My eye was caught by Scoble’s recent 2010: the year SEO isn’t important anymore? I thought most of what he said made sense, but the fact is that they’re still out there and what they’re selling is mostly bogus.
I was impressed enough with Scoble’s argument that I watched the video, in which a couple of SEO types tried to talk about the future. It was completely disconnected, pretty well the same-old same-old, near as I can tell. I think that for most people who are trying to get a Web presence on the air, SEO is part of the problem, not part of the solution.
In fact, up at the top of the article, I said “bogus” and, rather than defend that position, I’ll refer you to Derek Powazek’s Spammers, Evildoers, and Opportunists. He oversimplifies Google’s approach somewhat (links still matter, but so do lots of other things) but his guidance, first as to the merits of SEO, and especially on how to get noticed, are pure gold.
If you’re building for the Web: Make it good. Make it useful. Make it fun. Make it human. Make it reasonably standards-based. Don’t waste your time with any person or organization whose title includes the words “search engine”. You’ll come out ahead.
[Digression: ] What Scoble has to say when he’s writing in his own voice is so much more interesting than the endless videos of lame startups that constitute most of his output these days. Wish he’d start writing again.