Search Engine Optimization: There IS A Right Way

Yes, I sat on a picnic tableLast week I attended SMX West. It was a great event, but one session in particular stood out for me: ‘Search Engine Q & A’.
Lead engineers from Google, Microsoft Live, Yahoo! and Ask all answered audience questions about search engine policies, what’s OK and what’s not, and the future of search.
One attendee asked, "Do you consider search engine optimization a good thing?"
I braced myself for an answer like, "No, we think you’re the scum of the earth".
But, first Google’s Matt Cutts, then every other engineer on stage, all answered that they considered ethical search engine optimization a good thing. No hemming and hawing, no hesitation.

Search Engines Want SEO?!

Yes. Ethical, smart search engine optimization works to:

  • Create well-structured, easily-categorized web sites.
  • Write great content.
  • Make that content accessible to search engines.
  • Make sure the search engines find the stuff.

The Market Rules

Great search engine optimization only makes the search engines better. They reciprocate by giving you a higher ranking. It’s a market of sorts, where the content creators have every incentive to deliver the best-quality information on the best-quality sites, and the search engines have every incentive to show that content.

Support the Market, and You’ll Benefit

Hire ethical, smart SEO agencies that will help you make long-term, sustainable improvements to your rankings. Don’t hire so-called miracle workers who promise fast, easy results. If it sounds to good to be true, it is.

The Pitch

Yes, it’s the Portent Interactive blog, so there’s a Portent Interactive pitch.

We’ve been practicing the kind of ‘white hat’ search engine optimization the search engines love for 10 years. You can learn more about our services by clicking any of the links below:

Search Engine Optimization Services
SEO Packages
Portent’s SEO Code of Ethics

CEO & Founder

Ian Lurie is CEO and founder of Portent and the EVP of Marketing Services at Clearlink. He's been a digital marketer since the days of AOL and Compuserve (25 years, if you're counting). He's recorded training for, writes regularly for the Portent Blog and has been published on AllThingsD, Smashing Magazine, and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, Seattle Interactive Conference and ad:Tech. He has published has published several books about business and marketing: One Trick Ponies Get Shot, available on Kindle, The Web Marketing All-In-One Desk Reference for Dummies, and Conversation Marketing. Follow him on Twitter at portentint, and on LinkedIn at

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