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I worked on several web search engines in the 2000s. During that time I ended up next to someone who was in the SEO business a handful of times at dinners or m

by bborud 5y ago

I worked on several web search engines in the 2000s. During that time I ended up next to someone who was in the SEO business a handful of times at dinners or meetings. When they explained what they were doing to me I kept thinking "this kind of explains how belief systems and religions are formed". You would have these very complete theories of how search engine ranking worked - completely disconnected from reality and unburdened by any actual knowledge. If there was ever a cargo cult, SEO was it. I still cringe when people say that they have "done SEO" on their site while I'm in the room. It is kind of like telling their mechanic they've sacrificed a goat so their car will get better mileage.

rchaud 5y ago
What's wrong with saying someone's "done SEO" if everyone at the table has the context for what that entails? Content strategy, keyword research, Search Console integration, site speed improvements, local search business profiles -- all of these contribute to SEO. It's unwieldy to talk about them all, so sometimes people can use a shorthand.
- bborud 5y ago
  I cringe because usually they will be talking about things that come out of what can only be called superstition and they tend to think that's it. Meanwhile, I would be sitting there and knowing a great deal about exactly what goes on when whatever web search engine i was working for at the time actually did, and not being allowed to discuss any of it. I'd always give the same advice. Don't try to outsmart the search engine, focus on quality and consistency over time. That will always reward you in the long run. Try to game the search engine and you will find yourself in a weapons race you can't sustain over time. If you find exploitable tactics to get better ranking than you deserve, sooner or later you'll probably be pushed down the ranking. And this is really important if you're successful enough to have something to lose. Some of what people label SEO is just "make good web sites", and that indeed works. But some of it is just pure rubbish. And making a good website isn't just "doing SEO" - it is making a good website. And a lot of people don't. Which is why I can't take people seriously when they present it as some singular task they have completed.

by bborud 5y ago

rchaud 5y ago

What's wrong with saying someone's "done SEO" if everyone at the table has the context for what that entails? Content strategy, keyword research, Search Console integration, site speed improvements, local search business profiles -- all of these contribute to SEO. It's unwieldy to talk about them all, so sometimes people can use a shorthand.

bborud 5y ago
I cringe because usually they will be talking about things that come out of what can only be called superstition and they tend to think that's it. Meanwhile, I would be sitting there and knowing a great deal about exactly what goes on when whatever web search engine i was working for at the time actually did, and not being allowed to discuss any of it. I'd always give the same advice. Don't try to outsmart the search engine, focus on quality and consistency over time. That will always reward you in the long run. Try to game the search engine and you will find yourself in a weapons race you can't sustain over time. If you find exploitable tactics to get better ranking than you deserve, sooner or later you'll probably be pushed down the ranking. And this is really important if you're successful enough to have something to lose. Some of what people label SEO is just "make good web sites", and that indeed works. But some of it is just pure rubbish. And making a good website isn't just "doing SEO" - it is making a good website. And a lot of people don't. Which is why I can't take people seriously when they present it as some singular task they have completed.