The job of an SEO is fairly complex. Misconceptions gathered by novice SEOs or by website owners who manage their own sites and think that SEO is nothing but the entering of a few meta keywords, give no credit to the amount of work, skill and craft that needs to be employed by effective SEOs every day.

However, there are also many hardworking SEOs in the field who, despite employing great focus and creativity, still find it difficult to know how to improve their skills further.

There are a number of different avenues that an SEO can follow in order to begin improving the quality and effectiveness of their work. These areas include a study into the art of Information Architecture (IA) and the application of the “mental model” as two mere quick examples. Read the rest of this entry »