Overcoming The Myths of a Fairly Straight-forward Process of Optimization
Search Engine Optimization has become a very misunderstood element of development these days, and the fact so many neophytes in the world of development treat it as an appliance is very frustrating. The simple fact is this: SEO is a process of making certain very specific, relevant, and well-researched keywords are placed on those website pages you want to be indexed (in other words, you want them seen) by the biggest search engines on the Internet. The other very, very critical element of SEO is making certain your website actually pertains to the definition of the various keywords you choose. Placing “Disney World” on a website about grommets will not work, unless you supply Disney World with grommets.
There is no magic plug-in that makes SEO happen; somehow there has become foisted upon the business community this notion that a specialist in SEO will be able to rank your website on the first page of Google, no matter what your competition is doing. This is ridiculous.
Perhaps those who are making their foray into the world of the Internet as so-called SEO specialists are unaware of the process, themselves. You could easily read our Newsletter from February 21, 2009 to find the history of search and the Open Directory Portal. The ODP is still used, because unless you are paying Google, Bing or Yahoo! $25,000 per month to be ranked, you’re not going to be on the first page the first day you “install” the magic SEO powder to the website mix.
Here is what I find worse than the notion of an SEO plug-in, which does not exist: The poor business owners who are trying to build a website with a charlatan developer. These technically verbose ignorami (Rodan’s own plural for ignoramus) attempt to leave their prey awestruck by the various strings of non-sequiturs they carefully proffer as authentic (Did it work?).
We can do that, too. I, personally, happen to be a rather moody computer geek that enjoys sounding precocious. I also happen to love watching Star Trek, History Channel, Discovery, CNBC, and a host of other eclectic “traditional” programming media that leaves one feeling intellectually empowered. Using all of these to create an amalgam of B.S. is not difficult. Neither is it difficult to misunderstand or misrepresent SEO, and then selling it as a serviceable mechanism anyway.
SEO is a process, and it is one that requires work. In that respect, it CAN be said there are SEO people, and these are people who are very skilled at quickly discovering the trends in search, keywords used for those trends, and helping to update the CONTENT on your website to correspond with those trends.
Speaking of content, the more you have of it, the better. There’s no secret to this formulary ingredient. We often tell our new clients, the more content you have, the more likely you are to be visible to search engines. The perfect analogy is this: It’s far easier to see a tanker on the ocean than a kayak. Duh.
Search engines crawl the GOOGOL of pages (a joke for you scientifically-inclined), and they find the pages that have new, fresh, relevant content that fits the trends of search keywords being used by those of us who use Google to search the web.
Today’s hot search term may be “Bill”, and tomorrow it may be “Bob”. Pray you have a Bill and a Bob on your staff. And if you only have one person on staff, pray his name is Billy Bob.
We’ll have more on this topic within a day or two, including the steps involved in beginning the never-ending process of SEO. And yes, we understand the importance of back-links, the pitfalls of duplicate content, the shortcomings of using multiple ALT tags on the same picture across several pages of a site, et cetera.
The next post on this topic will preface our coming tutorial on SEO and how it is an ongoing part of your critical content management.