I’m officially relaunching this website as an SEO business, complete with this SEO blog.
Search engine optimization has been a booming business for a while now.
In some respects, I think that’s a shame.
Not in and of itself, of course, because I love the vibrancy of search and the web in general (of course). It’s a shame because an industry with so much potential (still very much so, ten years after the launch of Google) attracts so much profound BS. A friend of mine complains that “SEOs are almost to a person, a collection of one-trick-ponies and snake oil salesman.” I would add “loud mouth braggarts” and “frackin phoneys” and I would also say, “But let’s emphasize: ‘almost to a person.'”
Jill Whalen recently complained about companies wanting to get into the SEO business and she quotes an email she received – from someone in India – that read (quoting verbatim) “i want to start SEO (search engine optimization) business.but before that i want to know about SEO.” She gives them “props for wanting to know about SEO *before* they set up shop.” The real gist of her post comes when she complains: “new SEO companies keep popping up like dandelions in Spring. This would be okay if they weren’t getting paid for their services. But apparently they are.”
She’s dead on, of course. My own experience has at least one similar anecdote.
Two years ago, I got a call from a small company in Oakville, Ontario, after I was part of a massive layoff from a company that specialized in building sites that dominated SERPs (and still do, to this day. They also specialized in PPC arbitrage – the cause of both their rise and their downfall – but that’s another story). I had a few meetings with a couple guys from this small company in Oakville, who wanted to know everything I knew about SEO. Stupidly, I actually went along with the whole charade, as I explained to them things like the value of original description tag content, clean code and a bunch of other things, while they feverishly took notes. The funny thing (or not) was that they were already getting paid to do SEO. Just as funny (or not) was their boast of being able to rank for “terms like ‘hamilton rebar company.'” They also bragged to me that they were page one in Google for “Ontario’s best SEO.”
You’re bragging about being able to rank for a term that no one in their right mind is actually going to look for?
You’re really only telling me that Google knows how to do its job. You’re not saying very much about your ability to do SEO. And people are buying your services?
As Whalen points out, real SEO is difficult work. The industry is changing all the time and you have to keep up with what is going on. Not by listening to other SEOs, either, but by paying attention to changes at Google, knowing all about social media and its implicatons for SEO… and lots of other things. In other words: actually having lived through some of the ups and downs of the search engine industry over the years. Google whacks and penalizations are a really good experience, for an example.
In other words, earn your stripes, as they say.
Here’re some more things you should know:
- Know how difficult it is to rank for truly competitive terms. Succeed at this. Fail at this, too.
- Know what it is like to work with an aged domain versus a new domain, wrestling out of the sandbox.
- Fully understand the difference between quality links and crapola links – that still might add up to something with enough quantity.
- Know what trustrank is.
Know a zillion other subtleties about site development, url and site structure, long tail content development… and a zillion other things.
Then you will know how to apply your experience to leverage the search presence of any website or company, on a case-by-case basis.
Then you can start a company.
That’s where I am.
Anyway, that’s my introductory blog. That’s where I’m starting up from. And let me say one more time: “But let’s emphasize that word ‘almost.'”
Read Jill Whalen’s smartly written discussion about BS in the SEO industry.