You want your web pages to climb the Google rankings? Well, there’s the science of search engine optimization (SEO) that you need to master. While there are basic things you can do to increase your rankings, such as writing lots of good content and having plenty of inbound links, and – of course – not using Flash (wineries please note), there are also more advanced techniques.
The problem with these more advanced techniques is that they distort your content. You have to write certain things in certain places, making sure your keywords are carefully positioned, and thus your content becomes shaped by your intent to climb the search results.
This is crazy. I refuse to do it. I write what I want to write, and how I want to. It I were allow my content to be shaped by the desires of search engines, however subtly, I’d be crossing a line that I really don’t want to cross. Then, would I change my content to keep my friends in the wine trade happy, or to avoid upsetting them? Or would I write with advertisers in mind? Readers’ trust would be lost pretty quickly.