Optimal Results: What Libraries Need to Know About Google and Search Engine Optimization

Search engine optimization, or the practice of designing a web site so that it rises to the top of the results page when users search for particular keywords or phrases, has become so prevalent on the modern web that it has a significant influence on Google search results. This article examines the techniques used by search engine optimization practitioners, the difference between “white hat” and “black hat” optimization tactics, and why it is important for library staff to understand these techniques and their impact on search engine results pages. It also looks at ways that library staff can help their users develop awareness of the factors that influence search results and how to better assess the quality and relevance of results listings.