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Inner circle
Arlington, Virginia
2432 Posts

Profile of rossmacrae
From today:

From Derek Powazek, a scorching indictment of the Search Engine Optimization industry, who offer a mix of obvious advice and sleazy tricks that break the web. Derek's SEO advice? "Make something great. Tell people about it. Do it again."
Look under the hood of any SEO plan and you'll find advice like this: make sure to use keywords in the headline, use proper formatting, provide summaries of the content, include links to relevant information. All of this is a good idea, and none of it is a secret. It's so obvious, anyone who pays for it is a fool.

Occasionally a darkside SEO master may find some loophole in the Google algorithm to exploit, which might actually lead to an increase in traffic. But that ill-gotten traffic gain won't last long. Google changes the way it ranks its index monthly (if not more), so even if some SEO technique worked, and usually they don't, it'll last for a couple weeks, tops.

And when they do reindex, if they determine that you've been acting in bad faith (like hiding links or keywords or other deceptive practices) they'll drop you like a hot rock. So a temporary gain may result in a lifetime ban.

In the end, you're sacrificing your brand integrity in a Faustian bargain for an increase in traffic that won't last the month. And how valuable was that increase, anyway? If you're tricking people into visiting your site, those visits are going to be bad experiences.

See full article HERE
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Elite user
463 Posts

Profile of jackturk
Thank you for sharing. Good points on the absolute necessity to avoid the BS artists who promise the world by using black hat techniques.

I also recommend reading the comments after the post. Lots of excellent banter back and forth.

My POV is there's more than to it than the simplistic, "Make something great. Tell people about it. Repeat."
You have to know what you're doing on many levels.

Getting found on the web doesn't mean your website converts prospects to leads to business. It's a multi-step process that involves several different coordinated systems and strategies.

SEO is one component. And it matters. And you should use appropriate, proper, legit techniques to accomplish the goal of getting noticed.

The perspective you should have is simple: Google dominates only so long as it produces great results for searches.
So think through:

a) the limited subset of keyword searches that totally match the offer you intend to make

b) what kind of website / webpage would best answer the question in the minds of the searcher looking for a solution?

Go build that webpage and then use white hat tactics to bring it to the front of the list.

This is very much a legitimate exercise and one that's worthwhile.

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