Tue, 27 Feb 2007 23:57:20 by Jessica Faltot
With all the latest news pouring out of the Google and online touting the future of social media in the search market - only to have next week's flavor being how everyone must jump on the blog bandwagon or last month's news that talked about nothing but the importance of inbound links and Page Rank - it's a wonder anyone can keep up.
Last night I was trying to catch up on one SEO newsgroup I've enjoyed reading over the last few years. This group for the most part is made up of amateur optimizers attempting to help other amateur optimizers. As far as I can tell, there are very few SEO experts actually writing into the newsgroup.
One post caught my eye...the writer in a very authoritative voice concluded that half of what search engines tells you not to do is just a bluff. He went on to say how his site(s) have ranked highly in Google and he never once created an inbound link or went out of his way to create a directory structure. Concluding therefore that technology was not adequate enough to keep tabs on ethical search practices or to be taken more than half seriously.
I thought about the level of service we provide our clients and how seriously we take each and every campaign. How important it is to maintain high ethical standards, take no short cuts and set the client expectations so that they also understand that search is much more than just writing a few meta tags, descriptions or adding links.
While you might get "lucky" and find your site on page one, I seriously doubt that your site will be viewed as any type of authority site within the search engines and will not stay on page one for very long if you utilize a one dimensional approach. The chances of getting lucky will be greatly reduced if your site is in a competitive business.
I guess it all comes down to one issue. Ask yourself if you are willing to take a chance that the search engines are bluffing when are evaluating search engine marketing companies. Personally, I am not.
Jessica Faltot
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