics.


  3. Venkat says:

    Thanks a lot Chaitanya for the detailed explanation on how SEO is being misused. This is very informative article.

    I feel that online advertising is still in nascent stage.
    As a customer, I would like to have right information of product and vendor at right time.

    Conversion rate for advertisers will go up, only when ads are posted at this level of target.

    This can be achieved only when customers’ demographic and behavioral (past and future) attributes are very well analyzed. In order to achieve this, customers have to be included in this eco-system.

  4. Chaitanya says:


    You are probably correct about lack of context. It’s more acute in ‘display’ (banner etc.) ads than google ‘contextual’ ads.

    But ‘including’ customers in this process will touch on privacy issues.


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