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In Defense of Search Engine NON-Optimization
We've all heard it. For me, the mantra has grown old. And tired. Gurus, ebooks and special reports sing its praises....Optimization. That magical process that is FINALLY going to catapult your pathetic PR-0 blog, or web community or minisite to International stardom and the riches will follow. The world will beat a path to your door. Blah blah, woof woof, ad nauseum. My suspicions regarding optimization strategy date back years. I had nagging doubts, lurking in a deep corner of my mind. I never really could put my finger on them, though. Until a week ago. I was doing my usual prowling around the net, when...WHAM!! I participated in 2 almost back-to-back events that finally turned the light bulb on in my brain...where it had been flickering, ever-so-dimly, for years. One event was highly technical. And boy was it ever about optimization: do this, tweak that, swallow a heaping dose of convoluted knowledge about this high-tech acronym and, yes, that other one too. Master this incredibly complex artificially intelligent software. Learn that never-before-heard-of technique. The other was about as low-tech as it got. Just a guy, pecking away at a keyboard on a video. Suddenly, it hit me like a ton of bricks. Why the big marketers make more and the little guys make less. And, interestingly enough, it's hardly new. It's called VOLUME. Costco. Wal-Mart. Amazon. What do these businesses have in common? Are they spending their entire year tweaking and re-analyzing that one awesome product that will put them over the sales projection horizon? NO!! They're just selling more. Always more. More of the same stuff. New stuff. Different markets. Expansion. Diversification. So, while Joe brand-new-to-the-game is on the biggest wild goose chase of his life, trying to TWEAK HIS ONE AND ONLY SITE/PRODUCT/BLOG, the serious players are out there adding their 98th, 99th, and 100th sites, products and blogs. What effect do you suppose THAT behavior has on the search engines? I'm a firm believer in quality in everything you do, my recently-discovered business model is more. Create more products, build more sites, write more articles, and expand into new and disparate niches. The rest? Let the SEs sort that out!
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