SEO: Did-It's David Pasternack Doesn't Get-It

33 comments

In an attempt to look relevant while remaining otherwise, David Pasternack wrote an article about the demise of SEO, based on faulty MarketingSherpa research. His article states self serving garbage like:

Unlike Paid Search, in which it's a requisite to continually monitor and optimize one's campaign in order to navigate through a dynamic auction-based environment, SEO is a job that is essentially a one-time task, not a continuing responsibility requiring the services of an outside firm.

Rand flame broiled David, and Barry pointed at a SEW thread which is doing similar.

Nice article David. It was equally selfish, stupid, and short-sighted.

Comments

Wow

I dunno, he hits on some (one) truths but the bulk of it is bullshit.

In theory, you can run a one-time PPC program just as he's saying you do SEO. But your PPC program would do the same thing as a one-touch SEO program would - it would fail.

He's very short-sighted if he thinks SEO is a one-time deal. If you educate your clients, yeah, they'll probably take it in-house. But that doesn't necessarily mean all busineses that learn form elsewhere want to dedicate the resources to a full-time employee.

That's one of the more arrogant things I've read in awhile. What a mook.

Though, this could be good for business in a year or two if a lot of people actually read that junk. =D

PR stunt or not

Whether this was a PR stunt or not (it's certainly generated buzz), I'd not want to be in this guys shoes. Slapping a competitor through savvy and witt is one thing, but slapping a huge part of an industry you're directly tied to shows zero savvy or witt. I wonder what his clients are thinking?

amusing

He's been far to generalised and sweeping in his article, it lacks a bit of reality. SEO certainly isnt a 'fix it once task' in most cases.

I did find this paragraph amusing though -

"SEO practitioners like to view themselves as Jedi Knights who are magically endowed with powers which can magically decrypt the occult secrets of search engines' algorithms. This glamorous self-image is reinforced each time the mainstream business press reports on their edgy antics."

well that is true

"SEO practitioners like to view themselves as Jedi Knights who are magically endowed with powers which can magically decrypt the occult secrets of search engines' algorithms. This glamorous self-image is reinforced each time the mainstream business press reports on their edgy antics."

I challenge any white hat SEO (or lesser being in SEO terms) to rank with an unknown site on money keywords within 2 years.

One time task?!?!

OMG LOL HAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAH

I think he just won the "Understatement of the Year" Award.

I love it!!

That is great! One time SEO job.. ok fellas you heard it from the top.

Make your static site, never add content to it... and enjoy your page 400 rankings!

In fact, you never have to change anything.. back in 1996 Altavista used to list thing alphabetically, so based upon this guys understanding of SEO, just make sure your site title tag starts with a '#' or at least an 'AAA' and you got #1 rankings!

Whoo hoo!!

dynamic

Yea, I guess that means that the natural SERPs are not a dynamic, ever-changing enviroment.. rofl. Go on, keep raking people over the coals for your button pushing service.

...

You mean Im not a Magical Jedi... im so depressed.

Quote

Quote:
David Pasternack is president and co-founder of Did-it.com, New York. Founded in 1996

Hey Dave, when you started Internet Marketing, how did the search engines provide results? I mean you have 'seen it all' all the way back from the mid-1990's right, so nothing has changed on the organic results?

Damn

That's where I was going wrong.

I've been wasting time watching my positions. If I knew i didn't have to I could have put all that energy into more one-time SEO!

So SEO is the new gift that

So SEO is the new gift that keeps on giving ?

Yoda says ...

Hmmm. Linkage is the path to the dark side. Linkage leads to authority. Authority leads to ranking. Ranking leads to mo-ney.

I've been to the other side

The Did-It president definitely screwed up, no question about it. A couple observations:

1)SEO industry people are very, very, VERY touchy about their profession. Why is that?

2)Why can't SEO people admit they don't know as much about PPC as PPC specialists, and why can't PPC specialists do the same? The reality is SEO and SEM are two very different areas that require, for the most part, very different knowledge, infrastructure and investments. In defense of PPC specialists, I find that they are much more willing to admit they don't know SEO well. SEOers, on the other hand, tend to think of themselves as PPC experts with alarming regularity.

3)Did-It has been very good at marketing-through-article. As they try to get execs other than KLee into the mix, however, I think readers will will realize that being an SEM exec doesn't necessarily make writers SEM experts.

ive been doing it wrong the whole time

If only i knew i could just optimize once, get it perfect the first time and it would work. im so bummed... i guess i have been ripping people off this whole time.... Every time i go in and tweak tags or content... or build more link popularity... i guess thats just me doing too much work...

Oh wait, isnt this coming from someone who just adds the keywords to a campaign, puts in the amount to spend and hit "go" ....

I never did like the idea of

I never did like the idea of combining SEO and PPC-ers under one term because they're not the same; those who do both could just say so. Otherwise, having one term that assumes one does both is not at all descriptive or helpful.

