Hidden Formula of SEO?

Apr 12, 2007 Michael Brito

Many of you know that I am an in-house SEO for a company in the Bay Area (even though it’s not in my official title, I do manage and consult for several SEO projects within my organization); to qualify myself, I have been optimizing websites for almost ten years now dating back when spamming the heck out of meta tags was a preferred method.

Since I have been working in-house, I get approached by many SEO firms (even some credible ones) trying to land new business.  The number of calls/emails have increased dramatically since the Natural Search Blog listed my name in one of their postings – no hard feelings guys, the article was great. 

What irks me the most about many of the SEO agencies I talk with is that they seem to hide behind some “hidden formula of SEO”; a formula that only their firm knows the ingredients of and a formula that will increase our natural search rankings.  I assume because I work in-house, they think that I don’t know how to execute a successful SEO campaign. It’s almost as if they think in-house SEOs aren’t up to speed (or possess the right knowledge) of search engine optimization because we don’t manage multiple clients; like that in itself indicates a more elite knowledge of SEO.

If there is some “hidden formula of SEO” can someone please share it with me? Who knows, maybe I’ll hire your firm if you posses that secret ingredient.

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  • Mary
    LOL...I too get this all the time. I would tell you where I work but I am afraid that I will get inundated with calls from these same firms...

    Yes, Mary is my real name.
  • Jason Welch
    I know it...but I'll only tell you if you if you hire my firm!!!
  • This is too funny...i used to work for an interactive agency and yes, the sales guys can be real jerks.

    I love your blog by the way...I notice you are in the Bay Area...I am too!

    - Marlia
  • Most of the information that these elite type seo's offer to tell you is not what they are really doing anyway. I get the same response, but I am dominating one of the financial terms with old school seo. My secret; old domains, lots of links, keep adding fresh content.
    Mark
  • Mark - agreed. Of course, there are some new ways of doing things (i.e. leveraging link bait, social media, etc.) but it all comes down to what you had already mentioned - links and fresh content (and of course old domains if you have that luxury)
  • A "hidden formula" is only hidden until you know it. The average business owner does not know much about effectively creating profitable web sites, let alone SEMl which is why it would seem to be a hidden formula (i.e. rocket science, etc). The key to the "alleged hidden formula" is resources; knowing where to find the information to effectively create and manage an SEM campaign (whether its in-house or at a consultancy). Those of us who have made a career in SEM have these resources, therefore there is no (less of a) mystery in the SEM process.

    My thoughts on in House SEM vs. SEM consulting. The value that a seasoned SEM consultant brings to an in-house team is tremendous in that such consultants, of which I am one, have often gained considerable expertise in the field which is what lead to getting hired in the first place. Either way, I believe one of the most important components is having a "brain trust" whether or not you are working in-house or as a consultant. When I started in SEO back in the day (1999) I was a sole practitioner; I eventually brought on new talent who could see things differently than I could which was immensely valuable. So, if you are an in-house SEO and the sole SEM practitioner, I don't think it means you are less competent, but it does mean that you have fewer mental resources, which leads back to my prior conclusion that resources are the key to the "alleged" Hidden Formula.
  • Hidden formula?!? Wait, I'm laughing myself silly. That's code for "I can't show you concrete ranking results so I'm going to wow you with marketing baloney." Have you tried Googling them? Have you gone to *their* website and looked at their source code and examined *their* SEO practices? Those are the first things I do when I get one of their e-mails. I have yet to find one who shows any SEO-smarts.

    If you've been doing SEO for 10 years and getting good results, you don't need a hidden formula anyway. Good SEO is knowing the basics and fine-tuning a site to maximize meta data, content, links, structure, layout, and nomenclature for your keywords. No "hidden formula" is going to help with that.

    Where I can see some possibilities is in outside help with SEM - search engine marketing. Identifying and listing with all the local and industry directories and social media, drawing up and implementing a search advertising campaign, strategizing and fulfilling a link baiting program, and helping with other marketing and advertising in the same way an outside ad agency helps in-house marketing departments run ad campaigns only in this instance it's SEM. A company with a lot of experience, a lot of resources, and a creative team could be of benefit.
  • OldSchool - thanks for stopping by.

    I would argue that not all companies hire external consultants for the seo initiatives; and will perhaps hire someone full time with SEO experience. I think it's a generalization to say that external consultants or agencies bring "brain trust" to an organization. In my company (well, prior company), we would hire agencies to execute on the tactical initiatives and we would essentially drive the strategy.
  • Alan - of course I was kidding about the "hidden formula". My point was the all the agencies that cold call me claim that only they can achieve the results that I desire.

    I really don't have the time to research their SEO skills and I can pretty much spot a con-artist instantly. They do get points for trying though.
  • Michael: I didn't mean you personally; I was speaking to the reader who comes to your site pondering the same question you posed.
  • Hey Alan...my bad. It was late when I responded to your comment.

    Have a great day.

    : )
  • Know what you mean, Michael. It was late last night when I read and replied to your original post, and I'd been looking at my screen all day. I didn't even notice the underlines and italics of sarcasm on "hidden forumla of SEO", my eyes were so blurry. ;-) I'm not complaining. Have a great one!
  • I had a company submit my websites to thousands of search engines for only $49.99 a month, and the results are fantastic.

    Bwahahaha. (And if you believe that, I have some snake oil, I mean site submission services, to sell you)

    Cheers, from another in-house SEO!
  • Hey Melanie...thanks for the message. Yes, I always get those emails too! The sad thing is that many people actually buy it.