I’m FINALLY strong enough and mentally stable enough, (allegedly), to sit up and write for an hour or so. I’m going to attempt to resume my blogging duties today so the Guru can stop depriving his millions of fans of those pearls of wisdom that only the Guru can cast in his oh-so Guruish way. 

This is an article that I started right before I caught malaria, and then typhoid fever and then salmonella and then a urinary infection all in the last 16 days. It is an article that I hope has some positive impact on the industry as a whole but I also hope it finally gives some honest to goodness advice on how to locate people in the SEO industry that can actually help you reach specific goals. You CAN find the right people that can help you at almost any price range and it’s not nearly as big a deal as has been reported over and over again.

Over the last 11 years I’ve probably read 100 or so fluff pieces with titles like How TO Pick An SEO. Articles that were written with little fore-thought, factual data or anything resembling a logical conclusion having to do with helping you choose a competent SEO. The vast majority I’ve simply chose to ignore and not speak out figuring the blind leading the blind had little impact on the real world anyway. BUT, last month I ran across an article that was published by a well known blogger under the corporate flag of a highly visible, prominent company in the online promotion industry. A company that, supposedly, is on the same side of SEO or at least in a tightly woven symbiotic relationship that obviously capitalizes and benefits from the popularity of SEO.

This is a company that has the eyes of the online promotional world upon them. A company whose words carry real weight and has an impact on not only their own readers, (which number in the thousands), but on an entire industry as well.  A company who has worked hard to establish a reputation within the industry and well deserves it I might add. But with that reputation comes a responsibility to hold itself to a higher standard of professional journalism.

Because of this, the Guru feels he must speak out. Even knowing that it will not likely make him any friends within an organization that, as I said, has a reputation and is a leader within the Guru’s chosen field of endeavor. The Guru can only hope that the bitch slapping about to be given is taken in the spirit that is given, and that the slappee can see the slapper is wanting only to remind the slappee of their power and influence and to encourage them to raise their own bar and try to do better. 

And so the slapping of the bitch persuasion begins.

The article I’m referring to is titled 8 Tips for Avoiding an SEO Fraudster located at http://www.marketingpilgrim.com/2007/08/thoughts-about-seo.html

Immediately the title rubs me the wrong way because regardless of what the actual intent is, it is not very flattering to ANY SEO. The Guru has seen so many of these link bait titles that it is not the title itself that bothers him as much as the fact that is being published by the Marketing Pilgrim whom the Guru has come to expect more from. That entices me to continue reading when ordinarily I would have just walked away.

I will address and give a 4 star bitch slap to each of the 8 tips.

>      1. The SEO industry is full of consultants that are either incompetent or crooked. How many? I would guess well over 90%. As a result, there is an unbelievable amount of noise in the industry that makes it almost impossible to actually get to the truth. If you want to hire an SEO consultant or contract out your SEO, I feel for you. We as a rule do not do that, so I really cannot make any good recommendations. We have hired for short periods of time some of the top names in the industry, but have in general, been disappointed.<

Ok, first I’m thinking if you can’t make any good recommendations, how in the hell do you think this is a #1 tip to avoiding a fraudster???? 

But beyond that, the whole 90% thing is not only pure unfounded conjecture I find it offensive and you could not be more wrong. You are referring to a lot of people that over the last 11 years I’ve had the pleasure and honor to work with, work for or partner with. I have not hired a lot of top names, I’ve worked with them, partied with them and consider them good friends and I guarantee you that you have it ass-backwards. 90% of people in the SEO industry are smart, experienced, honest and hard working. If you tell them what you want and they can deliver they will! If they can’t they will tell you that too and probably recommend someone that can and they are right and anyone would be wise to listen and take their advice.
 

>2. It goes without saying that some of the most visible people in the SEO industry are not visible because they really understand SEO but because they are good at marketing themselves. Be wary of any information you read.<

It goes without saying??? :0 Be wary of ANY information you read???

c’mon, does this really sound like a tip to you? How would you feel if you asked me for help and my advice was to be wary of ANY information you read? My guess is you’d feel like I didn’t know what I was talking about.

