The web is a huge place, full of anything you can think of at any given time, because chances are if you can think of it, someone has made a website or web page for it somewhere. It could be as common as people writing about the latest movie or song, or it could be as low key as a new local band for instance, but if you were to hit up a search engine you will almost always find at least a webpage about it.
And with all of the billions and billions of web page and websites out there, it creates a market, and with any market comes the marketers. Search engine optimization, adwords, white hat, black hat, when you start reading about the industry you will find yourself running into terms which become more and more unfamiliar as you go. It’s no wonder that when you start having the conversation with a prospective, or sometimes even existing client, that the question comes up “Do you know how Google/Bing/Yahoo works? Can you promise me number 1?” Now the polite, short answer to that question is “No” and the long version is “No, we can’t promise number 1″. And then the inevitable happens, they utter the beginning of the worst phrase you can hear as an SEO “But I read/heard/was told that..”
Here’s the short reason why we can’t guarantee you number 1 in search for your business: the web and the search algorithms are always changing. When Sergei and Larry initially created the Google algorithm to run around and start indexing the web, it wouldn’t be a surprise to hear they never imagined it would get so massive. It’s rumored that the algorithm that runs now has somewhere between 250 and 300 ranking factors in it as it parses your website. And some of the confusion for those on the outside of the market, is when they read an article about how someone has cracked the algorithm to always rank on the top. I apologize for being up front, but anyone who tries to tell their clients that is a conman. At this stage of the search game, with as long as the algorithms have been changing and adapting, I doubt there is any one person employed by Google or Bing, who can sit down and tell you just how it works. Because at this point, they are just too big, too complex, and take into account so many different points that it’s mind boggling.
So your best course of action, is to adhere to the KISS principle, Keep It Simple Stupid. Don’t get crazy with your site, don’t get too smart with your content and follow the best practice guidelines; and you’ll be okay.