Nonitage

When you are promoting a new Web site and building traffic and visibility for it, how much attention do you pay to SEO theory? Search engine optimization is not yet a real science but it does enjoy a growing awareness of the need for scientific clarity in the principles and techniques that search engine optimization specialists employ. Unfortunately, too many people in the field still rely more on their gut instincts than on real science.

There are three hallmarks of truly exceptional search engine optimization. First is the depth of work that is employed. If the optimizer only pays lip service to the fundamental principles of SEO theory then their knowledge is probably not very great.

Second, search engine optimization needs to be flexible. That is, an advanced search engine optimization specialist knows when to change tactics and strategies. People who pursue only a single approach to search engine optimization lack flexibility as well as depth of knowledge. When you are ready to move outside the standard practices your SEO theory becomes very powerful mojo.

Third, search engine optimization needs to be sustainable. If all you can do is build links, or if you’re depending on link attraction (aka link baiting) then you will eventually hit a wall. You come to a point where you cannot get any more links. And that is when your house of cards begins to fall apart. Search engine optimization has to grow in as many directions as possible because there will always be limits to how much you can achieve with any one technique.

This is the neat thing about truly advanced search engine optimization. The field is not overcrowded because most people in the industry settle for less vibrant and less effective techniques and methodologies. Once they find a single way to optimize for search, they tend to stop growing. That’s a mistake.