If there’s anything I’ve learned about marketing on the Internet it’s that you shouldn’t believe anything you’re told unless you’ve tried and verified it for yourself.
I’ve tried reading the SEO blogs, and more often than not their own agenda (buy our stuff) pushes through. The SEO community in general is a collective bunch of magic bean salesman, and as someone who has worked at companies that have attempted to hire SEO consultants before I can safely say that the crap many of them peddle is completely untrue.
Yes, these blogs have a vested interest to keep on top of things, but the only person you can trust in the search engine business is Google. They’re not stupid, and it’s their business to ensure that the best website for the user is found with their searches. I’ve worked with various firms for a few years now, and my SEM strategy every time has been “improve the site”. By doing basic things like reducing cognitive load, improving the logical structure of data, making mark-up semantic and using an in-depth competitive analysis I’ve rarely struggled to do well enough for my needs.
In the same vein, if you copy the kid who doesn’t know the answers then you’ll get a lot of things wrong. In anything the best indicator of a right answer is your own knowledge.
Exactly! Experience is what counts. This is why online marketing companies are becoming so strong in top-brand SEO and brand marketing campaigns, because they have the experience in the industry to know what to do, and their experience may come from reading a bunch of SEO articles, but I bet 99% of it comes from experience in their markets.