Over the weekend, I had the opportunity to get some casual reading done — well, casual for me. (Meaning I wasn’t reading Shakespeare, Milton or Chaucer — all fun, but not ‘casual.’ [Though, I do need to go through the Canterbury Tales again…]) I checked out some other SEO companies online.

Wow.

That’s really all I should have to say about that. “Top 10 rankings guaranteed in 5 weeks or your money returned.” “We’ll get you to the first page in Google in a month, without question.” “You’ll rank so high the Almighty will want to read you from Google.”

Sweet Methuselah’s beard, promises like these are signs of a company that you should avoid at all costs. Honestly, anyone who is promising you a top 10 ranking in any sort of timeframe, or even at all, is a shady character.

If I’ve said it once, I’ve said it a 1,342 times, SEO is about techniques and best practices, but there are no guarantees. Come on crappy companies, stop making ridiculous promises like this!

AT&T is offering to help build and “improve” websites with a purchase of their web hosting services — fan-freaking-tastic (please note the sarcasm).

They’re doing this under the guise of helpfulness to small and medium sized businesses, but I promise this will be less helpful and more hurtful. No disgrace to AT&T, I like their products, have an AT&T mobile phone and think they do good work; however, building and improving websites isn’t their specialty.

These are going to be more off-the-shelf crap generic products. If you’ve seen one FrontPage site, you’ve seen them all, which is exactly how I imagine the AT&T developed ones will be.

Their design experts will work with business owners on, “issues such as copywriting, blog and forum integration, database development, search engine optimization and electronic shopping cart capabilities.”

Now, maybe it’s just me, but when was the last time you met a designer you’d trust with your SEO efforts? Seriously, SEO is rooted in good content strategies. How many designers do you know who would love to write and give you tips on your writing?

I promise you this: There will be some messes to clean up after this. Web hosting companies should stick to what they do well: web hosting. If we all just do what we’re good at, the world will be a happier place.

What exactly is a digital destination? It’s really more of a concept and an ideal than a specific set of ideals — at least at this point.

That’s what makes digital destinations so ephemeral, you know when you’re on one, but you’re not exactly sure what makes them so memorable.

A Brief History of  Interactivity

With a digital destination, there is interaction. Websites are not traditional documents. This is the culmination of mass communication and documentation.

Take it way back and there were cave drawings, which served their purpose — though there was a slight issue with portability.

Fast forward, you have handwritten scrolls. These were definitely more portable, but there was now an ever so small issue with reproduction.

Fast forward, you have the printing press. Now there are documents for the masses, but they are in bound books, not really interactive. Not only that, but these books weren’t cheap, so people didn’t want to ruin them.

Fast forward, you now have affordable printing. People can now slightly interact with their documents — at least to the extent that they can draw on them.

Fast forward, you now have the Internet. Finally, we’re at the stage where people can interact with documents, can influence their design and can truly experience the content. That’s just it, for people to learn, they don’t need to just sit there and quietly absorb it — they need to experience it!

This level of interaction sets the basis for a digital destination — more on what exactly that means later.

Are you passionate about what you’re doing? Seriously, are you? Whether you’re working online (go team!), working at home or just working because you need to work, you should be happy about what you’re doing.

Right about now I figure you’re probably asking yourself, “And this has what exactly do to with SEO?” Well, as Yoda said in Star Wars, “everything.”

Alright, well, I’m not exactly sure if Yoda said that, but as far as I can remember he did — so just go with me here.

Do you like your site? Are you proud of it? Do you want to tell everyone you know about it? If you’ve answered all of these a resounding yes, then you’re well on your way to a good SEO campaign. Seriously, that’s exactly what SEO is: it’s telling everyone about what you do.

When someone heads to your site and is impressed with what you have on there, do you know what they’re going to do? They’re going to tell other people about it and recommend them to visit your site.

You’ll then have more visitors, who then tell more people…oh yes, the numbers will multiply.

Do you know what The Google Machine will then do? It’ll take notice and start ranking you higher. This will happen because it sees lots of people visiting your site, and if lots of people are visiting, then sure enough other would want to as well.

Oh yes, it all comes down to passion. So if you’re not passionate about your current work, maybe it’s time for a little evaluation. You see, online, you can be whatever you want to be.

These days, everyone seems to be talking about SEO standards — that is to say, whether there should be any standards. This, to me at least, is an adorably cute question.

Regardless of if we want standards, “need” standards (as prescribed by some outside entity) or care one way or the other about them, they’ll never be enforceable.

Seriously, who or what could police the Internet? The most sophisticated Net users are typically those who break the rules, the hackers. It’s not that I don’t think a hacker wouldn’t get a kick out of policing SEO practices, it’s just that I think they have better things to do.

Not only that, but let’s, for argument’s sake, say that we were to attempt to develop a set of SEO standards. Who, pray tell, would come up with these? A government entity? A conglomeration of SEO professionals?

Come on now, have any of you been watching the John Adams mini-series? Notice how well the delegates to the Continental Congress worked together? Yeah, they didn’t — and that was kinda a life and death situation, this isn’t.

I imagine the squabbling that would go on between SEOs would look something like the amazing politicking that happened between the pirate leaders in the third Pirates of the Caribbean movie. Lots of shouting, little of anything getting accomplished, but certainly a fun time.

Moral of the story: if we ever attempt to do anything as silly as get some “official” SEO standards, sign me up for the conference, because I’m sure it’ll be a wild and crazy, but ultimately unproductive (as far as the standards go) time!