The Search Ninja

Recently I’ve taken an interest in compiling case studies of past SEO campaigns that I have directed. My goal is to compile a history of sorts which details my professional accomplishments in terms of campaign performance.

One particularly interesting aspect of this has been studying the various types of goals that each campaign was focused on.

Notable examples include:

• Raw Traffic Increase: The client wishes to generate inbound search traffic.
  

  Very little attention is given to focus/targeting. The client just needs to see big numbers and couldn’t care less about what those numbers mean or how to monetize the traffic. One’s first assumption might be that the client doesn’t understand monetization concepts such as conversion, and equates traffic with success. Surprisingly this was not always the case; in fact this type of campaign often served a very strategic (even surgical) role in the client’s big picture.

• Sales Improvement: The client is seeking (improved) revenue from online sales channels.
  

  This type of campaign always appears to be pretty straight-forward on paper, but quickly evolves in complexity and scope when the campaign is being hammered-out. Comprehensive analytics solutions, clever market research, industry-specific intelligence and a novel testing platform are just part of the arsenal required to see this type of campaign to success.

• Reputation Repair ( i.e. “Make it go away”): The client is generally suffering a bad run of negative PR.
  

  The SERPS are populated with not-too-flattering opinions/information related to the client’s brand/product/officers, etc. Making the bad PR go away (or rather making the bad PR invisible) and replacing it with more favorable resources and information is the name of the game.

• Image Destabilization (Smear Campaign): The client has an interest in damaging a competitor’s image.
  

  Summary Description: The opposite of reputation repair. In practice its not quite that black and white and there are a multiplicity of factors to consider when planning your attack, or rather, your “public enlightenment initiative”.

• Branding: The client is seeking reach, impressions and brand recognition.
  

  This type of campaign is usually composed of multiple strategic initiatives each of which addresses a specific critical target or market segment.

There are many more campaign types that could be classified and perhaps when I find the time I will explore a campaign type classification system further.

In real-life SEO campaigns, it is rare for a campaign to focus its aim so narrowly that it can be classified exclusively within a particular campaign type/goal. As the campaign evolves, it is common to see multiple directions and goals emerge in response to the changing needs of a maturing web entity.

Why am I such a sucker for these things?

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The following post is transcribed from a conversation that transpired between a Search Ninja reader and myself concerning statements which I made regarding the SEO industry and my involvement therein.

In your Search Ninja blog you mention that “If todays top SEO’s really are doing well for their clients, they don’t have a clue why.” You also mention that SEO firms have a shady reputation, etc. My question is… How could you feel this way and still have worked at an SEO firm? e.g. Pole Position.Thanks,

Reader

Hi Reader,Thanks for visiting the blog. Regarding your question:
When I stated that “If today’s top SEO’s really are doing well for their clients, they don’t have a clue why.”
I was voicing my frustration at the SEOMoz ranking factors v2; a document which was produced
as a collaborative effort between the top SEOs in the world. It’s information was largely misdirected
and/or vague and at other times a flat-out embarrassment to the industry.

On a personal level it made me realize how fundamentally different my approach is when contrasted
with that of most SEOs. This is why I felt compelled to coin the term “SEO2g (2nd Generation SEO)”,
which refers to a next-generation, R&D driven, scientific approach to SEO (As opposed to SEO1g which
defines the prominent best-guess/rumor-mill/ultra-linear approach that dominates the industry).

Secondly: In regards to the public perception of SEO, that is exactly what I was referring to:
the public perception. I myself proudly accept the title of SEO (2g). Accordingly I am proud of my
work with Pole Position and am grateful to have had the opportunity to help evolve that business.

I sincerely appreciate your inquiry and thank you again for visiting the Search Ninja blog.

Regards,

Jason J. Green

Interesting. Thanks. Where can I find more info about 1G vs. 2G? I’m not sure I see the difference. Or, more accurately, I’m not sure I understand 2G.Lastly, if you were an online retailer with an SE friendly site, etc., would you hire an SEO firm to help you? i.e. Would the $20K-to-$50K-and-more you’d pay them per year be a good investment? If yes, how do you differentiate between an SEO firm that’s a good investment vs. a scam? Do you know of good SEO’ers or SEO firms?

