For example, you may have targeted a keyword term you thought was highly important, yet a few obscure long term keywords brought you more business? Or the site you've put all your effort into lately isn't doing as much business as that throw-away site you've been neglecting?
I'm re-reading a great book called "Innovation & Entrepreneurship" by Peter Drucker. Drucker was a management consultant who wrote a lot about demographics, the importance of marketing and the emergence of the information society, with its necessity of lifelong learning.
Drucker discusses the "unexpected success", that thing that works, usually whilst you are pursuing something else.
Drucker gives the example of Macy's, which had the "problem" that it was selling too many appliances.
Why was this a problem?
Macy's considered themselves to be an upmarket clothing store, and clothing is where they had always put their effort. They took pride in it. Clothing defined who they were. Macy's actually wanted to slash their profitable appliance business because they thought it would affect their clothing business.
When Macy's management changed - management unclouded by the emotional investment of the past - they looked at the data, re-oriented around the unexpected success - the appliances - and Macy's business took off once again.
Why Does This Happen
Why does a carefully laid out plan, a plan you're executing well, and into which you have invested a lot of time and effort, not do so well, whilst some throwaway project is returning more?
It could be due to an underlying change in the market, or a section of the market you hadn't previously noticed is now revealing itself. Many people remain blind to such opportunities, even when, like Macys, it is staring them in the face.
We must always be on the lookout for these unexpected successes on the periphery of what we do.
The original IBM computers were scientific instruments meant for arcane academic research purposes. However, businesses started to buy computers for more mundane, everyday functions, like payroll. IBM reoriented their company around business machines, and the rest is history. Had IBM not tuned into what was working, rather than what their business plan said should be working, they probably wouldn't be here today.
The same thing happened with search. Search wasn't working as a business, even after Google was underway, until Google saw the massive opportunity presented by that much maligned, preposterous idea - pay per click - devised by Goto.com. Pay-per-click was working, in a business sense, in that it was a search function that delivered revenue. Google thought they were building a search engine. Remember the search appliance? Google reoriented and built the ultimate marketing machine instead.
How Do You Spot The Unexpected Success?
Sometimes the unexpected success isn't seen at all. Our frame of mind may render the success invisible. If we invest a lot of emotional energy into something, it can cloud our vision to new opportunity.
We need to be attuned to unexpected success. We need to look for those things on the edges. The obscure keywords where the traffic is growing quickly. Try not to second guess the market. Instead, measure what the market is actually doing. The market you were targeting might have moved. Or you may have discovered the edge of a new market no one else has seen.
The shift at Macy's was due to a shift in the underlying market. The market was segmenting. The market was no longer a socio-economic group of shoppers, it was a new, wider group of "lifestyle" shoppers. Had Macy's responded to data, rather than be blinded by their pre-conceptions, they would have exploited this opportunity sooner.
These opportunities lurk in the shadows. And can disappear just as easily.
Have you seen any examples of this happening in your work?
In the past I historically set my prices too low. Some of that was due to starting out with a low self-esteem, but just as much of it was due to not appreciating the actual value of what I was delivering. Because I could do something cheap I had no problem doing so, even if my pricing was well below the value delivered. Another thing that caused me to charge too little was a distaste for traditional salesmanship techniques (a difficult hang-up if you are a marketer!)
Where I learned how off my pricing was is when I reviewed work done by some competing firms for 5 figure sums. Some of which was of far less value than what I was offering in my $79 ebook. Well that made me feel a bit like an idiot.
When Low Prices Make Sense
I think when a person is new to a field it makes sense to set prices somewhat low so you can...
overcome starting friction
build customer experiences & interaction
get feedback from customers on how to improve your product or service
gain testimonials & social proof of value
Setting prices a bit too low helps subsidize creating other pieces of your sales strategy...whereas if you set prices way above market expectations you won't get sales or market feedback.
The Problems With Discounting
But typically discounting should be done for a short period of time, only as something that is given as a reward for being fast acting. If you frequently discount you just lower the perceived quality and value of your product. And while you think you might be giving someone a good deal by discounting you have to look at it in the broader perspective. Offer a lower price and the customer...
respects and values it less
is less likely to use it and act on it
is more likely to be demanding (since they don't see as much value they expect you to spend more time and effort proving it)
all the while you...
become over-worked and burned out
work over twice as many hours servicing twice as many people (and, not surprisingly, miss an email or 2 because you are constantly behind)
sell your time at a discount while watching your health erode
Really the whole set up to discounting is quite stupid.
What About Free?
In a world where traditional advertising is losing efficacy, offering something free that helps gain mindshare and establish a relationship is smart. But free does have limitations. One of the biggest limitations is a sense of entitlement. If a person is a non-paying customer they are not a customer. You have to assume their complaints are worth $0. You owe them nothing and they should be thankful for whatever valuable tools and services you offer for free.
After you get enough momentum it makes sense to erect barriers to entry so you can gain value while giving it away. Rarely do one way exchanges build lasting value. If 1,000's of non-paying users are sending you emails asking questions then they are noise that must be filtered through ... a non-trivial cost.
