The role of technical SEO is “makeup?” Really?

I was appalled by the main message of Clayburn Griffin‘s column the other day, “The role technical SEO should play: It’s makeup,” and I made my feelings towards the post pretty clear on Twitter. Many others shared my sentiments. So when Search Engine Land’s Executive Features Editor, Pamela Parker, reached out to see if I wanted to write a reaction piece to express some of those views, I was happy to oblige. The purpose of this post is to provide a counterpoint, and I will attempt to (re)position technical SEO as I see it. This necessarily means I will need to point out what I perceive to be some misconceptions in the original post… Misconception #1: Technical SEO is superficial The main issue I took with Griffin’s piece is that the analogy he used — “technical SEO as makeup” — is totally off the mark. Technical SEO is a fundamental requirement for websites of any size to rank in organic search, so to describe it as superficial is simply inadequate. You can Search Engine Land Source

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