SES London 2012 - Andrew Goodman - 11 Ways To Be Invisible To Search Engines
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SES London 2012 - Andrew Goodman - 11 Ways To Be Invisible To Search Engines



Talk by Andrew Goodman at SES Conference & Expo in London, February 2012, on 11 Ways To Be Invisible To Search Engines

Talk by Andrew Goodman at SES Conference & Expo in London, February 2012, on 11 Ways To Be Invisible To Search Engines



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    SES London 2012 - Andrew Goodman - 11 Ways To Be Invisible To Search Engines SES London 2012 - Andrew Goodman - 11 Ways To Be Invisible To Search Engines Presentation Transcript

    • 11 Ways to Be Invisible to Search Engines (and irrelevant to real people) Feb. 21, 2012 @andrew_goodman #seslondon
    • Search Before 2001
    • Search After ~2005
    • It’s called a “media mix,” right?
    • Forget about Google for a second… no, really. Source: Hitwise. “Upstream visits before HuffPost”
    • It’s the end of SEO as we know it
    • “Sauter le requin?”
    • Where you rank is incredibly important (togetting a website visitor that is), *and* the most obvious SEO factors still work
    • Personalisation: end of the “water cooler SERP’s”? Source: Enquiro Research
    • Social Signals
    • Search in 2010: fully blended andpersonalized. No more “ten blue links.”
    • Search in 2013: Social signals skyrocket inimportance; influencers identified to you
    • Oh yeah…, and this
    • Social Objects and FREE
    • What gets shared? Social objects.Hugh MacLeod says:“Note to Social Media Mar-ke-ting Dorks: The hard currency of theInter-net is not Face-book “Likes” or Twit-ter “Ret-weets”, as flavor-of-the-month as they might be. By them-sel-ves, they’re worthless.”
    • What is a social object? Get creative. Going bowling, a charity ball. Art. Even if it’s Pamela Anderson pop art. A shared “interest” in _____________________ . Jesus, choir rehearsals, cookies, Xmas fund drive… The latest tablet. In Row 3. Look, point… discuss! Your family. A protest of the cancellation of a TV show thatdumped 20 tons of peanuts at CBS Headquarters Personal, sincere blog posts by a young CEO whohappens to inspire a lot of people (Tony Hsieh)… 2million followers on Twitter.
    • Contrived social objects? (But all good info is technically shareable.)
    • “The network is powerful, but thenetwork needs the node.” So PageRankhas been wildly misinterpreted, to saynothing of overestimated.
    • FreshBooks: How to be crapat SEO, and great at “winning”
    • Free, free, free. Search is your funnel. Give more away, wider funnel. The attention economy: popular = $$
    • 11 Ways to Be Invisible
    • 1. Spare, minimalist,understated brand. That’s the way to go.
    • For now, search tools and even reputation tools still rely on cues about importance, text formeaning, and *the ability to get to your stuff*. (Same goes for users themselves!)
    • 2. Leave info architecture to IT, then combine with minimalist theory
    • Instead: get (most) everything right
    • 3. Make Your Site Slow“Despite ourchallenges with the ITdepartment… we aredoing what we can.They have disputedsome of your claimsand as you know, thesethings can take time…”
    • Google Pagespeed Online
    • 4. Throw 500,000 crappy pages at the index all at once
    • Instead: broaden your view of indexing bestpractices…  Sitelinks, URL removal, weightings, and more…
    • Google Webmaster Tools – links screen How many links to internal pages?
    • Google Webmaster Tools – links screen  What anchor text? Is it a normal pattern?
    • Who cares if this page is indexed? (Actually, it does rank on the query for “klotzbachcleveland”… 55th… 10 spots worse than “Klotzbachgenealogy and family history research”)
    • 5. Hide Stuff and Officially Call YourPages “Barrier” Pages
    • 6. Offer bad user experiences whenthey arrive  I came, I puked, I left: the bounce will get you
    • 7. Buy links from a “link vendor” – becauseany old link will doInstead: do real world PR and ask for or incentivize links.Then, stop actively link building and build diversifiedapproaches to sharing instead!
    • 8. Focus on elaborate website builds whenyou’re local. Try to impress your friends. LinkedIn; own website; misplaced effort conveying nothing!
    • 9. Centralize editorial. Don’t train your writers inSEO, PR 2.0, social media. (Or, do the opposite…)
    • 10. Speak at conferences where nobody tweetsAt #seslondon @andrew_goodman says: to be invisible,just speak at conferences where nobody tweets
    • 11. Assume you can totally controlwhat they’re saying about you
    • Comments and feedback: different strokesfor different folks?
    • Top takeaways
    • Don’t reduce everything to one or two key factors  Prioritize, but be broad & comprehensive  Develop a full checklist / scorecard  “Google likes links” – yes but now what?  Clickstreams & behavior – uptick in importance
    • >
    • How to fund this? Link building? Work on the low-hanging fruit,then stop Move $ from traditional to online (P&G) Take an Adwords display network holiday Move content production & PR from “top down”model to “distributed communications” Open up, give more
    • Some of my social objects “Best of Awards” – Columns for ClickZ Book And of course… follow me at agoodman onGoogle+ to see full version…
    • Thanks!@andrew_goodman+agoodman