The hard part is that it feeds the ego when you give stuff away and help people out. You think that you help so many people and that lots of people care for you. Put any barrier in their path and you will see how selfish and worthless many of those people are though. Every barrier brings about some level of hate from the most ignorant, greediest, and least appreciate members of the crowd. But if you get something like this you can't respect the sender:
This is crap. Every download link goes back to the same page. Like how are you suppose to download the tool if there's a download link which say #.
Instead of spending time collecting peoples emails and spamming them you should try more in giving better product and easier way to access them.
I like your tools, but it was easy last year to use them, now it's a waste of time. If this system keeps on getting more slower and I've to go through more registering then using I'm better off using something which is less good but instantaneous, which was your product, but it's not anymore.
So I hope you start easying out the process of installing your tools or you'll start loosing your customers.
So that person...
is not paying me
uses our CUSTOMER support area
tells me they like our tools
wants me to create BETTER products
calls me an email spammer
expects me to dismantle my sales funnel in return for nothing (other than random critical hate mail)
tells me I will lose customers if I don't make it easier for freeloaders to use my stuff
never intends to pay me
As far as my business interests go, that person is worth less than nothing. If they are still breathing, it is no doubt a waste of oxygen.
Would I rather spend my time helping out that ungrateful USER, or would that time be better spent spending it with someone who loves me and cares for me?
Now some people have a tough break and sometimes it is worth helping them out. But in most cases a lack of resources is simply caused by a lack of resourcefulness. And, since change comes from within, if you try to help those kinds of people out they are far more likely to pull you down than you are to lift them up.
Recently a person asked me via a blog comment what they should do if they are smart but can't afford a conference ticket and know nobody. The frame of that question is one which is lacking in resourcefulness. When I was new to the SEO industry part of why I got known was because I syndicated content to other sites, participated in some online forums, moderated some online forums, and blogged day in and day out. I further spent tons of money giving away free software, which some people appreciate ;)
And even when I was less known, had no money, knew nobody, etc. I did not see those as obstacles. They were opportunities. Since I lacked capital I could leverage my time as an undervalued resource until the market started to value it more. I got a job to create cashflow, spent everything I could on learning + networking, helped organize a conference in exchange for a free pass to go to it, and out of the process the only thing I regret is that I didn't savor obscurity as much as I should have. :D
You would either have to be new to the industry or under a rock to not notice how the SEO industry has become more corporate over the past 3 or 4 years. The trend has been slow and gradual with many small steps, but I thought it would be a good idea to try to put the pieces together. What started off as a 5 minute project took a couple hours. I hope you like it! If you are a creative thinker you should be able to get a number of actionable ideas by thinking about how such trends will change your market.
This is sorta a high level document which looks at many existing and emerging trends and how they combine to change the landscape. A lot of small businesses and small online publishers are feeling the following trend
Personally, I believe the reason that so many people come to Google is that for the last decade, we’ve worked really hard to protect our users and return the best search results. When other search engines showed pop-up ads, Google didn’t. When every other major search engine offered pay-for-inclusion into their search results, Google didn’t. And Google has taken strong action to protect our users from spam, malware, and poor-quality sites. I think part of Google’s lead (and brand loyalty) in the search space is because we’ve taken strong action to protect our users.
Sure I think they try to protect people (and do a good job), but I never really see the bits that are inaccessible, so I don't know what I am missing. In time I do wonder if you could have too much media consolidation due to favorable reviews of "too big to fail" brand companies while smaller competitors are flushed away for using similar marketing techniques.
To the best of my ability in the above linked image I tried to explain why SEO outing is bad in how it influences the entire search engine optimization, search, and online media ecosystems. If I had to shorten it down to 3 points, those would be...
Outing limits media diversity. Media plurality is important, but it is something that Eric Schmidt doesn'tget. And it is often the independent types who have the editorial freedom that enables them to highlight majorfraud. Some media channels are so driven by advertiser interests that they fire employees who dare to mention risks in advertiser's products. (And I would rather pay a bit more to not drink poisoned milk!)
Outing harms small businesses while corporatizing the web. Historically most economic innovation has come from smaller companies. Microsoft was once a small company. And so was Google. ;)
Outing drives down the earning potentials of many SEOs and will eventually force many independent SEOs into low paying in-house SEO jobs. Most societies operate on a debt-based money system where debt slavery controls many decisions. The ability to be self-employed, do what your passionate about, and operate outside of that system should be cherished by anyone lucky enough to not have a boss.
Google's Eric Schmidt claims that "brands are how you sort out the cesspool." Brands take money to build, but they are bought and sold just like anything else - only they require more capital and/or more insider connections to buy.
You know those damn bankers who bankrupted their own companies through the use of leverage and predatory lending? And then the same people lied, cheated, and looted trillions of Dollars from United States tax payers to save their companies (and pay their bonuses)?
One wonders why Goldman and JPM were so eager to provide "rescue" financings to virtually the entire distressed media space: both companies knew too well that sooner or later they would end up with full equity control over essentially the most coveted industry: thousands of TV stations, radio channels, newspaper and magazines. If you thought the media propaganda was unbearable now, just wait.