Again, the whole, “most people are visible because they are good at marketing themselves”, thing is unfounded, without any reference data whatsoever and simply wrong. Most people visible in the industry are visible EXACTLY because they know what they are doing, they are in the trenches everyday and the other people in the trenches recognize this fact. Besides, if you want something that goes without saying, how about anyone good at marketing themselves should be good at marketing someone else under similar circumstances?

 

>3. There ARE real SEO experts out there. However, as a rule, they are not sharing their secrets because they are applying them to their own sites and making enormous amounts of money doing it.

Again, how is this a tip for avoiding a fraudster? You do agree that there are expert SEO’s but you’re implying that they are so crooked that if you paid them to consult with you they would take your money and cheat you by not telling you the REAL scoop. This is not true. The vast majority of SEO’s I know will tell you EXACTLY what you ask them about and they will tell you the truth. The problem usually comes when they don’t tell you what you want to hear but that is not the same thing.

As for not sharing, again that is wrong. I can easily name dozens of blogs and newsletters written by people who do know and share far more than they need to. The Guru is doing it right now and John Andrews immediately leaps to mind as another person who is telling you so many secrets even I am often surprised. But he is not telling you how to stuff meta tags, he is telling you the real stuff but you have to be willing to listen and see the value of the secrets he is revealing. That is the tricky part.

Finally, the enormous amounts of money thing. #1, how much is enormous, #2 how do you know they make that much and #3 how is that a tip to help me avoid a fraudster? It sounds to me more like jealous bitching than a desire to steer your readers down the path to succesful online marketing.

>4. An SEO expert in 2001 is not necessarily an expert in 2007. In the early years, there were very simple formulas that would practically guarantee top rankings. Many SEO “experts” came out of that era and have no clue how to generate rankings in today’s world. When interviewing SEO consultants, make sure and ask for their current success stories.<

I was there in those early years and maybe it wasn’t as complex as it is now but it was still hard work and a LOT of people coming in fast all wanting your spots. There was never any guarantee of top rankings and you saying there was just indicates a possible reason you have been struggling as of late.  

Again, the “many experts thing having no clue” is totally unsubstantiated and without merit, (not to mention more than a little offensive to all SEO’s). Logic would dictate that in any profession there are changes and if any professional does not stay abreast of those changes he will cease to be considered an expert. My contention is that if someone is still generating revenue either for themselves or for clients, he is still very capable of providing positive results through consulting or through providing services directly.

I have no problem with asking for current success stories but I also feel this is a very poor excuse for a “tip”. I can show you a LOT of success but that does not mean you will be successful.
 

>5. When you talk to an SEO consultant and he/she seems focused on specific little things on your site such as keyword density, meta tags, etc., move on. If he/she seems overly focused on inbound links, move on. If he/she is focused on implementing a strategy that makes people want to come to your site and stay there, you may have found one of the few SEO experts that know what they are talking about.<

Ok, no slap du Guru for this one. This is one that I agree could be considered a tip.

I think it lacks much real substance but I do think it is the closest thing so far to providing some value.

>6. A good SEO strategy predicts where the search engines are going and moves a web site in that direction. It is obvious that search engines are getting smarter and will continue to do so. At some point, search results are going to be very relevant. That means that you need to make your site as relevant as possible if you want consistent rankings in the future.<

This one has to call for a crazy-bitch slap. As I read this I thought to myself ---- WHAT ! ?!?!?

This one is so wrong I don’t even know where to start. Is any client really willing to pay someone for what they THINK MIGHT happen in the future so I’m going to build your site for that possible event? Sounds a little crazy when I say it huh?

Anyone who is responsible for promoting anything can only deal with results. Results today. Having an eye on possible future risks is prudent, but telling your readers to use this kind of yardstick to measure a good seo from a fraudster is beyond ridiculous.

“You need to make your site as relevant as possible if you want ranking in the future” :0 Really, you should be ashamed of claiming this is a tip for avoiding fraud.  Tsk tsk tsk.
 

