The Adaptive SEO Methodology
The AdaptiveSEO™ Methodology or “Ethical” Search
Over the last five years, there’s one word that aptly describes the SEO (search engine optimization) experience of small businesses, large companies and even some marketers. That word is confusion.
Algorithm Updates – Torpedoed Rankings
Depending on the year, the knowledge and morality of the SEO agency from which you bought services, and the most recent Google algorithm update, the resulting effects ranged from minor to catastrophic. Unfortunately for many companies, their torpedoed rankings, decreased site traffic and tumbling sales left them scrambling for help or completely in the dark about the state of their SEO efforts.
Seedy tactics lead to Google unleashing its cleansing updates
Because of the presence of seedy agencies that deployed shady tactics, companies often bounced from provider to provider, which left them with nowhere to turn when Google finally unleashed its cleansing updates. Businesses didn’t understand why they couldn’t rank well on the search engine results pages (SERPs) or why they suddenly plummeted off page one. These were dark days for SEO – the industry and the tactic – and many companies remain completely jaded by the experience.
They said “SEO is dead”
In the aftermath and chaos of Google’s algorithm updates like Panda, Penguin and Hummingbird, there was a great divide, even amongst the SEO community itself. SEO is dead, they said. Nobody wants to buy it and the acronym must nevermore be uttered, they said. But they are wrong, at least partially. Sure, some companies are too scarred by their bad experience to ever buy ‘SEO services’ again but chances are they never understood SEO in the first place, so why do they get the final say? Journalists looking from the outside in have been claiming SEO is dead since 2012, but again, what qualifications give them the right to make such a bold statement? The negativity is so rampant that industry software giant SEOmoz changed their name to just Moz because, among other reasons, “For many folks outside of our community, the acronym SEO has (unfair) associations with spam or manipulation.”
There’s absolutely no doubt that the term ‘SEO’ now comes with an unfairly negative stigma. Yet that still doesn’t validate the notion that SEO is dead, it just presents a larger set of obstacles. But perhaps there’s a silver lining for companies who can see beyond the pessimistic press and realize that core SEO best practices still work.
Think differently and gain a competitive edge
There’s often a competitive edge to be gained for those who are able to think outside the box. Given the current state of its perception within the media and despite the fact that search engines still dominate the Internet user’s experience, it’s not a stretch to think that an effective, long term SEO strategy is something your competitors are ignoring. Ultimately, the new version of SEO – what WSI likes to call AdaptiveSEO™ (ASEO) – involves cutting out-dated tactics and implementing a more natural approach to obtaining organic rankings and traffic, all the while adhering to Google’s aggressive guidelines. Harder and more in-depth? Yes. Will you need to devote more time, energy and resources in order to sustain an effective long-term strategy? Yes.
AdaptiveSEO™ (ASEO) is very much alive
But you will see greater results over a longer period of time because no matter what you might read, AdaptiveSEO™ is alive and well