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4.22.09 Looking Forward On The Issues Of SEO  By
Peter Da Vanzo Google's Eric Schmidt identifies one of Google's core problems: ...you've got somebody who really is very trustworthy, but they're not as well-known and they compete against people who are better known, and they don't "in their view" get high enough ranking. We have not come up with a way to algorithmically handle that in a coherent way. The Google algorithm is essentially a popularity contest. Google doesn't know what information is worthwhile and what isn't. It looks at the signals provided by others as to decide what is and isn't worthwhile. What people deem noteworthy may not be worthwhile, right or truthful, to you, of course. We see this same problem in SEO punditry. There is a wealth of SEO information published each and every day. How does anyone know if this information is right or wrong? Typically, if someone who is well known to the SEO tribe writes an article, and the article sounds authoritative, it will be deemed by the SEO tribe to be "quality". If you're unknown, and write the exact same article, it is likely to get buried. SEO punditry has largely become a cult of personality. Recently, news outlets have been arguing that because they are established news outlets, they provide "quality". This self-serving circular argument appears to be what Google also believes, because it favors established media in the form of Google News.
But just look at the atrocious journalistic standards that some established news outlets provide: For April Fool's Day we posted a video of a fake mission where it appeared that we had lost our judgment and crashed a funeral. We fooled thousands of angry YouTube users into thinking it was real. The biggest fools of all were the CW 11 news team who reported on the funeral as if it actually happened. They didn't do one bit of research or fact checking, they simply broadcast a YouTube video and reported it as fact Right now, it's not about quality. It's about entrenched power structures and popularity. On SEOBook.com, we've been writing a lot about the intersection between SEO with related fields such as marketing, PR, advertising and business strategy. This is the way SEO is going. SEO is being integrated into other forms of promotion. Without undertaking such promotion, ranking will be that much harder, especially in crowded niches. Ranking signals have traditionally been about links, however code tweaking and link begging is fast becoming a marginal activity. Ranking signals in the future will be about attention. Those who command the most attention, win. So let tie the concepts we've been discussing together into a strategy. Continue reading this article. About the Author: Peter Da Vanzo is the founder of Search Engine Blog.com, a news resource for the search engine marketing industry. He is also a regular contributer on SEO Book. |
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