>7. Gimmicks, shady manipulation, and tricks may work in the short term but are not a legitimate strategy for sites that you really care about. Also, be careful of over-optimization. Analyzing your top ranked competitors and trying to imitate their keyword density, weighting, etc. is a waste of time.<

Again, while I feel you could have done a much better job of explaining what things like over-optimization and gimmicks are, you still get a get-out-of-a-bitchslap-free card for this one.

I just wish you would have made it clear that finding someone who does understand the value of analyzing competitors for a lot of things other than what you mentioned is an indication of quality consultability.
 

>8. SEO is going to continue to require more and more resources to do well. Small SEO budgets are just not going to cut it in competitive industries in the near future. In spite of that fact, for the present at least, SEO is still a far better investment than CPC for most industries.<

You say, “in spite of the fact that SEO will be beyond the reach of small budgets”, , but the problem is that is NOT a fact. There are a LOT of ways for small budgets to use SEO and SEO consulting to improve their business and their online presence. I think you are doing a huge disservice to your readers and to the industry trying to convince small businesses to not spend their money on SEO when that may provide a greater value for small businesses than for most corporates. 

I assure you I could give about 100 tips that would cost little more than some time that could improve traffic and/or conversions almost overnight. THAT is a fact!

So, I’m not upset with you for casting negative perceptions over an industry that you clearly profit from. I’m not even that upset that you have offended my friends, colleagues and peers by calling 90% of them thieves and scam artists. I’m upset because you have the reach and power to advance the industry that you too are a part of instead of just making the problem worse. Yet you chose to write something that does damn little to actually provide any real value and insulting your own peers while doing it. It is hypocritical to the extreme and I, we all, expect more from you.

Marketing Pilgrim could choose to be a part of the solution instead of just compounding the problem. I’m calling you out. I’m challenging you to do more to change the negative perceptions for the better.

I care little what you may say of me, (I’m not expecting much of anything good after this), but I care a lot about what you do for the industry.  I think you are a smart company and it seems only smart that you would help to get people to realize that 90% of SEO's are NOT scammers and fraudsters. 90% are smart, hard working people who can be trusted if you are simply clear of what you really want.

You can do a lot better and like all of us, if you can --- you should.

Now, I’m not going to just leave it at this. I realize that all the Guru has done is complain and has not really done much to help the people who really do want to know how to locate the SEO’s that can actually help them solve problems.

Tomorrow I leave for 3 days to finally fulfill a life-long dream of seeing the Taj Mahal. I can’t wait and even though I’m still very weak from being so sick for so long, I’m as excited as a kid on Chirstmas Eve.

When I return before the end of this week, I am going to write The SEO Guru’s Tips for finding a good SEO and for those who need to find someone who can actually help them with search marketing and online promotion, this is the article you’ve been waiting for.  

 

You kids better turn off that TV and get to bed before I get in there!

 

PEACE

 

 

 

The Guru has been trying for the last 6 days to write an article for the millions of The Guru's readers, but, alas, the Guru has not been able to sit up except to run to the bathroom to throw up or --- well, you know. The Guru caught Malaria http://en.wikipedia.org/wiki/Malaria

You may think a thing like that may dampen a Gurus spirit and some lesser Gurus, maybe so. But I'm just paying my dues. My attitude about India and my opportunities in it has not changed one iota. This past week, while I've been completely out of it, we've hired another 11 people and I'm more impressed than ever by the caliber of people I can finally afford to work with.

I just have to grow up, realize the whole world is not about me and accept certain realities and limitations. Seizing opportunities is not about thinking you're so tuff that nothing can stop you. That is self-centric to the max. Winning is about being able to honestly and effectively evaluate the environment and then make decisions based on risk/reward data and being able to accept and learn from your mistakes.

