SEO is in my job description and right now occupies three places on my to-do list. I think every business owner right now understands at least the value of effective SEO but few understand the black magic that is SEO. I think I can shed some light as to just what is SEO.
On a fundamental level, Google (I’ve heard rumor of other search engines but for ease of use, I just reference Google) is all about the user experience. In fact, I think that what Google programmers are most keyed on is that little button that says, “I’m feeling lucky”. I don’t know if it’s an ego thing but from the very start, Google has had that. They are so confident in the accuracy of their search results that they have a user option where they don’t even show them to you. Interestingly, they still have that button even though almost no one uses is, and using it would preclude you from seeing any advertising. What it says about Google speaks volumes for the efficiency of their algorithm.
The goal of the SEO guy (me) is to position my site at the top of the list, for the keywords I specify. That alone is pretty arrogant. For thousands of keywords, there are millions of sites that rank…but here I am wanting to be on top. Of course the reason for the top position is tangible. Top position translates into site visitors.
So on one hand, Google wants a great user experience. On the other hand, I want my site to rank higher than anyone elses. Here I’ll share my first rule of SEO and that is, Google wins. What I want or what anyone else wants from their search engine positioning is not relevant. All that matters is what Google wants.
My second rule of SEO is, you can’t overestimate the intelligence of Google. Lots of people think that they can outsmart Google. Obviously, right? I mean, Google is a computer program. I’m human! Just like in the movies when the burglar wants to trick the motion sensors protecting the diamond. They always find a way. They move slow or do some gymnastics or rappel in from the ceiling…something. They can do this because they are smarter than the alarm system. Let me just say this and please don’t be insulted but you are not smarter than Google. Trust me.
My third rule of SEO summarizes the other two. There is no substitute for great content. Make your site great for humans to read, and Google will reward you.
My three rules:
1.) Google wins
2.) Google is smart (smarter than you)
3.) There is no substitute for great content
