I've been doing this web thing from the start (sort of — I did not have a NeXT machine and a guy named Tim in my living room) and I've watched how people have clamored to have their web sites discovered on the web. As the web grew and search engines emerged, people started trying new ways to get listed in these new automated directories, and so began the scourge of the Search Engine Optimization (SEO) peddler.
The web magazine .Net posted what to me is a surprising article this week (surprising in that I thought we all knew this stuff): The top 10 SEO myths. I am going to recap them here, although you should go to the article itself for more detail and the full list of reader comments. Remember, these are myths, which means they are not true.
- Satisfaction, guaranteed;
- A high Google PageRank = high ranking;
- Endorsed by Google;
- Meta tag keywords matter;
- Cheat your way to the top;
- Keywords? Cram 'em in;
- Spending money on Google AdWords boosts your rankings;
- Land here;
- Set it and forget it;
- Rankings aren't the only fruit.
The problem here is that for those of us who know better, this is a list that could easily be ten years old (with a couple obvious exceptions, like the reference to AdWords). For those who don't know better or who haven't had the experience, this might be new stuff. For our clients, this is almost always new stuff and SEO snake oil salesmen capitalize on that lack of knowledge to sell false promises and packs of lies. One of my colleagues recently had to pull one of our clients back from the brink and his ongoing frustration is evident in his own retelling:
I have a client who recently ended an SEO engagement with another firm because they wouldn’t explain how they executed their strategies. Their response to his inquiry was to ask for $6,000 / month, up from $2,000 / month for the same work in two new keywords.
This kind of thing happens all the time. I recently ran into another SEO "guru" selling his wares by promising to keep a site's meta tags up-to-date through a monthly payment plan. When I explained that Google doesn't use meta tags in ranking, his response was that I was wrong. When I pointed him to a two-year-old official Google video where a Google representative explains that meta tags are not used, his response was to state that he believed Google still uses them because he sees results from his work. My client was smart enough to end that engagement, but not all are.
Because I cannot protect my clients in person all the time, I have tried to write materials to educate them. For our content management system, QuantumCMS, I have posted tips for our clients, sometimes as a reaction to an SEO salesman sniffing around and sometimes to try to head that off. A couple examples:
Along with these client-facing tips I sometimes get frustrated enough to write posts like this, trying to remind people that SEO is not some magical rocket surgery and that those who claim it is should be ignored. I've picked a couple you may read if you are so inclined:
And because I still have to cite this meta tags video far far too often, I figured I'd just re-embed it here:
My ire doesn't stop at SEO self-proclaimed-gurus. I also think social media self-proclaimed-gurus are just the latest incarnation of that evil. Some examples: