Over the years search engine optimization has always been one of the most important and effective tools for web promotion. However the emphasis has been changing with rapid changes in technologies and consequential change in the taste of the web surfers and viewers. The latest SEO trend that is taking the market by storms is ranking by brands.

Entire concept of search engine ranking has changed today. More and more search engines are emphasizing the brand rather than any other things. Of course contents still continue to be one of the most relevant factors in getting desired search engine page ranks. Yet the enormity of the task added with new sites and blogs coming up everyday has diverted the emphasis now to ranking by brands instead of the traditional ranking by links or ranking by simple contents.

With overall change of their search algorithms, leading search engine like Google is placing enormous emphasis on branded search results. Algorithm changes have adversely affected many sites that revolved round low level search engine optimization methods. Pages that were figuring on the result pages quite constantly have disappeared all of a sudden from the result pages. Characteristics that resulted in such disappearance are –

·         Repetition of inbound anchor text without much diversification for making them unique.

·         Excessive use of keywords and key phrases in the page title as well as on the pages themselves.

·         Proximity of the key phrases and keywords spread throughout the contents on the website and their relative similarities.

·         Lack of supporting vocabulary in the copy of the page resulting in making navigation as well as identification by search engine spiders rather difficult.

In addition change of algorithms emphasizing brands instead of links or keywords made search engine optimization comparatively difficult for the webmasters. Earlier practices of buying or trading links with the target keyword in the link anchor test and repetition no more finds favor with the search engines like Google today.

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