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The New SEO - Let's Get Real
By Jack Strawman (c) 2008

Once upon a time, onsite optimization was the most crucial
factor in search engine ranking. Webmasters and SEO experts
spent ample time ensuring keywords were used in all relevant
tags, and that the keyword concentration on each page was just
right (usually 5-7%). Then came all the spamming and keyword
stuffing, as webmasters and SEO experts fought viciously to
usurp one another in the ranks. Search engines took notice, and
adjusted their scoring algorithms accordingly. Onsite
optimization lost its footing.

Nowadays, onsite optimization is becoming less and less
significant, overshadowed by the all powerful offsite
optimization. Where keyword concentration was once god, now
links have become the mighty ruler of the search engines. The
fact of the matter is, onsite optimization counts for almost
nothing these days (I did say "almost"). So why are webmasters
and SEO experts still spewing all this nonsense about the
importance of building great content. I really wish it were
about building great content. The sad truth, however, is it's
all about the links.

Search engines want you to believe that ranking well is all
about building a great website with great content. Build a site
for your users, keep your users happy, and you will do just fine
in their eyes. After all, isn't this the main principle behind
organic search results; let's keep it real, honest, and
user-friendly. Boy, I wish that were so. What I don't understand
is why all these so-called experts and webmasters are spouting
the same foolish nonsense all over the Internet. Perhaps it's
because they don't want us to work on improving our own rankings
as their ridiculous articles are improving theirs.

It's almost like these experts and webmasters are afraid that if
they tell it like it is, somehow Google will find out what
they're saying and drop their site a few points. Gee, but I
thought the results on the left side were purely organic.
Besides, if it were that easy, I would just start posting all
kinds of articles and claim they were written by my competition.
Sure there are some "must haves" for onsite optimization, but
any web owner could learn these in an afternoon. The reality,
however, is that all the great content and onsite optimization
in the world will only get you to the starting line. Links is
how you run the race.

The best way to acquire these necessary links, the experts say,
is to once again build great content. It's the old "if you build
it they will come (and link to it)" line. This is nearly
ludicrous. First of all, how would people even find your "great
content" if you're on page 50? Because no matter how great your
content is, and no matter how much onsite SEO you do, you'll
never get closer than page 50 without back links (unless you're
vying for a top position with a keyword or phrase that gets
searched less than 100 times a month).

Now even if a few people do find your site, what makes you think
that these people have their own websites? Most Internet users
do not have their own websites, and even if they do, they
probably do not know enough html to properly add a link in their
own code. They especially wouldn't know that they are supposed
to use your "keywords" in the anchor text (many webmasters don't
even know to do this).

Now, let's pretend that a few knowledgeable webmasters do find
your site and really enjoy the content. This does not mean they
are going to go through the trouble of creating a link on their
site to yours. This takes time, effort and energy. Why would
they do this unless they have some incentive (but if you give
them incentive, doesn't that undermine its organic nature)?

Nevertheless, if you do everything right, eventually people will
link to your site. This is true. However, it will likely take
you about 2 years to acquire enough relevant, high PR back links
with proper keyword anchor text to move you up just one point in
the PR scale. That will possibly move you to page 49 in the
search results. Congratulations, only a few dozen more years to
go. (The only alternative you have now is to pay for results on
the right side of the screen, and that my friend gets expensive.)

The fact is, you could hire a SEO company and pay them millions
for onsite optimization of your PR 2 site. Then, you could spend
months creating unique and user-friendly content that perfectly
integrates all your keywords and phrases in a symphony of
optimized perfection. Then, when you're nearly on top for some
obscure keyword phrase, along comes some PR 5 website that just
coincidently adds an extra page to their site that just happens
to have your key phrase spliced throughout the title tag. Guess
what? You just got beat. Even though they haven't done one thing
to optimize their site or page for these keywords, and even
though there is zero "quality content" on this add-on url, it
just usurped you in the ranks.

Now I know what you're thinking. If acquiring links is so
incredibly important, then why don't I just spend my time doing
this? Well, this is easier said then done. I've just recently
been told that reciprocal link exchanges, directory listings,
and 3way link exchanges no longer account for very much in the
eyes of the search engine gods (although this is still up for
debate). Writing letters to relevant high PR sites is almost a
ludicrous task, in that only maybe 1 in ten ever even respond to
your pathetic, though eloquently written e-mails. The ones who
do usually have some wonderful explanation of why you should
look into paid advertising on their site instead. And of course,
paid links and link farms will possibly get you banned
completely from the search engines (which is about the worst
thing that could ever possibly happen), though I'm not sure how
they distinguish between an add and paid link, a directory and a
link farm. Nevertheless, it's enough to keep your head spinning.

So what's my conclusion? I guess your witnessing it right now.
I'm writing articles. It's a lot better that spending hours
trading links that never seem to help, or adding links from
partners who never exchange the favour. I know there are a lot
more ways to acquire back links, so I guess I'm now opening it
up to responses. This, after all, is the million-dollar
question. If you can succeed at the link game, you will be rich
beyond your wildest imaginations. Just look at Plentyoffish.com,
and other sites that rank in the top five for well sought after
keywords. I for one wouldn't mind finding myself in their
position.
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Jack Strawman is the cofounder of the popular new website Late
Night Chat, Dating and Hook Up at UStillUp.com
(http://www.ustillup.com), a totally free late night chat, dating
and social networking site for late night fun.
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