Everyone it seems is a search engine optimization expert these days. Blogs, forums, webinars, seminars, videos, and pretty much every other method of teaching seems to have a tinge of SEO flavour to it. While SEO itself isn’t a terribly difficult concept, in practice, it’s an art.
Most anyone can “brute force” their way with optimization, just following good practices can get you a long ways on the SERPs. Constructive relevant text, a friendly and engaging user experience, and don’t clutter your site with flash animations, and videos (hint: search engines don’t have eyes). Really basic search engine optimization can be broken down into three basic principles really:
Keep it simple
Keep it clean
Keep it interesting
More often than not, when speaking with a prospective client about their website and their honest chances at landing a position for their desired terms, it’s a somewhat uphill struggle when telling them that the oodles of cash they’ve spent on their dynamically interactive and splashy website, is invisible to the search engines. It’s an even longer fight, when you have to tell them that the company they initially hired to optimize their site, and charged them hundreds if not thousands of dollars, did nothing for them.
Search engine optimization is not flash in the pan, it is not search engine marketing (like AdWords), it is not submitting your website to hundreds of search engines. There are three that matter, Google, Bing and Yahoo; and of the three.. the world knows which is king.
Follow the priniciples, don’t get discouraged, and if you’re getting traffic but not making sales, check your premise first, before blaming the vehicle. And don’t be handily fooled by those saying they know the “secrets to SEO” and will share (for only $49!!). SEO is as much an art, as it is a science, and the differences between the artists and the weekenders, is fully evident on the SERPs.