
These days, everyone and their brother wants to learn Search Engine Optimization, or SEO. Everyone wants to get their website listed by the mighty search engines that can drive traffic to their website like nothing else can, but they seem to be looking for people to spoon-feed them the “secrets” on how to become the number one website for any and every search term. If you’re looking for the “secret” to SEO, you’re wasting your time. There’s no magic procedure you can follow to make your site instantly appear atop the search results. Most of the “secrets” of SEO are not secrets – they are freely discussed, shared, and implemented. So, how do we learn these “secrets”?
How do we go about learning? Think about college or high school. We (1) read textbooks, review notes, and listen to lectures, we (2) consider facts, visualize the problem, and make sense of the procedure(s) that return the correct answer, and (3) do homework, perform experiments, do labs, and eventually use the skills we learned as we work. Looking back at that list, we can construct a 3-step approach to learning SEO: Read, Think, Try it.
1. Read about SEO
One of the most important things to do when learning SEO is to get your information from the correct sources. With every webmaster clamoring for the best ways to develop for search engines, false information is everywhere. SEO is big business, which means that everyone wants to throw their opinions around. Finding great sources for your information is critical. Keeping up with sites you find to be informative is just as important, because finding a great resource and not being able to go back to it is worthless.
Therefore, if you don’t already have one, start a SEO bookmarks folder. Also, download Slick RSS for Google Chrome (excellent feed reader extension). Finally, remember when you find a blog or forum, comment on it and use your real name. Not only will you get a few decent backlinks, you will also gain recognition as a webmaster, and as you learn more and more, as a SEO. Check back for replies too – you never know what kind of friend or partner you could make from a simple conversation.
Of course one of the top SEO blogs out there is SEOmoz. SEOmoz is one of the premiere sites for SEO software and has a great blog with a number of contributors (most of whom have their own blogs that are worth following). Check out their tools, their blog, and their community. Most importantly, keep checking their stuff – SEOmoz is a great resource.
Matt Cutts is the head of Google’s webspam team, which means he knows a lot, if not most, of the inner workings of the Google algorithms. If he says something revealing about Google’s algorithms or how to make your website rank more highly, you had better listen closely. You may also be able to pick up things from points he emphasizes heavily as things you really should focus on. He doesn’t often say too much about specific things to do on his blog (there are lots of good videos of Matt giving SEO advice on YouTube), but when he does, pay attention.
Search Engine Watch has a lot of interesting articles on the search engines, but it isn’t my favorite. To their credit, they have majorly upgraded their site design recently, and they have no shortage of articles. If you’re in the SEO field or trying to enter the SEO field, take a look at their website.
Some SEOs follow SEOBook, majorly authored by Aaron Wall, but I find his anti-Google bias to be offputting. Still, the blog warrants mentioning as many people read him and find it useful.
Other blogs of note which I do not follow myself are HubSpot, Search Engine Land, and Search Engine Journal.
Forums are another great forum of information sharing, and they are often used to share information about SEO. However, be wary of forums as SEO tools. Realize that the majority of people on SEO forums are not very successful. Also realize that the same majority of people tend to quote the same SEO strategies back and forth to each other with different wordings, phrases and reasoning behind their statements. Do the math, and you’ll realize that some of the strategies mentioned on SEO forums are often outdated or largely unsuccessful (or usually, both). Go ahead and seek out a SEO forum of your choice – I say forums are awesome and fun to use for just about any topic – but be very careful with how you use its advice.
Lastly, look to the search engines themselves. What better place to find insights into the inner workings of the search engines than the search engines themselves? Check out the Google Blog and the Bing Blog for announcements from their respective search engines. In particular, check out this blog post from the Google blog. In my opinion, this post contains some of the most important SEO advice. A webmaster should consider those questions at all times when doing something with his site whether actively trying to do SEO or not (particularly “is this site worth sharing?”). Using those questions should have you well on your way to developing a successful site that your visitors will love.
2. Think about what you’ve read/what you’re reading
Think? Isn’t there a magic formula for ranking highly? Yes, there is a magic formula, but Google owns it, and they’re not sharing. If you want to get an edge on all of your fellow blundering webmasters, you have to figure out what works and what doesn’t for your particular type of website.
Always think about what the user wants first. Thinking about the user first means that you won’t be thinking of manipulating the search engines. Search engines want you to do things for your visitors, not for them. If you see advice that doesn’t help the user’s experience at all (or even hinders it), you probably aren’t reading from a reliable source. Naturally there are some things that have nothing to do with the user’s experience (such as information in your head tags, not including the title), but most changes should help the user.
Also, think about what the search engine can use to develop rankings. Links, content, social media, etc. are all included. Try thinking about ratios too. Maybe they use an ad to text ratio as a ranking factor. Maybe they use keyword to text ratios. Think about all of the data a search engine can gather about your site through a little bit of thoughtful programming, then try to optimize those factors. The factors I mentioned aren’t necessarily the factors you should focus on; rather, they are just examples to show you what they could be looking at. Think about how the search engines can decide whether your site is a “quality” site from these factors. Aim to become a “quality site”. Search engines are increasingly looking for quality, and you would be wise to give it to them.
While you’re reading someone’s advice on SEO, think about how much you trust the information. Think about whether the advice helps your visitors’ experience, helps improve factors that search engines could use, helps the search engine index and crawl your site, or whether it is from a reliable source. Is the content from a trusted source like SEOmoz, Search Engine Watch, or from a highly regarded SEO blogger? Does this advice go along with the paragraphs mentioned above (changes help the visitor, changes improve quality, etc)? If the advice seems to go against your intuition, find out more about the topic before implementing any changes.
Finally, see how you can implement the advice you’re given. Being the most knowledgeable person in the world on a particular topic is useless unless you know how to use that knowledge. “Content is king” is thrown around all the time as a SEO guideline. It’s a very good guideline, and it’s very true. But how do you go about generating quality content? Hearing “content is king” is useless if you can’t generate quality content. “Build links from authoritative sites” is another quotation I hear often. It is another good, true statement, but you have to know how to build links in order to use what you’ve learned. Finally, realize that you’ll have to learn some things on your own. If you knew a surefire method to quickly “build links from authoritative sites” every time, would you tell everyone else?
3. Try it out.
You could know everything there is to know about any subject, but you’re never going to become successful until you try it out, improving (and eventually perfecting) your technique as you go. You could know all of the rules of a sport and understand every technique, but unless you practice, you’re going to fall on your butt when you try to do anything you see the pros do. The same thing applies to SEO – it probably won’t work [very well] the first time you try it. Just keep trying – you’ll get better.
To bring it full-circle, I think we can summarize by saying that SEO is the process of showing off a website created for visitors to the search engines. If you write good content for visitors, show it off to the search engines, be professional, and tell everyone you come in contact with about your website, you’re bound for success.