The alligator party in South Florida was meant to be a spectacle. A 10-foot alligator was advertised to be released at a rooftop bar, attracting the attention of curious onlookers. Intrigued by the professionals behind this gimmick and their role in turning online life into a “search-optimized hellhole,” I decided to book a plane ticket and attend the party. I wanted to understand the people who exploit our basic instincts for traffic and profit. Who are these individuals making money off of everyone else’s misery?
In 2023, many individuals are dissatisfied with their ability to find reliable information on the internet. They blame Google Search for providing “absolutely unusable” and “garbage” search results that lack authenticity. Some believe that Google, with its massive market share and power, is corrupting our access to the truth. But others point fingers at the mysterious world of search engine optimization (SEO).
SEO is a complex practice that goes beyond buying advertising space. It is more like a wizard projecting his voice to manipulate the algorithms and appear higher in search results. The goal is to tell the algorithm what it wants to hear, luring people in with the promise of objective information, only to show them advertising. SEO techniques have become insidious, making it difficult to find reliable content online. Nearly everyone despises SEO and those who practice it because it has exposed the internet’s true nature – a platform for selling products.
So, who pursues a career in SEO? There is a stereotype of SEO professionals as hustlers, willing to disregard rules, morals, and good taste for fame and fortune. They are seen as nihilists, pranking their way to success and enjoying the thrill of getting away with it. According to Cade Lee, an experienced SEO professional, there is a distinct arrogance among those in the industry. As they succeed, they believe they have outsmarted Google and become geniuses.
As I delved deeper into the world of SEO and its impact on our perception of reality, I became more intrigued by the alligator party in Florida. I hoped to witness an SEO expert, who had flooded the internet with misleading information, receive their comeuppance at the jaws of a gigantic alligator. It could be the perfect anecdote to expose the unethical practices of SEO professionals, while simultaneously claiming the moral high ground. However, as I arrived at the party, things did not go as expected.
Firstly, the alligator was much smaller than advertised, measuring only five and a half feet in length. It was a classic case of clickbait. Secondly, I found myself sympathizing with the digital marketers I met. They were not the ruthless individuals I had imagined, but rather normal people who dressed according to the Florida lifestyle. Missy Ward, a successful SEO professional, caught my attention with her feisty and wry energy. She had been in the industry since 1998 and eventually sold her company for $40 million. Instead of feeling disdain, I found myself rooting for her success.
I also encountered Daron Babin, a self-proclaimed “modern-day pirate” in the world of SEO. His career began before Google even existed, and he reveled in the manipulation tactics used to outrank others. Sitting on a patio overlooking the Atlantic Ocean, Daron told stories of his exploits and the community of geeks and nerds who reveled in beating algorithms.
The host of the alligator party, Darren Blatt, approached us and expressed his excitement about my meeting with Daron. The two had been friends for decades, navigating through the profit-filled world of porn, pills, and gambling. They had managed to exploit these online industries before regulations set in, making a fortune in the process. Daron’s career skyrocketed when he transitioned into SEO consulting, charging thousands of dollars a day. Now, he invests primarily in cannabis and psychedelics, finding SEO to be too complicated for too little return.
As I reflected on my experience at the alligator party, I realized that while many people complain about SEO ruining the internet, those within the industry claim that it is in decline. I spoke with Jairo Bastilla, another SEO professional, who shed light on the challenges and changes in the industry. He emphasized the importance of adaptability and staying updated with the ever-evolving algorithms.
Overall, my trip to the alligator party provided a unique perspective on the world of SEO. I expected to witness the downfall of manipulative individuals but instead found a group of diverse professionals, each with their own motivations and experiences. While some exploitative practices do exist in SEO, it is essential to recognize the complex nature of the industry and the efforts of those who strive to provide valuable content online.
