SEO is Dead; Long Live SEO!

Can you hear them whining?

I am referring to all those so-called SEO pros that thanks to Panda & Penguin (Google Algorithms) can no longer use their favorite tricks, schemes and tools to rank client sites without having to do much real work.

Well, to them, I say boo-effin’- hoo!

No longer can an SEO-pro ignore whatever content is on the page, and just plug in their favorite link-farm and raise the site’s PageRank in a few days.  This would have the client’s site rocket up the SERPs (Search Engine Results Pages).  Then, long after the checks are cashed, Google catches up and blows the site off the index, as the client discovers that their SEO-pro is now spinning signs on a street corner in Amsterdam.

Ha-ha, you cannot cheat anymore!

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What’s that you say?  You run a local flower delivery company, you have a few thousand back-links ranging from Dwarf-Tossing to Olympic Curling, and your PA (PageAuthority) has just gone south?  The Penguin has beaten your website about the head and shoulders resulting in the current invisibiity of your site, and your SEO dude’s business phone number now rings  through to a strip mall across town?

It happens, and since late April, it has happened all too often.

Professional SEO = Branding + Marketing + Content + Keywords.  < — Yes, in that order.

What Panda and Penguin have done, is remove the fly-by-night SEO ‘experts’  who gave the industry a reputation just south of used-car salesmen.  Now, your SEO Consultant must be knowledgeable of the what the four terms above mean and must become familiar enough with your business in order to develop an  effective strategy for building your site so that it has both authority and popularity.    Bottom-line, your content must be meaningful  and relevant to what the searcher is looking for.

Who cares if your exclusive Custom Pottery store ranks high if the hits are coming primarily because one of your pages decided to talk about the various type of clay, and your site is simply wearing out the keyword: “Play-Doh”?  I am afraid that will not convert into sales very well, unless you directly target all the worlds 6-Year Old’s who have Visa Cards.

Back to the point?

So you have people, and former SEO types running around with the meme that SEO is dead.  Nope, in fact, SERP cheating is dead, and SEO lives.  It is no fun for some to have to actually understand customer behavior and sales psychology, or just what is it that causes a viewer to leap off your web site in seconds, because they did not see what they were looking on your home page or inversely what it takes to persuade viewers to spend lots of time, clicking through pages,  filling their carts.

Indeed, if you want to see a human being turn green, Invite a prospective SEO-pro to your office, and ask him/her how they intend to help you establish your brand online.  If they do not turn green, run and lock the door and do not let them leave, because they might actually be able to help you. Kick the green one out your office, and call someone like AJ Kohn, or Wil Reynolds, or if you do not think me too obnoxious, you might even check out TekPersona.

Media headlines screaming “SEO is Dead” get a lot of attention, get lots of page views online, but rarely get the point correct. The situation is somewhat similar to what happened during the bubble when those who had mastered HTML started walking around calling themselves “programmers”.  Don’t even try to say you don’t remember those folks, because I know you do.  When the web quickly went interactive with javascript, php, asp, ajax and database driven content, a whole of people gave up the “programmer” title for “Subway-Sandwich-Engineer”.

Now, nobody wants to go home and tell their spouse that the industry that gave them a living has moved beyond them, but that is exactly what is happening:

Wife: “What do you mean we can’t buy that new car?”

SEO-Pro: “What can I say, baby?  SEO is dead…”

No folks, SEO is NOT dead, I assure you.  The only thing now either dead or on life support, are the careers of those who attempted to game the system, and provided positive, but INEFFECTUAL results.

The jig is up – the Panda and Penguin have spoken…  SEO done right now yields real results.


Comments: 11

  • Bruce Kendall says:

    The best SEO is organic. You build it from the roots up and it will stay healthy. This takes time but it is the best way. Maybe I have coined a phrase “Organic SEO”, JC What do you think?

  • zakary says:

    Excellent. Thank You. God, i don’t want this to sound like a spammy comment, but what else is there to say? There are tons of people just ruining a lot of good, well intentioned small business folk with garbage links, and little to no idea they are about to be ruined.

    The only thing i would add is that a lot of folks have no idea about SEO one way or another except that they need it. Get burned and then don’t know where to look.

    • It is a real shame, even though my company gets a lot of business fixing SEO gone wild from other folks. I believe that everyone should learn some SEO basics if they are going to be online. This is also a service we offer. Some SEO’s would like you to think their work is akin to rocket science, but its not. You may not be expert, but you might at the very least avoid the mistakes that many businesses make.

  • Garth Frizzell says:

    How long do you expect it to be before the new, more complex system is understood enough to be gamed?

    • Garth, I think it will be quite sometime before Penguin and Panda are hacked. The goals with both, are that search results become a true measure of the strength of a business through ACTUAL reputation, and ACTUAL popularity. Not the kind of popularity you can buy from a link-farm.

  • JP says:

    All praise the penguin and panda, long time coming!
    Its just a shame for all the customers that were duped by these Black Hats.. Long live SEO

    • I agree with you. Unscrupulous SEO hurts all that work in the industry. I really wish Google would create a certification program……..I think I see an article idea.

  • cory J says:

    I got confused with the title but after reading through your article is enlightening. I think that the Panda and Penguin updates is saying that Google is here to stay and that nobody should mess with them. I think that those “SEO experts” learned their lessons and that they should learn a thing or two from these two animals. I think that as real SEO experts, we should focus now on having quality articles and back links.

  • Peter Rota says:

    This article made me jump out of my site J.C. I was so happy! I agree with you so, much that people were trying to game the system. Those that said SEO are dead are just scrappy SEOS that would much rather spin articles and buy links of fiveer than actualy expended effort. Thanks once again for your insightful article.

  • Jacob King says:

    Good Kendell! We love joking about “never building links” and waiting for search engines to “find” your content, it gives me a lot of laughs.

    Another funny one, SEO is dead. I am totally fine with people starting to think that.

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