October 20th, 2010 by Nick

It is sometimes said that a SEO strategy ticks all the right boxes. This is one way of saying that the said strategy is an effective one which covers a few bases. However, while the tick box metaphor can be handy shorthand, it may be misleading if taken seriously. This is because the best SEO is never formulaic. There is no list which covers all eventualities and there is no recipe for success which can be applied to all sites at all times. These points are quite clear, but further elaboration can illustrate them more adequately.

At Searchengineoptimization.co.uk we produce tailored and focused strategies which give the sites of our clients’ sustainable success. However, the individual approach taken to each site is unique.

Seven reasons why tick box optimization fails

• There are too many important components of a campaign to codify them in a list format. A list can illustrate an aspect of a campaign, but it cannot hope to contain every aspect of it

• Any list will rapidly become obsolete due to continued technological innovation in the sector. For instance, changes in the relationship between the major search engines and the social media networking sites alter the rules of the game

• A tick list which aims to be inclusive can lead to complacency. A professional who becomes complacent will not perform to their full potential

• Lists of boxes may break up content into easily digested segments, but they can thus prevent individuals from seeing connections between data. Often it can be handy to see things from a broader perspective

• Ticking a box can give someone the illusion that a given task is complete. Much of optimization involves continuous processes and appropriate site maintenance

• Any list of tick boxes can distract from the fact that each site needs its own unique solutions

• The essence of effective optimization is its inherent flexibility. A rigid list of required steps could add to the problem of incorporating a flexible and open attitude within the heart of the implementation process

Effective SEO cannot be performed in accordance with a list of boxes because of philosophical reasons. This may come as a surprise to those wedded to a technological mind set, but abstract philosophy matters in this case. If optimization was a purely technical discipline, it would be easier to come up with appropriate lists. However, creativity matters. This can be seen by looking at two examples.

Firstly, creativity counts when it comes to devising things like link bait. This means that it is impossible to break it down too neatly. Secondly, aspects of optimization like conversion rate optimization are slightly a matter of taste. When investigating what makes users linger on a site, it can be very handy to look around at a range of options. It is then necessary to alter an option in accordance with the context of a site and the features of the site itself. While some approaches are ‘wrong’, it is sometimes hard to say that any one approach is absolutely correct. Hence ticking boxes will only get a practitioner and the site they are working on so far.

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