When I was in the military they would run these stupid drill where they would try to create as much stress and chaos as possible in a short burst of time, find someone who makes an error, and chastise them for it. That killed morale. So to make up for declining morale they decided to run more frequent test and drills. And thus being an enlisted nuclear power sailor in the US Navy is a horrible life that I wish on nobody.
At one point in time I was on watch when a new kid made a mistake during maintenance that killed all electrical power on the submarine. Later we had a discovery meeting where we found out what went wrong. Having been 5 feet from the maintenance, I knew that the kid's boss came over and told him "remember to trip close trip the breaker when maintenance is done." The kid listened to that wonderful tip and turned the turbine generator into a turbine motor.
But since the new kid was dumb enough to listen to the bad advice he took all the shelling and blame. It was as simple as that, but even the captain of the boat (along with everyone in the chain of command - including the guy who gave the stupid tip) were together in a huge group insult fest where they tried to one up each other insulting the new guy. It lasted for like an hour and a half and the lines were so bad that things like do you realize how stupid you are? were said to that kid. I thought that if the meeting lasted another 5 minutes they were going to start chastising him with questions like do you realize how fat you are?
It got so bad that the electricians had to set up a work area to change a light bulb, making each bulb about a half hour process. But since I wasn't an electrician (I was in reactor controls) I could go ahead and change the light bulbs in about 30 seconds each. But if I wasn't helpful to the next division what took me a half hour would have took them about a whole day. The solution to every problem is closer scrutiny, more testing, and more baby sitting.
On the same boat the leaders had us take out the flooring railing in the engine room to have them repainted. This flooring railing was never meant to come off and would not fit out of the boat's escape hatch. BUT someone was stupid and said it must be done. And so there we were using a hacksaw to chop up the floor supports (ruining their structural integrity and making the submarine far noisier and less safe in the process) so the floor supports could be freshly painted and look slightly better.
If you want to see a horribly run organization full of miserable people put them in a confined high stress environment where no matter how shitty they make someone else's life, they get no market feedback or pain for coming up with an endless array of stupid ideas.
You can learn a lot about yourself, what drives you, how to succeed, and how to fail by putting yourself through such a miserable experience...though I would not recommend it to anyone smart enough to be reading this blog right now! ;)
What Drives You?
I respond well to positive feedback and I simply shut down from negative feedback. One of the hardest things I have struggled with is someone I know giving me the wrong kinds of motivation. XYZ knows less than you, works less, sells far inferior products, and makes more so you must be screwing up.
This is true of a lot of direct marketer types who don't give a crap about the success of their customers but are willing to hype anything and everything they can put their name on - even if they make false promises and don't know what they are selling. But if you care about the quality of your product, use what you make, and actually provide real customer service you can't compete on hype without pulling in a lot of people who were not worth having as customers.
In the short run you can't compete with the top line numbers (especially the inflated ones before the affiliate commissions and the huge number of refunds & chargebacks associated with people realizing they bought into a scam), but after a decade of solid effort you can compete with the scammers on earnings (plus many of them get flushed out of the market, constantly replaced by a new breed). But are your goals short term or long term? What are your goals? What drives you? Is it money?
Money in Context
Money is just a tool for exchange. If it is your sole motivation you will end up losing motivation quickly. And as long as you are not printing the money supply and do not have lobbyists working CONgress for funds, it will almost universally hold true that someone dumber than you who doesn't work near as hard will earn more money. But it is not a relevant mindset that will lead to anything productive with your life. What good is money if chasing it makes you miserable?
After reaching a certain level of success an additional dollar of income doesn't provide much additional marginal utility and a singular focus on it can harm other aspects of your life. Money can buy a bit of happiness, but it can't buy a lot of it. And we often spend it incorrectly.
The problem isn’t money, it’s us. For deep-seated psychological reasons, when it comes to spending money, we tend to value goods over experiences, ourselves over others, things over people. When it comes to happiness, none of these decisions are right: The spending that make us happy, it turns out, is often spending where the money vanishes and leaves something ineffable in its place.
In time smart efforts (combined with a bit of luck and a lot of learning) produce results. So long as you are honest even dumb or failed efforts produce wisdom. But you can't be #1 at everything.
You have to decide what you view as success and stick to comparing yourself against only yourself, or else you will get burned out, singularly focusing on an arbitrary goal while your health and happiness erode. Until the past week I basically had chronic back pain which is just now lifted and I feel like a kid again. That was only made possible because I decided to temporarily close off the site to new members to make enough time for exercise. And it is already working. Paying customers are still getting great customer service, but for now I am not stuck doing as much admin stuff as new members cycle in and out of the site. That leaves a little bit of time for sanity, which I hear is important. ;)
If a person who is gifted but lazy is praised they will just become more lazy and arrogant and worthless, feeling they deserve the world even if they did nothing to earn it.
If a person is doing their best and you keep telling them it is never good enough (like the Navy ORSE testing regime) you are just going to make them miserable, shut them down, beat them into submission, and kill their happiness. Such policies kill motivation and drive away talent.
Those who had been praised for their effort significantly improved on their first score—by about 30 percent. Those who’d been told they were smart did worse than they had at the very beginning—by about 20 percent.
