What a Shock: Marketers Don’t Like SEO!

So, apparently marketers don’t like SEO because they don’t understand SEO. That’s the upshot of a new report just out where SEO ranked at the tail end of digital initiatives.

I call bullshit on that. It’s not that marketers don’t understand SEO. It’s that they don’t like it.

I did my first SEO work in 1996. That’s two years before there was a Google. And marketers didn’t understand SEO then. Or so they said. They’ve kept the message consistent for the last 22 years. “We don’t get SEO.”

Look, SEO is not rocket science. It’s where searcher intent intersects with content. Know what people are looking for and give it to them. It’s that simple. This is not about SEO being hard to understand. It’s about SEO being hard to do. The last time I climbed on this particular soapbox was 4 years ago and nothing has changed. SEO is still hard, maybe harder than it ever has been. That’s what marketers don’t like. Well, that and many other things. SEO is had to SEO is hard to control. It’s hard to predict. It’s hard to measure. And that makes it almost impossible to rely on. All of those things are anathema to a marketer.

But here’s the biggest thing that’s going against SEO’s popularity with marketers. It’s not very exciting. It’s arduous. It about as sexy as weeding the garden. That’s probably why social media tops the list.

So why even both about search? For two reasons. There is no better crystallization of prospect intent – short of converting on your own website – than an online search. The planets are aligned, the heavens have opened with a hallelujah chorus, the Holy Grail has fallen into your lap. I spent the better part of two decades researching search user behaviors. Trust me when I say this is as good as it gets. That’s reason one. Reason two is that somewhere between 75% and 85% of those prospects will click on an organic listing. When we’re talking about capturing a motivated prospect, this is no brainer stuff. Yet marketers are saying no thanks, we’ll take a pass on that – Thank you very much.

If online is important to your marketing, chances are extremely good that SEO is also important. I don’t care whether you like it or not. You have to do it. If you don’t want to, find someone who does.

That brings up another reason marketers hate SEO. It doesn’t really live in their domain. SEO, by its very nature, stretches across multiple domains. It has to be systemic across the entire organization. So, it’s not entirely the fault of the marketer that SEO is neglected. It tends to fall into a no-man’s land between departments. Marketers don’t push it because there are many other things they can do that they have complete control over. And if the marketers don’t push it, there is no one else that’s going to step forward. Executives, who may legitimately not understand SEO, think of it solely as a marketing exercise. Tech support hates SEO even more than marketers. And corporate compliance? Don’t get me started on corporate compliance! There is a reason why SEO has always been known as a red-headed stepchild.

As a past SEO-er, I wasn’t really surprised to see that SEO still gets no love from marketers. I’ve forced myself to eat broccoli my entire life. And it’s not because I don’t understand broccoli. It’s because I don’t like it. Somethings remain constant. But you know what else? I still choke it down. Because my mom was right – it’s good for you.

 

Disruption in the Rear View Mirror

Oh..it’s so easy to be blasé. I always scan the Mediapost headlines each week to see if there’s anything to spin. I almost skipped right past a news post by Larissa Faw – Zenith: Google Remains Top-Ranked Media Company By Ad Revenue

“Of course Google is the top ranked media company,” I yawned as I was just about to click on the next email in my inbox. Then it hit me. To quote Michael Bublé, “Holy Shitballs, Mom!”

Maybe that headline doesn’t seem extraordinary in the context of today, but I’ve been doing this stuff for almost 20 years now, and in that context – well-it’s huge! I remembered a column I wrote ages ago about speculating that Google had barely scratched its potential. After a little digging, I found it. It was in October, 2006, so just over a decade ago. Google had just passed the 6 billion dollar mark in annual revenue. Ironically, that seemed a bigger deal then their current revenue of almost $80 billion seems today. In that column, I pushed to the extreme and speculated that Google could someday pass $200 billion in revenue. While we’re still only 1/3 of the way there, the claim doesn’t seem nearly as ludicrous as it did back then.

But here’s the line that really made me realize how far we’ve come in the ten and a half years since I wrote that column: “Google and Facebook together accounted for 20% of global advertising expenditure across all media in 2016, up from 11% in 2012. They were also responsible for 64% of all the growth in global ad spend between 2012 and 2016.”

