The document critiques outdated SEO strategies that rely heavily on keyword stuffing and link purchasing, highlighting the evolution of SEO understanding over time. It emphasizes that true authority and popularity must be earned through quality content and user experience rather than bought. The 'earned media manifesto' suggests practical steps for achieving relevance and visibility in a competitive digital landscape.

2. WHY
SEO
BALLS
SUCKS
AND WHAT WE’RE GOING TO DO ABOUT IT

3. HOW SEO WORKS (2000 VERSION)
1: Shove in all the keywords, key phrases, search terms, popular terms, key words, search words
2: Buy some links
3: ????
4: Profit!!!1!

4. HOW SEO WORKS (2004 VERSION)
1: Shove in all the keywords, key phrases, search terms, popular terms, key words, search words
2: Buy lots of links
3: ????
4: Profit!1!!1!

5. HOW SEO WORKS (2008 VERSION)
1: Shove in all the keywords, key phrases, search terms, popular terms, key words, search words
2: Buy a shit-load of links
3: ????
4: Profit!!!1!

6. HOW SEO WORKS (2011 VERSION)
1: Shove in all the keywords, key phrases, search terms, popular terms, key words, search words
2: Get the site in great shape
3: Think a bit about users
4: Buy a fuck-tonne of links
5: ????
6: Profit!!!1!!!!11!!1!one!eleven!!!!

7. but if it’s just
about links…

9. This is Troy
Troy is “HAWT”
Troy is looking for love
Troy likes nice girls, but he can’t find one

10. This is Sharpay
Sharpay is popular
Sharpay buys her friends
Sharpay is a total bitch

11. This is Gabriella
Gabriella is not popular
She can’t buy friends
Gabriella is lovely

13. Back to our
feature presentation

15. >> THE EARNED MEDIA MANIFESTO
>>
>> YOU CANNOT BUY POPULARITY : AUTHORITY IS EARNED
>>
>> USERS ARE PEOPLE
>> USER EXPERIENCE IS IMPORTANT
>> CONTEXT IS EVERYTHING
>> GIVE PEOPLE A REASON TO CHOOSE YOU
>> LISTEN TO EVERYONE
>> SPEAK HOW YOU WOULD LIKE TO BE SPOKEN TO
>> BE REMARKABLE
>>

17. EARNED MEDIA (2012 VERSION)
1: Content is relevant (keywords are optional, Google is clever)
2: Websites look beautiful (you should make an effort)
3: Make it easy to share content (who doesn’t like a button)
4: Make all content worth sharing
5: Get the right people to talk about you for the right reasons
6: Ask customers what they want
7: Make friends with the popular kids
8: Stand out from the crowd
9: Be in the right place at the right time
10: Talk to customers throughout their journey

18. Earned media: Happy endings