Touchy? We're not F#$&! touchy!!!

J/K! LOL

We're only touchy about people spreading misinformation about what we do. If we were able to spend less time removing misinformation (i.e. SEO is a one-time, "set it and forget it" part of your online marketing strategy), we could spend more time educating our clients and new SEOs on the many ways to optimize not only a website, but the total online presence as well.

“Why can't SEO people admit they don't know as much about PPC as PPC specialists, and why can't PPC specialists do the same?”

Which SEO and/or PPC people are you referring to? There are plenty of people out here equally skilled at SEO and PPC; that’s why. One might only choose to be more hands on with one vs. the other.

Let's be clear about each discipline. SEO (done correctly) entails the optimization of not only a website, but a complete online presence. Thus, SEO requires knowledge of multiple tools/tactics to make a company more visible on the Web to the right audience. PPC, while very important, is but a single tool/tactic used to make a company more visible on the Web.

touchy!

Well for this article, I find it more funny than touchy... especially since it has given me another resource to help me educate my clients on Internet Marketing. Thanks Dave - you gave me a nice topic for my blog today ROFL

... ok nvm, it did piss me off as well... im touchy.

Founder

I have seen you mention this a couple of times over the last few weeks:

1996 Altavista used to list thing alphabetically, so based upon this guys understanding of SEO, just make sure your site title tag starts with a '#' or at least an 'AAA' and you got #1 rankings!

This his technique worked well into 1998 on the Yahoo Directory as well as AltaVista, but AV and Yahoo used ASCII for alphabetical sort, so titles that began with a space (ascii 32) or ! (ascii 33) did much better than those that started with A (ascii 65).

IOW

With PPC so bogged down with click fraud, why would anyone use it when they could just hire an SEO for organic listings?

Click fraud

scary...!

The click fraud stories make great reading, but in reality are overhyped and dramatic.

A bit like David Pasternack's article really.

true, but...

If the click fraud stories talked about how some consultants clicked their own client ads to keep bleeding budget to justify the ongoing PPC maintenance fees then it would be a bit more akin to the rubbish David put out.

The click fraud stories make

Quote:
The click fraud stories make great reading, but in reality are overhyped and dramatic....A bit like David Pasternack's article really.

That was the point, PPCblogger ;-)

If you've been around long enough, you know by gut feeling about the different "camps" of online marketers out there. For example, how many TW members have published articles on ClickZ ?

Looking at Did-it from a competitive intel perspective, I don't view them as a marketer's marketer. I doubt their customers read SEO websites. I suspect this activity has generated a decent amount of attention and backlinks, no?

Commentary

Regarding the article
1. SEO Isn't Rocket Science
[ no, but it is an art in the right hands ]
2. SEO is a "Fix-it-Once" Task
[ only if your competition believes this also ]
3. Marketers are wary of Pushing the SEO Envelope.
[ sounds like they never firgured out web 1.0 and don't have a clue about web 2.0 ]

I want to write an article

I want to write an article and tell everyone that they can kiss my ass, yeah, and then they will get mad and link to me and it will be really cool! =P

Did-it, Didit, Did-id, Dit-it, Dittit, Tididt, Ditdit, Ddidid..

If Did-it doesn't understand that SEO (e.g. top rankings) and SEM (e.g. PPC bidding) have to work hand in hand for maximum ROI, then their services are not worth a penny. Sorry David!

hehe

Quote:
This his technique worked well into 1998 on the Yahoo Directory as well as AltaVista, but AV and Yahoo used ASCII for alphabetical sort, so titles that began with a space (ascii 32) or ! (ascii 33) did much better than those that started with A (ascii 65).

LOL!! I bet I could of beat that with 2 title tags back then just using "AAA" :)

Remember when they weighted the title tags 'double' if you put two title tags in :)

Actually even later

>>This his technique worked well into 1998 on the Yahoo Directory

I only got into the web in 2000 and it was still working fine for at least another year.

We used to throw up a 1 page site on a keyword-keyword domain with "#1 keyword keyword" in the title, submit to yahoo, and as soon as it was listed, switch the content to what we knew yahoo would never approve ;-)

>I only got into the web in

>I only got into the web in 2000

What the hell took you so long? doesn't sound too sly there, old dog. IMHO

Good times somewhere else :)

2000 was the end of the tech bubble so I had to do something :)

I think I heard that guy speak at DMA

He actually had a few smart tidbits about segmenting your PPC campaigns. It's a shame that I no longer believe a word he says :-(

I tried to post a comment on that DM News article by D.P.

My first comment had links to Rand's blog posts refuting most of Dave's points. It never got published, so I just tried to post another comment saying Dave should read this Threadwatch piece with a link to it. I doubt if it will get published.

I have never had much faith in DM News, but now I have none.

They might not like it if

They might not like it if the news is that direct ;)

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