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1. 12 Months Without SEO

2. It is more than a year now since I concluded that Search
Engine Optimization (SEO) was, or was soon going to
become, a waste of time. I had already, 6 months before
then, said farewell to spending an hour a day working on
getting reciprocal links.

3. What led, at the time, to what many would have said were
very rash moves? After all, reciprocal linking was still
being expounded, by all and sundry, as an essential way to
get a good ranking, and the software tools were being
actively marketed still. Search engine positioning software
was still being heavily marketed and is still today; keyword
density was a buzz term being branded around as if it
were an essential science to be practised by all good SEO
conscious webmasters.

4. What I did was to go back to marketing basics. I had
received my marketing training back in the 1980's and had
practical marketing experience with my own business
from the mid 1990's. I was not born into internet
marketing alone, so could still see outside the blinkers and
the hype.

5. A very basic but important aspect of marketing is to know
your market place. When it comes to search engine
rankings, then clearly a major part of that market was the
major search engines, Google, Yahoo and MSN, with
Google being the clear leader then, and a year later today.

6. I started to think 18 months ago that as far as reciprocal
linking went, it was becoming a spammers' zone. Surely, I
argued with myself, Google did not really want to rank a
web site highly just because the web master had the tools
and the time to chase around getting reciprocal links? It
just did not make sense. And the same was true of buying
links. Why should a web site rank highly because they
have splashed out on buying links?

7. What Google, and the others, really wanted was to rank
the best web sites for a particular search term, and it
seemed only a matter of time before they sniffed out and
extinguished the abuses such as blatantly artificial link
building, Blog spam, scraping and extreme SEO'ing.

8. A year ago, I started two new web sites without any real
thought of SEO. As a writer, I was happy to try to provide
what search engines wanted: original content on what
people were searching for. While I did provide title and
description tags, everything else was just written on a go
with the flow basis. The keyword phrase for any page
would come out in the natural flow. I could just write to
my heart's content without using any tools checking
keyword density.

10. In the self improvement case, the last Google update saw
my site emerge from the sandbox after about 12 months.
So, at last, I was able see whether my no SEO approach
was to yield any positive results. Thankfully, a few high
rankings were immediately apparent, including a few #1
positions. On one of those terms, Yahoo followed a few
weeks later to the #1 position, while the site was #2 (now
1) at MSN.

11. Now, this is early days for that particular site, and there is
much to do to get more high rankings. However, I am
confident that SEO is infinitely more simple than some
experts, especially those selling ranking tools, tend to
have you believe.

12. Since I started that particular site, I have only made one
major change, and that is convert all my web sites to CSS.
Providing a content rich site that is easy to crawl for search
engine robots is the most important aspect of the new,
simplified SEO. In fact, following Google's advice to
webmasters is about all you need to do, and that is free.

13. Of course, those with software products to peddle will
argue that I could do even better with their software. But
if Google decides to blacklist that software as a
manipulating tool, then all my hard work could be
undone. So I will leave the others to chase shadows with
ranking software, and just enjoy writing content. After all,
that is what basic marketing told me to do.

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