The average person on the street more often than not has a very limited understanding of SEO and Search Engine Optimisation. Many will not even be familiar with these phrases at all. Those who works within news organisations will have a varied degree of understanding, with some having a much deeper knowledge than others. However general awareness of SEO has increased markedly during latest recession, because ROI has become even more important for companies when it comes to advertising spend.  This has meant that SEO has come to the fore in terms of it’s prominence within the mainstream media.

Much of what SEO entails appears to be an unkown to those outside of the industry. Indeed misunderstanding and misapprehension has lead some journalists to label it as a “dark art”, as this article highlights. However, calling SEO a “dark art” infers some sort of deceptive, oblique exercise in which people are unaware of how the process works. Whilst this maybe true in some circumstances, it is no more a “dark art” than any other form of technical operation, such as fixing a car or performing surgery. In fact, I would argue it is less of a dark art than this, because the two main premises which deliver outstanding SEO performance are remarkable content and relevant/authoritative links.

SEO is arguably more complicated than other forms of online advertising such as PPC or email marketing but in reality the main thrust of a successful SEO campaign is rather straightforward – good content and good links.

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