How many times have you heard people say what is SEO? Perhaps it is not surprising if you heard someone totally unrelated to working in a web environment to ask that question. But would you expect any kind of start up business to be familiar with the term? I attended a B2B event recently in which the facilitator asked for a show of hands. I was amazed at the results.
Those attending had expressed an interest in this particular event by declaring that they were running businesses on the web. Now we all know, or should know, that technocrats love to keep everyone else feeling ignorant. However, I had thought that SEO was pretty well established as a commonly known term in the business community. Perhaps not. Some see it as a mysterious science and perhaps this is why SEO agencies get away with the prices they charge. Businesses think that if they should sign a contract with an SEO agency then a magic wand will be waved. The reality is that there is no magic wand. Good SEO will in the long term comprise of regularly updated content that is unique, specific to the user’s needs, intelligent, relevant and imaginative. Black hat techniques might show a short term pick-up in the search rankings but organic search results will ultimately be dependent on quality content.