SEO 2013: The state of the art (and science)
Consumed => “The Inconvenient Truth About SEO” by Paul Boag on Smashing Magazine.
=> My value add (i.e., left a comment)…
I realize I’m a bit late getting to this but…Spot on Paul! Kudos!!
I’d like to add I don’t believe it’s how companies are organized. It’s much more basic than that. It’s how they perceive marketing in 2013. For outfits that still embrace spin as the primary tool of marketing, traditional outsourced SEO makes sense. Silly, as you noted, but to them, sense. On the other hand, growth-mind brands that embrace the conversation, the interaction and live to add value to their audience know that gaming the algorithm is passe and suboptimal.
As for SEOs, well by definition the name / acronym is dated, yes? At this point it should be CO (Content Optimization) or UXO (User Experience Optimization) or even UXCO (User Experience and Content Optimization). I agree with you. It certainly seems as if many (too many?) SEOs haven’t caught up to the state of their own art / science.
Thanks again. This was a great read for starting 2013.
p.s. I do believe content production can be outsourced but both parties have to actively participate. What I’ve witnessed is that for SMBs that aren’t used to sharing and thinking like publishers there is a steep learning curve and a need to adjust expectation as to what a resource can accomplish effectively without quality input and feedback. Yes, it can be done – with time and effort. But isn’t that true for anything worth doing?