Studies have shown that really the only links that matter on a search engine site are the first five links, or certainly only the first page. Users rarely sit and click through the pages and if your site doesn’t rank highly than it becomes like the proverbial tree falling in the forest; if there is no one there to read it, does it even exist?
A key message from the lecture was to use practical keywords in your title and introduction as this will ensure that people looking for the information contained in your article will be able to find and read it. Puns and a clever plays on word will not work as every bit of the title needs to be relevant and therefore searchable.
These facts have led to some unscrupulous methods by online users. Dropping in some of the most-searched-for words in titles, stand firsts and HTML boxes has become commonplace. This is undoubtedly effective at driving web views and online revenue, but incredibly annoying for the reader who has to wade through irrelevant material.
This is one of the processes known as “black-hatting” and is something that is being carefully monitored by the search engines with the hope of blacklisting anyone taking advantage. However with the unlimited amount of information being churned out daily on the web it is a difficult process to monitor and unfortunately looks likely to continue.