Search engine optimization, internet marketing, online branding, being able to rank a website in the organic listings of the search engine results page has a handful of different monikers. The industry itself is as nearly as old as the web and its search engines, although the methods have drastically changed.
At the beginning of the commercial web, it was essentially no holds barred. Flash ads, pop ups, pop unders, hidden text, all of the things you’re not supposed to do to your website now, was fair game 20 years ago. If you tried any of the above methods however, you’ll not only be creating a poor user experience, but you’ll likely run onto the bad side of the search engines and likely end up with a lost position in the index. At Freshtraffic we’re very big proponents of everyone doing the job they’re supposed to be doing, horses for courses. Everyone has a skillset, whether it’s been taught, learned, or they have an inate talent for a job, we all have different ones. As for myself, I’ve been working and learning in the realm of on site optimization for the last 5 years. I’ve been poked, prodded and (although less now!) often told to stop trying to complicate the job and just do it.
Yes there is a point to the rant by the way, just bear with me a tad longer!
Groupon and sites like them were designed with the idea of bringing deals to the masses, and for the most part it works brilliantly. A business comes up with an idea, say a store has bought too many duvets so the offer a cover and a duvet at a great discount, but only for a limited time and in a limited amount. They create the deal, list it on Groupon and let the web do the rest of the work, simple, beneficial for all parties involved. I’ve never purchased anything through the service as nothing has really stood out to me, but there was this one offer that showed up that I had to take a closer look at. It was for what was titled as a web-master training package for what was listed as 90% savings over the actual cost, amazing deal! Working online for the last 5 years has shown me that there are clear lines that need to be drawn for designers, developers, marketers etc, just that there isn’t any confusion with a website. And basically what the program broke down into was a bunch of 30 day trial materials, and an instructional document, likely a pdf, with which you are supposed to teach yourself how to use more than a dozen different programs. The programs that you were learning to use comprised of everything from Flash, to Photoshop, to Dreamweaver and dozens of other web design and development programs. In the end, while reading the list of over 30 programs you were supposed to learn (many of them doubles of each other), the portion that genuinely made me angry was the 6 hour section dedicated to what they called internet marketing, both e-commerce and SEO.
That entire offer is in a nutshell, what is going wrong with the internet marketing world today. That individuals who finish this course, then turn around and try to bill themselves out as a search expert in a field after 6 hours of training. I’ve been at this for more than 5 years now, and I still have years of work and training to do, to think I could have learned everything for $150 and a handful of hours of reading! I fear for my profession at times, more and more when I see information spread around the web in this fashion. As an example, if you needed to completely renovate your house, would you hire a proper plumber, electrician and carpenter who has taken years of training and expertise to build their skillset? Or someone who took an online course for a few hours to do all of your work?