Two companies that didn’t exist 20 years ago now account for 20% of all global advertising expenditure. And the speed with which they’re gobbling advertising budgets is accelerating. If you’re a dilettante student of disruption, as I am, those are pretty amazing numbers. In the day-to-day of Mediapost – and digital marketing in general – we tend to accept all this as normal. It’s like we’re surfing on top of a wave without realizing the wave is 300 freakin’ feet high. Sometimes, you need to zoom out a little to realizing how momentous the every day is. And if you look at this on a scale of decades rather than days, you start to get a sense that the speed of change is massive.

To me, the most interesting thing about this is that both Google and Facebook have introduced a fundamentally new relationship between advertising and it’s audience. Google’s outré is – of course – intent based advertising. And Facebook’s is based on socially mediated network effects. Both of these things required the overlay of digital connection. That – as they say – has made all the difference. And there is where the real disruption can be found. Our world has become a fundamentally different place.

Much as we remain focused on the world of advertising and marketing here in our little corner of the digital world, it behooves us to remember that advertising is simply a somewhat distorted reflection of the behaviors of the world in general. It things are being disrupted here, it is because things are being disrupted everywhere. As it regards us beings of flesh, bone and blood, that disruption has three distinct beachheads: the complicated relationship between our brains and the digital tools we have at our disposal, the way we connect with each other, and a dismantling of the restrictions of the physical world at the same time we build the scaffolding of a human designed digital world. Any one of these has the potential to change our species forever. With all three bearing down on us, permanent change is a lead-pipe cinch.

Thirty years is a nano-second in terms of human history. Even on the scale of my lifetime, it seems like yesterday. Reagan was president. We were terrorized by the Unabomber. News outlets were covering the Iran-Contra affair. U2 released the Joshua Tree. Platoon won the best picture Oscar. And if you wanted to advertise to a lot of people, you did so on a major TV network with the help of a Madison Avenue agency. 30 years ago, nothing of which I’m talking about existed. Nothing. No Google. No Facebook. No Internet – at least, not in a form any of us could appreciate.

As much as advertising has changed in the past 30 years, it has only done so because we – and the world we inhabit – have changed even more. And if that thought is a little scary, just think what the next 30 years might bring.

Farewell Search Insider. It’s Been Fun!

Note: This is my farewell column for MediaPost’s Search Insider.

476.

What’s significant about that number? Well, it’s a Harshad number. Math geeks can learn more here. For history buffs, it’s also the year in the Julian calendar when we switched from the Julian to the Anno Domini calendar. Generally, it’s when most historians say the Roman Empire fell and we went from ancient history to the Middle Ages.

It also happens to be the number of Search Insider columns I’ve written since my first appearance here 10 and a half years ago.

It’s been a good run. I’ve had fun. I’ve ranted the odd time. I’ve taken you with me on my family vacations. Most of all, I’ve had a ringside seat at the emergence of a true industry. In fact, that’s what my very first column was about – Search growing beyond the confines of a cottage industry into a real contender for ad budgets. Here’s how I ended that column:

Search will become much more sophisticated, and the price of entry to play the game may prove to be too expensive for many smaller providers. Alliances will form and total solutions will begin to emerge. Google and Yahoo! will have to address the huge amount of time and effort required to manage a large, sponsored search campaign. Real money will start to be invested and made.

And to think, one day I’ll be able to say I was there.

Well, I guess that day has arrived. In the next 5 years, according to Forrester, digital will surpass TV as the single biggest destination for marketing budgets and search will make up the lion’s share of that spend. Digital budgets combined are forecast to top $100 billion. I think that qualifies as “real money.”

But regular readers will also know that over the past 10 plus years, my columns have spent less and less time inside the “Search Insider” box. I’ve talked before about the artificiality of the way we’ve divided online up into channels. As our digital world has become richer and more robust, it’s become increasingly difficult to keep it compartmentalized into arbitrarily defined boxes. My personal interest has always centered on human behaviors and the rapidly growing intersection between behavior and technology. Search is part of that, but so is social and mobile and content and rich media and wearable technology and – well – you get the idea. Digital is a deeply and widely interwoven part of our lives. It makes up much of the context of our environment. Trying to talk only about one part of it would be like trying to describe the world by only writing about water.

