by Jack Deal

Created on: April 07, 2008

If you hang around search engine marketers long enough you will hear them whisper about Google, Yahoo or MSN's algorithms. Algorithms are a fancy way of saying "criteria". A search engine's algorithms are the criteria with which it picks, rates and displays search engine results.

Those that work daily on the Internet can tell when Google changes its algorithms. When the algorithms change, the results change.

Since algorithms are the path to getting results, everyone and her brother are trying to figure out just what these algorithms really mean and how to use them.

The rumor mill has it that Google has 200 such algorithms in its search engine tool chest. That means there are 200 factors or criteria that figure into every search engine result.

There are some that try to pick apart the algorithms in the belief that if they can find the real "keys" it will give them an edge in their search engine marketing efforts. Depending on who you are and what you do, this could be a total waste of time.

A better approach is to try for yourself and see what results work for your project. While a few techies may be able to decipher the inner workings of algorithms, the average user and viewer will obviously not see these algorithms at work, only the results.

It's hard to say how often the goodfolk at Google meet in the backroom and decide on the algorithms but suffice it to say they are on top of it and it is a constant process. If you have ever used a search engine that is not up to snuff you will quickly see the problem and switch to one that does.

For the average user and marketer what is important are the best practices for getting the desired search engine marketing results. Even though the algorithms may change regularly there are certain trends that are gaining momentum and appear to be the future of algorithms, if there is such a thing.

First comes what does not work. After spam, which will get you delisted from most search engines, the biggest change is the declining effect of metatags and the uselessness of quick and easy search engine optimization tactics.

Everyone uses these tactics and they do work for new sites and new blogs but once a site is picked up the metatags and other SEO gimmicks offer little improvement in key word domination and rankings.

Many SEO "strategies" are simply changing metatags and search strings or a series of words that a user will likely use when searching.

Another trend is increasing the number and quality of links a site has; hence the

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