Are you among the many people who think SEO sang "Can't Fight This Feeling," or is a secret science akin to phrenology? Here are some tips passed on at the first day of the Web 2.0 Expo 2010, tips that might help content's eternal

struggle against Google's algorithm:

In Google search results, short URLs are better than long URLs. “If you have a long URL you’re actually pushing users to the result below by a rate of 2.4,” Covario’s Stephan Spencer said.

The best page is keyword rich, but is not too spammy, leads with the most important keywords and looks good to humans and bots.

Missed opportunities are untitled documents, the lack of page tags or poorly titled pages. Never use meta-description tags – they only tell your competitors what part of your content you value most. It only helps in your own site search.

Also important is trust, explains Stone Temple Consulting’s Eric Enge, but the problem with search engines using trust to rank pages is that once you get a few pages away from a trusted site (, NASA), you have a good chance of running into spam. But: “If you’re an authority in some space, you might be given certain advantages that other sites might not,” says Enge.

Not all links are actually good links. Search engines want them to be citations, in the academic sense. They don’t want you to buy or swap links. You must create a reason for sites to link to you. You get links because you offer something of value that the owners of other sites want to add to their own.

Two-thirds of a site’s value comes from links. But of course, the key to getting Google Juice is creating killer content.

When using social media to increase your visibility, play nice and understand your community’s values.“It’s like when you go to a neighborhood party,” Enge says. “You don’t hit on your host’s wife.” Social media is not there for you to exploit, it’s symbiotic. You have to know how to speak and be the culture if it is going to truly benefit you.

By Mark Alvarez