John Dvorak wrote what is perhaps one of the more ignorant articles about SEO I have seen in quite a while.
Search engine optimization (SEO) has turned into a big business, and from what I can tell it's the modern version of snake oil. The unproven nonsense spewed by so-called "SEO experts" simply doesn't work. And worse, it's screwing up the elegance of the Web.
How did John come to these results? Well he changed his URLs based on "free" advice, and he got what he paid for. People who expect the world handed to them for free are always disappointed with the results, and expect a steady paycheck for bitching about and externalizing their own character flaws & ignorance.
A person can claim that SEO is ineffective if they are clueless about it, but if it were actually ineffective snake oil would...
- Many of the media outlets that publicly dismiss SEO have an in house SEO team? (On multiple ocassions I have been called or emailed - the same day - with questions from an in house SEO at a publishing company that just published a piece denouncing SEO)
- I still be writing this blog for over 5 years?
- My income have doubled (or more) every year?
- People have spent over $1,000,000 buying my ebook?
- A headhunter working for Microsoft try to offer me a job paying 6 figures a year?
- Google have hired more than 10,000 remote quality raters?
- Google's Matt Cutts spend so much time going to SEO conferences?
- Yahoo! have a patent for automating SEO based on their proprietary user data?
As I mentioned to Chris Crum from Web Pro News:
"It is not surprising that search engines know the value of SEO. The only thing I find surprising is them openly admitting it," Aaron Wall of SEOBook tells me. "Google always tries to shape, control, and minimize the scope of the field of SEO. And here Yahoo! is trying to expand it. Exciting stuff!"
Now SEO is constantly changing. Search engine crawlers are getting more sophisticated. Mechanical SEO is practiced by many people, and so it may not offer a sustainable competitive advantage. But SEO is not just a mechanical process as it draws upon market research, psychology, sociology, public relations, branding, advertising, and both online and offline marketing.
Outbound links show up in referral logs and act as a marketing tool. Plus they help establish & develop social relationships, such that when you have important news to share, some of those people might be willing to reference your works. There is a cumulative advantage effect.
Getting just an extra little bit of coverage on a few more channels leads to many additional citations (hey everyone is talking about this, so it must be important). For every publisher that is an original thinker there are dozens (maybe hundreds?) of followers. Many of those followers also write blogs, bookmark resources on Delicious, use Twitter, promote stories on social news sites. Some latent links come from ignorant journalists that are too lazy to do real research and just quote from whatever sources are easily accessible via a Google search.
When you get new links into key parts of your site, they not only pass PageRank, but also pass anchor text. Having inlinks from a variety of trusted domains with targeted anchor text pointing at relevant pages is MUCH more valuable than raw PageRank score.
When people link at you in editorial channels, they not only link, but in many cases leave behind an endorsement. Assuming they are writing to a relevant targeted audience then you just gained a bunch of social proof of value and reached a wider audience in a means that is much cheaper and more effective than traditional advertising.
Unlike John Dvorak, professional SEOs do not need to lie and pull sleazy tricks to get "hits"... we rank for high value keywords and turn that traffic stream into real business. His publishing strategy is so inauthentic and cheesy that he writes by number:
One Youtube comment on the above video says "What a clown. Journalist? Snake oil salesman more like." Funny, that sounds familiar.
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