I thought about starting this off with a sentence such as, “There has been a fundamental change in SEO…”, but the truth is, the fundamentals haven’t changed at all. Correct SEO principles have not changed. But the way that most people were taught for the past many years was a flawed and erroneous view of how to do SEO. The idea was gaming the algorithms.
Google’s most recent changes have just promoted a return to the fundamentals.
SEO is easy in principle, but difficult in execution
An extremely hard part about this re-awakening to correct SEO principles is having to re-educate clients and SEO’s alike. Many are still in error. I have clients asking me to build thousands of links because that’s what they think is SEO. It does work, but when done the right way and at the right pace.
You Want Links? Well Then Give me Something Amazing to Share
You want thousands of edu links? Then let’s create hundreds of resources that universities can use. They won’t link to a page that doesn’t add value to their university.
You want .gov links that will move the needle and not be devalued or penalized by leGoog? Then let’s spend our time and resources on creating amazing data that government sites will eat up.
If you build great content, links will come
I can create thousands of back links using grey hat services and software–Yeah, sure, if that’s what you want.
It can be done, but It is getting extremely hard and risky to game the system. Sooner or later, Google will find out and your business can sink over night–it’s happened to many already. Just peruse the tragedies of Panda and Penguin on Traffic Planet forums where fathers lost their living over night and wondered how they would feed their family of six. It’s heart-wrenching. I do not want to be responsible for or have my good name on that. True it can happen with white hat SEO, but the likelihood is much less….likely :)
Do you want back links or long-term business and rankings? Then let’s follow Wil Reynold’s advice and start doing RCS (Real Company Stuff). Real marketing. Real relationship building. Real SEO.
A Fundamental Change of Thought
The fundamental change has to be within our own way of doing SEO, in our way of thinking.
Back to real world marketing, online.
Let’s do ourselves a favor and re-educate ourselves and our clients. We are not genies. We are not magicians. We are marketers.
There is so much we can do, if allowed to. We cannot do it unless clients understand it. They will not understand it, unless we teach them. We cannot teach them, unless we know. Let the change begin.