Most website owners perceive SEO as a dark art, shrouded in mystery.
They have heard phrases like “gateway pages” and “keyword density” or
have been bamboozled by technobabble about the way websites should be
built. All of this has left them feeling that SEO is the purview of
experts. This is a misconception reinforced by certain segments of the
SEO community.
The problem is that these kinds of complex techniques do work, to a point. It is possible to improve placement through a manipulation of the system. However, although it can have short term benefits, it will not last without continual investment. This is because the objective is wrong. SEO shouldn’t be about getting to the top of Google for particular phrases. In fact, we shouldn’t be optimizing for search engines at all. We should be optimizing for people. After all, that is what Google is trying to do.
The problem is that these kinds of complex techniques do work, to a point. It is possible to improve placement through a manipulation of the system. However, although it can have short term benefits, it will not last without continual investment. This is because the objective is wrong. SEO shouldn’t be about getting to the top of Google for particular phrases. In fact, we shouldn’t be optimizing for search engines at all. We should be optimizing for people. After all, that is what Google is trying to do.
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