When a Framingham resident became obese, his or her friends were 57 percent more likely to become obese, too. Even more astonishing to Christakis and Fowler was the fact that the effect didn’t stop there. In fact, it appeared to skip links. A Framingham resident was roughly 20 percent more likely to become obese if the friend of a friend became obese — even if the connecting friend didn’t put on a single pound. Indeed, a person’s risk of obesity went up about 10 percent even if a friend of a friend of a friend gained weight.
So if you are living an unbalanced lifestyle and sacrifice other aspects of your life for a singular (and often short-sighted) view of success, it will likely harm you AND the people around you.
The Frequent Failures of Self-Help Groups
Many well established organizations built around causing change eventually become stuck in their ways, fearing change and becoming yet another bureaucratic institution. How much harder is it to create lasting change that creates growth if they bond is built around a weakness?
When people go to support groups they often create bonds around their weaknesses with others who share the same weaknesses. Perhaps this makes the weakness become more ingrained in their identity, makes it seem more normal, and makes it harder to change. If this is true then perhaps the support groups that work are those based around doing something positive, rather than those based around not doing something negative.
And, from an online publishing perspective, if you write about having a specific personal problem (not being able to quit smoking, being overweight, etc.) then that can attract people with similar flaws into your life...recalibrating your sense of normal and making it harder to change the behaviors which create the undesirable results. It is no wonder that most sites in some such self-help categories are scams - anyone who legitimately cares often surrounds themselves with negative influences - making it harder to build and maintain lasting change.
Dan Gilbert has a great talk about how we can synthetically create the happiness that we seek. If our fears or ambitions are not limited then it is hard to be sustainably happy. But by overcoming our fears and limiting our ambitions it is much easier to be happy sustainably.
Do You Realize How Lucky You Are?
Speaking of happiness, I saw the following video on Kevin Kelly's blog, which really helped add perspective.
Now that I have enough spare time to think and grow I see some of the errors in my ways from as little as a month ago. Life is great :)
WordStream offers a free tool for keyword research. The coolest feature it offers is that it allows you to download thousands of keywords at once, though it requires giving them your email address to get the keyword list. Their FAQ states they use a variety of keyword sources: internet service providers, browser toolbars, and search engines.
At SES I got to see a demo of their keyword management software, which uses semantic analysis to help cluster keyword themes to automatically mine and group related keywords based off the incoming traffic going into your site. It has a blended set of automated and manual features. From my take I think it could be useful for SEO in some cases, but where it really sings is in decent sized pay per click accounts. I have had beta access to some cool Wordtracker features that are being tested as well. I can't mention everything they are testing just yet, some of those features will be quite cool from an SEO perspective.
Moving Beyond Keywords?
Keyword research + management tools (like the above mentioned tools and Google's suite of keyword tools) are becoming so advanced and affordable, but at some point search may move beyond keywords, at least with the paid search ads. In a recent Search Engine Land article titled Coming Soon: Paid Search Without Keywords, Mona Elesseily mentioned a recent Nick Fox keynote where he mentioned the idea of keyword-less paid search accounts:
Nick mentioned that keywords were used as a proxy for relevance. Conceptually, there is no reason an advertiser couldn’t achieve the same results without having to directly manage a keyword list. Down the road, Google wants to state outcomes and have machine-based learning and algorithms come up with the best method of achieving specific outcomes. In the case of no keyword search, an advertiser (like a retailer) would provide information on products, product descriptions, pricing, etc. and Google would use the information to find the most effective way to place ads in front of potential customers.
And remember, Google is already working as the invisible hand in the online economy. I have some keywords with 0 competing bidders, about a 20% click-through rate, and Google still wants 14 cents a click. The relevancy is there, but the pricing floor is arbitrary. The purpose of the quality score ***is*** price gouging.
What Can't be Automated?
This is where the more abstract + complex (branding & public relations & social networking) and iterative (increasing lifetime customer values & improving conversion rates) aspects of marketing will keep increasing in value. This is where being on the bleeding edge (entering new markets & building your own markets & using marketing techniques that are not common) provides a sustainable competitive advantage.
People (and algorithms created by people) usually can't clone what they don't understand.
To be able to afford being Google's preferred partner for automated ads everywhere you are going to need to build value in the hearts and minds of consumers and/or be more efficient than everyone else in your industry and/or operate in markets that some of the bigger competitors missed. You have to be creating value where the algorithms can not, operating at a level well above execution.
Illusions of Easy Success
While the social networks that flourish on the web bring an artificial closeness to the popular and lead to the illusion that opportunity will be available to everyone, eventually such automated technologies will lead to increased market consolidation and sharper market breaks between the successful and unsuccessful.
“So I don’t know how to characterize the next 10 years except to say that we’ll get to the point - the long-term goal is to be able to give you one answer, which is exactly the right answer over time…what I’d like to do is to get to the point where we could read his site [the definitive authority on a particular searched query] and then summarize what it says, and answer the question” - Eric Schmidt
The best businesses - the ones that are sustainable for decades - may use Google as a starting point and a distribution channel, but the more distribution channels you can build outside of search the less likely you are to have your business killed by search innovation.
