The SEO Intelligence Agency (S.I.A.) is a small group of SEO professionals dedicated to testing SEO methods in a controlled environment and either "Busting or Confirming" each SEO variable and tactic, thereby creating a new set of "SEO Best Practices" based on science rather than theory.
How it started..
It was October, 2015 at my (Dori Friend) 4th SEORockstars Summit (where the best of the best underground SEO’ers come together and share their ninja SEO tactics) and Kyle Roof took to the stage. It was a slow start as he pulled out his laptop, thanked us for having him and plugged it into the projector, but…
What happened next had all our mouths open in awe and craving for more!
What Kyle did was simply show us how he tested single variables on Google and then gave us the results of some of these tests. (Which, by the way, had most of the SEO professionals in the room perplexed as we assumed the opposite to be true in at least 1 of his studies) Huge eye-opener!
It was SO simple yet SO powerful. It made complete sense and reminded me of the time ‘I’ was a fanatical tester and the HUGE benefit that came from that.
You see, most SEO professionals know they should be testing, but it is expensive and horribly time consuming. Thus, 99% of the SEO industry gets their SEO knowledge from reading forums and articles on MOZ, and then think they ‘know’ what works, when in fact, most of the time, it doesn’t.
A quote from Kyle in that same SEORockstar presentation:
The difference between an SEO professional and an SEO practitioner is that the SEO professional informs himself by testing and the SEO practitioner informs themselves by reading an article on MOZ.
The SEO industry, to say the least, is plagued by SEO myth and theory that spreads like wildfire from the ignition of Google’s propaganda machine that keeps the SEO industry at mediocre at best.
The mere notion of SEO (which is to try to manipulate the search rankings) is against Google’s terms and conditions making ANY type of SEO forbidden and has scared most small time players out of the practice and INTO Google’s advertising platform for traffic. (But that’s another story for another day.)
The larger companies that are still in the game declare they only perform ‘White Hat’ SEO are misleading their clients that there ‘is’ such a thing and are most likely on Google’s payroll* in some shape or form and continue to mislead the masses (small business) with toxic misinformation.**
But, to the credit of a small group of individual SEO’ers (namely Kyle in this instance) that have turned a deaf ear to the misrepresentation of the craft, have come out ahead by secluding themselves (not listening to the so-called gurus in the industry) and using scientific methodology for testing of each search engine variable one at a time.
Back to Kyle’s jaw dropping presentation. By the end, every SEO Professional in the room was BEGGING him to sell his ongoing test results. I was begging him for them! I knew how hard it is to test! I knew how valuable testing is!!
At that moment, I knew THIS was where I was going to go back to. Back to my roots and start testing again AND was going to pull some of my best SEO associates in and create a “testing club” of sorts so we could divide and conquer in our testing.
And, that is exactly what I did.
Starting with getting Kyle on board to lead up the group of testing and testers, the “SEO Testing Club” was born.
My staff, on the other, hand came up with the “SEO Intelligence Agency” (S.I.A.) as a clever play on the C.I.A. (Central Intelligence Agency) the United States core undercover spy type equivalent to the U.K.’s James Bond.
And even though it is a mouthful for me to say, (I even have a blooper video of myself trying to say the name correctly over and over again) it stuck. We created a fancy logo and came up with a clever name and the “SEO Intelligence Agency” (S.I.A.) was born!