Barry adams sa scon-june2014-google-parasite

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Barry adams sa scon-june2014-google-parasite

  1. 1. POLEMIC D I G I T A L @badams POLEMIC D I G I T A L The Google-shaped Web A Tale of Cats & Parasites Barry Adams Polemic Digital June 2014
  2. 2. POLEMIC D I G I T A L @badams About Barry Adams • Freelance SEO consultant Polemic Digital (July 2014) • Dutch (yes, really) • Twitter ranter: @badams • Lecturer on SEO & Digital Strategy • Editor & blogger for StateofDigital.com • Also blogs at PolemicDigital.com
  3. 3. POLEMIC D I G I T A L @badams In The Beginning...
  4. 4. POLEMIC D I G I T A L @badams Web Search’s Symbiotic Contract “We  scrape  your  content,  you  get  free  traffic.”
  5. 5. POLEMIC D I G I T A L @badams Google’s Version “We  scrape  your  content  and  if  we  like  it  enough,   we’ll  keep  your  traffic  too.”
  6. 6. POLEMIC D I G I T A L @badams How did we get here...? • Google was the first truly dominant search engine • As a result, webmasters do whatever they can to get  in  to  Google’s  good  graces • Google realises that this can be used to its advantage...
  7. 7. POLEMIC D I G I T A L @badams “Power  corrupts.  Absolute  power...  is  kind  of  neat.” - Donald Regan, US Chief of Staff, 1987
  8. 8. POLEMIC D I G I T A L @badams WWGD – What Would Google Do?
  9. 9. POLEMIC D I G I T A L @badams Google recommendations Stuff Google likes: Optimised titles & meta Unique, plain text content Human-readable URLs Responsive websites XML sitemaps Structured data Nofollowed links Disavow files SSL ... Stuff Google dislikes: × Bog-standard content × Shockwave Flash × Content embedded in images × Active link acquisition × Separate mobile sites × Unrestricted linking × Content in (iPhone) apps × More than 3 ads on a page × Spam (whatever Google says it is) × ...
  10. 10. POLEMIC D I G I T A L @badams UX vs GX User Experience <> Google Experience • Most  of  Google’s  recommendations  are  good  for   UX too • But some are purely for the benefit of Google • And these latter ones are becoming more frequent
  11. 11. POLEMIC D I G I T A L @badams Google decrees Stuff Google likes: Optimised titles & meta Unique, plain text content Human-readable URLs Responsive websites XML sitemaps Structured data Nofollowed links Disavow files SSL ... Stuff Google dislikes: × Bog-standard content × Shockwave Flash × Content embedded in images × Active link acquisition × Separate mobile sites × Unrestricted linking × Content in (iPhone) apps × More than 3 ads on a page × Spam (whatever Google says it is) × ...
  12. 12. POLEMIC D I G I T A L @badams The inevitable end result... Rather than Google adapting to the way the web is evolving... ... the web is evolving the way Google wants. The free & open World Wide Web is becoming the restricted Google-Shaped Web.
  13. 13. POLEMIC D I G I T A L @badams Wait, It Gets Worse
  14. 14. POLEMIC D I G I T A L @badams First, a biology lesson
  15. 15. POLEMIC D I G I T A L @badams Toxoplasma Gondii “A convincing body of evidence now exists to indicate that the ubiquitous protozoan Toxoplasma gondii can cause permanent behavioral changes  in  its  host...” “Such  behavioral alterations appear to be the product of strong selective pressures for the parasite to enhance transmission from its intermediate host reservoir, primarily rodent, to its feline definitive host...” Source: http://www.ncbi.nlm.nih.gov/pmc/articles/PMC2526137/
  16. 16. POLEMIC D I G I T A L @badams In layman’s terms 1. Toxoplasma gondii infects a rodent and alters the  host’s  brain  patterns  &  behaviour;; 2. The rodent becomes more active and prone to exploring open areas; 3. As a result of this behaviour, the likelihood of the rodent being eaten by a cat increases; 4. When a cat eats the infected rodent, Toxoplasma gondii infects the cat – its definitive host.
  17. 17. POLEMIC D I G I T A L @badams Sound familiar?
  18. 18. POLEMIC D I G I T A L @badams Google has infected the web • Google is both parasite and cat; Google’s  recommendations  are  memes  it  uses  to   infect us • We are altering our behaviour to make our information more easily accessible to Google • This enables Google to prey on our business models and take over profitable niches
  19. 19. POLEMIC D I G I T A L @badams
  20. 20. POLEMIC D I G I T A L @badams
  21. 21. POLEMIC D I G I T A L @badams
  22. 22. POLEMIC D I G I T A L @badams
  23. 23. POLEMIC D I G I T A L @badams
  24. 24. POLEMIC D I G I T A L @badams “Good  artists  copy. Great  artists  steal.” - Pablo Picasso
  25. 25. POLEMIC D I G I T A L @badams To end on a cheerful note... “Toxoplasma gondii is the most common protozoan parasite in developed nations. Up to 80% of the population may be infected, depending  on  eating  habits  and  exposure  to  cats.” “When  infected  human  adults  were  compared  with  uninfected  adults   on personality questionnaires or on a panel of behavioral tests, several differences were found.” Source: http://schizophreniabulletin.oxfordjournals.org/content/33/3/757.full
  26. 26. POLEMIC D I G I T A L @badams
  27. 27. POLEMIC D I G I T A L @badams
  28. 28. POLEMIC D I G I T A L @badams POLEMIC D I G I T A L Thank You barry@polemicdigital.com www.polemicdigital.com twitter.com/badams

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