In the progress of the division of labour, the employment of the far greater part of those who live by labour, that is, the great body of the people, comes to be confined to a few very simple operations, frequently to one or two. But the understandings of the greater part of men are necessarily formed by their ordinary employments. The man whose whole life is spent in performing a few simple operations, of which the effects too are, perhaps, always the same, or very nearly the same, has no occasion to exert his understanding, or to exercise his invention in finding out expedients for removing difficulties which never occur. He naturally loses, therefore, the habit of such exertion, and generally becomes as stupid and ignorant as it is possible for a human creature to become... His dexterity at his own particular trade seems to be acquired at the expense of his intellectual, social, and martial virtues. But in every improved and civilised society this is the state into which the labouring poor, that is, the great body of the people, must necessarily fall, unless government takes some pains to prevent it.
Rely too heavily on Google and your business becomes a commodity. One of the healthiest things a worker can do is explore something they know nothing about. It helps prevent you from becoming a tool (which also makes it harder for tools to clone what you do), making it easier to be.
Danny Sullivan highlighted his frustrations with dealing with running Sphinn, a social media voting site for internet marketers:
Sounds easy, right? Sure, but as I’ve learned in the two years since we’ve run it, it’s a minefield.
While a community site can be fraught with egos, and concerns about double-standards or fairness, at least you have sympathy for people who are part of the community itself. Who have invested time, or energy or part of their souls to it. You want to do well by them. You want to do nothing for the drive-thru asshole who makes no effort at all.
A number of years ago I bought Threadwatch and eventually shut it down in part because it was facing some of the same issues. Largely it can be summed up with drinking well = pissing well (and, to some, a full on outhouse).
We can complain about human nature, but we can't really change it.
The problems with free for all internet marketing sites are 3 fold
The economic incentive for sharing is broken. Apply an idea to your own website in obscurity and make thousands of dollars (or more) off it. Share it publicly and lose a competitive advantage as you watch it get cloned and/or burned to the ground. If it is really effective then sharing the idea can not only cost you a competitive advantage, but can also put you on the Google watch list, and make search engineers more likely to penalize your websites.
There are perhaps at most a few dozen SEOs who both a.) are original thought leaders b.) who frequently share original strategies publicly freely. While there are over 1,000 SEO firms listing in DMOZ AND there are over 4,000 SEO blogs listed in BlogCatalog's SEO category. Most of the market ***is*** noise. Sure people who are relatively obscure have great ideas from time to time, but rarely are they the people trolling public internet marketing sites to vote up a pool of (largely) spam & rehashed content.
Those who really know what they are doing in the SEO field should eventually be able to earn x hundred to y thousand Dollars per hour. Whereas the media that is freely available is often presumed to have limited value because of its price-point. Even if you share great tips with people they won't value your help. A couple days ago a person who bought a domain name based on a mention here also wanted me to link to them for free. And if you went to their site there was no mention of me and no link to my site, in spite of me being the reason they have the great domain name. Take. Take. Take. Take. Take. No thanks!
Want to get rid of the noise? Charge $100 (or more) to open a new account (and maybe an annual membership fee). That will clear out the 99%+ of the market that are faking it until they make it and/or who are there just to spam the site with dreck. And (if required) you could charge $1 each for votes, making them have a real economic cost.
Such moves would clear out a big chunk of the current Sphinn audience, but no pain no gain. Longterm the site would be far stronger if the signal to noise ratio was improved. Take the earnings from new account registrations and apply that to hiring a full time editorial staff that both writes original featured content AND scours the web to submit stories. Maybe some of the features become member's only.
To further promote hunting for leading content across the web, perhaps whoever submits posts that make the homepage get some "earnings" for finding that story (though this would need some thought to prevent encouraging of spamming...but it is easy enough to have advertising sponsors offer prizes and such that are non-monetary to some degree).
One of the lessons I learned the hard/slow/stupid/painful way is that anytime you put all of the opportunity cost on yourself people will abuse it. They will treat you like a tool and waste your life. And some days they will make you loathe humanity. The more popular you become the more nutcases you reach. (Of course you reach great people as well, but they are not the pain in the ass that the bottom 10% of the market is).
You have to cut off the bottom feeders and charge for anything that wastes your time. Today a guy called me up for phone support for one of our free tools. He got no help because my business model is not built around offering quality tools AND premium personalized support for free. If I value my time at $0 then eventually so will the market. I can't think of another person who works as hard as I do who sits around waiting for calls demanding free help. Of course people can pay for help and get my best. And that is the beauty of economics...it fixes most of the noise problems. But if you don't value your time you can't (legitimately) expect others to do so.
Anyone who writes a regular blog knows about writers block. But no matter how much time you spend staring at that blank page, the article just never writes itself.
So how do you overcome writers block?
Here are a few tips.
It's not that there aren't plenty of topics to write about, the problem is we often feel we need to say something new. The reality is that not much is genuinely new. We all stand on the shoulders of giants.
Instead, try and find new angles on old ideas.
One good way of doing this is to combine two topics. For example, if you know a lot about SEO, apply this knowledge to a more conventional topic, like, say "How To Innovate" The article then becomes "How To Innovate In The SEO Business". Not rocket science - or a particularly new angle for that matter - but combining two tried-n-true topics can create something new.
2. Just Write
Often called free-writing, there's a lot to be said for just making a start.
