The linguistic art of SEO | Optimization as Art

You hear it all the time; “SEO is an art”. But has anyone ever qualified that statement? An experienced SEO of course understands what this statement means. But the client does not. That statement without any additional qualification is a platitude, or worse. It makes an SEO sound like a mystic or a charlatan. (not that there are not plenty of those around) It would benefit all SEO’s to have a story to bridge the understanding of what that statement means.

My way of explaining to non-SEO savvy people how SEO is an art; its the ability to have three conversation at the same time; one with the client, one with the public, and one with search engines.

Having simultaneous conversations with three people on two topics is like riding a unicycle while working on a Rubik’s Cube. Some people can actually carry on multiple simultaneous conversations. It takes practice, multitasking and a very good grasp of the language. Another analogous profession would be that of the Translator – but another easy label does not fully illustrate the art of SEO.

First, the usual Search Engine Optimization topic of the conversation is singular, usually about a business. But the client’s language usually differs from the public. The Public tends to use slang while the client, being a professional, has learned to use official terminology or industry specific words. The professional client often has difficulty, or even an unwillingness converting their communications into lay-terms.

Now add to the conversation search engines. They don’t really speak the same language that people use – they perceive and treat words differently. The search engine has difficulty understanding linguistic subtleties and nuance, and in some instances, biases are built-in.

Take Cosmetic Surgery or Plastic Surgery – see – two terms meaning the exact same thing. It gets better. Its a fun (funny) topic too.

This industry calls itself Cosmetic Surgery (and a host of other fancy terms) but the public calls it Plastic Surgery. The doctor calls it “breast augmentation”, while the public searches for “b**b job”. The doctor is reluctant to speak in lay-terms. In person to person consultations, the doctor says “breast augmentation” and “rhinoplasty” and that adds the veneer of authority, and he is right in doing so. But the online searcher does not take the time to spell “augmentation” or “rhino-something-I-cant-spell-that” when “nose job” and “b**b job” are so easy to type – who could misspell that?

With these terms in play, the SEO needs to take great care that the search engine understands the doctor’s website is not a porn site.

When the client – the doctor – hears the SEO’s recommendation to use the term “b**b job” or “nose job” somewhere in the site content, he imagines a web page with bright text and his profile picture next to it that reads “Doctor b**b Job”. He puts his face in his hands and moans, or motions to you to use the door. This is the moment when you can say “SEO is an Art” and lose, or you can tell this story.

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