I have realized several times without ever writing it that most people who say they are SEO experts are actually keyword users. Now there is certainly nothing wrong with appropriate use of keywords and, in fact, it is and essential factor in SEO. The problem, if you want to call it so, is many SEO professionals end at keywords. They don’t know how to really break down how a domain, site, page, article, or sentence actually work with or against the algorithms which result in higher ranking on the search engines.
By Danard Vincente
One big example I recently encountered was a client who had contacted a “competitor” about doing SEO for their site and the first thing the SEO company suggested was they change their domain name because their domain does not contain their keywords. Really? That’s the best you can do and that’s the punch you lead with? In reality had the client changed their domain name and done so the way the SEO expert suggested they would have tanked and may never have been able to get back their PR5 on Google.
Another bit of talk I hear from people who have spoken with someone either before speaking with me or who speak with someone else after speaking with me about Search Engine Optimization is this: They told me I need at least 4% saturation on my keywords but no more than 6%. Okay. If we’re looking at keyword density chances are that’s not an unreasonable range but where are those keywords and how do they flow with the conversation? Are those keywords in the footer in font designed to blend into the background? Are those keywords in the meta keywords tag? (I know, that was snarky.) Or are those keywords in the headings and body text in a natural flow for human readers?
What small business needs is not more misleading fluff – small business needs reliable SEO marketing services.
Recently I met someone and the way they introduced themselves to me was, “We do SEM, SEO and something else I don’t remember what it was because I lost interest.” Now admittedly I am a bit of an SEO snob. I’m also a web development and WordPress snob but that’s it. My snobbery ends there. Or at least close by. Chances are what that SEM/SEO marketing company does is SEM – you know the one where you get a phone call from a company who says, “We can guarantee you first page placement on Google for any keyword.” What they fail to mention is they are a Certified Google Partner … oh wait. This guy actually said that part. But he said it like this, “We’re one of only 17 Google Certified Partners in the United States.”
No, I’m not kidding. Get back up you peed your pants.
How can you know if you are getting ripped off on SEO?
If you don’t know much about SEO, SEM, search engines, keywords, etc., you’re probably prime bait. Now I say that like these SEO sales people are intentionally ripping you off. That’s not necessarily true. Most of them couldn’t tell you what affect page layout has on search results. Many of them have no idea how to increase Page Rank on your website. The vast majority of them could not tell you which is more important a description meta tag or a photo caption. Finally many of them really don’t care about SEO they just want to sell you pay-per click ads. After all it’s easy, they can’t be held responsible for the outcome and the commissions are pretty darned high!
Where can you learn about SEO?
There is no more definitive place to learn than from Google webmaster tools. Within Google it just doesn’t get much better than Matt Cutts and his team.