I have a friend. Let’s call him Nils. Nils is the CTO of a software company–let’s call it Purple Monkey Dishwasher Software. He’s desperate to beat his competition in the search engine wars. So desperate, that he’s ignored my advice about blogs and constantly creating compelling content (thank you, Roland) and spent a lot of money with a search engine optimization firm.
This firm’s latest strategy is to, for still more money, include Purple Monkey Dishwasher in a whole swack of ‘directories’. Essentially, this sounds like a thinly-veiled link farm strategy.
Now I understand why this kind of spamdexing doesn’t fly. The search engines are clever, and constantly adjusting and can’t be gamed for long. They’ll turn around and punish Purple Monkey Dishwasher for dubious linking. I know that, in the long run, this strategy won’t work.
However, Nils is a pragmatist. Like most other humans, he’s not drinking the Koolaid–he just wants results. All he sees is money = better search engine ranking. How do I dissuade Nils from using this SEO approach? I’ve got the big picture view I described above, but I’m not telling the entire story very well.