this post was submitted on 27 Aug 2023
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SEO solved the problem it was meant to fix, i.e. "users arent looking at our site enough." You're fooling yourself if you think it was ever about making searches more useful for the user.
The very conceit of SEO defeats the purpose of a search. The idea is the search combs through sites, finds what the user wants, and returns it to them based on what it believes is the closest match to what the user wanted. It's a process between two parties: the user and the search engine. The second the websites start trying to inject themselves into this process by adjusting their content to the search, it corrupts the process.
Picture yourself in a library looking through the card catalog. You're searching for something, using a system to locate it. Imagine if the books you're looking for spontaneously changed their titles or authorship just to "help you find them" while you're flipping through cards. Imagine if you're walking down the shelves and books are literally shifting around like fucking Hogwarts, trying to get in front of you.
That is the inherent issue with SEO. No one but the user knows what the user wants to see, the content trying to adjust itself to appear in the results more consistently isn't about helping the user find what they want, it's about making sure the user sees that specific content.
Because every website wants traffic. That's all it is.
Every site wants traffic, and I've been guilty of gaming search results myself in the past, but also don't forget the other big conflict here:
Google wants ad revenue.
As such, if you are small and do it honestly, you have very little chance of getting any actual traffic your way because Google sends everyone to the "big end of town" and search engines / internet marketing has become a pay to win platform.
Back links made sense when we were all linking to each other early on because it was how you found good content, but nobody is linking to anyone anymore - unless it's for some return to the linker, such as making a high traffic blog post with affiliate links etc - and it's time to come up with another method.
Right now most effective for me to get information / reviews is add "Reddit" to the search and you get a discussion of the pros and cons. I've been using chatgpt for a surprising amount of "I just need to know this general info" kind of stuff. Ie I used chatgpt to work out the temperature and time it would take to dehydrate lemons in the oven, and also how to clean said oven with what I had on hand. Both of these would have been much more time consuming to do the traditional way, and I would have been bombarded with ads and people's life stories before they get to the "just use vinegar" part
That’s accurate and doesn’t contradict the person you replied to. What they are saying is that SEO was never about fixing a search engine user’s problem; it exists to solve web host’s problem of “we aren’t getting enough ad revenue.”
The same is going to happen with these LLMs once they rely more and more on searching the web: folks are going to find out how to poison the results in a way that pushes users toward their products/services/ads.
SEO should always have been called index poisoning, because that’s exactly what it is.
Trying to rig the cards using book titles.
First you get a ton of books whose name starts with "AAA" and a whole race-of-ever-more-As.
Eventually they figure out people are actually searching for other letters so you get the same in other letters: BBB..., RRR..., III... and so on.
Then people start jumping over that big fat bulk of titles which start with just the one letters repeated tons of times in the first cards of any letter, so they start misusing the most common and searched for words, for example a book about digital coins with a title that starts with the word "Cooking".
And so on.
Doesn't it sound strangelly familiar (maybe not the explicit techniques but the "slimy arms race" aspect)?!