Thanks,

Reader

Hi Reader,As far as 1G vs. 2G; you will not likely find direct information so titled. I would direct you to investigate areas such as Web IR, Search Engine Design, Consumer behavior, standards compliant extensible web development, etc. SEO2g is a synthesis of technical skills and education across a broad range of subjects. For example:

Standard (1g) SEO Campaign might look like this:

1) Perform simple site analysis, check for crawlability issues, meta data, etc.

2) Brainstorm many keywords that are probably relevant, research their traffic volume and select those with the highest search volume and lowest competition.

3) Include the selected keywords in page titles, meta data, text and internal links.

4) Support the on-page effort by soliciting links, submitting to article repositories, link buying, etc.

5) Check progress monthly and make adjustments in an attempt to find an optimal state.

An SEO2g Campaign might look like this:

- Preliminary Research

• In-Depth Site Analysis covering: On-Page, Link Analysis, Usability, Spider Simulations, etc.
• Industry Analysis
• Topical Community Analysis
• Coverage, Authorities, Arena
• Competitor Technical Analysis: Term/Doc Matrix creation, Lemmatization, NVN Patterns, visual link geometries,etc.
• S.E. Behavior Discovery
• Search Marketing Plan and Campaign Development
• Competitive Advantage Development
• Determination/Development of project specific Metrics
• Targeted Search Phrase Research: Multiphase Refinement, Expansion, Correlation, Semantic Relation Index, etc.

- Domain Optimization:

• Name Selection
• Registration Length
• analysis of hosting provider (screen for IP block bans, etc.)
• Registrant History analysis.

And that’s before a single line of code is touched on the existing site, and its still just the tip of the iceberg in regards to what actually takes place.

Concerning the online retailer scenario: The answer is emphatically yes, assuming that I was able to locate a suitable firm/professional. That is what will make or break the value of a 20k-50k annual investment. However given an ideal situation with a truly skilled professional SEO: it’s worth every penny and more.

The problem rests in finding a professional that is the real deal and not a snake-oil salesman. Not an easy task for most potential clients in the market for search engine optimization. This is because SEO is still largely, as they say, a “black art”. No industry standardization, formal academic programs, etc. This makes “best-practices” hard to define explicitly and universally.

Thank you again for your interest and interesting discussion.

Regards,

Jason J. Green

There seems to be quite a buzz about Google’s now “official” policy which bans reciprocal linking.
The policy has not been well received by SEO’s and Webmasters alike.
A campaign has even been suggested which recommends adding the rel=”nofollow” attribute to any hyper-links that point to Google properties.

Additional suggestions include using the phrase “Web Apartheid” in any content which discusses Google.

Personally I think this is a case of (well-intentioned) bullying on Google’s part.
That is I believe Google’s motives are not “evil”, in as much as they are trying to clean up the quality of the Internet Link Graph.
I believe that they are operating under the assumption that “Google knows Best” and are instituting a policy that they believe is for the greater good of the web (despite the kicking and screaming of the SEO community who have reacted as if they were given a sound ‘over the knee’ paddling by Google).

This of course does not make the decision necessarily “right” if such an evaluation can even be made, as the bottom line is that Google is simply a service and has no “official” obligation to appease the web at large.

One could also argue that reciprocal linking (as is practiced by the SEO community at large) serves no purpose other than to manipulate rankings (and offers no real value to visitors).

There does (or should) exist however a certain responsibility to not abuse the awesome power that the search giant wields. Handing down decisions such as this and operating under the “Father Knows Best” policy just may be an abuse of that power, at least in principle.

Personally this does not affect my work at all and is therefore a non-issue in my eyes.

If however the new Google policy affects you or your clients please do the following:

• Click here to download your PDF Dunce Cap.
• Print the PDF and follow the instructions for building your Dunce Cap.
• Go home and stand in a corner.
• Place Dunce Cap on your head.

You should be ashamed of yourself: You have done your clients a disservice and mis-represented yourself.

If you are relying on reciprocal links for SEO, then you are not an SEO.

If you make people think they’re thinking, they’ll love you; But if you really make them think, they’ll hate you.

