Well this was a shocker for me, I never thought I would hear of Google encouraging search engine optimization but sure enough they created the “Search Engine Optimization Guide” and posted it on the official blog. This is one of those moves that I won’t completely understand but it does make you wonder; why would a search engine want to teach you how to manipulate their algorithm?
My analysis on this would be that they are fully aware that the sites that rank well in their algorithms are due to people gaming the system, so by logic the most skilled internet marketers will be the ones that rise to the top. As a result, the best content will typically go with these marketers as all sides are trying to maximize their profits, but they realize this creates a system where it becomes extremely difficult for an average person to climb through the hierarchy.
In short, I view it as a move that signals the start of a trend of decentralization of power as they try to give some of the smaller websites a shot at some of the keywords that haven’t spent as much time building links. As the ebook is heavily focused in on the various on-page SEO factors I feel it plays into the trend I have been noticing in which Google has started putting far more emphasis on the on-page factors than they have in the past.
One way or another, it was certainly an intriguing move and it looks like it will work out to be a good resource for new webmasters. Hopefully they add it to their webmaster guidelines so that all new marketers can see it and get a little boost in the right direction. Since I’m sure you guys would like to read it yourself you can either visit the official Google blog, or download the ebook.
On that note feel free to download my own ebook, which goes into the SEO topics that Google will never share with anyone else.