Think of a question - any question at all - and start writing about it. Don't worry if your produce gibberish, the aim is to get rid of that blank page.
Introduce an SEO twist by going through your keyword logs. Find any keywords phrased as a question, and free- write about that keyword. Put the keyword phrases into Google's Keyword Research Tool, and see what word associations, and other questions, come up.
I'm getting self-reflexive and post-modern here, but that's how this article started. I'm rewriting this article from a page of utter gibberish. Hopefully I'm making slightly more sense now.
3. Go For A Walk
One daily habit I've got into recently - and I can't recommend it enough - is to go for a walk. There's something about exercise, and being away from a computer, that clears your thinking processes. Try it for a few days and see if you notice the difference.
I'd be really interested to hear if your experience has been the same as mine.
Well, not really.
Creatively borrow :)
There isn't much that is genuinely new in this world, and there is even less new in the field of marketing theory. I loved the book "The Purple Cow", but really, it's a new spin on an old topic - having a unique selling point.
A lot of the books I've been reading recently have a "sameness" about them. That's because a lot of marketing books rehash old theory using new terminology.
But hey - why not join them! What's old to you might be new to someone else. And if you can put your ideas in a contemporary setting, then that will bring something new to the table. Grab some old books or magazines and rewrite articles. Bring them up to date. Put them in a new context. Redefine terms. Add a new spin. Do some keyword research on the key themes and integrate.
The good thing about writing from existing pieces is that you get over the blank page effect. You're already starting from a finished piece. Your job is to rewrite, expand, take it into new territories, respin and create something new.
5. Chunk It
Chunking is a method of writing where you split concepts into small pieces.
Create bullet-point lists of things you want to say - write the conclusion first
Write a paragraph of one sentence under each heading
Can you scan the document and understand it?
Although sparse, the article is complete in terms of structure. You then dress up the bare bones by expanding the sentences under the headings, thus turning them into fully formed paragraphs.
6. Write Something Unrelated
Ever get the feeling that everything that can be said about SEO has been said already?
It's not true, of course, but it feels that way sometimes.
Try researching and writing about a completely different topic area. You might not publish the piece, but by immersing yourself in new areas and concepts, you might gain new insights on your chosen field.
Unfortunately, the SEO niche has become an echo chamber, so try to read outside the area of SEO as much as you can. How about looking at areas such as future gazing, trends, history, economics, business, politics or personal development? Can you relate any of these fields back to SEO and marketing?
7. Don't Write At All
A lot of people feel the need to publish, even when they have nothing to say.
You often see this on blogs. Some arbitrary decision has been made that the writer must make one post a day, or must Twitter five times a day, or else, or else....
....or else what?
People will leave and never come back?
No one is that important.
I think it's more likely that readers will appreciate something that is worth their time reading. Time is a scarce thing, so I don't think writers do readers any favours by churning out, well, typing. Sure, the golden rule of blogging is to keep a blog regularly updated. A good thing, if you can manage it. But this can create a pressure to churn something - anything - out. The reality is that few people can write killer pieces each and everyday.
So rather than write something substandard because you're not really feeling like it, why not just do something else instead.
I'd be interested to hear your strategies for beating writers block.
If a person is a public SEO and their only gig is writing a blog about SEO (and selling client services to newbies) then it can be quite easy to share and not care. If they destroy a technique or someone else's business to earn a bit of attention who cares? They got the attention, and that can be converted into currency as herds of newbies flock to where the crowd and controversy are.
Which is why some of the sleaziest SEOs publicly promote SEO outing.
They understand that justifying their own business actions helps to legitimize them, even if they are hypocritical scumbags who use their blog to threaten and bully around people with a smaller platform. If you are doing effective SEO but are not paying them on retainer look for them to go out of their way to try to out you and harm your business.
Real SEO Professionals
But if a significant portion of your revenues comes from affiliate and/or ad driven sites which just happen to be ran by SEOs (which Google generally hate, in spite of some claims to the contrary) the care with which you give out information increases. And competition is not always above board.
Business Can Be Dirty
About a month ago a person contacting me about how they were an honest Joe wanted more tips from me, and about a week earlier I noticed that the same person stole something from one of my sites and was trying to compete directly against me using my own content!!!
About a year ago a "friend" claimed he wanted to invest in some of our businesses. He came up with an offer, got most of our information about some of our business ideas, grabbed a hold of some of our business relationships, and is now creating a similar business model competing head on. He claims that his capital was illiquid as for why he did not complete the deal, but he does not realize I know how much he spent on some other assets at the time. And a case of inadequate resources is never an adequate excuse when the person who approaches you names their offer price. They burned 100% of the trust I had in them to the ground. How could I ever trust them again?
A couple years ago one of my sites got dinged with a penalty. While that penalty was in play, another "friend" working on building other businesses told a friend of mine "clone Aaron's site," not expecting that sleazy advice would come back to me.
I think about a week ago someone asked me a blog comment along the lines of "what affiliate offers should I promote right now."
