Hotwiring Your Search Engine - Newsweek Technology - MSNBC.com

Newsweek article on SEO Hotwiring Your Search Engine - Newsweek Technology - MSNBC.com Hotwiring Your Search Engine Google a topic, and the results are based on popularity, right? Wrong. Inside the shadowy world of 'SEOs.' By Brad Stone Newsweek Dec. 19, 2005 issue - Three years ago, the web site of Oppedisano's Bootery, an 81-year-old shoe store in the amiable upstate village of Honeoye Falls, N.Y., was receiving a scant 100 visitors a week. Then the owners hired a Seattle consultant named Rand Fishkin, who performed an obscure procedure called a "search-engine optimization." Fishkin built a new, easy-to-use Web store at a new address, shoe-store.net, and rewrote the shoe descriptions so that they were clearly visible to the Web's major search engines, which scour the Internet and index its content. Since the search engines measure links as an indication of popularity, Fishkin also peppered online bulletin boards and shoe-enthusiast Web sites with links to his client's site. It worked. Today, when someone searches online for Santana Helen boots or Dansko Montego loafers, the site comes out ahead of thousands of other shoe stores on the Web. "I don't know much about this whole SEO thing," says co-owner Korey Buzzell, who makes three times more money online than in the store. "All I know is that we're in good hands."

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