Why I Love These SEO Secrets (And You Should,Too!)

Search engine optimization is not supposed to be about rankings. It’s supposed to be about traffic. The difference between a true expert in the field and someone who just plays at being an SEO is that an expert — a real SEO expert — understands the power of the page. People who go to conferences, listen to the babbling heads, take notes, and read all the blogs just come away with two really stupid ideas: you have to rank on links and you cannot get new domains to rank. Any page on a Web site has the potential to draw traffic from a large number of query expressions. Just because you optimize your page for really stupid SEO tricks doesn't mean that page should only produce converting traffic from queries for “really stupid SEO tricks”. But that page can also draw traffic from: links on other sites, advertising that mentions the specific page URL, news copy that mentions the specific page URL, (unlinked) Web copy that mentions the specific page URL, email, references in books and articles, etc. I’ve gotten traffic to deep content from all these sources and more.