I do not often write dissertations and megillahs, ode to some good friends and clients of mine (Jack and Jerry….went down the hill), but this is one time I felt compelled. Please read it through and I truly do wish for your comments or questions. As Bob said to me at the Buffalo Grove Area Chamber of Commerce Networkers meeting on Tuesday: “Perhaps you are the anomaly.”
On a forum I regularly visit, Stephanie00 asked: SEO Expert Are Smart Query
“Before I share my views, I want to know your opinion about SEO experts. What do you think about their knowledge? I am sure you would think that they are like an encyclopedia in this industry. They have all the possible information, be it ethical SEO or unethical practice. However, the major problem is that they do not wish to share their knowledge with others. I don’t know the reason behind this. But, I have noticed that some of the professionals like to keep their strategy and tricks to themselves. Has anyone come across such SEO gurus? Is this right?”
Instead of responding on that Forum, I bring my answer here for all to discuss and comment on:
The most relevant and up to date information on SEO is only available on the Web. The challenge for you, and millions of people like you, is discerning the gospel (truth sayers) from the smoke and mirrors (snake oil salespeople). I went through that dilemma starting about five years ago, and there is even much more smoke and mirrors out there today.
Firstly. The vast majority of SEO ‘experts’ are not. They merely call themselves experts because they read one book, which is long outdated, or they bought into a multi-level marketing scheme. I have spent over 10,000 hours self studying SEO and the results I show for clients in #1 organic Google results prove it to anyone who bothers to sit down with me and check on search queries. In addition, I spend 3-6 hours daily just reading and trying to keep abreast.
Secondly. Most true expert SEOs share and teach because they are not afraid of competition. How do you think I learned? They just do not do it one-on-one they write about it. However, most people do not make the time (notice I did not say take the time, I said make the time) to study the information, evaluate it, experiment with it and determine what works and what does not work for them. Each business is different and the tools must be used according to their target market. Most non-experts claim there is a one size fits all solution which they want to sell you; there is not. SEO is referred to as both an art and a science. Success is through trial and error. Rarely does anyone go viral.
Thirdly. I am self taught and therefore share the FREE tools I have found with others. I do not even harvest email addresses for follow up later. Since it is free I would feel guilty about selling it, even as a reference e-book. However, I can not share how I use those tools because that is my intellectual property and it is all I can sell and charge for. I am not a philanthropic organization endowed by some sugar daddy. That’s all a lawyer, an accountant, a poet, writer or copywriter as well as a general practitioner, etc. provides – information and knowledge. And they must charge for it. However, I only teach and coach people how to apply those tools to their business from a strictly sales point of view. In that way I enable them, and eventually allow them, to cut the umbilical cord.
Fourthly. The knowledgeable SEOs go after the money, and target large corporations. And why not? It’s nothing personal, it’s business! And those large companies pay a great deal of money for the work done for them since they outsource or delegate it to experts. They have very little knowledge on the subject. Do you follow ‘Mad Men’? I do not, but I have a good friend and client who does!
So please, please be ever so apprehensive about what you find on these forums and on the Web in general. Challenge and question everything before you buy into anything. You can’t tell the good guys from the bad guys by the color hats they wear! That is why I wage my one person Don Quixote fight for truth, justice and the American way for self employed, small business people on shoesring budgets. I feel like I stand there with my finger in the dike yelling at the top of my lungs “The Sky Is Falling” while the emperor marches by not wearing any clothes!
However, the truth of the matter is most people do not value what they do not pay for. And most others are paralyzed by the fear of failure to attempt anything new, except out of desperation or when faced with no other choice. Then they most often bite at what appears to be the Holy Grail. They often get burned, and burned badly. And when burned often enough and badly enough, they eventually trust nothing and noone and disappear into hybernation. Believe me, I have been there and done that myself. Reality check!
Photo Credit to – Me – I only wish I was that skinny!