4 ms·

I'm curious: how much of modern SEO is low-level trickery, and how much is deeper marketing strategy ?

by asah 4y ago

luckylion 4y ago
From my understanding, they're somewhat distinct. There are blackhats that try to exploit some quirk and shoot for quick & good rankings that get killed when Google notices or patches a bug etc. The people I work for are mostly light-grey-hats and don't usually do this because they run large sites they don't want to put at risk and they're very conservative about changing anything and doing anything that could be remotely viewed as malicious by Google (even when it's obviously not malicious and would be good for users, there's a lot of "yeah, I agree, but I did/hear about/saw something somewhat similar 10 years ago and Google killed the site and it never recovered" in SEO). Everyone in SEO treats Google like a god. If you have a somewhat stable + successful project, you're sacrificing things to Google (let's all adopt AMP, yes, it's so great! let's all do CWV and say we believe in user experience!) and praise Google each day and avoid anything that you've heard might displease Google for fear of Google sending down lightning and turning your projects to ashes. If you don't have one of those golden geese, you must be more nimble and make sure that the lightning only strikes where you've been yesterday and doesn't catch up with you. The blackhat part is much more stressful (I've had clients get super depressed when their old tricks no longer worked and they burned site after site after site and nothing worked for months), and everyone I know that did that has transitioned to whitehat as soon as an opportunity presented itself and gotten rid of all the blackhat stuff to not have their main sites get caught in a penalty.
- moneywoes 4y ago
  Given that is there anything someone without an expiring domain can do to rank besides attempt to get back links?
  - luckylion 4y ago
    I'm not terribly deep into how to rank, I mostly just build features for sites, tools for analysis etc, but from what I learn while working on those: be a trusted expert in your niche and publish stuff that the SEO editors don't understand or don't have time to learn. And then make sure you get a bunch of links. I have no idea how ML generated content will change all that, but Expertise, Authority and Trust (=EAT) is what everybody has been worried about for the past year, and whether Google will believe them that they're experts and should be trusted.

I'm curious: how much of modern SEO is low-level trickery, and how much is deeper marketing strategy ?

by asah 4y ago

I'm curious: how much of modern SEO is low-level trickery, and how much is deeper marketing strategy ?

From my understanding, they're somewhat distinct. There are blackhats that try to exploit some quirk and shoot for quick & good rankings that get killed when Google notices or patches a bug etc. The people I work for are mostly light-grey-hats and don't usually do this because they run large sites they don't want to put at risk and they're very conservative about changing anything and doing anything that could be remotely viewed as malicious by Google (even when it's obviously not malicious and would be good for users, there's a lot of "yeah, I agree, but I did/hear about/saw something somewhat similar 10 years ago and Google killed the site and it never recovered" in SEO). Everyone in SEO treats Google like a god. If you have a somewhat stable + successful project, you're sacrificing things to Google (let's all adopt AMP, yes, it's so great! let's all do CWV and say we believe in user experience!) and praise Google each day and avoid anything that you've heard might displease Google for fear of Google sending down lightning and turning your projects to ashes. If you don't have one of those golden geese, you must be more nimble and make sure that the lightning only strikes where you've been yesterday and doesn't catch up with you. The blackhat part is much more stressful (I've had clients get super depressed when their old tricks no longer worked and they burned site after site after site and nothing worked for months), and everyone I know that did that has transitioned to whitehat as soon as an opportunity presented itself and gotten rid of all the blackhat stuff to not have their main sites get caught in a penalty.

moneywoes 4y ago
Given that is there anything someone without an expiring domain can do to rank besides attempt to get back links?
- luckylion 4y ago
  I'm not terribly deep into how to rank, I mostly just build features for sites, tools for analysis etc, but from what I learn while working on those: be a trusted expert in your niche and publish stuff that the SEO editors don't understand or don't have time to learn. And then make sure you get a bunch of links. I have no idea how ML generated content will change all that, but Expertise, Authority and Trust (=EAT) is what everybody has been worried about for the past year, and whether Google will believe them that they're experts and should be trusted.