SEO Types

What To Expect From Your SEO.

There appears to be two types of SEO (Search Engine Optimization) experts: the Generalist and the Specialist. Both seek to improve site and page ranking but use different approaches. Both approaches appear to be effective but, in my opinion, one looks for long-term results while the other seeks short-term solutions. Both type are necessary, depending on the freedom given the SEO expert for site modifications

The Generalist:
The Generalist SEO expert seeks to improve your site ranking by stressing page content for each page on the site. This approach determines the best keywords and phrases for each page. The page content is then modified to include those keywords and phrases throughout the page but especially in the first sentence of the first paragraph. Depending on page layout, the Generalist may also recommend page or site redesign to ensure that search engine bots find relevant text near the top of the page. (See What’s At The Top Of Your Page article for more details.)

The Generalist also insures that the page title, keywords, and description Meta tags are appropriate for each page. This type of SEO expert knows that while some engines no longer pay attention to these tags some smaller American and foreign engines do. Also some of the major directories use these tags as a reference when listing the site. The Generalist optimizes the page for engines and in the process improves the page for the viewer because once the page is found, the viewer must derive some use from the page. If the page was found under misleading keywords or doesn’t help answer their question, the viewer quickly goes to another site.

The Generalist understands that while a high ranking is important, targeted and satisfied viewer are more important. Unfortunately most companies only look at site rankings and traffic and not at how long the viewer was at the site or what pages were of interest. Too many companies assume that high traffic translates into more sales. This is true only if the viewer finds what they are looking for and doesn’t feel mislead by the search engine’s description of that page or site.

The Generalist sees each page as part of the total site not as separate entities. Each page is used to support the other pages and the purpose of the site much like the pages of a novel.

The Specialist:
The Specialist views a web site as a collection of individual, independent pages. The content of the pages or site is not that important because the Specialist seeks to trick or circumvent the way search engines see the site. Therefore, rather than rework the site to improve its usefulness to search engines and viewers, the Specialist creates or reworks only certain pages to fool a desired search engine.

These page may include gateway or doorway pages designed especially for a specific engine. Usually multiple pages are created, one for each engine the Specialist is interested in having the site listed. These tactics do work and can increase site ranking and traffic. The problem with this approach, in my opinion, is that while the search engine is fooled the viewer isn't. The Specialist is attempting to give the site owner exactly what they asked for without attempting to educate the owner to the benefits of a site with content directed toward the product.

Too many site owners want and expect immediate results and don’t want to be told their content is not perfect. Nor do they want to understand that once their site gets good rankings, their competitors will probably try the same tricks to improve their site ranking and so the cycle continues. It’s good work for the Specialist who may be working for the other sites also. The end result is both the search engines and the viewers suffer because good engine ranking do not necessarily translate into site accessibility and usability.

The Solution:
The solution, I believe, is a combination of the Generalist and the Specialist. Both are needed because search engines do rank according to their own mystical system. Combining these two types of SEO expert will result in better educated site owners, improved search engine results, and more satisfied viewers.

The main problem is that by optimizing a site for engines, we are allowing the engines to control the Internet and its content. The SEO expert has a job to do and he or she should consider if that job is to make the Internet more useful or only to make money. The true expert is interested in not only the company’s bottom line but also their reputation. Because of the speed with which the Internet changes and the number of people using the Internet, a company’s reputation can be damaged and scarred much quicker than ever before. If a site is perceived as dishonest in its presentation to the viewer, site traffic will suffer. Because the Internet reaches so many people, it is easy to believe that if you lose one sucker there are at least 4 more to take his or her place. For this reason, it is important for designers and SEO experts to be principled in the companies they deal with and to prevent the proliferation of shady, fly-by-night companies who's sole goal it to cheat the public.

After Thought:
An SEO expert is not the same as a web designer. Designers concentrate on the look and feel of a site while SEO experts concentrate on site optimization for search engine rankings. Designers can do SEO if they have researched the subject. An SEO Generalist makes the best choice for site design and optimization unless your primary aim is site ranking.

Before you select someone to work on your site, decide what you want and expect from the person or company. However, don’t expect overnight ranking increases. The Internet changes very rapidly except in updating site information. But considering the number of sites and the number of sites being added daily, the engines do a great job in only a little time. Of course, if time is of the essence, use paid inclusion for a couple of the major engines and don’t forget to use media advertising in own backyard.