Attention Economy

1. Attention Economy
STANDING OUT IN AN

2. Black Hat SEO Organic SEO
Black Hat SEO
• Discuss the difference between black hat and white hat (or
organic) SEO in your group
• Write your own definition of
• white hat SEO
• black hat SEO

3. Black Hat SEO
the dark art of raising the profile of a Web site with methods
that Google considers tantamount to cheating.

4. 500
Million Blogs

6. hours of Videos
500
every Minute

7. Million Tweets
500
Sent each Day

8. Voice Paradox
the more people become empowered and claim their voices through social media
participation, the more drowned out individual voices become

9. .3%
Reach More than 10,000
Views in one month
65%: 50 views

10. You have better odds playing the lottery than
of becoming a viral video sensation

11. Visibility Work

12. Uses algorithm to determine results
Google PageRank: interprets a link
from page A to page B as a vote, by page
A, for page B. Looks at more than the
sheer volume of votes, or links a page
receives; it also analyzes the page that
casts the vote.Votes cast by pages that
are themselves "important" weigh more
heavily and help to make other pages
"important".
Google Search:

13. Black Hat SEO Organic SEO
Black Hat SEO
• deceptive
• link schemes
• JC Penney example

14. Black Hat SEO Organic SEO
Black Hat SEO
• deceptive
• link schemes
• JC Penney example
• legitimate
• optimize keywords
• optimize titles & tags
• optimize meta tags
• attract links with
good web content

15. The penalty for getting
caught is a pair of virtual
concrete shoes: the
company sinks in
Google’s results ”
“
- NewYorkTimes

16. The penalty for getting
caught is a pair of virtual
concrete shoes: the
company sinks in
Google’s results ”
“
- NewYorkTimes

17. Visibility Work

18. 1. Narrow your topic
2. Identify keywords
3. Integrate keywords into:
•titles/headlines
•meta tags
•blog tags
Optimizing blogs

20. What are the
Keywords
searchers would use?

21. Size up the
Competition
• Generic words
• Brand name keywords
High Competition:
• Specific/targeted words
Less Competition:
for your keywords

22. Make sure your
Keywords
reflect natural language
• Twitter Search
• Other social media conversations
Find out what words people use
when talking about your topic:

23. Google Trends
Compare search volume
patterns across specific
regions, categories, time
frames and properties
Google Adwords
Helps you pick keywords
Bing AdsIntelligence
Helpful Tools

24. Checking out the popularity of various search terms with GoogleTrends

25. Keyword ‘face mask’:
Creating
Brand
Associations
Examining
top
related
&
rising
searches
Rising searches: searches that have
experienced significant growth in a
given time period, with respect to the
preceding time period
• Breakout: over 5000% growth rate

26. This search could give you ideas for keywords if you’re selling Hanes face masks:
• Hanes masks
• Hanes face masks
• facial masks
• face covering
• etc.

27. Testing
message
resonance:
Laptop
weight,
laptop
screen
size,
laptop
color
Which term gets the most interest?
• ‘Laptop size’ gets consistently more search volume
• Might want to focus on laptop size instead of color/weight

29. http://www.
Generate enough search volume
Make sure your
• Use GoogleTrends
• Check SERPs
To do so:
Keywords

30. Strategically integrate the
into your web content
Keywords
• Focus on position, not frequency
• Work into headline, body, tags
• Don’t break the flow
• Should still read natural

31. Difference between writing for
Readers vs. Searchers

32. Engagement Work
Two-way communication

33. 1. Narrow your topic
2. Identify keywords
3. Integrate keywords into:
• titles/headlines
• meta tags
• blog tags
visibility
work

34. 1. Narrow your topic
2. Identify keywords
3. Integrate keywords into:
• titles/headlines
• meta tags
• blog tags
visibility
work
4. Attract links by:
• publishing frequently
• publishing valuable info
• actively engaging others

35. 1. Narrow your topic
2. Identify keywords
3. Integrate keywords into:
• titles/headlines
• meta tags
• blog tags
visibility
work
engagement
work
4. Attract links by:
• publishing frequently
• publishing valuable info
• actively engaging others

36. ■ Make a list, special report,
history of, how to, etc.
■ Interview prominent people
and publish interview
■ Build a useful tool
■ Write an interesting article
■ Write useful comments on
something that is happening
■ Write something controversial
■ Be the first to do something
(i.e. write the latest news in
your niche)
Credit: http://www.jimwestergren.com/link-bait/
Fishing
■ Make an interesting picture
■ Run a newsworthy ‘event’ such as a
contest
■ Test something new that has not
been done before
■ Make a resource that is just in time
for a major event
■ Give something valuable for free
■ Coin a new acronym in your niche
and get people to talk about it
for followers

37. • Informational hooks
• News hooks
• Humor hooks
• Evil hooks
• Tool hooks
• Widgets hooks
• Unique content hooks
Fishing
for followers

38. Play by the
Rules
• Need links (especially from “important” sites)
• Share valuable content
• Make it easy to share/link to
• Penalty for cheating
• Help search engines find you
• Tags
• Headlines
• Submit a sitemap
• Ask search engines to crawl your page
• www.google.com/webmasters/tools/

39. •growing competition in an attention-economy
•slim odds of standing out amidst millions of
competing voices
•specialized technical
knowledge required to
achieve visibility
•time demands of visibility
and engagement work
HURDLES
to social media empowerment

40. DIGITal
IDE
DIV
A New

41. DIGI Tal
IDE
DIV
A New
Growing gap
between social
media power
users and social
media dabblers