SEO Magic vs. SEO Witchcraft

“There’s a difference between magic & witchcraft? I always thought they were one and the same. What the hell does it have to do with search engines anyway?“

Ok, so this is a bit of an odd approach to a post about SEO, but a number of well known authors* have drawn quite a clear distinction between magic and witchcraft and, whilst the connection may not be immediately apparent, this particular analogy does apply to the realm of search engine optimisation in much the same way as the realm of magic… or witchcraft… though probably not for web design or home baking.

*Most notably the British humorist Terry Pratchett. If you haven’t read any of his work, give it a go; although whilst I think about it, Robert Rankin (no strange SEO analogies or comparisons) is possibly an even better choice of author if you have a taste for the slightly strange.

Although on the face of it, magic and witchcraft may seem to share a lot of common ground, they are in fact fundamentally different.
Whilst magic is a very ostentatious affair, relying on showmanship and clever tricks to produce the result in the eyes of its audience, witchcraft is rarely showy and any bystanders who happen to be around when it is practiced will rarely realise that anything has even happened until the results can be seen.

Ok, now for the point I’m trying to make…

SEO Magic too, at least the kind practiced by a proportion of search engine optimisers across the internet is all about showmanship and audience perception.
It will dazzle its spectators with an introduction of fast-talking sales-spiel, promising unearthly delights and unprecedented search engine success for those lucky enough to be offered an opportunity to pay the entrance fee.

Once the show begins, the SEO magician, with much waving of the hands and swirling of the cape, will weave his spells amidst a blindingly distracting array of smoke and flashes.

‘Sir wanted to be number one in Google for “Remote Controlled Widgets”? TA-DA!’

Yes, the audience member is indeed the number one player for “remote controlled widgets” in Google now and the magician retires stage left to thunderous applause.
Surely the entrance fee has been well spent?

Let’s take a look at the result which has been flashed before the audience’s eyes in slow motion for a moment… and FREEZE FRAME, NOW!

The audience member must be thrilled to know that everyone doing an ‘exact phrase’ search in Khazakstahn now sees their widget web site.

It is a fact that most of the fast-talking SEO Magic crowd will produce region specific results for exact-phrase searches. Statistically speaking however, the number of search engine users making an exact query (in quotation marks) is tiny compared to those users who just do a broad search, so the widget web site is not likely to be found by paying customers anytime soon.

Remember that high search engine rankings are only actually worth anything if they produce tangible results, i.e. paying clients.

What about SEO Witchcraft then?
Moving away from the witch in the MacBeth sense and looking at the more realistic application of the term for a second, a witch used to be a wise-woman in balance with nature, skilled in healing, the application of herbs, midwifery and other ‘magical arts’ unknown to ordinary folk.

Historically speaking, witches have been the subject of some persecution down the centuries and have consequently learned how to blend in with the rest of humanity.
Gone are the pointy hats, cauldrons and broomsticks* which used to be a witch’s trademark accessories.

*I should think that broomsticks would have been replaced by cordless vacuum cleaners some time ago in any case.

Unlike its magical cousin, SEO Witchcraft is out to get the job done with a minimum of fuss.
Taking stock of the situation, the SEO Witch will think about what to do next, formulate an approach to the task in hand and get to work.

Since nothing in life is easy, the results of an SEO witch’s work will not be immediately apparent, instead taking a little while to manifest themselves.
When they do, the widget web site may not be number one for exact-phrase searches for pages from Khazakstahn, it will however rank number five or six for a broad global search.

And therein the difference lies;
SEO Magic, if asked to make an elephant disappear, may be able to make it look as though it has vanished when seen from the camera’s perspective. Viewed from the other side of the field however, it is still very obviously an elephant and still very clearly there.
Confronted with the same conundrum, SEO Witchcraft will look at the situation and advise you to take the elephant elsewhere if you no longer wish to look at it.

What then, from the online business audience’s point of view, is more effective; smoke-bombs, mirrors and contrived results or a common sense approach, hard work and a return on your entrance fee (investment).

Food for thought?
Only if you’re an elephant or a widget seller