The SEO/SEM industry has very little coverage in the major publications of the tech world or the business sphere. Understandably, we're a small industry and a curious one at that. Characterizations among those who are semi-familiar with search engine optimization range from low-tech marketers to high-grade spammers. As Rodney Dangerfield would most certainly note, "we don't get no respect".
However, with growth in the industry rising rapidly and greater and greater numbers of businesses recognizing the importance of search marketing and drawing a web audience, we won't be ignored for long. This naturally brings rise to the question - how do we want the media to characterize us?
Are SEOs:
- Nefarious schemers who use their (somewhat) secretive knowledge of the search engine's ranking algorithms to wreak havoc on the natural order of the web
- Business consultants whose area of expertise happens to be helping websites becoming more visible and search friendly
- Spammers who use tactics that violate the search engines' terms and sometimes the law to achieve rankings
- Marketers turned tech-savvy who focus on driving up website performance through greater traffic, higher conversions, better content and improved design
- An industry doomed to irrellevance once the search engineers figure out how to get around our tactics
There's a lot of ground to cover in the SEO industry, and depending on how the media wants to frame the questions, much of how SEO/M is perceived in the larger business/marketing/tech community is at stake.
Specific characterizations cold easily paint the industry in a relatively benign or highly malignant way. In the near future, I see the words and actions of those most visible in the sector affecting the reputation of us all - for better or worse.
"how do we want the media to characterize us?"
I think that SEO's will be more or less categorized by people's personal interactions with them. Hopefully, the writers and journalists that do create articles about them, have positive experiences with them.
SEO is a broad topic, with the definition having completely different meanings to different people. It makes it very difficult to place a label on SEO as an industry because it is so widely diversified. The other drawback, is that by the dynamic, constantly changing nature of SEO, it is hard for anyone to keep up with everything, especially outsiders.
There is no universal definition or prerequisite to claim oneself as a SEO, there is no standard for quality. I've seen webmasters with 2 months of experience claiming to be SEO experts.
Until a standard is set for what SEO is defined as, hopefully ruling our spam, and setting a standard / prerequisite for being a SEO, I ask the question, "do we even want media to categorize us?"
"do we even want media to categorize us?" - that's actually an excellent question... Something to think about.
Does the SEO industry like to wallow in its own obscurity? It certainly can be nice to watch/hear people react when you show them what you can and have done.
Michael you are right.
I think non-internet savy people do think SEO is spam. They just aren't sure *how*.
This is where developing a professional organization would be useful - to establish a code of ethics that will draw a line in the sand: SEO/SEM vs Spammers.
Not long ago I got a call from a marketing guy which was in the process of being recruited to a SEM firm. He asked me a lot of questions about the SEO industry. He basically wanted to know if the SEO industry and the methods we use are in any sense ehtical or just a risky game which he would be stupid to get involved with. I had to be honest with the guy and tell him the following: - No most firms and people in the "SEO/SEM" industry does not follow what would be regarded as a ethical practice. -In the SEO industry bad business practices, Freud, theft of copyrighted material,wrongful advertising and misrepresentation is so common that it is almost accepted. -Businesses are always taking a risk when they accept or even SEO advice uncritically. There are no quality standards for the industry. There are no organization that truly represent the firms and individuals in the SEO industry. With no organization and no standards there are nobody to complain to or standards to judge the services given. I would recommend all to be very careful when buying SEO serivces, pay by the hour and double check the advice given. -When working in the SEO field, you can choose to be a part of the solution. You could help build the industry. It is a real friendly industry, there are more than enough work for everybody so there are no real competition between firms.
------------- In my opinion there should only be room for four main types of SEO's:
1. Accessibility and Usability professionals. 2. Webprogramming and database professionals 3. Marketing professional 4. Copywriters.
Pick one get and get good at what you do.
Very good points, Todd. But I think that eventually, there will be some large scale media coverage that will determine which of these viewpoints prevail externally. The problem is, the decision will be up to a very small group of people - the writer, editors and subject(s) of the article(s).
As long as blackhat's represent a significant/visible portion of SEO/SEM-industry, then the industry will have a serious PR (public relations) problem...
The most important and relevant thing is to determine what YOU and YOUR business stand for. That is the only thing that you control. Once you have decided that then promote it with all that you have.
All of the above depending on who you talk to. Most SEO's have their own agenda, or lack of one to promote that "SEO's are X". Great topic though Rand:
* Nefarious schemers who use their (somewhat) secretive knowledge of the search engine's ranking algorithms to wreak havoc on the natural order of the web Groups with this view: The SEO salesperson trying to convince you they are the best, Google engineers, some marketing execs, whiney bloggers, and open source idealists * Business consultants whose area of expertise happens to be helping websites becoming more visible and search friendly
Groups with this view: SEO consultants who do like to help clients succeed and are concerned with long term success. Business owners who are smart enough to not listen to mainstream media (or their yellow page's rep), and see the potential value and risks associated with new media advertising. SMA-NA.
* Spammers who use tactics that violate the search engines' terms and sometimes the law to achieve rankings
Groups with this view: Affiliates and hired SEO mercenaries who are not too concerned if G or Y ban another site of theirs. They are generally not all that concerned about the brand of the companies they represent either. Public opinion is none of their concern, so the other end of the spectrum (pissing people off) is sometimes fun to them. * Marketers turned tech-savvy who focus on driving up website performance through greater traffic, higher conversions, better content and improved design
Groups with this view: Usability/ Conversion experts who take enough care to learn about SEO to diversify their skillset. Marketer's who have taken initiative to learn something new. SEMPO.
* An industry doomed to irrellevance once the search engineers figure out how to get around our tactics Groups with this view: Search engine engineers, some marketing execs, those with poor SEO skills, or just getting started to the industry. Those who said "vinyl is dead" 10 years ago.
With this diverse group of opinions we have a pretty fractured industry. I don't honestly expect this to change a whole lot, but I tend to jump into the affiliate camp on occassion of "not real concerned with the perception", as long as I have clients who are reaping the benefits and understand the value. If they don't "get it", I generally don't want them anyhow. It's nice to be able to be picky sometimes.
You raise some excellent, and potentially scary, points. When I read your post, I thought of the certification and continuing education requirements of so many other professions and I offer that up here as a possible way to curb negative perceptions. Even though it will surely take time to design and implement such a program, just the fact that efforts are underway would be a plus!