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It isn’t SEO, it’s Performance Architecture

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On the radio today, I heard some laughter over the Jesse Jackson Jr. / Rod Blagojevich “scandal” (?); primarily, that Jackson’s handlers have taken offense at CNN’s labeling Jackson an ‘informant.’ The amusement stems from, with few exceptions, the fact that for all intents and purposes, that’s exactly what he is. Spokesman Kenneth Edmonds described Jackson’s interaction with federal authorities this way:

“As a responsible citizen and elected official, Congressman Jackson has in the past provided information to federal authorities regarding his personal knowledge of perceived corruption and governmental misconduct.”


This is not meant as political commentary so… moving on…

What struck me was how stark an example we have of our predilection for renaming things as terms fall out of favor. We aren’t considering economic “bailouts” but “rescues.” During this economic challenge, many haven’t been “laid off” but are victims of a “reduction in force.” (should we throw one more on the political debate?) Are they “illegal immigrants” or “undocumented workers?”

As we practice SEO, we’re burdened with misunderstanding and confusion about what it is that we do; and more importantly, how.

Is search engine optimization more than the optimization of a site for search engines? It is to me and if you are enabling and communicating SEO properly, it is to you. Through SEO you are designing URLs that are intuitive and easy to recall. Your optimization favors not just third party engines but your own site search functions, making it easier for your audience to find what they want. Most importantly, if you are smart, you aren’t optimizing specific pages but all of them; attracting as many customers as possible to the point at which they are more likely to convert = $$.

If you are merely assisting in the design of your website on behalf of search engines, you aren’t doing your job. Better put, you are an engineer and designer, working with (or better IN) marketing with all the experience and obligations as such. Your are architecting a better site.

SEO is Performance Architecture

As I mulled the idea, more came to mind. First, the infectious entertainment that invades your mind with subliminal messages; Viral Marketing. Is it really Viral? It is Community Commercialization.

Search Engine Marketing? Link Bait.
Think about it for a minute… just a link in search results, a hook to attract your fish.

Bloggers? Fishers
(see previous supposition)
Consider Bill Slawski’s point – then watch your blogging!)

Comparison Shopping? Price Comparison or…. things that make you miss Magnum P.I.

Banner Ads? Conversion Commercials
okay okay! Firefox Favors might be more accurate.

Widgets or Gaskets?

And of course, Social Networking is really a Face Book

7 Responses to “It isn’t SEO, it’s Performance Architecture”

  1. […] with Online VideoViral Marketing Case Study?July Search and Online Marketing Conference and EventsIt isn’t SEO, it’s Performance ArchitecturePop Labs Conversion Closing […]

  2. Kimberly Bock says :

    Haha, ‘fishing for links’…Man, if I were fishing for links, I sure would be more *uhem* obedient to the herd. In fact, I’d be careful if I were you…

    Just seeing my links anywhere on your site will ensure that your article doesn’t get many Sphinns, if any at all. Sphinn mods are blatant crooked marketers without remorse. No ethics..just talk of ethics for sure.

  3. Robert says :

    fishing for links? I need to read this blog more ofte 🙂

  4. SEO is performance architecture, it is a puzzle that requires pieces to complete it, it’s not just one thing, it’s a mixture of many over time that allows your website to be a success.

  5. SEO'Brien says :

    Well said Nick
    Could be added, SEO isn’t the job of a single person or “an SEO” but the entire organization; a mixture of many things.

  6. […] It Isn’t SEO It’s Performance Architecture Great post about how SEO is an architecture, or as I like to think of it a puzzle made up of tiny pieces that working together, bring the picture together. […]

  7. torcwebdesign says :

    Great article! Focusing on Information Architecture that Google will love and that people will find easy to understand and use is important. Once the information architecture is set in place, the graphical user interface can be built so people will find it intuitive to move around the site and find what they are looking for.

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It isn’t SEO, it’s Performance Architecture

by SEO'Brien time to read: 2 min