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The concept of search engine optimization is an interesting and widely misunderstood subject. There are people who will tell you that they can increase the search ranking of your page so that your page will show up higher in the search engine listings. For the most part, this is not true. Any technique that could effectively subvert search engine algorithms today will not work tomorrow because the engineers at the big search engine company will update their algorithms to defeat those techniques, so at best it's a moving target. For example, the keywords metatag was originally designed to help the search engines by allowing content authors to categorize their content.
But this feature was abused so badly that the search engines had to stop using it, so it largely ignored today by the major search engines. So the SCO folks got wise and started abusing the title tag instead just putting the same garbage they used put in a keywords tag in the title tag. You'll see this lot around the Internet, but the search engine algorithms now of course ignore this too. The goal of the search engine is to provide useful results for users. They want to categorize your page correctly and they want to rank it according to its actual popularity.
So the techniques that work to make it easy for the search engine to read your page will result in better categorization, making it easier for those users who like your page to find it. And once those users find your page you'll become popular, because you attracted the right users. When your page is more popular, the search engine will recognize it is having more quality hits and will rank it higher pushing it up toward the top of the list in relevant searches. HTML5 has a good set of tags for making it easier for the search engines to read and understand your page.
We'll be taking a closer look at these tags later in this course. So the best form of search engine optimization is to create good content and optimize your site so that both users and search engines will be able to find it, use it, and ultimately like it.
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