So maybe you think I’m crazy, but I swear to you that I am of absolute sound mind.
Search Engine Optimization is dead! (Well, not really but sort of, bear with me for a moment.)
Long Live Site Engineering Optimization! (Catching on now?)
Whereas SEO has been known to commonly represent the term Search Engine Optimization, I think we need a complete shift in focus and thinking. SEO needs to be shifted over a notch in our lexicons to represent Site Engineering Optimization. I think it would be a great thing for everyone and for the internet as a whole.
I can remember studying web design in the mid 90’s and hearing all the buzz about search engines (when google was still a cute little thing, featured as one of many engines on dogpile.com) and to get a good ranking by optimizing your site for being highly ‘searchable’. As I recall, this brought about an onslaught of people attempting to do whatever they could to beat out the next guy, inclusive of cramming and stuffing keywords everywhere, making versions of a site in pure text loaded with garbage (I believe it is known as “masking”) for the robots only, and many other outlandish measures for being at the top of everyone list. It was like some mad race to be the Miss Muffet highest up on the Tuffet when the search spider came down.
I stood by a simple theory back then, and I have stood by it for quite awhile not. No matter how complex the internet gets, how intense the search algorithms are, or what the current trends are telling you… simply build your site honestly and build it well. It’s all about the Site Engineering Optimization! This, my friend, is what is often referred to as “organic” listing. It’s a beautiful thing and believe me, it’s not that difficult to do.
Granted, Site Engineering is a pretty broad subject that does encompass Search Engine Optimization, but it swallows it whole and is still famished. Site Engineering can look like a beast at first. Things that range from XML and HTML standards, proper use of CSS, JavaScript and Flash usage, can seem overwhelming if you try to take it all in at once. But in small pieces, most anyone can breeze through a simple checklist to make sure that their site is built well and built to get noticed.
People spend ridiculous amounts of money for this stuff, but I know where you can get some really good advice for really cheap! Check out SEO Sorcerer.com for some helpful insights. It’s geared for the more professional developer, but is usable by anyone willing to learn. For a very small charge you can check your website (or websites) against many standards, validations and get tons of helpful suggestions about everything from keywords and spelling to proper use of META tags and DNS configuration.