From Derek Powazek, a scorching indictment of the Search Engine Optimization industry, who offer a mix of obvious advice and sleazy tricks that break the web. Derek's SEO advice? "Make something great. Tell people about it. Do it again."
Spammers, Evildoers, and Opportunists
Look under the hood of any SEO plan and you'll find advice like this: make sure to use keywords in the headline, use proper formatting, provide summaries of the content, include links to relevant information. All of this is a good idea, and none of it is a secret. It's so obvious, anyone who pays for it is a fool.
Occasionally a darkside SEO master may find some loophole in the Google algorithm to exploit, which might actually lead to an increase in traffic. But that ill-gotten traffic gain won't last long. Google changes the way it ranks its index monthly (if not more), so even if some SEO technique worked, and usually they don't, it'll last for a couple weeks, tops.
And when they do reindex, if they determine that you've been acting in bad faith (like hiding links or keywords or other deceptive practices) they'll drop you like a hot rock. So a temporary gain may result in a lifetime ban.
In the end, you're sacrificing your brand integrity in a Faustian bargain for an increase in traffic that won't last the month. And how valuable was that increase, anyway? If you're tricking people into visiting your site, those visits are going to be bad experiences.
Way back in 2011, major American automakers were slow to realize that “companies in Silicon Valley have for some time been looking at cars just like another mobile device or app.” When the disruption, hit, it hit hard, writes Nick Bilton:
This is NASA’s new “space fabric” in development at the Jet Propulsion Laboratory.
Founded in 1970 as Xerox’s R&D division, PARC was a dream factory that brought the world laser printing, Ethernet, the graphical user interface that led to Windows and the Macintosh, ubiquitous computing, and many other technologies that we now take for granted. Why made the place so damn special? Alan Kay, who pioneered networked computing […]
Yeah, Bluetooth audio is pretty common these days, so why should you care about these earbuds? Look how happy that woman up above looks. She’s got FRESHeBUDS in. Boom. There’s your reason. She’s also at the beach and it appears to be a very nice day.But for the sake of promotion, wireless earbuds are fast becoming the […]
“Gets stuff done,” is a good way to be described by anybody. Especially by coworkers or bosses. Because whether you’re in finance or a children’s librarian, stuff needs to get done. But how do you make sure stuff gets done? You definitely can’t do all the stuff yourself, unless your company/organization/government office consists entirely of you. And […]
Even the most expensive pair of hi-fi headphones can’t match the feeling of bass rumbling through your body at a live show. That’s why music aficionados designed The Basslet, an accessory that reproduces that sensation from your wrist. Does it make your whole body shake with deep subs? Not really, because that would be terrifying, but […]