8. Where you rank is incredibly important (to
getting a website visitor that is), *and* the
most obvious SEO factors still work
http://freefirezone.files.wordpress.com/2009/01/getoutofjailcc2.jpg
15. What gets shared? Social objects.
Hugh MacLeod says:
“Note to Social Media Mar-ke-ting Dorks: The hard currency of the
Inter-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. 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 that
dumped 20 tons of peanuts at CBS Headquarters
Personal, sincere blog posts by a young CEO who
happens to inspire a lot of people (Tony Hsieh)… 2
million followers on Twitter.
22. 1. Spare, minimalist,understated
brand. That’s the way to go.
http://freefirezone.files.wordpress.com/2009/01/getoutofjailcc2.jpg
23. For now, search tools and even reputation tools
still rely on cues about importance, text for
meaning, and *the ability to get to your stuff*.
(Same goes for users themselves!)
http://freefirezone.files.wordpress.com/2009/01/getoutofjailcc2.jpg
24. 2. Leave info architecture to IT, then
combine with minimalist theory
26. 3. Make Your Site Slow
“Despite our
challenges with the IT
department… we are
doing what we can.
They have disputed
some of your claims
and as you know, these
things can take time…”
32. Who cares if this page is indexed?
(Actually, it does rank on the query for “klotzbach
cleveland”… 55th… 10 spots worse than “Klotzbach
genealogy and family history research”)
33. 5. Hide Stuff and Officially Call Your
Pages “Barrier” Pages
34. 6. Offer bad user experiences when
they arrive
I came, I puked, I left: the bounce will get you
35. 7. Buy links from a “link vendor” – because
any old link will do
Instead: do real world PR and ask for or incentivize links.
Then, stop actively link building and build diversified
approaches to sharing instead!
36. 8. Focus on elaborate website builds when
you’re local. Try to impress your friends.
LinkedIn; own website; misplaced effort conveying nothing!
37. 9. Centralize editorial. Don’t train your writers in
SEO, PR 2.0, social media. (Or, do the opposite…)
38. 10. Speak at conferences where
nobody tweets
At #seslondon @andrew_goodman says: to be invisible,
just speak at conferences where nobody tweets
39. 11. Assume you can totally control
what they’re saying about you
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
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. Some of my social objects
“Best of Awards” – HomeStars.com
Columns for ClickZ
Book
And of course… follow me at agoodman on
Google+ to see full version…