At that level the person...
is not a paying customer
is valuing my time at nothing
is trying to take away time I could spend servicing our paying customers (or attention I could spend promoting our other money making sites)
AND they want me to give them advice which would increase the competition we faced in our other publishing projects, sacrificing our future revenues
When I wanted to be well known there was value to popularity, but the people who are paying you $0 for your time AND who are asking specific specialized questions about what you are doing are only going to harm your business interests. And so you must say no thanks to answering those types of questions.
Real SEOs Become Guarded - or go Bankrupt!
After a few years of being constantly screwed over by a bunch of snakes and liars you simply decide to share less. Either you do that, or you are simply commoditizing the value of your own time (past/present/future) with each advanced tip you share publicly. Who wants to work harder to lower their current (and future) wages?
The internet marketing field is branded in part as being sleazy largely because a huge segment of the marketplace is. Even if 90% of PPC affiliate marketers were honest, the sleaziest 10% of the market will get 90%+ of the ad impressions because they are willing to go the extra mile to promote scams, bundle reverse billing fraud, use fake celebrity endorsements, create fake brands, etc. Given that search engines are willing to compete against their top advertisers and ad networks are how many internet marketers make their money, it is quite hard to build a sustainable business model unless you create and sell your own products.
Free Specific SEO Advice Worth Thousands of Dollars
Here is a ranking chart...let me tell you how to boost rankings for a site from nowhere to in the game on a bunch of keywords for only a few hundred bucks.
Well if I actually did that, it would just get burned to the ground.
Real SEO Goes Underground
Lots of other smart people have came to the same conclusions, which is why SEO has gone back underground. Yes some of the public information is decent, but more and more misinformation and hype are polluting the industry.
It is just like people writing about social media, but giving you a half-truth about how it organically spreads rather than mentioning what they really do to seed it...and where one rats out the next while selling himself to the highest bidder. As the market matures and SEO returns go from x hundred/thousand percent to y percent you can only expect competitors to act sleazier to gain any competitive advantage they can. After all, who wants to go back to having a regular old job?
What is the purpose of that new page you're adding to your site?
Is it to rank highly for a keyword term? That's half the battle won, of course :)
After the visitor has arrived on your page, what do you want the visitor to do next?
According to Seth Godin, you probably want a visitor to do one of five things:
Click to go to another page on your site
Register for something
Click on/view advertising
Pass your message on to a friend
So, if you build a landing page, and you're going to invest time and money to get people to visit it, it makes sense to optimize that page to accomplish just one of the things above. Perhaps two, but no more.
Keep that desired action firmly in mind when you design and optimize your pages. The first rule of optimization is to optimize for humans. Ranking a page, only to have visitors click away, is a waste of time and effort.
Optimize For Focus
In the SEOBook Forums, we offer site reviews as a service to members.
We often see sites where it isn't clear what they visitor needs to do. This is usually caused by too many options presented on one page. By trying to please all audiences, we often end up pleasing nobody.
Decide the key action you want people to take, and relegate all other options. Either move some options to a different page, or reduce the visual weight of other options relative to the main action you want a visitor to take.
Here's a great example of a site where the one key action is in clear focus: DailyBurn.com
An exception to this rule is when the user is very familiar with the site. A lack of options often means too many clicks to get things done. However, if your page is focused on the first time searcher, then simplicity and clarity is the way to go.
Do you know where people's eyes focus when they land on your site?
Check out this tool at FenGui. The tool tries to work out how people will visually scan your site. Some web statistics packages, such as Google Analytics and ClickTracks, provide visual click tracking based on user activity.
Before deciding on a template for your site, it is a good idea to test out your ideas using PPC. Knock up a few different designs, run a short campaign and use split/run testing to determine which page layout result in the user taking the desired action most often. Armed with this information, you're less likely to waste time in your SEO campaign.
There are few hard and fast rules when it comes to web design, because each element you add will affect what is already there. Or not there.
However, a few factors remain constant:
The eye will be attracted to color blocks
The eye will be attracted to human faces or forms
Whitespace promotes readability - keep paragraphs short, use headings and bulletpoints
Make sure all visual elements underscore the desired action.
Where Web Design/ SEO Often Goes Wrong
The success of a page should be measured by one criteria:
Does the visitor do what you want them to do?
Often, other criteria will blur this vision. For example, a designer who is more interested in winning awards than ensuring your pages do what they should, may make a page pretty, but sometimes pretty doesn't result in a desired action. An SEO can sometimes be overzealous in terms of keyword usage, which can result in dense text and odd-phrasing, which has the potential to put visitors off.
There is little point putting a lot of effort into attracting visitors if they don't do what you want them to do.
A Word About Adsense
Positioning of adsense can be the difference between making pocketmoney and making a living. Look at Adsense as a visual element, as opposed to a block of text. Typography and text layout are design elements, every bit as much as graphics.
Are your eyes drawn to Adsense as you scan the page? If not, you may need to tone down other visual display elements, including color, to make Adsense Ads stand out. If Adsense is the way you monetize, the desired user action is the click. Are other elements on your page, be they links or graphics, competing for that click?
In April a web designer who came across our site gave me the following feedback "I don't know how you can advertise your skills in SEO when such a vital part of a good quality site is valid markup. Your homepage has 40 errors when I just checked."
