I’ve been thinking for a while now that, as an industry, SEO agencies are really suffering because of the word “optimisation”. It’s just not the right word.
The Google algorithm is based around 2 things, the easy bit which is on-site optimisation and the hard bit which is link-building. Anybody can optimise a website but in most industries link-building is 90% of the algorithm.
There are of course some very complex SEO issues to consider when building a site and planning architecture but once there are done then most agencies have very little scope for changing things. Anybody who has worked with a large company understands that getting architecture and code changes is a 6-18 month timescale for all but the smallest sites.
When you think about optimisation you think of small tweaks and changes, you don’t think of 10-15 days per month researching quality link sources and phoning/emailing hundreds of link prospects in the hope of converting some into live links.
Reading a thread over at b3ta you can see how most people assume that SEO is something a good developer should get right at the build stage but not many people seem to understand the sheer amount of effort required to build enough good quality links to get rankings.
In an ideal world like the one Google thinks we live in you could rely on just creating good content and links would suddenly come flooding in. This simply isn’t the case, unless you have perhaps 10 years to wait before you get visitors.
Patrick Altoft is Director of Search at Leeds based digital & SEO agency Branded3. Patrick also runs Blogstorm.You can get our blog posts delivered for free by email every day - simply add your email address to the box below or alternatively grab the RSS feed.
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{ 19 comments… read them below or add one }
well said Pat. Started as a web developer, now i am an SEO and moving slowly towards SME ! – that's why.
Does Search Engine Marketing (SEM) sound more appropriate?
I agree with you Aaron, I guess the word marketing sounds better.
What an awesome graphic… You nailed it.
I have a client that just hired an SEO consultant to audit the website I'm building. I'm actually looking for forward to it, someone else paying so I can learn more SEO.
Good points. Thanks for sharing. I also think that SEM is a more appropriate term. I also agree that SEO/SEM is hard work and should be given more respect.
I see. Now I understand. I used to be a web developer before. I never thought that earnings would be so little until I am now in the field of SEO. It is true that it earned me more enough than web developing. I've got to try SME too. Fladen Flotation Suits
I´m on disagree!!!
A SEO must know the same as developer plus search engine knowledgement. And the SMO earn as an assistant, not a lot of money.
How very true. I've been privileged to have been involved in builds that start with SEO at the core – makes the whole on-site proposition that much easier to compile. But you still need some serious effort on the link building. But don't forget the copy writing too – it's one thing building a wonderful website that converts well, you've also got to keep people coming back for more. Can be difficult for products with long buying cycles or infrequent purchases.
well like it
Well most of the people dont even understand some of its term and i like you analysis about seo
its true than SEO earn most but its is not right that web developer has not earn too much. I think than hard worker is earning more Although he is in any field.
That´s great, much work, less money. That´s the rule. In SEO the rule it´s the same….
Yeah I agree with this post, the optimizing bit is actually just a small bit what about Search Engine Building (SEB) because mainly your building links for the search engine spiders to crawl and hopefully find your site. Genrally, the more quality links you have, the higher you rank.
Good points Patrick!
I wish that link building was such an important part of SEO because it demands so much work and time
I never doubted that this wasn’t the case. But it’s very handy that you’ve tested it just to prove it’s the case. Thanks!
This is such a good article…first time being to this site, but will be back again.
Yeah. As a (still) Web developer this makes me sick…
Yeah. As a (still) Web developer this makes me sick…
So I won't be a mere developer for much longer.
The illustration was quite shocking, although learning about SEO now I realize I wouldn’t be able to understand it well if I didn’t already have a background in web page development and design.
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