I was struck by Jordan Kastler’s The Hidden Cost Of Cheap SEO & Social Media Labor because I wrote about this in the 1990′s.
In fact, my article caught the eye of a local newspaper reporter who later interviewed me about my new business and rather forceful writings. He promoted what I wrote about Yahoo! where I stated, “Anyone who says they can get you into Yahoo!’s directory for free is flat out lying.” The original premise of the first Cre8pc web site was focused on all the good and bad of SEO practices and tools. In those days, me, Ammon Johns, and Fantomaster (Ralph Tegtmeier) stalked DejaNews, Usenet groups, and the more popular SEO forums and clubs, trying our best to teach best practices, blast the hell out of incredibly stupid, cheap thrill web site promotion tricks, practices and software that allowed people to rip off clients. (Even the cloaking pioneer, Ralph, had class and integrity in his approach.)
In 1998, I was so frustrated by the SEO industry, that I started the Cre8pc Web Site Promotion club in Egroups, acquired by Yahoo! Groups, and in 2002, moved to a friend’s server and turned into a real forums. Today’s Cre8asiteForums still maintains and supports best practices. Should anyone try to promote idiotic SEO practices, use the forums as a link boost, or post incorrect information that would hurt the vast web design and marketing industries they are instantly removed, with no warning. Every single new member is screened because we uphold our integrity there.
As Jordan wrote in his wildly popular article,
I know how devastatingly costly it can be to launch, maintain, and grow a business. But there are certain aspects of building a business where it’s never okay to cut corners. You wouldn’t hire an inexperienced, too-cheap contractor to build the building. You wouldn’t buy discounted, bruised produce if you owned a restaurant and you wouldn’t buy day-old bread for your sandwich shop.
Even worse, for me, are companies that invest in search engine optimization, search engine marketing, analytics and social media marketing, but totally ignore user experience web design. This still happens and it just freaks me out. Today alone I tried to search for and order a textbook at the college where my son goes. It was so impossibly difficult to figure out where and how and what to do that I gave him my debit card and sent him straight to the college’s bookstore.
In another visit today, I viewed a brand new web site by a web design and marketing company. It’s pretty but has so many usability and organic SEO issues it would take me a few hours to document them all. I really hate web sites where you can’t bookmark a page (AJAX) or the pages cut off the bottom part and there’s scrollbar so you can’t move the page down read more. I also dislike web sites that special needs users will NEVER be able to use and many people will never be able to read due to the poor color contrasts and delicately faint feathery wisps of text that require a magnifying glass to make out.
Clearly, they don’t have a usability person on their team.
Don’t buy your links. Don’t fall for miracle-worker pitches, and be prepared to pay a decent price for a linkbuilding campaign. It’s the only way to ensure you’ll get results—real results that won’t get your site banned.
The only thing worse than site owners that believe in buying links, is trying to convince a client to STOP BUYING LINKS while they bitch to you that their PR score is pathetic and their site ranks lower than their competition. There are children starving in the world and yet marketers get away with charging site owners THOUSANDS of dollars a MONTH on linking schemes. (On web pages that suck.)
The Result of Cheap SEO Services
I don’t know if it’s hilarious or saddening that so many people fall for scams and get-rich-quick schemes from amateurs. I don’t know how many times I’ll have to keep exasperatedly saying, “There is no such thing as cheap SEO.” Because there isn’t.
No matter what low price you pay for Web design, SEO, or social media up front, you will wind up paying later on. Your site will get penalized. Your accounts will get blocked. And you will have to spend the time in the long run: whether it’s countless hours spent explaining things to a newbie, fixing a so-called “professional’s” mistakes, or working to recover your reputation, in the end, those pennies saved will cost you all the same.
So here’s a hint, a final plea, a last bit of advice: there are no shortcuts. Anyone who offers you one is a cheat, a liar, a scammer, or someone that has absolutely no idea what they’re talking about.
Like I said, me and a very small handful of others (Jill, Ammon, Kalena) have been on message regarding hiring the right skills, sticking to best, tested practices and applying the ENTIRE 360 degree approach to design and marketing that begins with knowing and documenting site and business requirements, to human factors web design, and online marketing using real data and strategies that don’t make search engines vomit out the web site.
Some of us, from the 1990′s and early 2000 years, have chosen to work with honesty, credibility and practices we’ve tested and proven to work for the long haul. We charge more because we’re under the impression that site owners want to succeed for years and we’ll support that with gusto.
Others have become famous, risen and fallen, risen and died off, risked web sites destroyed online businesses, and claim to have made millions by out witting search engines and creating the Lazurus Effect (raising sites from the dead). Their methods use cheap labor (Have you seen the fee’s in work from home and freelancer sites for cheap SEO and content spamming? Sheer insanity.)
Dear Jordan Kasteler. Thank you so much for the shameful reminder that in nearly 20 years, nothing much has changed in the search engine marketing industry.