SEO misinforms the client by dedicating their effort to organic rankings on a set list of keywords that the client and the SEO chooses. While some SEO do go beyond this, it is a regular practice for them to be narrow minded. SER looks at the entire site for term relevancy. This means we focus on what the site is already about and not force predetermined terms on pages that these term have no place to be on. It is not about getting the highest searched terms on the site. It is about finding the highest searched terms that are already on the site. This way you have the strong foundation for a relevant site and there is no fudging to get it that way.
Another aspect that differs Relevancy from Optimization is the focus on building a solid authority base for the site. This means that there is more focus on developing informative content and making the site more useful to the visitors. SEO is more geared around tweaking the existing pages to fit keyword terms and building fake link popularity. SER are is all about keyword relevancy and site growth.
SER does focus on getting more organic keyword driven traffic like SEO does, but the difference is the philosophy and the dedication to site goals and theme.
I do want to point out that there are relevant SEO's out there that just don't call themselves SER. They stick to the known term of SEO because that is what most clients will understand. I applaud the SEO's that understand the concepts of SER, but they should break away from the soon to be tainted ideals of SEO.
Read what others are saying about the SEO/SER industry. Some of these interviews show the SER ideals with a mislabeled job title. SER/SEO Opinions
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