…unless of course, he is really good. But what are the odds of that?

Reasons to fire your SEO Consultant or service:

  1. It’s too expensive – Save some $$.
  2. Most of the so called SEO Experts still use outdated methods to improve your rankings.
  3. Some methods are controversial, may not work, or even worse, get your website blacklisted from Search Engines for using manipulative practices and attempting to game the system.
  4. Takes focus out of the real purpose of a website, which should be to provide relevant content on  particular topic or set of topics.

You may be seduced by the idea of gaming search engines with “brand new” methods, but I advise you to steer clear from such practices, or from hiring someone that claims to employ such work methodology.

It is a fact that some Black Hatters do employ some more or less questionable methods to rank well on search engines to generate some quick cash. But this kind of success is acquired at the expense of possibly having a website blacklisted, and having search engines catch up to these malpractices and heavily down ranking the website.

Black Hat SEO can be defined as:

In search engine optimization (SEO) terminology, black hat SEO refers to the use of aggressive SEO strategies, techniques and tactics that focus only on search engines and not a human audience, and usually does not obey search engines guidelines.

In contrast, White Hat SEO is the opposite, and can be defined as:

In search engine optimization (SEO) terminology, white hat SEO refers to the usage of optimization strategies, techniques and tactics that focus on a human audience opposed to search engines and completely follows search engine rules and policies.

I believe, despite the fact that you can potentially get faster results with Black Hat SEO, the big money is on the White Hat SEO table.

Check out this comic made by Kelly Ishikawa

Google Guy vs Black Hat
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Google Guy vs Black Hat

So, based on this comic we can scientifically conclude that Google Guy will always catch up to Black Hat. It is only a matter of time.

Search Engine algorithms are in constant mutation. Engineers keep on trying to improve the relevancy of the search results we get. And I think we can agree that they are doing a pretty good job.

Think about it for a moment. When you do a Google search (or any other main Search Engine for that matter), don’t you trust that you will get relevant search results for your query?

And aren’t you generally satisfied with the SERP (Search Engine Results Page) that is presented to you?

I’m sure you are. Millions of people trust google on a daily basis to find relevant information for them – though many other people are too lazy to do this, but that’s a different topic altogether.

Google alone serves 3.5 billion searches daily. And increasing.

So what can we learn from this? What is the common denominator between most pages that search engines suggests to us based on our queries?


The results that Google retrieves us tend to be highly relevant to our search terms. And that’s why search engines are so important and popular.

How many people are afraid that they will get a bunch of pages from people who employed a bunch of cheap tactics, or paid a couple hundred dollars to some random guy claiming to be an expert in SEO?

Not many.

This is mainly because search algorithms nowadays, are incredibly advanced. And are constantly learning, and patching their flaws.

So what should you do?

Focus on the basics:

  • Title Tags
  • Meta Tags
  • Readable Link Structure
  • Use Alt Attributes on Images
  • Interlink Between Your Website Pages
  • Bonus: Use Google Webmaster Tools

These are basic on-site search engine optimization procedures that you should make a habit out of.

Don’t forget to always add tags to your images and to link from one page to another of your website. Links in the middle of text are particularly good.

Just don’t leave orphaned pages and then wonder why they were not crawled by the big G.

Link Building – The Most Important Factor in SEO

After you get your bases covered by following the basic methods listed above, you can start Link Building.

Link Building is not necessarily an SEO practice.

It’s pure Online Marketing. It just happens to be a well known fact that search algorithms look for the most popular pages on the internet based on the relevance and number of backlinks to your website.

Forget Link Building as part of SEO.

Just focus  on building quality links with the purpose of getting relevant traffic from reputable sources around the internet that are about the topics of your website.

And just think of being well ranked on search engines as a very welcome bonus to that.

Don’t Obsess About SEO

The secret to good search engine rankings is being relevant and not caring much about SEO. It is not your job to develop algorithms to find relevant content on the internet.

But it is your job to create relevant content and promote it naturally on the web. That’s how websites have found themselves on the top of search results pages.

So just focus on that.

This may not be as appealing as the claims of “SEO Experts”. But I hope you at least see the positive side of not having to care so much about SEO.

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