Shari Thurow an applauded author and expert in the field of Human/Computer Interfaces recently wrote about SEO Niches and the Big Picture on ClickZ.
There has been some that have complained about her remarks that eye tracking is overrated, however, if you look at the article as a whole, it is really very useful.
All too often, SEO professionals become consumed with finding the one puzzle piece that fits perfectly. Result? They lose focus on the entire puzzle. The obsession with eye-tracking data is no exception, which is why I want to revisit this important topic in this week’s column.
She goes on to write about Search Engine Optimization as a project that includes many different components and most importantly focusing on any one component over others can allow engines to devalue your website and drop you out or keep you out of the top spots.
Moral of the story? Look at the big picture. Take a holistic view of the entire search optimization process. An SEO niche is a great USP, but that one piece won’t solve the entire puzzle.
I agree with Shari, how about you?
Do you think that any of the SEO components are more valuable than others? If so, which ones and why?
I look forward to responses!
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{ 4 comments… read them below or add one }
I agree completely with the idea of taking a holistic approach to SEO, but I don’t mind that there are companies that offer services focusing upon a specific niche. There’s a value in taking a holistic approach, and there’s also a value in having specialists to work along side those who monitor and oversee SEO projects.
Sometimes having someone very good at handling one piece of the puzzle working with you makes the rest of the puzzle easier to complete.
Thanks Bill,
I totally agree. Each of the pieces are not equal. It is not necessary for you to be an expert in each of these areas, but an understanding of the larger picture will help you know that you need balance in your approach.
Here is an analogy: I love to grill, however, I am not a butcher. I know enough that if my expectation is for steak, not to buy chicken. Even if I know that, I still haven’t created a meal… it is still just one component of it. A website with a balanced “diet” will have a better chance to be healthier in SERPs.
Okay, I’ll reply.
For the record, I’ve been doing eye-tracking analyses for YEARS. I’m a developer/designer. I understand how important color, white space, motion, etc. are for Web page design. I never said that eye-tracking wasn’t valuable information.
The thing is that I’ve been doing SEO and Web design since 1995. This golden “F” was something I have observed for many years. I love Gord Hotchkiss’ research. I respect him and his company. In fact, Gord is one of the few conference speakers I will purposely rearrange my schedule in order to attend.
I see this phenomenon happen all of the time. People get so overly obsessed with rankings or the long tail or RSS or whatever the current “thing” is. In their obsession, they lose focus of the user/searcher experience. That was the gist of the article.
You asked a question. I believe that the information architecture is the most important component of SEO. It is the skeleton, the foundation, upon which everything else (words, graphic images, multimedia files) is based.
An effective info architecture uses the users’ language (ie keywords) to a degree. Navigational elements, “you are here” cues, an information scents often contain important keywords. This is all a part of information architecture and creating an interface that accurately projects this architecture.
I know plenty of people will disagree with me. I wish they would take a user-centered design (UCD) class or two, and then actually implement key takeaways, before disagreeing.
Shari,
I know that marketers and others jump on the latest bandwagon and in a traditional sense, being the first to market is extremely important. But, your website should be considered a living element of your company! It has to change and grow; there are too many aspects of planning, building, developing and maintaining a website to think that one aspect is key.
I petition others to consider the user first and foremost, which entails many areas that would need to be considered (like eye tracking). The complexity and progress of the web should never allow a developer/SEO the liberty to ever think that one component of development, or even a few, is the keys to success.
I appreciate your insight on any component of SEO/SEM. I might disagree with you, but I haven’t yet!