SEO and SEM expert answers
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We are an active part of the search marketing professional community and often participate in industry expert advice columns. Here are some of our answers.
From the LinkedIN.com question boards:
Who can be called an SEO Expert?
The question is raised because we see experts all over :), only thing we need to share is, what all things should be known for an eligible expert, hope answers to this question creates a real experts:) posted 4 days ago in Internet Marketing | Flag question as...
Our answer at: LinkedIN answers
What is Search Engine Optimization really about and why is good SEO crucial to the design and strategy of ANY Web project?
A good SEO expert is much more than just someone who opens a bag of magic 'tricks' to get increased traffic to your Web site.
Some have written here that many SEO gurus will be out of a job in a while because search engines are getting smarter and the 'tricks' will not work as well in the future. I agree with that partly. Having been in search optimization since 1996, I have witnessed the rise and fall of many ‘experts’ claiming to get traffic to sites by various methods which eventually got banned. These went from stuffing meta tags to invisible magnet text to cloaking to link farms to one-way doorway pages to today’s much more subtle tactics of writing and seo’ing reams of content designed to attract eyeballs but really not related to what the site is doing.
These always have to go out and learn new 'tricks' every few years because the Search Engines' job is to get around the unrelated content. I have told my clients for years: "You have to understand the heart of a good search engine company. Early search engine companies were started by people with Library Science degrees. Think - Research Librarian. Think of that person who wants to give you the absolute BEST book to answer your needs when you are researching for something. They disregard the cover; they disregard whether it is on the front shelf, the top shelf or is the most checked-out book. They only care about one thing – very exact relevance of the content to the researcher's needs.
A good SEO expert understands this and helps an online campaign to develop true, relevant content. They build it around researched and core needs of people searching online. Thus, a good SEO advisor needs to be at the core of your entire site development strategy, not an afterthought. This person can help you develop you entire concept and site plan around what real people are out there really looking for. If you do that, you are working in rhythm with the heartbeat of the search engine companies, not against them. You will not be losing traffic as they get smarter – to the contrary your site will only gain more credibility as the Google’s of the world discover you ARE a good resource.
Having said that, there are a lot of techniques a good SEO person needs to understand and be a master of. Why is this necessary? Because search engines are not human. They are robots. While your site needs to have very relevant content, made for human consumption, and be ready to answer questions on search terms humans choose, it is all delivered via an artificial intelligence ‘servant’ – the search engine index system.
A good SEO expert understands how that robot works. It speaks a somewhat different language than humans do (though the companies are working very hard to make it almost human). You need to know that language well and speak to that machine, which will do the ranking of your pages against a list of search terms (keywords). That servant has a protocol.
Think of it as if you were going to a foreign country. You want to speak well to your hosts in that country but they have a different language, a different protocol, and a different value set than people you are used to talking to. To be successful, you also have to know that language, that protocol and that value set.
A good SEO person is like a bilingual ambassador to the search engine country who can get your site presented well in that strange world. He or she faces both worlds and is graceful in each. The communication is translated and passed through in a language the other side understands and values highly.
The result? Humans searching for what you really have to offer find you. That is what every site wants and needs to survive.
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Alan
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