More often than not, when trying to explain to a client or prospect client the kind of search engine optimization services we provide I use the term “real SEO” to make a clear distinction between you know, real SEO and all wannabe not-that-white-hat SEO offerings out there.
And almost invariably the obvious question comes up: “What do you mean by REAL SEO?”.
Yes, you’re right: that truly deserves an in-depth explanation. So here we are..
But before anything else you need to completely get what FAKE SEO looks like..
Search Engine Optimization 101 teach us that the very fundamentals the Internet is based upon are CONTENT and BACKLINKS.
Content has always been King and it’s much more every single day that goes by. Google more than anyone else is the one in charge to get the technology up to the sophistication level needed to tell what a quality piece of content is and what’s not. It needs too, because its very own business model depends on how good it becomes at it.
Backlinks have been a key element Google has been looking at from the very beginning in order to compensate the lack of AI algorithms good enough to be able to judge by themselves what good content actually is.
To put it another way, as computers get smart enough to know, they’ll have to rely to some point on some kind of human judgement. And that’s what Google’s founders saw in backlinks: a way real people used to tell the world a particular piece of content is worth anybody’s time..
And it really was. That finding was in fact the one thing that made it for Google; the little edge that allowed it to become the Internet’s giant it is today.
Backlinks were the key. They used to be used for real people as a way to qualify good content on the Internet.
IT USED TO BE. But not anymore.
At least, not for the most part..
There have been too much people eager to game the system over the years for Google to be able to trust backlinks as “votes from real people” anymore. They had to push the ranking algorithm as far away from the backlink foundation it was initially heavily based on as possible just to counter-attack all the link farms, link bots and even enterprise-level software designed for the only purpose of producing millions of links in autopilot to trick Google’s index.
They have recruited the brightest computer science minds in the world to help them to refine their ranking algorithms. They have the resources and they’re using them to their full extent.
They just can’t afford to lose this battle. Not without losing themselves along the way..
But as much as Google would love to kick the whole backlink issue out once and for all, along with all spammers it hates at heart, it just can’t. Technology is not good enough just yet..
But they’re making progress.. HUGE progress I hasten to say.
So, nowadays, getting an even slightly-spammy SEO to do some work for your business site is as good as shooting yourself in the foot. The only thing you can get out of it is getting your site permanently banned out from Google’s search results.
Now, if that’s just a test site or a personal blog you don’t treat seriously maybe you can live with it, but if that’s your business presence or it’s in any way related to your business, your brand or even your personal brand, you need to stop right here and right now and start considering the consequences. You may not have the luxury of ruining your reputation twice.
So, I guess you’re getting the picture of what a fake SEO service looks like: it’s cheap, it offers a lot for very little, it promises quick results, and it’s filled up with tons of crap content posted all over the Internet in your business behalf, powered up with thousands of spammy links posted in thousands of equally spammy, full-of-crap-content kind of sites.
They use duplicate content –even copyrighted content that could put you in hot water down the road- paired with dirty cheap non-english speaking overseas labor and spam software to provide their so called SEO services.
You’ll find yourself buried to your nose in all this crap sooner than you think..
But yeah.. They are so cheap!
Let’s go back now to the original question..
But.. is it really needed?
I bet you already know what REAL SEO actually means..
It essentially means doing things right, from the let go. No quick fixes, no gaming the system, no loopholes, no reputation-ruining spam nor other questionable practices.
IT’S YOUR IMAGE AND YOUR BUSINESS’ REPUTATION WHAT WE’RE DEALING WITH AFTER ALL!
As a business owner or entrepreneur that’s you most valuable asset. And that’s something that you’ll have a hard time trying to fix once you mess it up.
Thus, in case you decided to trust me with such a valuable asset the least I can do is treat it carefully and respectfully. There’s just no other way..
Real SEO is above and beyond anything else REAL MARKETING, and it’s composed of a number of MARKETING CAMPAIGNS carefully designed and carried out in concordance with a sound MARKETING PLAN.
And REAL MARKETING will never be a one-size-fit-all kind of solution. Real SEOs will require you to open up the doors of your business and share some specific business data with them. They need to know your business well in order to be able to do a really good job.
And of course, real SEO requires real professional marketers, real professional content writers, real professional social presence managers, real professional video producers, real professional website designers and developers, real professional quality link builders, real professional research people, expensive pro services and tools and so on and so forth.
So, as seductive as the whole idea of dominating the search engines for cheap can really be the truth is that SEO is not cheap. Not the kind of SEO your business needs anyways.
But you’re a business owner, aren’t you?
In business you know cost means nothing. ROI IS EVERYTHING.
Real SEO can actually provide you with the healthiest ROI you’ll find among all marketing techniques and strategies at your disposal. And not just any kind of ROI but the kind of ROI a business intended to grow and further expand for years and decades to come really ask for: mid-to-long term ROI.
But that’s a subject for another occasion..
L&G Publishing Co
47-47 36 Street
Long Island City
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