Online marketing information can change quickly This article is 10 years and 350 days old, and the facts and opinions contained in it may be out of date.
The best long-term SEO strategy is well researched website project management that maintains users and search engines as co-existing priorities by utilizing a combined understanding of search engines, consumers, and web technology. I am mind boggled by the garbage that passes as SEO and makes anyone claiming to practice SEO look like a dolt. Yes, SEO moves fast. Yes, the strategies change periodically, but the essence of SEO basically stays the same.
This post started just picking on BAD SEO companies, but I figured I’d keep with the theme of picking on ad agencies a little bit instead (mainly because I couldn’t think of any good reasons not to). These same lies are told by clueless account executives at ineffective SEO companies as well as ad agencies. If you hear one…run for cover.
1.You really need metatags
…if this was 1999. Now you need social bookmarking, press releases, content syndication, a blog and someone to run it, some viral content as linkbait, and about 500 more good sites linking to yours with your targeted anchor text, but we don’t actually DO any of that yet.
2. We shouldn’t have a problem ranking you for “home loans”.
Actually, we could probably buy your way in on PPC if you can afford $5 clicks. Even if you had 100k budget to spend just on ranking for that phrase you’re probably screwed, but you’ll be fine just ranking for “low rate home refinancing loans in detroit” instead right?
Don’t worry, our crappy corporate-speak content should attract them naturally. If it doesn’t we’ll just continue to charge you until we get so fed up with each other that we’ll just outsource your project to someone else.
5. Rankings in 30 days? No problem.
…for your obscure 7 word keyphrase it should only take a couple months after we get all the copy approved by the legal team.
6. It’s easy to rank well (*cough* in dogpile), We’ll just submit your site to 150,000 search engines.
I learned about search engine marketing in 1997, and really don’t give a damn about your rankings. Pony up the dough, and I’ll help you come up with a real pretty powerpoint presentation made of important sounding statistics and graphs that don’t actually mean anything to show your boss how well our voodoo is working.
…we’re huge pussies that don’t experiment with anything except meta-tags, or have fed our clients so much sh*t over the years that we’re starting to believe it ourselves.
8. Most companies AREN’T number one for their own name.
Most of OUR clients don’t rank for their own name, because we never bothered to get them a link.
9. There’s no benefit in SEO, we can’t track it like PPC.
We don’t know how to do it and it seems kinda hard.
10. Cool flash pages and user experience are more important than SEO
Get rid of the $5,000 flash intro page? That would destroy the whole user experience (and you’d probably be p*ssed if we admitted we were wrong!)…so what if they can’t find you on a search for your name, they can just type in your domain name. Not that many people really use search engines to find stuff anyways.
…and don’t think that SEO clients don’t tell a fib or two now and then.
Good working relationships between SEO’s and their clients are hugely dependant on managing expectations. Whether you are a consultant or a client, be sure to spend some time communicating your expectations or process to be sure you are on the same page. You’ll all be happier in the long run.
There are three kinds of lies: lies, damned lies and statistics.