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Chapter 07. Phase 5: Launch and Beyond > Optimizing for Search Engines

Optimizing for Search Engines

Search engines are like your site's life support. If your site is not adequately represented in the search engines, you might as well be cut off from your air supply. Put another way, not being in the search engines is like having an unlisted phone number. The market leader among search engines — Google — has been deemed by internet luminaries as the “operating system of the internet.” Google is the shortest path between points A and B, even when A and B are both part of your same website. So it follows that being well represented in the search engines — particularly Google, Yahoo!, and MSN — is a business imperative.

You may be tempted to submit your site to an array of search engines in one fell swoop using a submission service or software, something akin to the “$99 will submit your site to ALL THE TOP SEARCH ENGINES!” spam that continues to intrude upon our email inboxes. These services will most likely do more harm than good. They will submit your URL to “link farms” and various unsavory online neighborhoods. In the court of the search engines, you're “guilty by association,” and the punishment is being penalized in the search results or even being banned.


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