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

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

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