Forget about Search Engine Optimization!

Posted on | September 9, 2009 | 1 Comment

As I thought I had subjected everyone I know to my anti-SEO rant, I was quite surprised to be asked for some SEO advice on Twitter earlier:

I hate SEO because the focus is wrong. Whereas SEO is about getting the best search ranking possible, the focus should be on engaging as effectively as possible: content, conversations, and communities.

• Content: Search engine optimizers regularly tell people that they can polish a turd, but they can’t. Rather than throwing their money down the black hole of SEO, people would be better spending their time and money creating quality content that is worth visiting/linking to. Whether a traditional web site, a blog, a Twitter feed, or a YouTube channel, quality content is key.
• Conversations: Unbelievably many search engine optimizers believe you shouldn’t waste your time on commenting on other people’s blogs [number 6 on this SEO list]! The web is more than a brochure, it is a place for having a conversation, you need to join the conversation.
• Community: Build relationships with people online (and offline). Knowing the right people, and being known by the right people, is worth a lot more than being number one for “sombreros for chickens”.

There is no magic bullet to making an impact online, no simple rules, just a lot of hard work. But if you do the work you will get both the search engine ranking you deserve and customer satisfaction.

SEO should start and finish with making sure your web site can be indexed by search engines.

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