At the end of 2014 (AD – just to keep our calendar references consistent), Ken Fadner, the publisher of MediaPost, asked me if I’d consider a move. I said yes. So this column – number 476 – will be my last one for the Search Insider. Starting next week, I’ll join the Online Spin lineup. It’s probably more appropriate. I haven’t been active in search marketing for the last 2 years. I’m hardly an “Insider” any more. I am, at best, a somewhat informed observer commenting from the sidelines. I think that can still be a useful perspective. I hope so. I will continue to write about the things that interest me: corporate strategy, human behavior, evolving cultures, digital technology – and yes, the odd rant.

So, for those of you who have been along for the ride for the last 10 and a half years, thanks for sticking around. When this ride started, there was no Facebook, no iPhone, no YouTube, no Twitter – and Google was just starting to figure out how to make some real money.

We’ve come a long way. But I suspect we’ve barely started. Maybe we’re even transitioning from one era to another. After all, it’s happened before when we’ve hit the number 476.

See you next Tuesday at Online Spin.

Why SEO Never Lived Up to Its Potential

IAB Canada President Chris Williams asked me a great question last week.

seo9We had just finished presenting the results of the new eye tracking study I told you about in the last three columns. I had mentioned that about 84% of all the clicks on the page in the study were on some type of non-paid result. I had also polled the audience of some 400 plus Internet marketers about how many were doing some type of organic optimization. A smattering of hands (which, in case you’re wondering, is somewhere south of a dozen, or about 3% of the audience) went up. Williams picked up on the disconnect right away. “We have a multi-billion dollar interactive advertising industry here in Canada, and you’re telling me that (on search at least) that only represents about 16% of the potential traffic? Why isn’t SEO a massive industry?”

Like I said – great question. I wish I had responded with a great answer. But the best I could do fell well short of the mark: “Uhh..well…(pick up slight whining tone at this point)…SEO is just really, really hard!”

Okay, maybe I was slightly more eloquent than that – but the substance of my reply was essentially that flimsy. SEO is a backbreaking way to earn a living, whether you’re a lone consultant, an agency or an in-house marketer.

Coincidentally, I was also in an inaugural call last week with a dear friend of mine who asked me to serve on the advisory board of his successful digital agency. I asked if they offered SEO services. I got the same answer from him – SEO was just too hard to make it profitable. They dropped it a few years ago from their services portfolio.

It Was a Case of Showing Search the Money

The potential value of SEO hasn’t changed in the almost 20 years since I started in this biz. In fact, it’s probably greater than ever. But SEO never seems to gain traction. The reason becomes clear when you start following the money. Goto.com (which became Overture, which was swallowed by Yahoo) sealed SEO’s fate when it started auctioning off search ads in 1998.  Google eventually followed suit in 2000 and the rest, along with SEO, was history. Even devout SEOers (myself included) eventually followed the money trail to the paid side of the house. The reasons why were abundantly and painfully clear when you consider this one particular example. We had the SEO contract with one fortune 500 brand that brought in about $300K annually. At the time, it would have been our biggest SEO contract, but it also was resource intensive. We had an entire team working on it. We did well, securing a number of first page results for some very high traffic terms. Based on what analytics we had it appeared that SEO was driving about 90% of the traffic and was converting substantially better than any other traffic source, including paid search. This translated into hundreds of millions of dollars in business yearly. But we could never seem to grow our contract beyond that $300K ceiling.

Paid search was another story. From fairly humble beginnings, that same brand became one of Google’s top advertisers, spending over $30 million per year. The management of that contract became a multimillion-dollar account. Unfortunately, it wasn’t our account. It belonged to another agency – a much smarter and more profitable agency.

Why We Got Pigeon Holed with SEO

If, as a service provider, you live and die by SEO, it’s probable that you’ll end up dying by SEO. Here’s why. To gain any traction you need to have influence over almost every aspect of the business. SEO has to become systemic. It has to be baked into the way an organization does business. It can’t be done as window dressing.

