Since the dawn of Mankind, SEOs have been spewing the tired and banal overture:
"FROM AN SEO PERSPECTIVE"
This single phrase, seemingly innocuous in its trite and habitual usage, has done more to destroy our industry than Matt Cutts and "Content is King" combined. This mindless uttering must finally come to an end, and we hope you will join the cause of extinguishing its foul flame from our vocational vernacular.
Before you take up arms against your fellow SEOs and implore them to stop saying "from an SEO perspective" or its variations, let us offer some ammunition, a couple of bullets to explain why its use is pernicious.
- An "SEO perspective" is implied - You're the SEO. Then of course your recommendations are from an SEO perspective. They're not hiring you, the SEO, to give your opinion from an oncology perspective. Is there any real reason to preface them with the obvious? Yes, and that brings us to our second bullet.
- It's weak and weakens your recommendations - Why do we say "from an SEO perspective"? What does it mean? While for many it's become a defacto prologue to one's real meaning, it does have its own overlooked purpose. That purpose is to undermine the very words to follow. "From an SEO perspective" means "What I'm about to say isn't important to anyone else and there's no reason you should care unless you just happen to be a big fan of SEO".
- Every time you say "from an SEO perspective" a kitten gets de-indexed.
Nobody cares about an SEO perspective,
but they should care about SEO.
From a business perspective, SEO makes a lot of sense. And that's the only perspective that matters. If your recommendations only hinge on an "SEO perspective" then you don't understand SEO's place in the big picture.
It's also used to admit defeat, or rather, surrender. "From an SEO perspective" says "I understand you're not going to implement this, but I still have to recommend it because I'm hired to do SEO and not think about the bigger picture". This is why you lose the implementation battle!
Next time you want to say "from an SEO perspective", grow some PageRank and stand up for yourself, your recommendations and SEO. Here's how to do it right:
- "From an SEO perspective, these redirects will help with the site redesign." - If you don't implement these redirects, then website rankings will fall after the site redesign, not from an SEO perspective, but from the perspective of reality.
- "From an SEO perspective, your site really needs unique meta descriptions." - Bad meta descriptions will result in lower click-through rates and could confuse users.
- "From an SEO perspective, we'd like to set up event tracking on the website." - It's important to measure user behavior and conversions on the website to know how best to optimize for them, increasing brand engagement and revenue.
SEO is a means to an end, and that end is what will get your recommendations implemented and your contract renewed. If that's not your perspective, then you aren't an SEO.