Is SEO Extinguishing?
01.08.10
One of the first things I wrote about SEO was about how optimization practices were changing the logic of journalism and writing. I was kind of optimistic about it and, being a writer with a rather traditional formation, I smiled a wide smile on heavy weather.
“Well, maybe THIS is the future of literature. Web 3.0 will create extensive nets of information and everything will be linked inside of the Internet, so strategically positioned keywords will only make this process a bit more organized, providing categories of meaning”, I told myself every time I had to embellish a relatively traditional article with keywords.
And then, I wept.
An Uncomfortable Truth
There is no magic formula for sales.
I once wrote a keyword-packed article about (oh, the irony) keywords. The article, in itself, was misleading. It was not my intention but, in the end, it was nothing but a well-intended, harmless list of considerations to make before choosing keywords. Let’s say that the premise was quite dodgy. Did I feel satisfied with the outcome?
The sad truth is that there is not a single marketing strategy that can stand on its own. Be it contents, SEO, design, promotion… they’re parts of a bigger machinery.
“Would you like some SEO with your fries?”
If you ask me, businesses like this one should be complimentary. Most SEOs should stop patting each other on the back and making conventions to praise their own craft if they don’t want to become the Marketing trekkies. They need to step up and learn about other disciplines (design, journalism, photography… anything!) before proclaiming themselves as the new Online Illuminati (Amazon.com dropped that tag ages ago…).
Many freelance web designers offer optimization services as part of their design package. It’s an added value, something you do so your customers like you more and want to stay in business with you. The tools are out there, the tutorials are out there. I think it’s time to stop hiding whatever knowledge we have about search engine optimization from the people. The more they understand these things, the easier will be to guide them through.
Put that caviar-drenched cookie down and sip that champagne quickly, SEO guy…
Is it extinguishing? I’m afraid so. This is the era of social voting. Is there any better way to measure people’s involvement in a project than having them to actually vote? Is there a better way to generate, say, democratic results? The more the web grows, the least human-influenced it becomes.
We need better contents, better websites, better ideas. Each improvement is precious. If SEOs keep promoting this “black magic” thought about optimization strategies, contents, design, fame, money, glory and EVERYTHING that comes with it will soon be over.
That’s why we really have to step up, humble down and accept the fact: SEO is a PART of a marketing strategy. An important one, just like each and every department on a web marketing agency.
