Blogwisdom: Be found, be relevant, don’t be spam-tossed and don’t even think about being evil in the Church of Google
Invisible Inkling has good news for newspapers: Weblogs won’t make you irrelevant if you breathe deep and catch a clue.
From my own mailbox there’s this: Along with millions of other people, I whitelist emails composed entirely of images or with images in the signature area as spam. I’ve been doing this since the financial and sex-drug spammers switched to image-based emails. What this means is that if you have a logo or a head shot attachment in your email, many, many people are throwing away your email without seeing it. Interestingly, lately my SMTP server (cox.net), is not accepting emails with images attached in the sig. In other words, if I fish your email out of my spam folder and reply to it, I have to cut your pix out of the sig in order to get my own email server not to regard it as spam. Verbum sapienti sat est.
Being first in the Google rankings is more important than it ever was. And getting there is now more straightforward (but not easier) than ever.
It seems to me that in the SEO arms race, shortcuts have a shorter shelf-life than ever before. Building 43 is obsessed with them, and they outnumber whoever you might hire to beat the system. Organic success, on the other hand, is a clear path. If you want to be on the front page of matches for “White Plains Lawyer”, then the best choice is to build a series of pages (on your site, on social sites, etc.) that give people really useful information. Not just boilerplate information you stole from a legal website, but really useful stuff about you, the local courts, the forms people need… the things you’d want to find if you were doing that search.
The Times article is fascinating.