- adding value to the web
- creating unique and engaging content
- improving traffic and conversions (not just rankings)
- understanding web-site technology (html/css, programming, .htaccess files, site architecture, internal linking structure, anchor text, how search engines crawl websites, page speed, etc etc etc)
- understanding the bigger picture - how web optimization fits into different business models, how it should integrate with other marketing channels
- understand how search engines judge backlinks (linking c-blocks, linking root domains, historical backlink acquisition, link velocity etc etc etc)
- understanding the concepts of other inbound marketing channels
- the art and science of keyword research - search volume, rankings, competitiveness, search intent
- an understanding of social media, how it improves not only rankings but trust and authority for a business and how its another effective inbound marketing channel
- use technical knowledge only to serve the greater good of valuable content
- testing, measuring and tracking everything
- being completely transparent with their clients about everything they do
- does not claim to know secrets about Google
"Bullshit" practice of SEO is
- gaming the system to get good rankings for the short term
- spamming the web with links, duplicate articles/content, blog comments
- submitting to 300 directories and calling it "linkbuilding"
- buying links
- writing content only for the sake of "SEO" full of typos, useless information, and no value and calling it "copywriting"
- only measuring "rankings"
- will not disclose everything they do with clients
- trying to game the system in any way
- gets them hundreds of spammy, low quality backlinks, leaving the client screwed in the long term
- claims to know secrets about Google or can guarantees #1 rankings
To what extent is SEO a bullshit industry? - Quora.