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Why I Hate SEO Techniques

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seo techniquesAll business owners want their websites to be found by potential clients and online search engine users—which means that all business owners need to invest heavily in SEO techniques, right? Not necessarily. There is a growing consensus among online marketers that overemphasizing SEO techniques is one of the worst things that a business can do—not just because it’s a waste of money, but also because it can be counterproductive. There is no telling how many company websites have been penalized by Google and Bing for their misguided SEO zeal. The bottom line is that, before your business goes overboard with SEO techniques, there are a few important cautions to consider.

#1 SEO is Not the End Goal

To begin with, ask yourself this question: What’s the purpose of your online business presence? Is it to do SEO just for the sake of doing SEO—or is it to provide customers and clients with superior products and services? The answer—unless your company is actually an SEO firm—is the latter; and yet, many business owners get sidetracked, making the focus of their online presence on SEO rather than on simply providing their products and services. SEO techniques are not necessarily helpful to your business, then. In many cases, they are simply distractions.

#2 SEO Can Hurt

Anyone who is familiar with Google’s recent Panda, Penguin and Penguin 2.0 algorithmic update knows that SEO techniques can hinder just as much as they can help. Google is constantly seeking to reward websites that provide substantive, engaging content—and to penalize sites that seek to game the system with SEO trickery. The recent Penguin 2.0 update, for example, penalized sites that used paid links and other duplicitous SEO practices. The bottom line is that Google wants your site to focus on quality and content, not just on SEO techniques—and as such, an overemphasis on SEO can actually hurt your website’s online rankings.

#3 True SEO Meets Consumer Needs

All of this leads into the next point, which is that true search engine optimization is not about keyword stuffing, buying backlinks, or any other tricks and gimmicks. True SEO is about answering consumer needs and demands. What are your targeted customers actually searching for? What kinds of information are they seeking to obtain? If you can provide them with the answers they need, Google will reward you for it; if you’re too obsessive about flash-in-the-pan SEO techniques, however, Google will likely leave your site in the dust.

#4 Scaling Back Your SEO Does Not Mean Ignoring it Altogether

Of course, just because you scale back your SEO techniques does not mean you have to reject SEO altogether. There is plenty of low-hanging fruit that any reputable business owner should go after—like ensuring that you have some good keywords in your title and meta tags, and also making sure your website looks good and is easy to navigate. The point here is not that SEO techniques should be rejected—just that they should be moderated, and always used in service of high-quality content.

#5 Google Isn’t Crazy About SEO Techniques

To return to our earlier comments about the Penguin update, it’s worth noting something recently said by Google engineer Matt Cutts; in explaining the search engine’s algorithmic updates, Cutts noted that many webmasters become far too obsessed with SEO and with link-building, and fail to simply build and market strong websites. In other words, Google doesn’t think it’s a good idea to go overboard with SEO techniques—so why should you? Rather than treat Google as an obstacle to overcome, business owners should instead treat Google as an ally—and that means playing by Google’s rules, not trying to circumvent them with SEO tricks.

#6 The Solution is to Focus on Your Core Business Offerings

A final question: Why did you get into business in the first place? Was it to become an SEO guru—or simply to focus on your product and service offerings? If it’s the latter, then there’s no time like the present to put the SEO techniques on the backburner and to instead focus on providing your clients with what they need and want. If you do that, then make no mistake about it: Clients and customers will find you, and your online presence will lead to real revenues, not just an endless SEO obsession.

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Photo by: Skley

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This article was written by Zsolt Bicskey

Zsolt’s professional background includes work with many companies throughout his native country, donning the mantles of CEO, HR and IT professional, and more.Currently his major focus is on: corporate social media marketing, lead generation, local search optimization, video marketing and mobile marketing.

1 comment:

kaushiki@iQeCommerceJune 6, 2013 at 5:45 amReply

Pretty good article…but I would like you to ask that if SEO techniques are not useful and don’t bring results..then can you please suggest some measures through to rank top amongst search engines..I mean to say on what particular aspects search engines filter out the content quality to be the best and to include in them?

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