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Pattern Group D. Writing and Managing Content > Counterproductive Strategies

Counterproductive Strategies

Writing for search engines is a black art. Most search engines closely guard the secret of their relevance-ranking algorithm because of competition from other search engines and because of deceptive tricks used by some site developers. One such trick is to add popular but nonrepresentative search keywords, such as sex and MP3, to drive traffic to the site. The logic is that such a Web site will be more likely to appear in search results because so many people search for these keywords, even though the Web site has nothing to do with sex or MP3s.

Another trick is to present one set of fake pages for search engines while presenting another for site visitors. In other words, the search engine crawler indexes a page that does not actually contain any of the content it says it does.


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