SEO and its Discontents

Search Engine Optimization (SEO) and the Good, the Bad, and the Ugly

Discontents and SEO?

A look at SEO and its Discontents

Now, I am no expert by any means. But these days, I understand it a hell of a lot better than I did back in the day.But I know it’s important and so I’m going to take my shot at trying to optimize things as best as I can. The fact that the site and this blog are already on Google (and I already pretty much own jespah as a keyword – I’m #2 on Google already) is encouraging.

An Early Hint

In 2010 I met Kevin Palmer for a networking meeting, and told him I was interested in creating a new site for myself. And he told me — it’s like three legs of a stool: Content, Design and SEO.

Content I’ve got. I’ve got content coming out of my ears. I’ve got stuff to write like, like Carter’s got Liver Pills as my Dad would say.

As for design, I use WordPress. It is far, far simpler to just use their templates. They have an excellent understanding of how to put together a sweet-looking website and give it some style. And it’s mine and I made it and I am not only fully responsible for the content, I am also responsible in every way for its design and usability. With the help of WordPress, it’s prettier and more usable than ever.

SEO

But then there’s SEO. My friend, Robert Gentel, who runs Able2know, which we both manage (he’s the owner, I’m the Community Manager/Project Manager/Chief Cook, etc.), had been an SEO whiz (although his methods are a bit out of date). I have talked to him about it a little bit.

As I spread my own wings, I also learn from classes at Quinnipiac and from looking at Google’s own tools and, frankly, from my own experimentation.

I’ll either fly or fall onto the pavement. The first option is more attractive, so SEO it is.

Discontents Can End—Just be Sure to Replace Them With Knowledge

Oh and the title? It’s a play on Freud’s book. I’m not a big Freudian but I do love the title.

Sometimes a title is only a title.

Pulling it Into the Present Time

As I have learned more and more about SEO, I have also found that, much like Plato, I feel like I know less and less. But for me, the easiest way to look at it is to look at Google and how it does SEO.

What I mean is, Google knows that Bing will eat its lunch if it does not give users a good experience. And so, its mission in life is to make sure that people are served up as search results the sites that they really want. And need.

If I search for bunny, then it’s my own damned fault if I get both rabbits and Playboy models.

But when I search for bunny chow, my intent is rather clear. I’m most likely to be either an owner or a prospective owner, or I work with rabbits in some manner. That could be anything from a veterinary clinic to a wildlife preserve.

The chances of me really wanting to know, say, Barbi Benton’s diet are virtually zero.

What Can a Search Engine Really Do?

Search engines can only know what we tell them. A blog about tractors is highly unlikely to have any information on bunny chow. And if it does, then the owner of that blog will have to make it abundantly clear that they’ve got a post or a page on food for rabbits.

Search engines do a lot of counting, weighing, and measuring. If your page on rabbit food only mentions the food one time, and otherwise blathers on and on about tractors, then search engines will rightfully assume that food for bunnies is not top of mind for you.

And if it’s not top of mind for you the writer, but it is for the searcher, then the searcher won’t see your page.

Or at least your page will be so buried that it’ll be as if it does not exist. This is a far better experience for the searcher. So if you want the searcher to come look at your bunny food page, then you had best rewrite your post to cover the topic a lot more closely.

Google is not a fan of either haphazard sites or haphazard blog posts and landing pages. Find a point and find a topic and stick with them. A lot of the rest is just details.

Is that everything for SEO? Of course not. But I think it’s a framework to start from.