An Integrated Approach to ‘Content As King’

We offer an integrated approach to digital marketing, without focusing on DSP (demand side platforms) ad exchanges, paid-for AdWords or Facebook campaigns.  We work with your product presentation, market appeal, platform usability and content, and local and longtail keywords (natural language search), and tie these efforts together in an integrated fashion.Make no mistake, we don’t commit ‘rookie’ mistakes that ‘ding’ you when it comes to search, but we don’t ‘game’ Google’ssearch crawlers, or try to either a) present a scope of relevancy broader than what you actually do, or b) try to manipulate search.

Search success is a function of value.  Rather than trying to ‘game’ search, we add value (content quality, relevancy, volume and organization) to your site.  Once we’ve honed-in on what you do and where you are, then we tell the world where to find you.

The SEO ‘Arms Race’

There has been, historically, an ‘arms race’ between webmasters (and now, SEO experts) and the engineers and managers of search services like Google, Yahoo! and Bing.The term ‘SEO’ was first coined around 1997.  Prior to that, people – SEO experts and search engineers – had a trusting, mutually-beneficial relationship.  One group built the web; the other made it accessible.  The lion and the lamb lay together, and all was well.

In those early days, webmasters could submit URLs (web addresses) for sites they built to search engines like AltaVista and Lycos (haha – we like naming the ones from that era that didn’t make it), and they showed up in a search.  In many cases ‘spiders’ or ‘bots’ or ‘crawlers’ discovered them on their own.

Eventually, it became known that search rank had a great impact on site traffic, and therefore business, and therefore money, and so webmasters began manipulating search results by planting keywords.

This began what is effectively an ‘arms race’ between Google and SEO experts/Webmasters – where the latter are trying to outsmart Google’s AI (‘crawlers’, etc.), to rank better in searches without really offering better content or user experience, and Google is trying to get around that, and truly vet for quality content that is valuable to real humans.

After keywords were planted into websites, search engines began to look for keyword density.  So, webmasters responded by beginning to plant keywords,more densely, into their sites.

At some point, metatags came into play.  These were keywords that didn’t even appear in the visible text on a website.  These, also, quickly became abused.

At some point Google came out, and started to weigh actual traffic and link architecture to given websites, to vet the site for quality.  And it quickly defeated Yahoo! and a handful of other, less clever search engines – because it delivered relevant, useful, quality results, better.

Search, Today

So, fast-forward to today: Google uses dozens of complex algorithms to ascertain whether your site is good and useful.Even by 2004, search engines had incorporated a wide range of undisclosed factors in their ranking algorithms to reduce the impact of link manipulation. In June 2007, The New York Times’ Saul Hansell stated Google ranks sites using more than 200 different signals.

This whole time, all the search engines were trying to do was connect people to relevant, quality content.

The rest of this stuff is the ‘arms race’.

This list has grown as SEO experts/Webmasters have learned what methods are being used.

But bear in mind – these methods are only in-place to prevent SEO Experts/Webmasters from outfoxing search engine crawlers; they are looking for signs of quality content, and trying to exclude false positives.  But the original objective is to actually offer quality, unique, content.

White Hat And Black Hat SEO

Abiding by Google and Bing and Yahoo! ‘webmaster guidelines’ is called ‘white hat’ SEO; trying to outsmart the 5,000 Ph.D.’s at Google is not only dumb, it’s dishonest, and has been given a suitable name: ‘black hat’.Paying for backlinks is ‘black hat’.  Researching keywords more than one time – to get terminology correct – is ‘black hat’ (for organic SEO; if you’re doing AdWords campaigns, then it’s necessary).

How We Defeat the SEO Arms Race

We don’t ‘game’ SEO (apply ‘black hat’ practices).It’s a dumb idea, and you’re always one step behind Google and other search engines.

Our approach is to maximize the value and visibility of content, and to get people on your site to do something, and at the very least stay there, with the best UX and contextual marketing practices – and the data garnered from looking at your site, in action.

This approach is something many developers simply don’t get, and therefore don’t do.  Like bad mechanics, they’re happy to take your money and make for the hills.

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