November 24, 2006

the stunt train manifesto


Todd Mallcoat, an SEO maven sent me this:

The Stunt Train SEO Marketing Manifesto

1. SEO is a marketing school of thought…not a process.
There are plenty of people that understand the process, and don’t “get” SEO. Here’s the process - SEObook, SEO glossary, and Ranking factors. There’s still only ten spots that matter.

The process of SEO is fundamental in just the same way that there are formulas for headlines in direct marketing that have MUCH higher likelihood for success - read the playbooks and the process becomes second nature.

2. It’s much easier to plan a website than to retrofit it.
Understanding fundamentals makes it much more valuable when you hire a consultant or agency. 18 questions your CEO forgot to ask.

3. Search increasingly impacts every form of media.
Every media distribution point is doing their best to incorporate search to personalize the conversation rather than just screaming at random people.

4. It’s all about the links (but also about the exposure, rankings, conversation, and conversion).
Building link equity is the new brand branding. It’s really all about the conversion - but you gotta love links (and openly admit to it).

5. Any marketing decision impacts search engine rankings - and vice versa
TV, radio, print and other ads can all be used for attracting links.

Want to use all flash as the homepage? Pick a different school of thought.

6. Creating a “purple” idea is much easier than begging for links.
There is always an extraordinary, remarkable new angle to any industry.
SEO is about understanding the indirect correlation of things to execute on great ideas that no one else has envisioned by having a unique perspective on marketing. Looking for quick fixes and the latest loophole is NOT SEO. Drinkbaiting is SEO - if you can’t figure out why - you’ve never spent a full 40 hour week asking for links.

7. Social media can be optimized
Optimization does not mean manipulation. Optimization is examining the rules of the game and using them to your advantage. Social media increases both exposure - as well as the level of public scrutiny. People appreciate when bias is disclosed, and conversation is HUMAN.

If you are not authentic - you will not last. The higher the value for financial gain of the industry - the more reluctant consumers and agents of distribution become to helping you distribute your message for free.

8. Top rankings won’t fix a shitty product

9. Blackhat is lying to clients, customers, partners, or vendors.

Whitehat is proactively discussing risk tolerance, process, expectations, and contribution to a community instead of just bilking people into teaching you to think.

10. It’s all about the results
Great results can be rankings, sales, or the spread of ideas. There are many great business leaders that don’t realize they are SEO’s. It is more than a process - it is understanding the process and stacking the deck in your favor within the confines of the game - which ultimately changes the game. SEO is the understanding of the dynamic game of business marketing.

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Posted by hugh macleod at November 24, 2006 9:37 AM | TrackBack