Does SEO give you a bit of a headache? Do the “rules” about where to use keywords, how to build links and Google’s endless release of animal-themed updates have you wishing the internet had never been born? You’re not alone. Even as someone who provides SEO services, I’m constantly frustrated by the stream of do-this-not-that advice coming from Google headquarters. But what is SEO these days, really? And why do we need it? These are my thoughts… well, to be fair its more of a rant… on what SEO is, isn’t and what it means to us as businesses and marketers.

Google has made it pretty clear: inbound links matter. They append that with “quality, relevant…” and that sounds like a sensible thing until you realize that the definition of a “quality, relevant” link has changed over the years. Unfortunately, many of us are still following old ways and now we’re getting knocked down in the rankings because of it. Every new update seems to tighten the noose, so what should we do? Here are a few tips that can help you build links that count and avoid those that appear to spam. Google may change its mind again, but for now these are simple, practical ideas that can not only get you links, but help build your overall traffic and credibility too. And that can never be bad!

Photos are getting bigger, bolder and they’re showing up in more and more places, from social networks to search engines. Besides being fun to look at, images and photos can help drive traffic to your website. There’s a strong case to be made for making sure you use attractive and interesting photos, but even if you have the greatest photos in town, it won’t do you a lot of good if people can’t find them. Here are a few ways you can optimize your images so they’ll show up in search engines and help drive traffic back to your website.

Some SEO mistakes are costlier than others. Choosing the wrong keywords, though it may not end in a disaster like getting banned from Google, will have the same effect as choosing no keywords and doing no optimization at all. And that’s just a waste of your time and a loss for your business. Here are a few ways you could be derailing your efforts before you even begin. And how to rethink your efforts for a better result.