WHY

SEOBALLS

SUCKS

AND WHAT WE’RE GOING TO DO ABOUT IT

HOW SEO WORKS (2000 VERSION)1: Shove in all the keywords, key phrases, search terms, popular terms, key words, search words2: Buy some links3: ????4: Profit!!!1!

HOW SEO WORKS (2004 VERSION)1: Shove in all the keywords, key phrases, search terms, popular terms, key words, search words2: Buy lots of links3: ????4: Profit!1!!1!

HOW SEO WORKS (2008 VERSION)1: Shove in all the keywords, key phrases, search terms, popular terms, key words, search words2: Buy a shit-load of links3: ????4: Profit!!!1!

HOW SEO WORKS (2011 VERSION)1: Shove in all the keywords, key phrases, search terms, popular terms, key words, search words2: Get the site in great shape3: Think a bit about users4: Buy a fuck-tonne of links5: ????6: Profit!!!1!!!!11!!1!one!eleven!!!!

but if it’s just about links…

This is TroyTroy is “HAWT”

Troy is looking for loveTroy likes nice girls, but he can’t find one

This is SharpaySharpay is popularSharpay buys her friendsSharpay is a total bitch

This is GabriellaGabriella is not popular She can’t buy friendsGabriella is lovely

Back to our feature presentation

SEO

>> 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>>

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 sharing5: Get the right people to talk about you for the right reasons6: Ask customers what they want7: Make friends with the popular kids8: Stand out from the crowd9: Be in the right place at the right time10: Talk to customers throughout their journey

Earned media: Happy endings