SEO Basics Don’t Change, But Innovation Is Key

Writing by Nick Stamoulis on Saturday, 19 of January , 2008 at 9:58 am

(Source) Recently there has been some dialog and commentary on certain SEM channels about upcoming harder economic times calling for SEO to be taken back to the basics: “Textbook SEO” as Mike Grehan would put it. I disagree with the premise that companies should stop experimenting with new tactics and stick with the fundamentals. Effective SEO in any economic environment means getting more creative, not mundane.

It’s difficult to argue with Lee on this one. I don’t think SEO is about being safe. It isn’t about protecting what we did yesterday. It’s about innovation. It’s driving the bus to the future, even if it means coming dangerously close to the cliff.

Search engine marketers, by nature, must be creative. Every time Google (or one of the other search engines) changes its algorithms, so too must SEOs and other SEMs change their practices. Maybe the changes aren’t drastic. Maybe we don’t have to change at all on certain search engine tweaks. But there is change involved - sometimes more, sometimes less. Knowing when to change and how much adjustment is necessary is a vital part of the profession.

To some extent, search engine marketing has always relied on certain principles - “the basics,” if you will - and it likely always will. But what search engine optimizers and other Internet marketing professionals need to keep in mind is that innovation drives best practices. “The basics” are the starting point, not the end. Even in hard times, search marketers who put the pedal to the metal will be the ones who pull ahead of the pack.

Category: SEO, Search Marketing

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