SEO: Science or An Art Form? (Week 9)

If everyone perceived the world and even the meaning and application of science and art differently, then what is the actual truth and unambiguous reality?

The debate of differences between science and art lasted over centuries, and it seems like this debate will last through the eternity of humanity’s era.

Both science and art are in a symbiotic relationship. Science needed to be seen and explained creatively to be understood, and art found a new way to be expressed, visualised and communicated by relating to science as a basis. The combination of both leads to a new perspective that one might now have thought of being useful before (James Stephenson, 2017). Applied science is technology. Applied art is decoration. Both are applications of science and art for practical purposes, and science and art changes how we perceive what is around us (Dave Featherstone, 2016).

How does this affect the perception that we have about our modern technological world? Lets explore a technological debate:
Is Search Engine Optimisation (SEO) a science or art?

My personal opinion is that SEO is both science and art. While your perception might differ from mine, here are the comparisons and reasons that lead to my perception that SEO is both science and art.

First, what is SEO?
SEO is one of the key search engine marketing (SEM) technique that is based on organic listings. It is a structured approach to increase the company’s or its products’ position in search engine natural or organic results listings for selected keywords or phrases (Chaffey et al, 2012).

SEO tries to promote the “white hat” technique of genuine, high quality content that customers want to receive as providing true values leads to lower bounce rates out of the website. Optimization for mobile platforms are important due to the rise in mobile usage.

SEO and Science Comparison:

Science	SEO
A branch of knowledge or study dealing with a body of facts or truths systematically arranged and showing the operation of general laws.	A structured approach in search engine organic results listings for selected keywords (Chaffey et al, 2012), in an ordered sequence through Google’s algorithm (Eric Sharp, 2015).
Systematic knowledge of the physical or material world gained through observation and experimentation.	SEO requires periodic observation of consumers’ pattern and trends online. Google’s algorithm formulas are the brain of search engines (Eric Sharp, 2015).
Verification and testing.	Google Verification allows verification of ownership of a website. Tests, experiments, and metrics are the key to SEO (Neil Patel).

SEO and Art Comparison:

Art	SEO
Quality, production, expression, or realm, according to aesthetic principles, of what is beautiful, appealing, or of more than ordinary significance.	Quality: Researching and studying a design (keyword research, website layout). Production: setting of foundation (on and off-site optimization). Expression: SEO tools (e.g. backlink analysis tools) are like paint brushes and canvass (Sen Si. 2020).
Any field using the skills or techniques of art such as advertising art.	Quality and relevant contents that readers and algorithms want to receive (Rob Peterson, 2014).
Creativity.	Creative SEO is thinking of how a marketing program can encompass social, graphic design, link building, content generation, and PR to drive toward a common goal (Rob Petersen, 2014). It is also about the website’s design/code so that usability and accessibility improves (Mark Jackson, 2011).

Conclusion:
Although digitalisation has turned marketing more into a science than an art form, there are many ways that online marketing techniques (like SEO) are still done through the combination of both forms.

A blend of scientific skills with creativity on experimenting or improving programs can lead to a competitive edge. Therefore, SEO is science and art because mathematical models do not establish business goals, relate or understand why audience purchase certain product. And every optimization process and project are unique. However, to be able to execute a good SEO, one will require skills and knowledge of SEO and the various algorithms that underly the website and SEO.

Just like how a creative staff cannot develop and execute creative strategies without understanding how to use and apply SEO, a technology staff cannot rely only on technical knowledge to implement attractive SEO that relates to consumers. Therefore, SEO is a combination of both science and art.