Ad guru Bob Knorpp asked recently “Why do tech people hate SEO?” As you probably know, SEO stands for “search engine optimization,” a controversial approach to elevate a web site in Google search results by either stuffing it with content that Google may pick up on or creating inbound links from other web sites to make the content on the site appear more relevant. It’s all a bit of gamesmanship to put your brand somewhere it may (or may not) belong.
(UPDATE: SEO expert Michael Gray suggests that the description above is flagrantly inaccurate. For the record, SEO involves changing web site content, HTML coding, and relations to other web sites to allow content to be found more easily by search engines. Poor examples, or so-called Black Hat SEO, can include “keyword stuffing” or filling pages with tons of keywords to try to trick search engines, a naughty no-no, but if you read Michael’s comments in full below you’ll see there’s more than one way to skin an SEO cat.)
“Internet purists pride themselves on the idea that the Web is a world-wide leveling of the playing field. It is a place where anyone can rise to the top based purely on the quality of their thinking and expression. In-bound links and being part of the conversation online are benefits that are earned over time…
“SEO, however, ‘cheats’ that cycle. Thoughts and ideas that have no relevance or that may not offer the best solution can be transported to the top of the search results over-night. And frankly, that drives the tech community crazy.”
“We have met the SEO enemy and it is us … because humans have a tendency to pollute every ecosystem, including advertising systems. We did it with phones (telemarketing, now almost dead), email (spam, now wildly annoying and ineffective), radio (Clear Channel once ran 12 minutes of spots per hour and killed ratings, then later retrenched to 9+ minutes with a ‘Less is More’ campaign to try to woo advertisers and listeners back), and now social media (think of bloggers shilling $500 Kmart gift cards to try to build link Ponzi schemes, throwing the beautiful names their mommies gave them out the ethics window).
“I write this not to say that any form of media is ‘bad’ — but rather, just as farmers who rush to herd their sheep into a common grass area to feed their own flocks might destroy the grassy commons, every individual’s incentive to be heard can destroy the greater ecosystem. What marketers usually fail to see, in their individual lack of self-control, is we *all* need a healthy environment for advertising to succeed.”
What do you think? Is it fair to try to manipulate the link structure of the web to make your own material rise to the top? Or is there a point where exploiting a networked system goes too far?