April 10th, 2010 | Edwin Dearborn, Chief Brand Officer

Before I knew better, I was sure that many “experts” understood how SEO worked. The word was thrown around so much, that I literally started to feel that I was the only guy in the room who was left behind, stupid and left to rot in SEO hell.

But apparently, I was the guy who was willing to admit it. Reality set in quickly and I discovered that many had been taken advantage of this, because the recently turned SEO expert perceived the weakness in most business people. Most business people delve into their fields so heavily that they consider that the SEO guys do the same. But I have discovered that this is not at all the case.

I recently met up with an internet “expert” who last job was listed as the senior teller at B of A. I guess being a senior teller is more prestigious than a regular one. Anyways, he was about 22, had started to grow some chin hairs and all his Facebook friends looked like the people he hooked up at his last frat party. When it comes to SEO gurus, I either to run into that type of crowd or the recently displaced mortgage broker who now has gone to a seminar or two and is now, Tah Dah, an SEO expert!

Sergio Zyman, a past Marketing Director of Coca-Cola and best-selling author, said it best. These marketing guys sell the voodoo to get business people believing that marketing is all a bunch of arcane information, understood only by special people born with innate marketing know-how and artistic abilities. Baloney! They play this games of charades to get away with the fact that they don’t really know their craft,  and they can’t produce a viable result.

Ok, so I am going to give the secrets away that is going to give these voodoo children a heart attack. All the secrets are published. You know, with Google and in books, like “The New Rules of Marketing & PR” by David Meerman Scott. For regular people that don’t practice voodoo.

Whew, I feel better now.  Like I went to SEO confession.

The expertise does not lie in what you know, but in execution. Doing is worth more than just knowing.

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