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by Andrew Goodman, presented at the social media event Conversations, Connections & Opportunities, by Visability.ca on May 27, 2010
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No Social, No See?(with apologies to Bob Marley)
Visability – TorontoMay 27, 2010
ANDREW GOODMAN
About Page Zero
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Hype fatigue?
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Moving the Needle with Search: Five Guiding
Principles
User eye patterns: change?
Source: Enquiro Research
1. Where you rank is incredibly important (to getting a website visitor that is)
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2. Search today is blended and personalized. No more “ten blue links.”
3. Free, free, free. Search is your funnel. Give more away, wider funnel.
4. What is more free, and more frightening, than a conversation?
5. Your website doesn’t matter(or at least it matters less than it used to)
Case study: Freshbooks vs. BillMyClients
Search engine ranking factors (200++)
I think it moved!!!
Old term: “link bait”
Is “Attention Bait” a Better Term?
Or maybe it’s just “being remarkable”
Invisible in Search: Here’s How!
1. Brochureware 2.0: Futile attempts at total brand control
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Instead: balancing user needs with architecture to help search spiders – on a home page
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Instead: Demonstrate how you’re active inthe community, then blog, tweet, share.
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2. Hide Stuff and Officially Call Your Pages “Barrier” Pages
3. Buy links from a “link vendor” – because any old link will do
Instead: do real world PR and ask for or incentivize links.
On the other hand, Google relatively forgiving on this – cheating not usually a “minus” but “lack of plus”
4. Centralize editorial. Don’t train your writers in SEO, PR 2.0, social media. (Or, do the opposite…)
5. Obsess about the 10 blue links. Ignore local search, video, etc.
6. Speak at conferences where nobody tweets
At #vsmTO @andrew_goodman says: to be invisible, just
speak at conferences where nobody tweets
Top takeaways
Don’t reduce everything to one or two key factors
Sure, prioritize, but be comprehensive
Develop a full checklist / scorecard
“Google likes links” – yes but now what?
“Keyword research is key” – yes, but how?
Clickstreams & behavior – uptick in importance
Include visibility & user experiences in dialogues
at all levels: IT, editorial, marketing
Quality content in higher volumes +happy, vocal supporters =
success(even in B2B or retail)
You can be visible by appearing on other high-ranking websites
Write articles
Create press releases
Hold events or partner with them
Get mentioned
Be quoted
Sponsor, advertise
Share over social media
You might even get a link back!
Suddenly it’s not all about your website’s
analytics alone…
It’s about total mindshare
Don’t call it linkbait! It’s not a narrow tactic – it’s PR 2.0
Keep thinking: where are we headed?
Why do you suppose Google is doing this? (New search
layouts, and many new ad formats to follow…)
Honesty
Static tweetosphere, or engagement?
What it’s going to take…
>
Thanks! @andrew_goodman