10 replies to this topic

[projectphp]

The debate in the multiple is all SEO spam threads seem to revolve around what an SEO actually is. Statements like "but a copywriter could do that" or "Making a site crawlable isn't SEO" make me wonder what the hell SEO is. It also cuts to the heart of what defines a new profession. Is a web developer a computer programmer? At what point does a conglomeration of skills make something a new profession? What qualifications / skill set does a person / organisation need to offer a service such as SEO?

Life coach is a good offline example. Surely there are many other professions that offer similiar services. At what point, and with what mixture of skills and experience, does one become a life coach?

So, IMHO, SEO is not restricted to any one thing. It isn't like you can say "but X isn't part of SEO." Anything that can effect SE rankings is a relevant part of SEO. That includes linking strategies, site navigation, HTML code, server setup, dynamic programming etc ad nauseam.

In general, I think the phrase Search Engine Marketing is probably a better description, because that is what it is all about: using Search Engines as a marketing vehicle. Unfortunately, SEM has become a synonym for managing PPC advertising campaigns, with traditional SEO not considered.

So what are everyone elses thoughts, particularly as to what skills one needs to offer SEO, and whether "no-nos" (AKA spam) play any part in this definition, e.g. is / should there be some form of code of ethics involved.

[Cygnus]

So what are everyone elses thoughts, particularly as to what skills one needs to offer SEO, and whether "no-nos" (AKA spam) play any part in this definition, e.g. is / should there be some form of code of ethics involved.

I'm a MBA marketing guy that focuses on all aspects of interactive marketing, one aspect being SEO. In addition, I do the CPC campaigns, affiliate marketing, link/biz development, and other marketing/advertising tasks that come up.

Thus, I keep SEO as the simple term: search engine optimization and only consider that to be the on-page tactics one uses to receive higher placement within the engines.

I fully expect there to be a lot of different thoughts of how deep SEO goes, as we all work off of a different nomenclature.

Cygnus

[projectphp]

I'm a MBA marketing guy that focuses on all aspects of interactive marketing

Which probably makes you one of the few qualified people around

[SearchRank]

In general, I think the phrase Search Engine Marketing is probably a better description, because that is what it is all about: using Search Engines as a marketing vehicle. Unfortunately, SEM has become a synonym for managing PPC advertising campaigns, with traditional SEO not considered.

IMHO, search engine marketing (SEM) encompasses everything you can do to improve search engine visibility. This includes search engine optimization (SEO), directory submissions (DMOZ, GoGuides, etc.), pay for inclusion (Inktomi, Yahoo directory, Teoma, etc.), pay per click management (Overture, Google, etc.), sponsorships (Google's sponsored areas, Yahoos sponsored areas, etc.) and Link Popularity enhancement.

SEO is the process of "optimizing" all the elements of a site or pages of a site such as title tags, meta tags, alt tags, body copy, site design and link structure.

It used to be back in 96-97 that SEO could properly define everything that encompassed gaining visibility on search engines but with everything else that has evolved, (PFI, PPC, etc.) I think now we have to redefine ourselves as SEMs if we do anything more than just optimize a site. In 97 when I started I was an SEO - now I have evolved into a SEM who offers SEO as one of many other SEM services.

That's my take on it.

[qwerty]

Because my work is about improving web sites, and only part of that includes making changes that will make it more visible in search engines, I'm actually leaning toward calling myself a "web site optimizer".

It's fair to say that usability and content improvements are good for both users and search engines, but what about cleaning up a site's code? If part of my work involves making it easier to make improvements to a site in the future, like replacing html formatting with css, then I'm not really concentrating just on how search engines will see my clients' sites.

The problem with dubbing myself a WSO is that no one knows what that means. However, not that many people can define SEO, either -- how many conversations have you had in which you told someone you're a search engine optimizer, and they ask you a question similar to the title of this thread? My answer, depending on how much time I think I've got before the other person's eyes glaze over, is sometimes as brief as "I advise people on ways to improve their web sites."

[Jill]

I kinda like to think of myself as an "online marketing consultant" these days, with a focus on SEO.

J

[SearchRank]

You're right, Bob, in that people don't understand when you tell them your a "search engine optimizer." When people ask me my profession I just tell them I own a web design and Internet marketing firm and then they understand to a degree.

As for people looking for SEO or SEM services, they usually ask "can you help my site get better placement in the search engines?" They don't say "can you perform SEO or SEM on my site." When I say, we will help your site gain better visibility in the search engines," ... that they understand. One day though, I think terms like SEO and SEM will be understood by all but it will take time. Heck, many people still don't know what a web master is.

[Jill]

No matter how hard we try, however, we will always get those emails from people who either want us to "just submit my site to the search engines," or to "create my meta tags, and then submit my site to the search engines."

All for $29.95!

J

[qwerty]

<sarcasm alert>
You get what you pay for. If they only give me $29.95, I'm not going to submit to 100,000 search engines. Maybe just 10,000.

[Jill]

[torka]

My answer, depending on how much time I think I've got before the other person's eyes glaze over, is sometimes as brief as "I advise people on ways to improve their web sites."

(Slightly off topic... but related)

Depending on what the purpose of your conversation is, this is actually possibly a nearly perfect response, though!

If you're trying to market your services (and we should all probably be doing that pretty much all the time -- you never know when that casual conversation in the grocery store checkout lane is going to lead to a major contract), then the one thing you DON'T want to do is tell people what your job is... you want to tell them what benefits you can offer them.

I believe we talked about this in another thread a while back. The trick is to come up with a 30-second (or less) "verbal business card" for what you do... and as all the copywriters here know, you don't sell features, you sell benefits.

So, sure, if somebody asks what you do, you say "I help small businesses get more traffic and make more sales from their web sites." or -- as qwerty says -- "I advise people on ways to improve their web sites." That's not only a perfectly valid explanation of what you do -- it's actually more useful to your listener and potentially more beneficial to you...

BTW, qwerty, I like your idea of a "web site optimizer". I find often that's much more in line with what I end up doing than strictly search engine optimization (however we're defining that). I do a lot of clean up and "fix up" that has little to do with the search engines, and much to do with having a more usable, functional and easily updatable site.

So, let's start a new industry! Web Site Optimizers Unite!

--Torka