1. Brochureware 2.0: Futile attempts
at total brand control
Instead: balancing user needs with architecture
to help search spiders – on a home page
Instead: Demonstrate how you’re active in
the community, then blog, tweet, share.
2. Hide Stuff and Officially Call Your
Pages “Barrier” Pages
3. Buy links from a “link vendor” – because
any old link will do
Instead: do real world PR and ask for or incentivize links.
On the other hand, Google relatively forgiving on this –
cheating not usually a “minus” but “lack of plus”
4. Centralize editorial. Don’t train your writers in
SEO, PR 2.0, social media. (Or, do the opposite…)
5. Obsess about the 10 blue links.
Ignore local search, video, etc.
6. Speak at conferences where
At #vsmTO @andrew_goodman says: to be invisible, just
speak at conferences where nobody tweets
Don’t reduce everything to one or
two key factors
Sure, prioritize, but be comprehensive
Develop a full checklist / scorecard
“Google likes links” – yes but now what?
“Keyword research is key” – yes, but how?
Clickstreams & behavior – uptick in importance
Include visibility & user experiences in dialogues
at all levels: IT, editorial, marketing
Quality content in higher volumes +
happy, vocal supporters =
(even in B2B or retail)
You can be visible by appearing on
other high-ranking websites
Create press releases
Hold events or partner with them
Share over social media
You might even get a link back!
Suddenly it’s not all about your website’s
It’s about total mindshare
Don’t call it linkbait! It’s not a
narrow tactic – it’s PR 2.0
Keep thinking: where are we headed?
Why do you suppose Google is doing this? (New search
layouts, and many new ad formats to follow…)