The cliché 'we can learn from history' is in many cases nonsense - we continue to make the same mistakes over and over again. We do however have to ride that fast learning curve to create new products and have new ideas. Business is not a static immovable object it has to evolve. We have to morph into different markets, pushing our ideas onto the next phase - this is what artists do. Boundaries have to be broken and new frontiers challenged or we simply have to do it better than our rivals.
There were many artists trying to claim freedom from nature, to allow themselves the pleasures of more self expression but they were held back by the simple fact that man himself was tied down with his links to nature. We have now become at home with the Internet and its optimised retail opportunities. The steps the artists of the 1880’s were looking for was a break from observed representation. Symbolism and its search for new boundaries of creativity within literature and poetry began to point the way for these young men, their almost post modernist approach to their art looked to steal ideas from every form of intellectual discipline. Web designers and SEO gurus are doing the same now; they are copying code, search words, keywords and optimisation tricks from each other. These painters, over a hundred years ago, were a clique and were accused by their contemporaries of being too intellectual to be serious painters. Search Engine Optimisation is also a mysterious clique with its differing ethics. Now is the time to break through this structured discipline and re-invent Search Engine Optimisation and get our businesses moving forward.
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Is SEO an open book?
Possibly the best thing to do is find an optimisation company that recommend processes that make your site better and relevant to the market you are aiming at. Find one that will offer you a decent service for a fair price without taking short cuts. It might be advisable to avoid going for quick fixes and companies that offer promises of number one rankings. Avoid companies that use ‘Black Hat’ techniques. These techniques are used for possible short term gain, which could get your business de-listed or penalised in search engines. Keyword stuffing should be avoided, your text must be contextual and not just a random list of ‘good’ words. Google and other search engines have matured and have become more intelligent, ranking websites on their merit and content. There once was a time when a strategy like ‘reciprocal linking exchange’ was used to get good rankings but now content has become king – and that is the way it should be.
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