I had a skype conference call with the team awhile back. People who know me know I prefer to not talk or talk as little as possible. Usually keeping my answers to “Yes”, “No”, and “I’ll Check”. But this conference call I was talking to a client explaining some of the SEO stuff I do and after I was done the client said, “Yeah, I got it. About as clear as mud.”
And he’s right. Do you understand SEO? Of course not. It’s kind of like what a Studies the UniverseCosmology is the study of the origins and eventual fate of the universe. cosmologist does, trying to understand something bigger than yourself without having any way to understand it except by running experiments based on theories. We only know what to do because someone else tried it and it worked… Of course the universe at least plays by the same rules every year (I hope?). Meanwhile google changes the rules constantly. A successful experiment this month might be a complete failure next month. On top of that there are so many people out there spreading nonsense or outdated information it’s quite honestly a real hassle to find useful, actionable information in the SEO world.
So what do we do? First: Forget SEO was ever created. At this point it is so tainted, misused, and over used. Instead lets concentrate on this: Communicating Effectively with your Audience via the Internet. If we want we can replace SEO with CEAI but I’d prefer not to as there are too many acronyms in the world as is (they are breeding like rabbits!).