By Jenny Halasz
Back in August, I wrote about the future of SEO. It was a forward-looking post that was somehow nostalgic at the same time, and it was apparently exactly what the industry needed to hear.
I felt inspired writing it, and since then I’ve been quiet, head down in my work. But last week, something happened that snapped me back into the present. I left SEO in what I thought were your capable hands, new generation. And you disappointed your industry.
Recently, the industry got all up in arms about a Whiteboard Friday post on Moz. It was re-blogged on dozens of big industry sites, discussed on Webcology, and even garnered the attention of the ultimate SEO Bit*h.
The discussion centered around whether it was/is possible to get a Penguin action from Google lifted using only the disavow tool. Reading that post and the surrounding controversy gave me pause.
The first question that occurred to me was: why are we debating this? Does this discussion have anything to do with our customers’ success? Does it help advance the field of SEO? We’ll come back to that.
In the meantime, I’ve decided I need to amend my original post. SEO newbies, there’s a much darker side of SEO that I didn’t show you in my look at its beauty. And while this latest incident is a good example, it is by no means the only one.
SEO Is Exacting
In one way, this is good – any theory will be called out for lack of evidence, lack of statistical significance. That’s exactly what happened in this case… the writer set out to disprove a theory, but failed to do so, and in the process, misused and misattributed the scientific method.
What a lot of people don’t understand is that …read more