To which I replied "...and yet I rank page 1 in Google for SEO. Who cares about valid code? Not me. And not Google. Oh well."
Imagine the paradox in the mind of a self-important web designer seeing high ranking sites that did not have perfect HTML. All he can do is lash out like a confused injured animal...as though he knew SEO and both I and Google were wrong.
Validation = Who Cares?
But looking at things in practical terms...
Question: What is validation?
Answer: How web designers try to justify over-charging for their work + pat each other on the back.
If you are a web designer (and/or want links from pretentious web designers) then validation is a great idea...it is core to the group circle-jerk amongst cool web designers. But for everyone else, it generally doesn't matter.
One of the best ways to improve search relevancy is to use more data. But a September 2006 test by a Google engineer named Ian Hickson across billions of web pages showed that 93% of the pages did not use valid code. If valid code was rewarded by the algorithms (or invalid code was heavily penalized) then spammers would just use valid code, while search engines returned inferior search results because most quality websites do not validate. Google's Matt Cutts wrote:
Fellow Googler Ian Hickson contacted me with more recent numbers from a September 2006 survey that he did of several billion pages. Ian found the number of pages to be 78% if you ignore the two least critical errors, and 93% if you include those two errors. There isn’t a published report right now, but Ian has given those numbers out in public e-mail, so he said it was fine to mention the percentages.
These numbers pretty much put the nail in the coffin for the “Only return pages that are strictly correct” argument, because there wouldn’t be that many pages to work with. :) That said, if you can design and write your HTML code so that it’s well-formed and validates, it’s always a good habit to do so.
If I am paying a designer to make a custom web design for my site then I will demand clean code (in part so I can use it to score links from designers who care about that), but the truth is most sites do not validate. And few need to. Google doesn't, and they seem to be doing just fine.
When Web Design Has No Value
If a beautiful design gets no exposure then it has no value.
Traffic = opportunity.
No traffic = no opportunity.
When Web Design Has Value
If you have a big public relations driven launch then of course it makes sense to start off with a beautiful design. But most entrepreneurs can start out ugly and invest once capital starts rolling in. It worked for Google. And it worked for me. ;)
Once you have decent exposure great design can be worth a lot of money because it helps build trust, and increases your visitor value...allowing you to pay more for traffic and sell your products + services at a higher price point. But most small business sites can succeed with an average design and still be functional enough to get market feedback, sell stuff, build a customer base, and build a real business from. Eventually it might make sense to get a strong design, but if budget is limited then there are a ton of affordable starter options to bypass the costs of custom web design work.
Bootstrapped Design on the Cheap
The logo at the top of this page cost $99 about 5 years ago. When I color-matched the design to it this site was only moderately ugly. And the original site design we used was unbelievably ugly. Today the market is much more sophisticated with DIY design options.
What ***really*** annoys me about the arrogance of the web designers like the one quoted above is how they can know absolutely nothing about SEO and then claim that valid code is the key to SEO. It is a bogus lie used to promote their own trade at the expense of their clients.
Sure websites can have major issues that prevent a site from ranking. BUT the SEO is not just in the code. The whole reason Google was able to gain marketshare so fast was because they did sophisticated link analysis. If you are in a competitive market you need links to compete. Simple as that.
In 2004 I remember a web design firm quoting a new launching auto insurance firm (which wanted to buy SEO services) a design for $10,000 and then claiming that "the SEO was in the code" ... as though somehow there was no need for a link building/buying budget. The equivalently dishonest marketing angle would be an SEO grabbing a set of free web templates to go along with their SEO services and claim that everyone gets a free original professional custom website design as part of their SEO package.
Sure that was 2004 & that web design company was not as well known as it is today. And the above guy was just 1 random guy, so who cares, right? Well what annoyed me enough to make me write this post was seeing a recent copy of Web Designer magazine that my wife bought.
2009 Web Designer Magazine
In the top left of the magazine they advertise "TOP SEO TECHNIQUES"
And The Magazine Advertises SEO Circa 1998!!!
Their "top five tips for tackling SEO" include
Choose one main keyword per page
Increase the Keyword Density for each page
HTML tags emphasis your keywords
Include meta tags in your website
Submit your website to major search engines
No mention of links. Why? The guy who wrote the article works for a company that has a business model built around offering cheap + useless services that scale - like keyword density analysis and search engine submission. I could do the same thing if I wanted to be a dishonest piece of trash, but I chose not to.
The article mentions some shoddy survey, that you can use their tools, and that "From only £100 a year, a company can implement a solution that will ensure much-improved rankings." They also flat out lied with this gem "Search engines expect the keyword or phrase on each webpage to make up six-to-ten percent of its content."
Equally Bad Website Design Tips
To apply the equivalent sort of advice to web design I would have to write truly useless design tips like
set a large web design budget upwards of £100 a year
spend ~ 100% of that budget by paying a designer to download an open source design they just got free
if the site design fits your business then perfect
if the site design looks ugly then it will stand out even more
customers expect 6 to 10 percent of your text to be in a red marquee with a speed setting of 5
Many Web Designers Kick Ass
A lot of our best customers in our community are former web designers who got started doing design, but care about the success of their customers and began moving themselves up the value chain by offering web designs that come with real SEO services.