Common Sense Algorithm Chasing

I used to be a strong proponent of common-sense SEO and a detractor from optimization by algorithm chasing.

Common-Sense SEO: Today's search engine algorithms favor "common-sense" SEO now more than ever. Search engines have gone beyond analyzing the mathematical elements of keyword usage on the page and are striving to analyze normal human behavior. All things being equal, if you write keywords into text so they sound natural, you should rank better than those who are simply trying to get the right number of keywords on the page. But it goes far beyond that. Search engines are no longer just looking for keywords on the page; they are looking for other related words that should be on the page as well. Such words would be stemmed variations, natural alternatives and similarly related words. Again, there is no magical mathematic formula, which is why common-sense often works well. This is also where most common-sense SEO proponents go wrong. They simply don't believe they need to know or understand search engine algorithms. As long as its common sense then no additional knowledge or skills are required. This, too, is shortsighted and narrowly focused. The biggest problem with common-sense SEO is that it relies only on what is commonly known. What is in the search engine algorithms is NOT commonly known but those who seek to understand how and why search engine algorithms do as they do will end up knowing far more than that which is common and are therefore more apt to succeed against those that rely only on what is common. Common-Sense Algorithm Chasing: The best SEOs are those that utilize what I will call common-sense algorithm chasing. They have a thorough knowledge of SEO that will make sense to the visitor as well as knowing and understanding where search engine algorithms are and where they are headed as well. In any industry, you can hire an expert that knows you need the very best products, services, techniques etc. for the job to be done right. But if said expert doesn't know which of these are best for different types of jobs, you won't end up with the very best result for YOUR particular needs. You can also hire an expert that knows one particular product, service or technique very well, but if the expert isn't aware that there are other product, services or techniques better suited for your particular job you're going to find that the effectiveness of the work is limited. SEO works in the same way. You need an SEO that understands search engine algorithms, how they function, their goals in producing quality results, while not focusing too narrowly on a few analyzed elements. Anything less than that and you'll find that optimization will only end up being moderately successful. Common-Sense Algorithm Chasing is essential for any successful optimization campaign. If your SEO cannot provide that, its time to consider one that can. Stoney deGeyter is president of Pole Position Marketing (search engine optimization / marketing firm providing SEO and website marketing services since 1998. Stoney is also a part-time instructor at Truckee Meadows Community College, as well as a moderator in the Small Business Ideas Forum. He is the author of his www.eMarketingPerformance.com) marketing blog.