Some SEOs, however, understand that by making websites generally better these earn their high spots in search engines on merit. By "generally better" I mean things like:
I would have reacted quite a bit differently if you'd mentioned that you were involved in "information architecture" rather than "search engine optimization". That's what you're describing, below. I don't think that I'm the only one who reacts to your description this way, but I may be the only one who bothers to tell you. --elijah
- including text that is of actual value to users and is not just filler text - using headings to break the page up and make it easier to scan/read - emphasising important points - omitting needless words and making every word tell (see Elements of Style 5th edition) which results in a naturally higher concentration of words that people actually search for (keywords) - writing informative titles/descriptions/headings that are appropriate to each page so that the user knows that what he's clicking on will take him to a page that gives him what he wants - improving navigation and usability in general (load time, page sizes, page names etc) for a more effective website (see Jakob Nielsen's useit.com and Steve Krug's "Don't make me think") - improving the technology behind the website to ensure that the sites display well on all browsers/platforms and that disabled people (such as the visually impaired) can use it successfully without being discriminated against - ensure that there are no errors that may confuse users and drive them away