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01.15.07
SEM And Lateral Thinking Skills
 By
Aaron Wall
Joe Sinkwitz, also known as Cygnus, has a great post explaining how the polarized view of SEO is quite naive and inaccurate in nature.
Rather than explaining SEO as black or white, a more accurate representation of the SEO market is those who can think laterally, and those who can not.
A lateral thinking SEO will do what makes sense within the explained rules, but will then say to him or herself "I'm in a competitive industry" and/or "This is not an established brand", and then follow up with a very important "What can I do that will set myself apart within a search engine's algorithm?" If you dumb down what a search engine is to the level of a single database with a single data table, and a couple hundred fields, then it is easier to see what is happening. At any given point of time in an algorithm's evolution (yes, they evolved, get over itfrom bubblesort no less!) certain variables are going to be weighed more heavily than others, and some that fall into certain ranges are going to be treated as red-flags.
Go read Joe's post.
Where Did Lateral Thinking Come From?
Edward De Bono coined the term lateral thinking. There is a Wikipedia article and are numerous books on the subject as well.
How Does Lateral Thinking Apply to SEO?
Common SEO lateral thinking questions:
why the hell is that crappy site ranking (and how can I replicate the results with limited risk or effort)
how did they get that sweet link (and how can I get similar sweet links)
how can I make that person (or group) want to link to me (and would it be worth the associated costs)
how can I write a second page on this topic without looking like a spammer
is this person naive enough to link at me if I flame them? (and if I wanted to could I get that story and link equity to spread beyond that)
when, how, and who should I ask for feedback on this project
do I have enough brand equity to where I can be a bit more aggressive without adding much risk to my marketing
would this link lead to secondary citations
how can I leverage this news coverage to lead to more links
would this link buy pass a hand check
Continue reading this article.
About the Author:
Aaron Wall is the author of SEO Book, an ebook offering the latest
search engine optimization tips and strategies. From SEOBook.com Aaron
gives away free advice and search engine optimization tools. He is a
regular conference speaker, partner in Clientside SEM, and runs the
Threadwatch community
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