Malaria was my fault. I had medication called Malarone. Since I stayed an extra month more than I had originally planned I ran out. Instead of dealing with it like an adult and going to the doctor to get more, I just convinced myself that BOB could take it. BOB wasn't going to let a little thing like a disease that afflicts some 300 million people a year get in his way~ I KNEW I was so special that malaria wouldn't touch me~!

I caught Malaria less than 72 hours after I ran out of Malarone.

I'm actually kind of grateful. Something like Malaria gets you to stop thinking only of yourself. It makes you think about your wife, your kids, your friends, all the people counting on you . The experience has changed my life for the better and I will never forget it. What an incredible gift!

In spite of feeling so nauseous, I've also felt an extreme sense of responsibility to provide pearls of wisdom to my adoring fans, but we're fresh out of wisdom here. I can barely muster slobber.

So I thought of an article I had written over two years ago for a good friend Nick Wilson as he was launching Threadwatch. It is still relevant today, I don't have to write anything fresh and it's long enough it should keep you reading for another 2 to 3 days which the doctor says should be enough time to get the Guru back in the pink! The first time I wrote it, it took me a long time and a lot of effort but this time just copying and pasting is proving to be even more of an effort. I hope you enjoy and now the Guru is going to lie back down.

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The Massa Conversion Chronicles

• 25th Oct 2005

The Importance of Branding

I'm going to discuss branding. Not as a person holding an MBA would discuss it. Not even as a student of marketing would discuss it. Rather as a person who runs a small internet company would discuss it. My intention here is not to "teach" anyone anything. My intention is only to give you some insight into how one small business operator sees the particular challenge of how to compete with the Oracle's, Google's, Nike's and Yahoo's of the world.

Let me state right up front that I don't have a college degree in marketing. What I do have is the responsibility of paying corporate, payroll and personal taxes, meeting payroll, being sure I'm in compliance with hundreds of laws and restrictions, setting budgets and making sure I don't go over them, holding staff meetings, sales meetings, meetings with accountants, attorneys, bankers, customers and peers. I have to handle employee training, recruiting and evaluating. I handle customer relations, public relations and even the far too few romantic relations with my own wife. The same as many of you reading this now.

My point is simply that while I realize branding is important and directly related to conversions, where am I going to find the time to take college courses to learn what it is, when to use it and how and why? My hope today is that I am able to de-mystify the concept of branding and show you how I see it and how I use it with little more than reading a few books and webpages in what I laughingly refer to as "my spare time". I also hope I can open a platform for a discussion about branding as it applies to small business operators and encourage those who really do have those degrees to offer their input. Those people, we can argue with.

Let me start by offering a couple of sites that I found helpful.

http://webreference.com/new/branding.html
This one is short and to the point. Just keep following the links to the next section at the bottom of each page and it will cover, VERY basically, the major points of branding. Great for those on a time budget wanting to spend less time learning and more time making mistakes faster.

http://www.iconocast.com/Online_Branding.html
This place is pretty good for some real world, offline examples. It illustrates that branding is about more than just making something recognizable. It also provides some printed material that makes for pretty good reading.

http://falkow.blogsite.com/public/blog/81786
Finally, this is a pretty good little resource page for the topic of online branding.

To me, as a small business operator, branding is about establishing the perception of trust. When you see golden arches, you know exactly what to expect in what kind of environment. When you see that distinctive check mark on a pair of shoes, it implies a certain amount of prestige and a perception of a quality assurance. Fine, we all understand that. What I didn't understand for a long time was how I would establish that type of perception for my business.

I had read somewhere years ago that the MacDonalds corporation spent something like $60,000,000 annually on promoting their brand. Well, I knew I wasn't going to spend that much but what I didn't know was that the less you can afford to spend on branding, the more you need it.

So, branding can be used to target a specific market. The Absolut Vodka example on the iconocast site is a good example of that. By creating the brand as they did with the distinctive bottle design and graphics, they were identifying the product as being made for the young, smart, stylish market. BUT, that is something you do with branding when you can afford to set aside a significant amount of money to get the brand out there. I don't know that the bottle design would have been as effective in a text link without the visual impact a magazine can add. That is not to say it can't be done by small online business operators. Patrick Gavin's text brokering service (http://www.text-link-ads.com), comes to mind. He has positioned himself very well across the SEO cyber tundra and has captured the lion's share of that market. So, it can be done and it is scalable.

