Website Visibility: The Theory and Practice of Improving Rankings.

Weideman, M.

Chandos Publishing: Oxford.

Weideman, M. 2009. Website Visibility: The Theory and Practice of Improving Rankings. Chandos Publishing: Oxford. ISBN: 978-1-843-34473-5. 22 September.

Like the Oracle at Delphi, search engines are our contemporary portals into a world of knowledge that once seemed accessible only to the gods. But like the Oracle, search engines can often seem cryptic or enigmatic in the "knowledge" they offer to we mortals seeking advice. That needn't be the case. After all, search engines really are just software programs created by humans, helping us find nuggets of divine wisdom, but also subject to the biases and preferences of the programmers and engineers who create them. In Website Visibility, Melius Weideman takes us behind the "veils" of these oracles we consult for our information needs on the web. It's the first book I've seen that combines an academic rigor with a practical view of how search engines work: how they scour the web for information and sift through billions of pages to bring us the most relevant information for our particular, and often very individual needs. It's also the first time I've seen a serious, scholarly treatment of the largely obscure techniques that web marketers use to influence search engine rankings, for better or worse for us all. And importantly, the book also looks at a crucial variable - one that's a huge factor in Google's dominance, in my opinion - user interface design. After all, even the "smartest" search engine seems more like an idiot savant if we can't use it to quickly, efficiently - and with trust - find the information we're looking for. Website Visibility offers a thorough introduction to anyone wanting to understand how search engines work. From this foundation, you can either progress to a higher level of skill as a searcher, able to cut through the chaff on the web, or, if you're more technically or entrepreneurially inclined, build websites that will attract search engines and searchers alike, to drive your online business to a new level of success. And best of all, the book is grounded in serious science, research and pragmatism.
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