Cutts on the Mindset of a Site Owner
Google’s most recent Webmaster Help video features Matt Cutts talking about his own experiences with blogging. The question posed to Cutts asked how his own blog shaped his views on SEO as a whole. He said his greatest takeaway from the experience has been understanding the “mindset of the site owner” (yes, his own words). He went on to insist that – contrary to popular belief – wanting to rank higher in search engines is not inherently bad. Moreover (and more surprisingly), Cutts mentioned that doing things to rank higher in the SERPs is not spam, either. Shocked? So was I. He even offered up some tips for webmasters, such as capitalizing on the appeal of “list posts” (i.e. “Top 5 Reasons for…” or “3 Things that…”) and making use of keywords correctly and prominently. This, to me, was very refreshing. It means that Google appreciates the guidance when it comes to ranking a website properly even though there’s no guarantee it will rank the site highly. Obviously, this hinges upon using only white-hat tactics to rank as opposed to shady, underhanded, black-had techniques. Cutts also recommends shooting for high-traffic keywords along with lesser-searched terms. Why not? Even if you have no chance of competing for a few terms you select right now, if you keep plugging away and building your website, then one day it may be big enough to fight with the big guns for a top spot in the SERPs. Finally, Cutts ends the video by pointing out that Google is aware there’s lots of great stuff out there. It doesn’t want to leave your website in the dust if you’ve got a lot to offer, which is why using SEO techniques to help your site “get found” whould be a shrewd move on your part.Should We Rename “SEO”?
Cutts put out another recent video that tacked the issue of the SEO industry’s bad rap. He noted at the outset that he was aware search engine optimization suffered somewhat of a negative spin in the media. This, he says, is due to a few bad apples spoiling the bunch. Black-hat SEOs who use methods such as spamming, link blasting, and hacking make a bad name for everyone in the industry – and this is indeed very unfortunate. Cutts says that people who hear the term “SEO” tend to immediately associate it with “linkbuilding”. It’s so much more than that, and he points out that this is such a gross misrepresentation of the industry that it merits rebranding SEO altogether. Cutts offers up a new name for search engine optimization – he moves that we instead call the practice “search experience optimization”. Catchy, no? After all, he notes, webmasters are responsible for so much more than linkbuilding. They must build their site correctly, make it crawlable, and organize their content in a way so it’s easily accessible. Then, there’s the entire task of marketing your website – and this is much bigger than linkbulding. It’s about creating an entire brand around your web presence.The Future of SEO
So, what does the future hold for SEO? There’s a lot of speculation out there. Many people say SEO is dead (or, at the very least, will be dead in five years). I don’t think anything could be further from the truth. As long as people are searching the ‘net for what they need, SEO will prevail.The application will just change a little. SEO does have a negative connotation today, and it’s unfortunate that a few black hats have ruined it for the legit businesspeople out there. That’s why I’m in agreement with Cutts – perhaps renaming the industry would be in order at this point. Things are changing today. It’s time to start thinking bigger. Don’t think about simply “optimizing” your website – think about optimizing your brand.
This means creating a multi-pronged strategy across multiple platforms and networks, and making sure people in even the darkest corners of your niche know who you are. It’s about building bridges, forging friendships, and making connections that will propel you to the top of your industry.
Then, once you’re there, you’ll be surmised. You’ll begin to see your website ranking for keywords in your niche you didn’t even know existed. That’s when you’ll have truly pulled off the harrowing task of SEO – and you’ll have accomplished this feat without spending your days hunting for backlinks. Instead, they’ll start to come to you.
By: Nell Terry