Even so, with my limited knowledge of what branding was and what it was worth, coupled with my ultra conservative budgetary restraints, I had to boil it down even more. In my business, I represent a lot of clients who represent a wide spectrum of services and products. None of these clients come to me for branding consulting or services. They come to me for two things. Traffic generation and conversions. That had little to do with branding I thought and THAT was my mistake. It had everything to do with branding.

What's the point of writing a title tag if it does not illicit a response from a human seeing the title in a search engine result or on a webpage? Placement without clicks is a labor in futility. Traffic without conversion is the epitome of waste.

A title tag is the first step to online branding. Think about what you are saying and what you want the person reading the title to do. See it as a sales proposition more than just keyword stuffing. If you do that, you have started building a brand and you have done it with no more expense than you would have had anyway and only a small increase of our worst enemy, time. The thing is that without branding, conversions are reduced and without conversions, placements mean little if the client cancels.

Once the purpose of the title is defined there is more that goes into branding a specific client, product or service. Things like what the website actually says, the links you provide, where you get links and what they say and the graphics you display. But with a purpose, (objective could be another word for purpose), in mind, branding can become second nature and you don't even have to think about it much and your branding falls into place with little effort.

Now for some of us, due to the very volume of title tags we are likely to produce, establishing an objective for each one is not very practical. It is much more likely that if you plan on generating a lot of pages for a specific keyword set or theme, you are going to be much more concerned with only the keyword and not so much with the branding. That is fine and that is what the majority of us reading this do now. BUT, I can tell you from experience that increasing conversions is easier, faster and cheaper than generating more traffic. Naturally it takes both but we all know we are going to generate the traffic, the purpose of these articles is to reduce your expense and increase your profit margins by discussing and thinking about it being easier to increase profit margins by getting more from what you have than simply going out and trying to get more of what you don't have. Branding is one of the absolute easiest ways to increase conversions and I believe you'll see why I feel that way once I show you how I see branding amd how I use it.

Remember, branding is all about perception. For my purposes, the perception of trust is the most important. So what I most want from someone reading my title, my anchor text and/or my web page is to accept the validity of the statement. How do we accomplish that fast and cheap?

By giving them what they expect to see when they made the decision to click whatever I gave them to click.

There you go. There in one sentence is one small business operator's definition of online branding. Giving the visitor what they expected to see when they clicked the link.

Stay consistent. Don't alter your grammar, (this is one reason why making sure your spelling and grammar is correct is important. No one notices it when it is but lots of people notice when it isn't), your tone or your personality.

Stay on message and stay in character. If you are speaking to a target market of women, don't change in the middle of the page to also try to appeal to men.

Use consistent graphics and navigation. If your interior links are on the left on one page, don't put them at the bottom on another. If you have a graphic of a product as a header, don't change the header on another page. Those kinds of things create doubt in a prospects mind and doubt is the seed of mistrust.

Most importantly, AVOID THE 3 SECOND BACK BUTTON BOOGIE. You do this by making sure that they land on a page that lets them know within 3 seconds they found what they were looking for. I happen to use some custom content management scripts but it doesn't have to be anything any more sophisticated than making sure the link text matches the page text the link goes to. If a click comes from a title that says CANCER CURE, make sure that click does not go to a page that has an H tag at the top that says AMERICAN DOCTOR LOCATOR. If a visitor has to read more than 2 or 3 seconds to find what they expected to see when they clicked the link, that is not branding. That is very likely wasting their time and yours. If the visitor sees the text match but it is smaller than other text, it looks like that is not as important as whatever it says that is bigger. That is NOT what the visitor expected to see when they made the decision to click your link. See what I mean?

There you go, the over-worked, under-paid mans guide to online branding.

Now, you kids quit pesterin that dog and come on in and get cleaned up for supper.