September 3, 2014

Don’t believe what Google tells you about search

liar
Photo by Alan Cleaver on Flickr (CC BY)

How has Google misled us? Let us count the ways!

Target audience: Marketing professionals, SEO specialists, PR pros, brand managers, businesses, nonprofits, educators, Web publishers, journalists.

Chris AbrahamIf you’ve been listening to Google of late, you’ve heard their spokespersons’ declarations that you should go merrily on your way producing content for your followers while making no attempts to improve your search rankings through explicit means. Focus on what you do best and ignore all that voodoo SEO stuff.

Well.

I’ll probably get some blowback for this, but it’s time to call out Google for its — how shall I put this? — sleight of hand, half-truths and tendency to lie about this.

The following list of Google mistruths have some exceptions and caveats. And, Google does make examples of bad actors, which is all to the good.

But for the vast majority of us Web publishers, bloggers and businesses who just want to create content and have it read, you should frankly ignore what Google has been telling you about backlinks not mattering anymore, SEO not mattering anymore and other misdirections.

Let’s do a rundown of which SEO elements actually still work

How has Google misled us? Let us count the ways! (I’ll list my bona fides below, and I have my own caveat: Google hasn’t said that none of the following is important, but let’s run through all of these SEO elements one by one.) Continue reading

August 20, 2014

Always write for Google, never for humans

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Google bot image by Jeff Lowe (CC BY SA)

To be found online, create headlines & leads with the all-powerful Google bot in mind

Target audience: Marketing professionals, SEO specialists, PR pros, brand managers, businesses, nonprofits, educators, Web publishers, journalists.

Chris AbrahamWhen it comes to dominating search, especially when it comes to blogging and publishing, you need to always write your headlines and copy first for Google, then for people. Humans (and their flexible brains) are forgiving when it comes to reading stilted, “robotic,” keyword-explicit headlines and articles, but Google is not when you don’t.

You always need to write the copy — the exact phrases — that you believe people will most likely use to find what they’re looking for — that’s who you’re writing for. It’s true, no matter what anyone says — even at Google HQ! The title is the most important but so is the first paragraph, especially if you can insert that copy into your Description Meta Tag and your Keywords Meta Tag headers. It just makes sense, especially with breaking news, when you’re proffering content that Google will not have the time to ruminate and deeply examine before they need to include it in the real time web where it will show up in search. Continue reading

August 11, 2014

Top takeaways from a growth hacking conference

Rand-Fishkin
Rand Fishkin, founder of Moz, speaking at the Weapons of Mass Distribution conference in San Francisco on Thursday.

Make sure your content is unique, relevant and looks great

Target audience: Marketing professionals, SEO specialists, entrepreneurs, PR pros, brand managers, businesses, nonprofits, educators, Web publishers, journalists.

JD LasicaToday, it seems, just about all startups — and even more mature companies — want to wield the growth hacking buzzsaw. Growth hacking was the theme that drew several hundred marketers, entrepreneurs and business strategists to the Hotel Kabuki in San Francisco on Thursday for the fancifully named Weapons of Mass Distribution conference put on by 500 Startups.

And while growth hacking may be hot hot hot right now — even marketing consultant Sean Ellis, who coined the term, was on hand — the impressive lineup of speakers made it clear that to succeed, a new enterprise can’t spin flax into gold. You’ve got to have some kick-ass idea to begin with, and you have to have a product team that knows how to execute. And then, yes, by all means, call in the growth hackers and marketers to run the numbers, size up your analytics, get feedback from customers, and create a virtuous product development loop that fast-tracks your company on to its inevitable trajectory of fame, riches and a guest spot on Jason Calacanis’s “This Week in Startups” podcast.

I captured some of the magic on stage and in the room in this Flickr photo set. (Ah, Flickr, you were on that fast track once!) Continue reading