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Google should have a good idea, feel free to go to Google and enter the query “define:seo.” You can verify it, but, Google returns 26 results for the definition of SEO on the Internet.
Most of these are consistent, however, they all focused on the end result of Search Engine Optimization, not what it actually is. Needless to say, very few of them are close to my personal definition.
There are two very different aspects of SEO:
WhiteHat SEO – When you focus on building value for the user and letting all other things fall into place, or at least not trying to artificially inflate your rankings, artificially being the keyword. Building value in users eyes is the first step in properly addressing SEO. The things that I consider to be important will be discussed during the rest of this post.
BlackHat SEO – When the ends justify the means. In other words, doing what ever it takes to get to the top. Similar to a desire for money, a thief steals money so they can have it, they got it in the wrong manner. When the law catches up with the thief and the money is taken away, the thief is back where they started, at the bottom and no one wanting to give them a second chance. Just like the thief, a black hat SEO will do what ever is necessary to get to the top, and when the engines find out and drop them from their index or move them into the supplemental index they start over. Unlike the thief, it is easy for a person to build and develop a new website or persona with no history.
Let’s analyze it further.
First, there are three components of Search Engine Optimization, let’s discuss them:
Link Popularity
Link Popularity is the number of links that point to your site. What is important about this? It let’s the search engines in on a few things about you:
Someone thinks your site is important for their visitors.
Someone thinks your site is relevant to the topic around which your link is located.
Someone thinks your site is relevant to the link text or alt tag that makes up your link.
You may be asking, “Where does PageRank fit in with link popularity?”
Well, PageRank is a determination of a couple of things, 1. the age of your domain, 2. the pages (not sites) that have links to you, and 3. the value of the pages (not sites) that link to you. Understanding this, if you use an algorithmic model to analyze this, you must calculate that every page on the Internet has a default value, every page, no matter the domain. I will stop there, because PageRank is not SEO! PageRank is an indication of popularity, and as in life, just because you are popular does not mean that we want or need to listen to what you think is important.
Content
What? That’s it? Yes!
I would like to say, content, in my mind, is anything that you provide to your users. Content can be photos, email, forum, games, advice, news or your perspective on a particular topic (like this blog).
A little history on content. Ever since search engines moved from valuing websites based upon meta tags, title, descriptions and keywords and started using algorithms based upon link popularity, content and ?, relevant content has become a major factor in organic search results. After the transition, Black Hats moved to deceptive link practices to content spamming (fresh off spamming titles, descriptions and keywords), so the engines replied with giving more value to link popularity, which of course, became another area of deceptive practices to artificially inflate link popularity.
It has only been recently that the engines (primarily Google) have focused more upon relevant content. Younger algorithms from Yahoo! and MSN still over value link popularity, but as their algorithms age, they will place more value on relevant content than link popularity.
Here is a bit of advice, write your content for your visitors, not the search engine algorithms. Why? Because they are the ones that will ultimately vote for your site with their mouse. What do I mean? It is your content that will turn a visitor into a reader and, ultimately, an advocate of your website. These are the most important people that you can’t buy, they talk to friends, share their opinions on websites that offer consumer feedback and share with their own visitors on their blogs and other forms of social activity on the Internet. This can get you links and improve the first component of your SEO program.
The other, extremely important, thing to remember when looking at content, is consistency. What do I mean? I will answer with a question, how often do you update or add relevant content to your website? The days of “build it and they will come” are long past. A website is an entity on the web. Just like a person, a website should grow into something more than it was when introduced.
Look at websites that have been on the web and been successful over an extended period of time. They develop and become what their visitors want or need. Google, unlike other engines like MSN and Yahoo! have added additional services without becoming a portal. This has done well for Google and the fact that MSN and Yahoo have become portals that their visitors use and come back for frequently. this is the market that they want, or at least have.
So, back to the topic at hand, why should your visitors come back to your website? Do you provide them with a reason? I know, you don’t have a team of content writers or programmers that can provide new things on your site for your visitors to come back to frequently, no problem! You can set up content driven content, like a forum or a blog, but the most important thing that you need to realize: you have to be consistent.
I blog, and it is my intent to post, on average, once per day. This is my commitment to my blog and my commitment to my readers. So, what is your commitment to your visitors? You don’t have to have a team of people at your command to accomplish whatever is the newest and hottest way of building value on the net. You have to be consistent! Do not over commit to any task.
Now, you have all of this covered, right? What about relevancy?
You could have had the greatest idea ever, like “the button?” Even though it is a great marketing idea, but what is it relevant to? Absolutely nothing. Is the content on your website what you want to be known for. Just as in life, you aren’t remembered for what titles you had, but by the actions you took, regardless of your title. No one started as a leader in an industry, they earned it!
I have one question:
Are you the leader?
If yes, what are you doing to stay that way? Are you doing what others expect of you, or are you doing more?
If no, what are you doing to get there? Are you following the leader like everyone else is, or are you stepping out and stepping up?
Age
What does the age of my domain have to do with SEO? I would tend to agree that age of your domain should have nothing to do with your ranking, but unfortunately, it is not my decision.
So what does the age of your domain say about your website? Longevity mostly, but it does let the search engine know a few more things:
Experience
Reference
History
Experience:
I think that we all can agree, if a business has been open for a long period of time it gains a few points for reputation. Not because it offers something that others don’t, but it has experience in the industry. Even if they do not employ the best practices for their customers, they still operate well enough to continue business, and that is something. Websites, just like businesses, come and go frequently.
Reference:
What is this about? Reference, this has nothing to do with SEO? or does it?
I have discussed link popularity, but what do the links from your site say about you? In other words, who do you link to?
Even though it is not a wide-spread idea in the SEO community, but it is my personal opinion that the only link that can hurt you is the link you place on your website. Wait a minute, link popularity is about the links that point to pages on your domain, but the links that you place on your own site have more to say about you than the links pointing to you. Have you heard the old saying: Your actions speak louder than words?
History:
The history of your domain says a lot about your website:
amount and relevancy of content to your site
update frequency of content
inbound link profile or footprint
outbound link profile
It is within this history that a search engine can map the positive affects and the negative affects of your optimization efforts. Google, like with Link Popularity, has a greater grasp of the history of a domain than their major competitors Yahoo and MSN.
The only way to improve your history, is to develop a plan for optimization efforts and remain consistent.
I have covered the major components of SEO and I will continue with my definition of Search Engine Optimization and some of the other aspects of SEO.
Stephen Pitts is a SEO strategist and consultant for Rosetta, a top interactive marketing firm in North America. I have been making my living as a professional SEO for over 5 years. SEOpittfall.com is my personal blog about common sense search engine optimization which includes tips, tool, techniques and news from the world of search technology.