This past Sunday afternoon Barry Schwartz hosted a mini-SMX in Jerusalem, Israel. Vanessa Fox joined him from the US as well. A short, relaxed version of SMX. Nice event – loved that it was so close to our office! It was good seeing my friends and colleagues from various places in Israel who made their way through the mountains to Jerusalem on what turned out to be a beautiful springlike day!

I spoke about Reputation Management Pitfalls and I will share the main points.
Note: when I say reputation management I mean getting negative results for your keyword out of the top 10 in Google.
1) Understand what your client really wants – it’s not always what they tell you at first. Dig deeper.
2) The goal is to “own” the top ten in Google and other search engines by working with Google – create and promote sites full of relevant content and get authoritative and/or topic-relevant links.
3) Don’t confuse Rep Management with SEO – it’s not a good idea to overdo the linking process – you will end up making your job more difficult – you will need to compete with yourself to move more sites into the top ten.

I will post the presentation on Slideshare soon.

I was trying to help a partner understand our org chart and remembered that at CES in Las Vegas the Lego people were giving out little Lego guys.

This is what I sent my partner:

For about a year my company has been utilizing a new set of techniques to help us in our SEO efforts. While the techniques are not unique our results are in some cases singularly unique and valuable.

Even if you are new to SEO you probably already know that some of the main “types” or areas of SEO are:

1. On Page – things you can do on your site to make your site rank better (think rich on-topic text, titles, descriptions, keyword choice, site structure, interlinking etc.)
2. Off Page – things that can be done on other people’s sites to make your site more popular (think linking and creation of pages and content on other sites that influence the search engines and push your efforts forward)

Aside from these, there are actually many other, sometimes equally important arenas where you can act to increase your site’s popularity and rankings for specific keywords. These include:

Looking at this incomplete list, it stuck me that aside from the very visible link acquisition and site building activities there are a lot of very valuable activities that contribute to a site’s dominance of a keyword, but which are much harder to see. I call these activities SEO Dark Matter because we can sense they are there but we may have some difficulty actually detecting and monitoring them.

For example – if you see a site rise in Google’s rankings for a tough keyword like “contact lenses”, checking its backlinks and the pages of the site itself will not allow you to see that the strength came from an old on-topic website that you redirected to the new site – you wont see the 10,000 incoming links that give it strength and you will probably be fooled by the 20 incoming directory links that have been purchased for the sole purpose of fooling you.

Another example – imagine your site falls for a target keyword – even you may have trouble detecting that the reason was that someone was generating a lot of erroneous search engine traffic to your website and has suddenly stopped that activity – sending the search engines a clear signal that your website no longer deserves the rankings it has.

That’s SEO Dark Matter – it’s harder to detect and it’s the next frontier of SEO.

I bike to work when the weather is decent. It’s only 5km but the route is pretty hilly so I get some real exercise on the way.

Today when I was on the last incline before reaching the office – I saw what appeared to be a beetle crossing the road.

In any case I swerved to miss him since President Obama recently showed us that to get the full effect of killing annoying bugs you need to be filmed…

Then I started thinking how if I had run him over I might have effected the whole population of his species in the area. Maybe this bug was destined to mother of millions… True – if this one was dumb enough to cross the road while thousands of her comrades were in the grassy fields – she probably wasn’t the most brilliant of the bunch, but there is a vulnerability when a single event can knock you out completely. Nassim Taleb call’s these unexpected devastating events “Black Swans”. I highly recommend his books on Randomness.

Of course with bugs they have it all worked out – they presumably diversify their activities and locations enough so that one event wont knock out their population completely.

Recently my cell phone website http://www.younevercall.com was penalized by Google, probably for overly aggressive linking and what we now know was a concerted effort to get the site penalized by a much wealthier competing website. (They actually reported their efforts on Twitter – but that has since been removed…)

YouNeverCall was run over by a Google penalty and appears to be in intensive care – possibly to awaken in a few weeks.

Much like the beetle, our company is set up so that that single event does not end our company – though it does have a big effect.

To learn from the beetle would mean:

1. Stopping to rely on lower quality links and sites to aid in SEO
2. Expect the unexpected – be prepared for the penalty before it comes
3. Make logical rather than emotional decisions of what to do when crisis strikes.

I think the last one may be the most important one. At each juncture it makes sense to look at the resources: people, websites, available tactics, etc. and make intelligent decisions about where to go next.

This is the third time that YouNeverCall has suffered a penalty over the past 6 years and each time the website and the business as a whole has come out stronger.

I don’t think that can be said for the beetle.

Recently I was reflecting on how the internet has developed – following roughly the following stages:

• Libraries and Universities post their information online – Internet as extension of the library
• Corporations and Organizations build websites – Internet as extension of advertising space
• Sophisticated users build their sites – Revenge of the Nerds – Meritocracy allows smart people to be heard louder
• Everyone can build a site – Power to the people, internet is like flea market anyone can set up a table and peddle their wares.
• Early Social Networking – We all create our own channels and tune in to the networks only occasionally
  
• Everyone is Networking – Twitter - We are the network – continued decentralization of flow of information.

Note that even in today’s situation – many of the tweets and blogs point to content which is traditional media – this has not been displaced – but it definitely seems that there is a higher bar to meet. There may no longer be room for 200 newspapers in the US – perhaps only 20 can survive in their full glory.

What’s with the hyperactivity?

It’s interesting that as we have gone from the first graphical web browser (Spyglass Mosaic) to Firefox 3 and Internet Explorer 8 (does anyone use that?) each successive step has been characterized by shorter attention spans and more linking.

Twitter is the epitome of short attention span – get it all down in 140 characters or less. No room for a whole link – suddenly bit.ly and tinyurl are a service everyone needs! I came to the realization last week (at about the same time as SarKE) that internet marketers as a group seem to be blessed with Attention Deficiency. Or perhaps they have the ability to be very focused on many different projects for very short periods of time. In any case, rather than being a disability – having a short attention span and being somewhat impulsive seems to be related to success in internet marketing.

Twitter makes perfect sense to people like me (Hyperactive Sam) who can’t wait until you finish your sentence – we are already on to the next thing. Sometimes 140 characters seems like an awful lot of characters when all you want to do is share a link

See our Technorati Profile