SEO Specialists - Snake Oil Sales People?

Recently industry guru Danny Sullivan was challenged by Jason Calacanis, who pronounced that 90% of SEO specialists are snake oil salesmen. Personally, I respect Danny and his views, and yet there is "some" credence to Jason's comments. We at Think-ebiz have held to the fact that a highly relevant website, based on clear content and appealing design will always do well in organic search - and conversions!

"Now, if you make great content, keep your page design clean, and stick with it you're gonna do just fine in the rankings."

We often get calls about "SEO" and turn the discussion back to effective web design. What good is a large scale SEO and/or paid click program that drives interested shopped to a web site that is un-usable, disorganized and generally unappealing. In other words, build a great site that well represents your brand and message, and the rankings will follow.

However, on Danny's side of the fence - we work within the confines of the Google and Yahoo algorithms and thus we know there are white-hat adjustments that can enhance the sites relevance and usability - even if it sounds like gaming the system. Adjustments to title tags, image alt-tags and site infrastructure are important (the latter for the spider, the former for the both). A qualified SEO specialist knows the balance between what the search engine spiders are seeking and the relevancy that the buying public requires. To not work with the search engine algorithms is foolish.

Do snake oil SEO sales people exist?  We believe that the answer is yes. We advise our readers and clients to focus on the quality of your site, and not get caught up in claims that are (in many cases) unrealistic. I had an email debate with an SEO person (who thought i was a possible client) and he made his case by showing me keywords where he had received a top ranking. However, a quick check and you find that virtually no one has searched using these words. I can do this too - try searching on Stephen Harris in Google, and see who is #1, just ahead of the Wikipedia entry for the Iron Maiden founder by the same name. Conversely if an SEO specialists guarantee's you will have a page one placement in a hot keyword like diamonds is also unrealistic and a disservice. Why?

There are over 50.7 Millions responses for Diamonds, yet only 3.5 million for Diamond Earrings. Where do you think the buyer will be more likely found - and any search term with 3.5 Million responses is one that you could achieve a solid ranking... in time.

A quick word on linking, where I think Jason is making is case. We prescribe to the relevancy, so if you have inbound links form related web sites and affiliations, you are playing by the rules, enhancing credibility and potentially driving sales. We think that over time as Google adjusts their algorithm and closes loopholes, sites with thousands of unrelated inbound links will sink, and those with prudent amounts of related links will rule the day.

For now, yes there are snake oil generated in inbound links...   but consider this. If you are the marketing officer for a retailer web site and focus your time and money on inbound links and not tackling relevancy and web site usability, you can brag about your page one ranking from the unemployment lines! Conversions are what matters to management and investors.

Comments

[Mark James]

Good points here. In many profession there are ethical and non ethical people. Politics, Car Salesmen, SEO specialists? If my company needs SEO work, you will be one we will call! Good writing.

[Shimon Sandler - SEO Consultant]

The proof is in the pudding. So, whichever SEO Consultant gets the gig, they should be held accountable to these Metrics of SEO Success. http://www.shimonsandler.com/?p=254

[stephen]

Shimon, you are right - but how do you know who is the SEO specialist that should be on your team. SEO is not cheap - the rewards can be great... the risk is great also, unless you have a deep trust with the supplier. I would recommend you any time.

stephen