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

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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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  • 1. 11 Ways to Be Invisible to Search Engines (and irrelevant to real people) Feb. 21, 2012 @andrew_goodman #seslondon
  • 2. Search Before 2001http://freefirezone.files.wordpress.com/2009/01/getoutofjailcc2.jpg
  • 3. Search After ~2005http://freefirezone.files.wordpress.com/2009/01/getoutofjailcc2.jpg
  • 4. It’s called a “media mix,” right?http://freefirezone.files.wordpress.com/2009/01/getoutofjailcc2.jpg
  • 5. Forget about Google for a second… no, really. Source: Hitwise. “Upstream visits before HuffPost”
  • 6. It’s the end of SEO as we know it
  • 7. “Sauter le requin?”http://freefirezone.files.wordpress.com/2009/01/getoutofjailcc2.jpg
  • 8. Where you rank is incredibly important (togetting a website visitor that is), *and* the most obvious SEO factors still work http://freefirezone.files.wordpress.com/2009/01/getoutofjailcc2.jpg
  • 9. Personalisation: end of the “water cooler SERP’s”? Source: Enquiro Research
  • 10. Social Signals
  • 11. Search in 2010: fully blended andpersonalized. No more “ten blue links.”
  • 12. Search in 2013: Social signals skyrocket inimportance; influencers identified to you
  • 13. Oh yeah…, and this
  • 14. Social Objects and FREE
  • 15. 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.”
  • 16. 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.
  • 17. Contrived social objects? (But all good info is technically shareable.)
  • 18. “The network is powerful, but thenetwork needs the node.” So PageRankhas been wildly misinterpreted, to saynothing of overestimated.
  • 19. FreshBooks: How to be crapat SEO, and great at “winning”http://freefirezone.files.wordpress.com/2009/01/getoutofjailcc2.jpg
  • 20. Free, free, free. Search is your funnel. Give more away, wider funnel. The attention economy: popular = $$
  • 21. 11 Ways to Be Invisible
  • 22. 1. Spare, minimalist,understated brand. That’s the way to go.http://freefirezone.files.wordpress.com/2009/01/getoutofjailcc2.jpg
  • 23. 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!) http://freefirezone.files.wordpress.com/2009/01/getoutofjailcc2.jpg
  • 24. 2. Leave info architecture to IT, then combine with minimalist theory
  • 25. Instead: get (most) everything right
  • 26. 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…”
  • 27. Google Pagespeed Online
  • 28. 4. Throw 500,000 crappy pages at the index all at once
  • 29. Instead: broaden your view of indexing bestpractices…  Sitelinks, URL removal, weightings, and more…
  • 30. Google Webmaster Tools – links screen How many links to internal pages?
  • 31. Google Webmaster Tools – links screen  What anchor text? Is it a normal pattern?
  • 32. 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”)
  • 33. 5. Hide Stuff and Officially Call YourPages “Barrier” Pages
  • 34. 6. Offer bad user experiences whenthey arrive  I came, I puked, I left: the bounce will get you
  • 35. 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!
  • 36. 8. Focus on elaborate website builds whenyou’re local. Try to impress your friends. LinkedIn; own website; misplaced effort conveying nothing!
  • 37. 9. Centralize editorial. Don’t train your writers inSEO, PR 2.0, social media. (Or, do the opposite…)
  • 38. 10. Speak at conferences where nobody tweetsAt #seslondon @andrew_goodman says: to be invisible,just speak at conferences where nobody tweets
  • 39. 11. Assume you can totally controlwhat they’re saying about you
  • 40. Comments and feedback: different strokesfor different folks?
  • 41. Top takeaways
  • 42. 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
  • 43. >
  • 44. 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
  • 45. Some of my social objects “Best of Awards” – HomeStars.com Columns for ClickZ Book And of course… follow me at agoodman onGoogle+ to see full version…
  • 46. Thanks!@andrew_goodman+agoodman