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.
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.