“The road to successful web promotion is littered with the corpses of buzzwords from years gone by.”
F. B. Guntherson – Jan 2007
You have to admit that few industries are as prone to attack by buzzwords, fads and the occasional Americanism as web promotion (well… anything related to the internet really).
At the moment, flavours of the month include ‘Web 2.0‘, ‘Authority Sites‘, ‘Ajax‘ and my all-time personal favourite ‘SEO‘.
There are others of course; but if I were to try and list them all, I would still be writing this post next month.
It seems that, like alcohol and tobacco, buzzwords are addictive and, worse still, they are also highly infectious.
How many times have you heard the term Web 2.0 thrown into a conversation* without the speaker having any clear idea of what it actually means?
Actually; what the hell is Web 2.0?
Did Timothy Berners-Lee** suddenly invent another internet while no one was looking?
As buzzwords go, the term Web 2.0 is an absolute corker, since it conjures up the image of an entirely new stage in the internet’s architecture, when it is in fact merely an approach to building web sites which finally takes advantage of the fact that most users now have high-speed internet connections.
Ok, so new technologies are involved to a certain degree, but there is nothing much here which couldn’t have been done a few years ago, except that in those days you would have waited about six hours for the video of ’That guy falling off the trampoline‘ or the ‘Groovy New Web-App‘ to finish loading.
‘Ah but…’ I hear you cry, ‘What about the fact that Web 2.0 is so much more community orientated?’
Collaborative online communities are hardly a new invention.
In fact, I still remember the launch of Alphaworld back in 1995 (I’m showing my age now), so in that respect Web 2.0 is very much a case of it being the same old thing wearing a new pair of trainers and sporting the latest hair style.
*Assuming of course that you’re nerdy enough to hang around where this sort of thing is being discussed.
**At this stage you may well ask who this Berners-Lee character is, and if you do, I’m not going to tell you.
Look him up on Wikipedia if you’re interested.
Damn! I was talking about web promotion, wasn’t I?
But anyway… What about Authority Sites then?
These days we are told that we must build Authority Sites if we are to stand any chance of success in the search engine wars.
Yet surely if it had not been for the continuing interference from spamshiners infesting search engine listings with anything from Viagra to Gambling and Black Hat SEOs gaining high search rankings of questionable relevance, any site out there would be an ‘Authority Site’ to a greater or lesser degree?
Surely nobody in their right mind would launch a commercial web site which made them look like a complete idiot?
Well… but moving swiftly on.
Next we have a delicious recipe, easily prepared from common ingredients:
Take some XML, add CSS, sprinkle with JavaScript to taste and give it a stir.
‘Mmmmmm… I’m lovin’ it!‘
Wait… We need to give it a name.
Mc WebApp? XM-ava? Jav-ml? How about Java-X?
No, of course not… Let’s name it after a household cleaner*.
Ladies and gentlemen, I give you ‘Ajax‘.
Note: Wherever you find an Ajax, there is usually a Web 2.0 lurking nearby. The two are practically inseparable.
*Or for those of you with a background in mythology, the ancient Greek hero from Homer’s** Iliad.
**No, not Homer Simpson.
This was going to be a really quick post about buzzwords, fads & web promotion which has turned into a bit of an epic, if not an outright Geek Tragedy.
And so, last but by no means least, we come to SEO (Search Engine Optimisation).
‘Ah! That fairest of web promotion maidens wafting the sweet perfume of search engine success in the direction of eager online business owners.’
Like an experienced stripper teasing her audience with tantalising glimpses of what is to come before shedding each layer of clothing with deliberate slowness, she draws in her admirers, prompting each member of her audience to leave as many bank notes as possible in her custody before the show ends.
Unfortunately for many SEO customers, the show is over all too soon, the drinks are overpriced and the stripper isn’t much to look at once she gets her kit off.
Don’t get me wrong.
I have nothing against ethical SEO companies working to genuinely improve their client’s search engine rankings and achieving long-term results.
My problem is with the fly-by-night SEO crowd which employs a fast-talking sales force and plays on prospective customer’s fears, paranoias and ignorance before absconding with a load of their cash without delivering any results whatsoever and giving the rest of the industry a lousy reputation in the process.
When I first became entangled in the computer industry (well before the launch of Alphaworld), the internet was a meeting ground for geeks, nerds and scientists. Later, as the internet began its evolution into the buzzword-laden global mass-marketing leviathan it is today, we used to call it ‘web promotion’ or even ‘website promotion’.
Then, during the course of 1999, some clever American bugger (there is still an argument about which one) coined the phrase ‘Search Engine Otimization’ and the rest, as they say, is Home Economics.
Still… In spite of my lengthy rant about buzzwords and Americanisms, there is a ray of light upon the internet horizon.
If current trends persist, there may just be a movement on the web leading back to the ‘old values’ (he says laughingly) of providing visitors with the information they are looking for instead of simply spamming them onto a web site in the vain hope that, although they were actually looking for a new lawnmower blade, they could do with some Viagra after all.
Food for thought?
Let’s hope that ‘Authority Site’ turns out to be more than another buzzword.