It's called SEO—search engine optimization—and it's pretty much all anyone working with Web sites ever talks about nowadays. You may think it consists of ways to trick the search engines, Google in particular, into giving you higher than usual page rankings. But in fact, it centers around the idea that Google sucks so much that companies think they need to use SEO to get the results they deserve.
By reverse-engineering the way Google operates, SEO experts can see how the process works. From a user's perspective, once you learn how Google does what it does, it's a miracle that you ever get the right results. And from my experience, the right results in many circumstances are nearly impossible to obtain—and may never be obtainable in the future.
Let's look at some of the problems that have developed over the years.
Inability to identify a home site. All the search engines have this habit, but often it is laughable. You'd think that if I were looking for Art Jenkins, and Art Jenkins had a Web site named Artjenkins.com, search engines would list that first, right? Most often this page is never listed anywhere.
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