#18 – The Final Letter of a Self-Loathing SEO
I must confess, I have failed you. I have failed our family.
Emblazoned on our family crest, above a finely-etched image of a brand new iMac and Moz’s Roger, lies the family motto, which I have so disgracefully shamed; “The Links Will Come Naturally.”
I have not lived up to that motto, father. The links have not come naturally. I’ve had to build them myself. I have even built links without building relationships. This is not how you raised me.
When I was 12, you shot a man. It is a vivid memory for me. I can still picture the rage on your face, when that wretched man interrupted your afternoon pint and dared to call you a “link builder”. You challenged him to a duel. At dawn, you both plucked a pistol from a silver platter, turned your backs, took thirty steps and turned. You were the victor, and no man has dared to call you those unsavory names since then. His family’s tears fueled your personal content marketing brand better than even the most retweeted Tweet ever could.
Your blog post describing the duel was a huge inbound marketing success. “This is what a real man looks like,” you said, pointing at the deluge of comments and social media shares. “A real man never asks for a link in exchange for content. A real man attracts links like a magnet.”
I have not attracted links like a magnet and I have ruined the family name. I run around in some bad circles, father – I associate with people who still call themselves “SEOs”…and even “link builders”. They have not rebranded themselves into inbound marketers. I have fallen in with the blue collar ditch diggers, building links with my own sweat and blood. Such things are beneath our family and I feel nothing but shame.
“You never place a link with the intention of increasing search rankings,” you told me one morning before your weekly fox hunt. “That is spam. Never forget this, my son.”
I loathe what I have become. I must confess, father, I am an SEO. A link builder. I am not an inbound marketer or a relationship builder. My link building strategies may be formidable, but I cannot deny I am just like all the other riffraff.
Rest assured, though, father – we hate ourselves just as much as you hate us. Some of us have evolved, abandoning Search Engine Optimization for advanced “link earning” techniques. This new breed of “inbound marketers” have become the elite, and would make better sons to you than I have.
I have written articles that have earned minimal social shares and not a single comment. I have provided content that does not include graphs or charts. Sometimes I have stooped so low that I have merely provided entertainment in exchange for a link – and I did it all in the name of higher search rankings.
What I do is effective, but my work is as lowbrow as the work of the blacksmith who shoes your horses. I know you disapprove and I understand why you disowned me. I ask only this – when Wadsworth, our beloved family butler, serves your after-dinner whisky tonight, please remember me as the bright-eyed boy who clung to your every word. I regret that I had not the strength to follow your example. We walk different paths now, father, and I must continue down mine – it is a dark path, but it is my own.