I am not too happy with SEO. Although, I am firmly entrenched in doing the traffic building exercise along with thousands of others, I am slowly realizing how far away it is taking the business from its fundamental mission.
Before I get to my main objections, I would like to say this though to real business owners and not to those out there who are just leveraging traffic building for their niche marketing revenues. If you are a real business owner, it is worthwhile doing this SEO exercise yourself instead of outsourcing it to other agents, just to see how difficult all this is. It is easy to let your marketing department, if you have one, do it but you will not understand why it is easier to please your customers than the search engines.
Getting back on track, I hope someone comes up with a customer based optimization instead. I don't want the Search Engines ruling the world. I don't mind the customers ruling the world though. And I hope my website does not get hit by a BOLT from the search engines raising cudgels against this article.
My main gripe is about search engines telling me that that inbound links are more important. If I get 1000's of sites referring to my page (article, blog or site), my page has somehow gained importance. How can I disagree with that? They have just anointed me an authority on the topic.
What I am railing about though, is really the quality of the articles that you now see all over the internet. I am not seeing obviously plagiarized articles but I am seeing enough duplicated articles or posts that it is clear that they are all rooted in the same one idea. I am sure that not all of the authors independently conceived the same idea.
While these back-links are likely to continue to be important in optimizations given the architecture of the web and the mindset of people behind the search engines it would be nice to have some business fundamentals behind it. And not just Google's business fundamentals.
Obviously your page is more relevant if there are lot more sites referring to your site. But it is amazing that the search engines have ignored the obvious impact and value of referring to external sites. I would prefer to refer to a site that is an expert in its subject than redo their content, submit it as my own article and get some back-links. Obviously this is the easiest thing to do and that is why so many are doing it.
I am sure that the internet was not conceived as a content duplication architecture (although this may improve localization of content geographically for redundancy and scalability purposes).
All this article submissions and blogging has resulted in a lot of similar content with each competitor writing the same topics in different words. And this is entirely due to the search engines' architects in their misguided way focusing on blind back-links to your site.
It is time that these demigods of the internet, took a different approach to this back-links business and created a more weight average approach for unique back-links and ruling out any unnecessary importance to plagiarized and or obviously copied content.
What happens to all those article writers when the search engines decide to do it differently?
Here is the moral of the story, if you need one.
If you focus on your own business and what is important to achieving its mission, I am sure your business will improve on its own fundamentals, without some search engine dictating that you be successful or not. The rules are rather simple. 1) Know your customers, 2) focus on your customers 3) know or keep trying to find out what they want 4) speak their language 5) then talk directly to your customer in your articles, posts, blogs, ads and other content where ever you can 6) Be entirely customer focused all the time.
Vish Sharma is the founder of World Tutor Exchange. Innovation in education is his passion. Using technologies that are already in use and in investing resources and time in investigating the new possibilities is his hobby. You can discover a whole new world of Do-It-Yourself tutoring service at http://www.worldtutorexchange.com/
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