In her latest ClickZ column, “Short- vs. Long-Term SEO,” Shari Thurow proposes that most SEO firms can be divided into two camps — depending on whether they espouse short-term or long-term strategies. Short-term “algorithm chasers” are fighting a losing battle, she says, trying to get the best results at the moment and scrapping everything when an algorithm changes.
Instead of having a reactive strategy, SEO practitioners should instead take a proactive approach, by building a keyword-focused, search-friendly, user-friendly Web site. That strategy can also help increase conversions, attract links.