Joel
Leyden: SEO Is Dead, Digital PR Awakens
Joel Leyden:
Cheap SEO replaced by quality PR.
New
York January 7, 2014 ... Rumors of SEO's (search engine
optimization) death is not greatly exaggerated. SEO is dead.
I know. I have been creating SEO since 1994 with some of the Internet's
first Websites. I was doing SEO before it was called SEO.
SEO
was an essential element of Internet marketing. If one wanted
to be seen, if they cared for their Website to be ranked number
one on Google, AOL, BING or Yahoo, they needed to retain an SEO
specialist who knew how the search engine algorithms worked. The
SEO expert would then perform four basic tasks to get a Website
ranked number one using a keyword search.
First,
he would purchase a domain name rich in keywords describing where
and what his client was doing. Second, he would place those same
keywords in the Webpage HTML title. He would repeat those keywords
in the META tags and over and over again on the homepage. Lastly,
he would either manually place or buy links that would direct
back to his Websites.
Google
did away with paid backlinks a few years ago. If Google discovered
that you were gaming their system with paid back links they would
drop you like a rock from first place to page seven in a Google
search. Then Google tightened their rules even more so (Operation
Penguin) by down ranking sites which just spit out keywords over
and over again (keyword density) on the same page.
Google
had actually worked with the SEO industry. An industry which generated
millions of dollars and thousands of jobs - until they killed
it with the Google Penguin update in April 2012 and the Google
Hummingbird update in September 2013. Google's thinking was that
it was time to replace Google search engine manipulators with
real, quality content - something that was not needed if one knew
the basic art and science of SEO programming.
To
be highly successful in digital marketing one had to be knowledgeable
with regard to both computer, Internet programming and creative
writing, layout and design.
One does not usually find both skill sets in one brain. You were
either a programmer who knew different computer languages or a
creative writer who had a professional background as a journalist
or PR / advertising copywriter.
Most
SEO "experts" were programmers seeking to make a quick
dollar by applying the above mentioned four principles to a Website.
They could not write. At best they would copy and paste from professional
writers. As for the professional writers - they never had a chance
to show off their creative, respected skills. You could be an
Ernest Hemingway, Charles Dickens or Stephen King but if you didn't
know HTML tags your copy would be buried somewhere on page 17
in a Google search.
Funny
thing, as the world's global PR and advertising agencies finally
caught up to digital PR and marketing, Google screwed them.
Or perhaps actually did them a favor.
The
favor is that the Web according to Google has gone back to 1995.
If the copy was quality, if the Website was well built, if one
was standing on a respected piece of digital real estate, then
you would find your Google page ranking higher than most.
The
examples given above for SEO are restricted to the natural "organic"
variety. Not paid for (PPC) search terms that one will find and
pay for on Google Adwords or Facebook advertising. Google has
taken a swipe at SEO spammers while increasing demand for their
own advertising platform. If you thought that Google was doing
well financially a few years ago - that was nothing as to what
you will now see as the world begins to depend more so on Google
Adwords.
Yesterday,
you had two choices to be rich and famous. Either hire an SEO
spammer for Google page ranking or an excellent writer, professional
marketer who knew the trees from the forest at Facebook, Twitter,
LinkedIn and other social media platforms.
Today,
to be noticed on Google Web you need to hire a professional digital
PR firm which will place your message and copy on valuable, digital
real estate. This includes blogs, Google News and all of social
media. The basics of SEO remain - having a good domain name for
branding, having relevant keywords in your page title, enjoying
many good back links from respected Websites - but their value
has fallen the way of the stock market back in 1929.
SEO
and the short cuts are gone. Welcome the professional PR copywriters
who know how to write and place quality content on digital media.
I never cared for being referred to as a SEO guru or search engine
professional. It always felt cheap. Like a whore who only had
so little to do. I was and remain a digital PR and advertising
pro - fully optimized from my days at print and broadcast media
and integrated into all that is digital, mobile and fat free.
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Joel Leyden,
journalist, media consultant, social media and SEO pioneer
working with both the Israel Defense Forces and the US Army in
Haiti.
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