An ex-Google employee, Andre Weyher, has sent a warning to today’s SEO savvy web marketeers: “forget about SEO.”
During a recent interview, Weyher advised companies to ‘forget about SEO,’ in order to better their place in most SERPs over time. He placed an emphasis, to marketeers of today’s SEO scene, on developing quality content that “speaks to users”. Google’s algorithms are designed to penalize websites attracting search engine crawlers, instead rewarding websites naturally built with good content in mind.
Weyher says that he worked at Google for 2 years in the Search Quality Team, which is headed by Matt Cutts. So you would assume that Weyher knows what he is talking about.
“Try to work on your website as if SEO wasn’t a part of your plan,” Weyher added. He said that most website owners should foster content out of a genuine interest for their craft, instead of attracting high SERP rankings. Weyher also emphasized that marketers should focus on elements of their websites that go beyond their content, to provide end users with an optimized experience.
Search engine optimization (SEO) is the process of improving the visibility of a website within a search engine’s algorithmic search results pages. Gaining a natural increase in page ranking on most SERPs, or search engine results pages, is often a common goal for many SEO marketeers, who take in consideration how SEO keywords work, what users search and user-preferred search engines.
Over-optimization, or over-saturating websites and/or web content using SEO tricks of the trade leads to penalization by search engines, most notably Google. As an attempt to combat these websites, Google’s Penguin algorithm decreases search engine rankings of websites who violate the Webmaster Guidelines of Google’s services.
Weyher also commented on common search engine optimization techniques, such as link building and on-site SEO. Link building, in the context of search engine optimization, focuses on developing a network of links that link back to one’s website in order to drive more traffic to one’s website.
“Everyone knew that Penguin would be pointed at links, but I don’t think many people expected the impact to be as large as it turned out to be. At this stage a webmaster is out of his mind to still rely on techniques that were common practice 8 months ago.” he remarked, later adding that the infamy of a high PR page used to be valuable as a link-back, before the prevalence of Penguin that put an emphasis on page relevance.
Weyher also warned web marketeers to avoid ‘over-doing it’ when it comes to on-site SEO, which is prone to being penalized by Penguin due to over optimization, suggesting not to put more than 2 commercial-based keywords in your titles against Google’s discretion.
While this is some interesting advice, I think you should take it with a grain of salt because a lot of the advice that Weyher shares actually contradicts what Google has been telling us for you. Who do you believe?