Authority, SEO

SEO Is a Great Field To Be In

SEO is a great field to be in. You provide tremendous value to your client if you know what you’re doing.

I think this goes without saying, but in any field there are incompetent people who don’t know what they’re doing who charge money for their services and their customers don’t really benefit. There are bad doctors, bad dry cleaners, bad fencers, bad everything. That doesn’t mean that everyone in that field is bad.

Getting a business to appear at the top of search engines is no different. Sure, there are people who are no good at it and will charge people to do their web optimization anyway. There are medical practitioners whom people go to for years and they don’t get any healthier. Sometimes they get worse.

search engine optimizing

Optimizing a website takes knowledge, skill and effort to do. A lot of people just don’t understand how optimizing a website works and so they think it’s magic or just something that doesn’t work altogether. This is made worse by bad SEO companies who when they can’t get results just say that at the end of the day it’s up to the search engines. They just do what they do and hope for the best. These agencies say this because they don’t know the actual steps to optimize a website properly.

Maybe they got lucky and ranked one website, but they don’t know how they did it. They don’t have a systematic way to repeat their success and so they take on client after client, shooting in the dark and hoping for the best.

SEO is a great way to introduce a new company. For starters, doing good optimization is more than just what you do to a website. It’s about building a brand’s authority. People obsess over changing things on their website itself, but that only has a small effect. There’s a threshold that needs to be met, and then after that you’re wasting your time. If you have your keyword somewhere in the title, and then once or twice in your content, that’s plenty.

Don’t worry about keyword density, h1 tags, and all that other stuff. Just get the basic on page optimization right and you’re done. That won’t rank your website for anything competitive, but then again nothing you change on your website will accomplish that.

If you want to be found in search engines for a term that is actually worth something you’re going to have to do off page optimization. This involves creation social properties and linking them to your site. This also involves getting quality links from other websites. It’s a good idea to get links from the same country as you. If you’re in Rome, Italy, you’ll want to get linked from sites in Italy. Look for a .it extension. If you’re in the US, look for .com, .net, or .org.

You’re building up your authority. You need relevant links coming back to your website.

italian search engine marketing

Say you’re at a party. By the way, I got this example from On page SEO is kind of like your clothes. Yes, you have to wear clothes. And, yes, the clothes have to be nice and be above a certain threshold. But, let’s say you show up in a tuxedo to a casual party. That’s just going to make it look like you are trying way too hard. That’s what it’s like when people stuff their websites with keywords over and over again. They put way to much emphasis on the on page optimization and it’s like wearing a tuxedo to a casual party. It’s not only unnecessary, but it’s going to backfire. It makes you look ridiculous and your social acceptance will go down, no up.

Off page optimization is like what people say about you. If you go in, dressed decently and people there already know you and are talking about you, then that’s going to make you look way better. Yes, clothes matter, but only to a certain extent. You need them to get in the door, but they will only take you so far. It’s the same with on page optimization. You need to do the basics, but after that, your time should be spent on links and getting other people to talk about your website.

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SEO Business Models

So what is SEO? SEO gets a bad rap. Recently, I tried to apply for an online checkout service through Braintree. I explained to them what I do in my application.

I’ll add that I already have several payment gateways that I currently use. I have Shopify, Stripe, etc. I wanted to apply to them simply because I wanted to check them out and diversify. Can’t hurt to have a backup, right?

Well they declined my application saying that the problem was my business model. I asked “what’s wrong with the business model?”. They replied that they don’t work with companies that do SEO. There’s more talk about this on Blog Talk Radio.

Wow. I know that there are some SEO companies to avoid out there, but writing off an entire industry is a little much, don’t you think?

I told them this today in an email, so we’ll see what they say. I’ll go into more detail about this on USGBC.

They wanted to know the name of the Facebook group that I’m going to charge for. At this point, I’m kind of done with them already. I’m only replying to see where it goes. The group doesn’t exist. Why would I create a paid community online without having a way to take payment? I haven’t started it yet, dude!


I get the feeling like I’m dealing with a disinterested bank that overestimates its market share. I know SEOs that make more money in a month than this clerk makes in a year. Probably in the last ten years. Search engine optimization is a 65 billion dollar industry and, just like in any new and unregulated industry, you get your share of people who simply try to take advantage of the hype. This isn’t just in the US. This field is booming in Italy, too. Our Rome page is getting tons of attention. Regardless, blowing off the entire SEO industry is just dumb. I’ll keep you posted as to how this plays out.