You don’t always need to be a search engine optimization specialist or link building expert to make sure your site is moving up the search engine listings. However, it pays to understand that there are a lot of nuances in the SEO world that can work against you if you are coming to the world of optimization for the first time. Although the field of SEO is probably one of the most open when it comes to giving out tips on rankings, there is often so much contradictory information out there that you will see people trying to settle small differences of opinion with links to various forum posts.

What kind of advice should the amateur (or up and coming) SEO practitioner look for in the world of Search Engine Optimization?  Here are a couple that might

• Someone Already Tried That Trick. In many cases we work with clients who try to do something that was already discovered (and filtered) by search engines a long time ago. For instance, people seem to come up with “tiny text that blends into the background” on a frequent basis without being prompted. It is always good to see people thinking logically and creatively, but it pays to run your idea by someone who has been around the block a few times.

• SEO Jobs are often given to those who don’t know much about SEO. We often see webmasters arguing that the site has “great SEO” because they added 500 phrases to the meta keywords tag. Don’t be afraid to ask questions, or seek out a second opinion. When in doubt, it pays to get a little self-education to see which “expert” is the most up to date.

• The Landscape Changes All The Time. Although this can be said for many technological fields, SEO is probably a lot more dynamic than programming or product development trades. This is because optimizers have to react to today’s update in Google or Bing, while keeping an eye out for the next search engine or social media trend. The best SEO consultant might be one that tells you to scrap the project he recommended to you yesterday because Google changed its mind!

• You Have To Become An SEO Historian. A programmer does not have to know anything about Charles Babbage or Blaise Pascal to build code for your site, but an SEO expert should have an advanced knowledge of yesterday’s SEO. This is especially true because there have been so many “black hat” tricks used in the past that your current SEO project needs to avoid even the appearance of impropriety. (If you’re in the Gray Hat realm, you also need to know the appearance is avoided while the impropriety moves forward.) Many innocent techniques could get mistaken for Cloaking, Keyword Stuffing, Hidden Text, Duplicate Content, Doorway Pages, and Link Buying. If your SEO expert is unaware of these outdated tricks, your site may be traveling through an optimization minefield.

• You Don’t Need Experience To Get Started. Even though the above tips counsel the use of an expert, you can still begin your SEO project by yourself with minimal SEO knowledge. There is no substitute for experiencing optimization firsthand, and many of our best clients would make for above average optimizers in their own right. Knowledge of how search engines work, and what they are looking for, can guide you in DIY SEO processes, and help you find a consultant who can take your site to the next level. Until that point, you can begin sprucing up your site (carefully!) and see how the search engines react to better titles, upgraded content, and readable code.

Everyone in the SEO field started somewhere, and is usually guided by their initial experiences. People who have been around long enough may have used techniques that were perfectly acceptable (or very successful!) for a time before they fell into the “black hat” category. The more agile SEO experts have moved toward standard best practices that include turning the site into a resource and creating linking campaigns that fall within the realm of acceptability for Google and Bing. The difference for seasoned experts usually involves more involvement in the SEO community when it comes to discussion and information sharing, plus a continuous educational process. Unlike most other specialties, the need for constant learning in optimization can be the difference between success and failure whether you are looking to improve your own site’s rankings or get a job in SEO. While there may be more challenges and knowledge needed before you can consider yourself a true “SEO Expert” there are also a great deal of opportunities for people who can prove themselves on Google’s playing field, and plunging head-first into search engine optimization is the best way to start.