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<h1>SEO Defended</h1>

I read an article just now in a webmaster newsletter I subscribe
to. The author was introducing, at least to me, a web design
concept he called "Sensory and Experience Design" or SenEx.
Basically he's saying that incorporating audio and video will
improve visitor engagement, thus website performance. Now I don't
dispute the concept, in fact I wrote an article earlier this year
about the use of Flash to improve website ROI. The problem I have
is with his insistence that those of us who believe in Search
Engine Optimization are responsible for unfriendly, unengaging and
poor performing websites.
While the SEO universe has it's share of black hat charlatans
and just plain lazy, incompetent practitioners, I believe that the
beauty of what we do (done correctly) is that it improves both the
visitor's experience with the website and with the search
engine.
The author of the SenEx article lists 7 questions that website
owners should ask themselves about the impact of SEO on their
websites.
1. Do the search engine tactics employed on your site degrade,
obscure, or in some way diminish the ability of your website
visitors to quickly find the information they want?
2. Do these search engine tactics impede your ability to
effectively deliver your marketing message in a way that attracts
attention, triggers relevant sensory experience, and embeds your
message in your visitors' memories?
3. Do tactics like outbound reciprocal links and inline
body-text links send people away from your site when you want them
to stick around and hear what you have to say?
4. Do you have excessive repetitive copy-text on your site aimed
at being indexed by search engines rather than read by people for
clear concise understanding?
5. Have you reduced your complex message or instructions to a
series of bulleted points that confuse rather than clarify?
6. Do your search engine tactics concentrate on the volume of
traffic rather than the quality?
7. Is the traffic you're attracting leaving your site as fast as
it's arriving?
As someone who has been developing and optimizing websites for
10 years, I guess I've developed a totally different
perspective.
1. Search engines and web developers seek the same results
(ideally). Search engines are on an unending quest to improve
relevancy and a good web developer/optimizer's sole purpose is to
express his client's offerings to the most relevant audience.
 
2. The way a search engine "scores" a website is, in general
terms, the way human beings view a website: headlines, bullet
points, text and images. First we scan for relevance, then we read,
look at images, watch video, etc. I have always taught my clients
that SEO makes the site both more user friendly and search engine
friendly.
 
3. Web performance is, or should be, measured in terms of ROI.
Long gone are the days when we cared about overall site traffic,
other than trend issues. In 1996 people were mesmerized by "hits."
Now the word never comes up. My clients want to know how many sales
or how many leads they got last month.
 
4. Website content was and is king. Fads, like reciprocal links,
come and go but responsible developers continue to stress unique
and timely content. This is so in part because search engines will
always try to find ways to evaluate and rank that content.
Remember, visitors want relevant content and search engines want
visitor loyalty.
 
5. New forms of content have become relevant to the medium
thanks to broadband adoption rates. While I'm still a little
dubious about stand alone audio for most commercial websites, there
is no doubt video has come of age. It's a great way to personalize
the site the way a good salesman personalizes the pitch.
 
6. Finally, a significant responsibility of a good web developer
or SEO professional is to help the client to distill his complex
message into a series of bullet-like points. On the web people are
in a hurry. They'll scan that first page to determine its relevancy
to their quest. If you can't get your message across simply and
quickly they're gone. Who am I and why should you care? That's what
marketing is all about.
In my mind, SEO, knowledgeably practiced, is a key to web
success and those who ignore the practical realities and
limitations of the web's infrastructure are doomed to have pretty
websites but few customers.

<div>Author Info 
Miller Pontius is co-owner of Just Imagine, Inc. a full service
web services company based in Charleston, SC.
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Article Source: <a href="http://www.innoarticles.com" title="Your #1 Source For Quality Articles">InnoArticles.com</a>
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