Designing for the web since 1996

Per Axbom

Senior UX designer and digital strategist, with expertise in interaction design, accessibility and visual storytelling.

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Everything since 1996: projects, templates and tools, talks, publications and awards. Open the filter to see only what is relevant to you.

Publication

“Search engine optimization is always ugly”

Organization
Computer Sweden
Role
Opinion piece
Years
2007
View larger: The article on idg.se, 31 October 2007: “Sökmotoroptimering är alltid fult” by Per Axbom, Computer Sweden, Debatt, with the lead and the first paragraphs.
Photo: Internet Archive

A debate article in the trade paper Computer Sweden, printed on page 2 on 31 October 2007: search engine optimization is ugly, because manipulating results stops search engines from giving people what is most relevant – and risks turning them into just another advertising channel. Usability and accessibility should come first.

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  • I first sent it in, heard nothing, and posted it on my blog in September 2007 – then found it printed a month and a half later.
  • It sparked a heated debate across Swedish blogs and SEO forums, including pages calling me an idiot. I spent three days and nights answering in the forums.
  • The turning point, as I told it at World Usability Day 2016: a respected SEO consultant, Nikke Lindqvist, wrote that he agreed with everything I said – except the headline.
  • A year later I looked back and noticed how much support I had missed while the personal attacks gave me tunnel vision.

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