Element Fusion

For those of you who haven’t heard Google released a new product called Website Optimizer to help companies with their search engine marketing efforts. This new product will allow anyone managing online marketing to increase visitor conversion rates, deliver more relevant content and test multiple versions of your ideas to make sure you are maximizing the impact of your website visitors.

Website Optimizer Overview

The Website Optimizer is a self-service application that integrates into your existing AdWords account. In addition to the Website Optimizer integrating into your Adwords account, it also works alongside Google Analytics and all third party analytic packages.

One of my favorite features of the Website Optimizer is the ability to only change certain sections of your website. This allows you to change the content anywhere on your page by adding a simple piece of Javascript.

Once you have determined the section(s) of the website you want to tackle, follow Google’s Website Optimizer’s Installation Guide to finish the rest of the process.

Search Engine Communities Outlook

This new product has raised some concern in the search engine marketing community because the implementation method is very similar to what search engine marketers refer to as cloaking. Cloaking is a black hat search engine optimization technique in which different content is presented to the search engine spiders than what the web site visitors see. In the past, this technique has been frowned upon by search engines and search engine marketing experts and if you are caught cloaking your site could get removed or even banned from the search engines.

Search Engine Optimizer’s Nightmare

As a search engine marketer I believe Google’s Website Optimizer is a great release and good addition to the tools that Google provides for search engine marketing and search engine advertising. I do however have my reservations as to the possibilities of search engine optimizers using this new great tool for dishonest practices and tricking the search engines to believing your site has content that does not exist or is not relevant to the content on the site.  As long as you use the Website Optimizer how it was intended you will reap the benefits of search engine marketing and be able to truly maximize the real estate on your website to lead to more conversions than you ever imagined.