The more the word SEO appears in blogs, papers and magazines the more people doubt that it is a serious business, and surprisingly enough the people in (the all mighty) Google are not backing up this specific part of the industry but rather treating SEO as some freak misunderstood child.
Basic search engine optimization is something anyone can do, anyone being most people who know how to work on a computer and have the energy and time to invest in learning search engine behavior. The most popular claim I can see these days (against professional SEO) is that its not needed, that webmaster should do thier own optimization and not use “the black power”.
Why am I upset to read these things? simple, take one example, one of the very clever people of Google drives his car to work and discovers that there is a strange noise in the engine, does that person take the day off and parks his car in his garage to investigate the source of the problem? surely he is capable of some minor technical car engineering. Maybe this person even likes to work on cars on the weekends, but this is a work day, and this person has other things to do, mainly work. If he starts treating his car, his work does not get done, he probably knows more about what he does daily than car maintnance. See my point?
Another example (and last one), a project manager for Yahoo! loves to bake, one of the things that makes him calm and happy is to work on a new recipe for bread and share it with the family, but on most mornings you will find this person eating a bought bread and not making his own, even though he has the latest and coolest gadgets for bread making.
We all use experts, on a daily basis, and we expect these experts to help us solve problems fast and efficiently, why is search engine optimization any different?
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insightful and true, real SEO is 100% legit, the problem is with the frauds and fakes.