Considering a Career in SEO?

"Aaron Wall's SEOBook is the best guide I have found for getting
serious web visibility." - Professor J. Michael Steele, The Wharton School

Getting Started

Here is our free introductory guide to learning SEO.

Be forewarned, the industry may offer a significant degree of pain & heartbreak. I am so glad the game was much easier when I got started. :D

SEO Tools

We offer a fairly comprehensive directory of SEO tools here.

News & Notes

Aaron blogs somewhat irregularly here, but no longer accepts client projects.

SEO Philosophy: Brand, Brand, Brand

While we understand established players re-investing in SEO, we no longer recommend most new businesses consider serious SEO investments unless they enjoy strong distribution via other channels, as search relevancy has largely been reduced to a game of confirmation bias.

In competitive markets, brand awareness has replaced relevancy as a core driver of rankings.

So long as ad agencies convince their clients they should pay Google a tax on their pre-existing brand equity, there is no chance of this "relevancy" signal changing.

In markets with less competition Google is still re-routing a large portion of search demand through their vertical offerings like maps & they are testing making local search pay-to-play on a category by category basis, starting with hotels & moving into home services.

Growth & Opportunity

If you are in a market where regulators actually regulate there may still be significant opportunity in search, but organic search is a shrinking market inside the United States & that will only get uglier whenever the next recession comes.

As a general rule of thumb, it is far more enjoyable to work in growth markets rather than markets in terminal decline.

what you get

When you SEO

Totally Arbitrary selective ex-post-facto enforcement of guidelines!
LendUp's doorway pages still rank
Monopolistic bundling.
Justification for duplicity.
Endless fearmongering.
Wild algorithmic swings.
Soul-crushing uncertainty.
Responsive AMP Plus HTTPS ... arbitrary complexity to increase the chunk size of competition & defund SEO.
Ad-heavy search results driving organic listings below the fold.
"what you want to do, is sort of break their spirits." - Matt Cutts

as seen in

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