Guest Profile:

David Scoville, 23, is an SEO specialist at SEO.com. His emphasis includes conversion and on-page optimization. He is currently completing a degree in Advertising from Brigham Young University.

SEO Mysterious

I’ve sat in plenty of meetings where internet marketers rally back and forth, discussing ideas to increase search rankings. Sometimes there’s a little conflict about certain methods. One guy may think his SEO method is more effective than another. Working with such experts in the SE industry, how can there be disagreements about how a search engine works? We know that search engines are machines who think with black and white logic. However, to the average person, search engines are very mysterious.

Simply put, we don’t know the algorithm and Google is not going to tell us. That’s why search engines like Google are mysterious. Google has provided documentation about basic search engine optimization, but most of is based in common sense—none of it gives anything away about their algorithm. That leads internet marketers to guess.

Scientists use “guess and check” or the scientific method to discover new theories. SEO is a science—a man-made science. We utilize the scientific method to discover theories about how search engines work.

First, we state a hypothesis. For instance: “Google bases its rankings on bounce rate.” Then we run a series of experiments to test our hypothesis, making sure to have a proper control. Ilia from ExposedSEO.com ran an experiment about bounce rate and came up with some enlightening results. Greg Shuey from SEO.com just conducted an experiment about long tail search terms with the words “how to” and how their search rankings are affected by a company’s FAQ page. His new knowledge is stellar.

The search engine scientist (the SEO) who discovers a new theory, cries ‘Eureka’ and then takes steps to apply his/her new-found knowledge. Yes, with search engine wisdom comes great marketing power, indeed.

The wonderful (or annoying, whatever your take) thing about SEO science is that theories can change. A good internet marketing theory today may be a bad one tomorrow. Websites with stuffed keywords used to rank well in the 90s. However, as we know from further experimentation and experience, that theory no longer stands.

If search engine optimization is such a mystery, how do you know if an SEO firm is really going to be affective? Here are a few questions to ask your prospective firm.

Are they forward thinkers? Are they at the top of their industry? Do they think outside of the box? Do they consider themselves researchers, always seeking the latest theories?

How is their track record? Have they actually increased the search rankings of their clients’ websites? Have they done so recently?

I’ve met some incredible SEO experts who’ve had tremendous success. Consistent among these experts is their willingness to stay immersed in the latest SEO techniques, theories, and news. They seek to understand how search engines work and how their algorithms change.