- Don Marquis

The Nature of Leadership

• Leadership, like power expresses itself in its effects. It cannot be experienced directly.
• Leadership is an innate quality that is developed through experience.
• Leadership is an innate quality that can be refined by applying technical learning.

The Effects of Strong Leadership

• Leadership is demonstrated by facilitating effective and inspiring interactions with a diversity of people
• Leadership is strongly rooted in flexible thinking and adaptable behavior.
• Leaders inspire loyalty, honor and passion in those they lead.

The Character and Manner of a Leader

• Leadership is not the product of applying “systems” or techniques of trendy “managerial psychology”.
• Those who claim to be great leaders are generally also trying to convince themselves.
• One does not become a great leader by hanging inspirational posters.
• One does not become a great leader by reading books on leadership.
• Those who are obsessed with being recognized as great leaders; never are.

I’ll apologize in advance for beating this horse which is very much dead and gone, however:
After reading some highly visible misinformation about PageRank recently I would like to offer a few points of clarification on the Larry Page brainchild:

For more info read: Google PageRank and Related Technologies (PDF)

As some of my more astute readership may have deduced; My second tenure with Pole Position Marketing has drawn to a close. And while I was somewhat saddened to go I have left behind a lasting legacy in the form of research, infrastructure and many satisfied clients.

Short History…
My relationship with Pole Position Marketing began about 4 years ago, when I was hired to do link research for the company as its second employee. The three of us: Stoney, my good friend Brendan and myself worked out of Stoney’s home-office. At that time Pole Position Marketing was called Pole Position Web. We quickly moved into a real office space and for the next year Stoney and I worked together developing and refining the business operations, corporate image, brand identity, job roles, etc. I watched the small-time operation develop into a respectable SEO business.

GreenBUILT…
In the summer of 2005 I left PPM to pursue my own endeavors under the banner of GreenBUILT Research & Development.

Round 2…
I went back to Pole Position Marketing for a second term back in October of ‘06 when Stoney contacted me to discuss possibly working together again. After some discussion I rejoined the PPM team and was able continue and complete my work there. Last month PPM and myself parted ways once again, however this time I am able to say that I have truly completed my work there. The only regret I have is not having had more time to work with my apprentice, Rob (a.k.a. Rob “Bass” - The Right Hand with the Master Plan. ). But he will do just fine if he continues to apply the first two laws of learning Second Generation SEO:

1. - All SEO information is essentially worthless.
2. - If you want to learn SEO, don’t look to SEO resources to help you.

Most publicly available information about SEO is absolute shit.
News is no exception: Aside from being inordinately voluminous (literally hundreds of goings-on per day are reported), SEO news is very predictable and generally comes in one of three varieties:

Gossip: SEO’s talking about other SEO’s (or the search engines).
Which can be further sub-divided into two categories:

• Inflammatory remarks designed to spark a heated (and extensively reported) conflict.
• Nauseating flattery from SEO groupies, pseudo-SEO’s or SEO brown-nosers.

Ego: SEO’s talking about themselves: how successful they are, discussing high profile clients, or comparing themselves to more popular SEO’s.

SEO’s love to talk about themselves.
The SEO’s soap-box is actually more of a podium,
a very large podium; with a comically oversized microphone…

Sensationalism: Outside people talking about SEO and (usually) casting a negative light on the industry

In the tradition of Geraldo’s “Satanic Panic” campaign of the late 80’s and early 90’s, modern Internet news outlets of all types love to portray SEO as the seedy under-belly of marketing, who’s squalid cast would fit nicely in a police lineup of pimps, thieves and drug dealers

I recently read an Australian news story which featured the following sub-heading: “The recent misfortune of a search engine optimisation firm has lifted the lid on shadowy tactics in this controversial industry”

An alleged “SEO guru” stated, (under the condition of anonymity) that most SEO firms are unethical. Other anonymous “experts” chimed in pointing the finger of shame at SEO’s such as those that operate the maligned SEO firm discussed in the article. Bravo!

I know that I’m going to sleep a little better knowing that the self-appointed moral-vanguards of the SEO industry are silently helping the media to uncover the evils that lie writhing beneath the flimsy professional exterior of the search marketing industry.