The best practitioners of SEO are the ones who use SEO every day in their own businesses. There are a lot of people running around who "know" SEO but they do not use SEO. This means they only have a surface knowledge of SEO. They do not know it intimately. Therefore, they can only guess what will happen when a person does something in a system. They do not know without a shadow of a doubt what will happen, they only know what they were taught.
The real practitioners of SEO are the people who use the systems in their own businesses every day. This is because they live, breathe, and eat SEO. It is their lifeblood and it is what pushes their businesses. There is no other way to say this other than these are the true masters of SEO. They know how something will affect their businesses and how soon that effect will happen, because they have done it before and they have seen how it will affect their work.
The person with a surface knowledge of SEO only practices SEO at work. Therefore, they are not fully invested in the process. They sit in their chairs and look at data without putting their money on the line and trying to make it work. This means that they are never fully invested in a project; they take a faraway look at problems and do not dig too deeply into the problem. In fact, it is not too much to say that they only send traffic to a site. They do not know how to make it convert, they just send traffic. That is only half of the equation.
A good SEO practitioner sees both sides of the problem and focuses on both sides of the equation. SEO is nothing if the SEO does not drive a person into conversion. If a person cannot convert a visitor, then it does not matter how much traffic they have, they are losing money. Therefore, this is where a street smart SEO person dominates a person who does not have any street intelligence. They understand the interplay between SEO and conversion. Therefore, they can help a business achieve their income goals because they deal with those realities every day in their own businesses.
In conclusion, a person who wants good SEO needs to look beyond a degree. They need to look to someone who has put the time into developing their own sites and getting knocked around the internet. These people know how ruthless and terrible online advertising can be and how to get results on the internet. People who only "work" in SEO will never have enough information to help a person make money (which is why a person should have SEO in the first place). Therefore, the smartest idea that a business or business owner can have is to find someone who has and does apply SEO in their own businesses every day. The sooner that a business can find someone like this, the sooner that business can make money and compete with the other businesses that may be better funded.
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