In my last post on this subject, "The SEO Mystique & Cognitive Behavioral Therapy", I said I would go into a further explanation of why "I believe there is " distorted-incorrect thinking" going on by both buyer and seller of SEO services." But first, I want to reaffirm my enthusiasm for Paul Bruemmer's 11/1/05 article entitled "Cracking the SEO Mystique". He places responsibility with both the buyer and the seller to improve the fact that there is an "..under-utilization of organic search engine optimization (SEO) compared to pay-per-click (PPC), when SEO listings attract more users and the links are more highly valued as non-commercial."
Too many SEO's write articles on what is wrong with their clients like "Realistic SEO Expectations". I'm not picking only on Jill Whalen (a very well known and knowledgeable SEO, who has done other more "balanced" articles). I could easily come up with many similar "venting-complaining" articles by other authors. These authors and articles really do intend to educate SEO prospects, but they sometimes come across as "whining" (a client feedback quote on another article), "posturing", or even "condescending" to some SEO-SEM client-prospects . Rather than "vent-complain", Paul provided proof of the "SEO Mystique" challenge, and gives SPECIFIC, GOOD suggestions to both SEO's and SEO client-prospects to help improve the situation. Although, it can be challenging to "get specifics from your vendor and don't settle for rhetoric or marketing lingo." for both buyer and seller, as buyers may not be SEO technically inclined.
A "complaining-venting" style (by buyer or seller) when trying to educate is one example of "distorted-incorrect" thinking, in my opinion. Another example is dramatized in Jim Hedger's article "Readers Concerned About SEO Ethics". One client says: "..we have no way to determine who (which SEO) knows what they are doing and who does not." Another clients says: "We have been hustled by a couple SEO firms recently. Give me $6000,5,4,3... Just sign up with us today and we'll do wonders for you. The pitch always sets off alarms."
Yet, here is a well intentioned page from a SEO-SEM's web site that tries to help SEO prospects by suggesting: "Talk to both previous and current clients if you can. Are they happy with them? Have those client's traffic and sales gone up?" I'm glad they said "IF YOU CAN". I contend that NO SEO-SEM Consultant is going to give you testimonial referrals for current or former clients who are not happy with them! To me, if an SEO Consultant thinks it is easy for a SEO prospect to make a buying decision as to whom they will have a, hopefully, long term, value driven relationship with, THAT IS INDEED INCORRECT THINKING!
Paul's article reinforces how difficult it is for SEO prospects by saying "Another obstacle to the widespread adoption of organic SEO is that experts in the field offer conflicting advice. A lot of what you hear on the Forums is rhetoric and hearsay. Then there is the lack of SEO standards and a code of ethics, which further erodes the integrity of the industry." Paul is being open and honest here, along with trying his best to be "fair & balanced".
However, I believe that part of the problem-challenge for SEO prospects to change their "SEO under-spending" by overcoming "Don't understand SEO, overall complexity" is that the greater majority of educational articles, forums, and blogs that attempt to educate the prospects are written by search marketing industry "insiders". By that, I mean that they, or someone they know, have a financial reward motive behind what they say, and how they say it.
This does not mean that many SEO's don't really want to unselfishly help with the education and credibility challenge. It just makes it harder for SEO prospects to distinguish between non-commercial education (HonestSEO.com - annonymous author/no advertising), and commercially motivated educational material. To be realistic, though, who else is going to be able to knowledgeably write (1st hand) about SEO-SEM?
So what is a prospective buyer of SEO services to do? My opinion is that once you educate yourself through (even) commercially motivated material, the SEO-SEM forums can be more revealing in the candor of the "discussion format" of that kind of material. SEO prospects have even asked tough questions of SEO's in many forums. But, that alone is not a perfect solution to the buyer's major task of determining the ethical credibility, professional knowledge level, appropriate pricing structure, and general "personality" of the one SEO Consultant firm for a long term commitment. Let's not forget that PEOPLE BUY FROM PEOPLE, when it comes to consultative services!
A more complete understanding of where I'm coming from is found in these previous posts on: 11/2/05, 11/3/05, 11/4/05, and 11/6/05.
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