Most organizations don’t get that. They get tantalized by initial easy wins – things like cleaning up code, improving crawlability and doing some basic content optimization. Organic traffic skyrockets and everyone cheers. Life is good. But then it gets hard. The next step means rolling up your sleeves and diving deep into the guts of the organization. And if that organization isn’t ready to open the kimono to the SEO consultant at all levels, you hit a brick wall. This is typically where the organization falls prey to more unscrupulous SEO promises and practices from other vendors, which invariably get slammed by a future algo-update. And that brings us to the last challenge for SEO.

Flip Your SEO Coin

Even the best SEOers can get blindsided by Google. A tweak in an algorithm or a shift in ranking factors can drop you like a rock from the first page. And, if the recent study showed anything, it was that you can’t afford to drop from the first page. Traffic can go from a roar to a whisper overnight. That’s tough for the marketing department of an organization to swallow. People in the C-Suite that sign off on a sizable SEO contract have a tough time understanding why their investment suddenly got flushed down Google’s drain, perhaps never to resurface. They love control, and SEO offers anything but. As important as SEO is, it’s not predictable. You can’t bank on it.

So Chris…thanks for the question. Like I said, it was a really good one. And I hope this is a little better answer than the one I came up with on the spot.

Evolved Search Behaviors: Take Aways for Marketers

In the last two columns, I first looked at the origins of the original Golden Triangle, and then looked at how search behaviors have evolved in the last 9 years, according to a new eye tracking study from Mediative. In today’s column, I’ll try to pick out a few “so whats” for search marketers.

It’s not about Location, It’s About Intent

In 2005, search marketing as all about location. It was about grabbing a part of the Golden Triangle, and the higher, the better. The delta between scanning and clicks from the first organic result to the second was dramatic – by a factor of 2 to 1! Similar differences were seen in the top paid results. It’s as if, given the number of options available on the page (usually between 12 and 18, depending on the number of ads showing) searchers used position as a quick and dirty way to filter results, reasoning that the higher the result, the better match it would be to their intent.

In 2014, however, it’s a very different story. Because the first scan is now to find the most appropriate chunk, the importance of being high on the page is significantly lessened. Also, once the second step of scanning has begun, within a results chunk, there seems to be more vertical scanning within the chunk and less lateral scanning. Mediative found that in some instances, it was the third or fourth listing in a chunk that attracted the most attention, depending on content, format and user intent. For example, in the heat map shown below, the third organic result actually got as many clicks as the first, capturing 26% of all the clicks on the page and 15% of the time spent on page. The reason could be because it was the only listing that had the Google Ratings Rich Snippet because of the proper use of structured data mark up. In this case, the information scent that promised user reviews was a strong match with user intent, but you would only know this if you knew what that intent was.

Google-Ford-Fiesta

This change in user search scanning strategies makes it more important than ever to understand the most common user intents that would make them turn to a search engine. What will be the decision steps they go through and at which of those steps might they turn to a search engine? Would it be to discover a solution to an identified need, to find out more about a known solution, to help build a consideration set for direct comparisons, to look for one specific piece of information (ie a price) or to navigate to one particular destination, perhaps to order online? If you know why your prospects might use search, you’ll have a much better idea of what you need to do with your content to ensure you’re in the right place at the right time with the right content.  Nothing shows this clearer than the following comparison of heat maps. The one on the left was the heat map produced when searchers were given a scenario that required them to gather information. The one on the right resulted from a scenario where searchers had to find a site to navigate to. You can see the dramatic difference in scanning behaviors.

Intent-compared-2

If search used to be about location, location, location, it’s now about intent, intent, intent.

Organic Optimization Matters More than Ever!

Search marketers have been saying that organic optimization has been dying for at least two decades now, ever since I got into this industry. Guess what? Not only is organic optimization not dead, it’s now more important than ever! In Enquiro’s original 2005 study, the top two sponsored ads captured 14.1% of all clicks. In Mediative’s 2014 follow up, the number really didn’t change that much, edging up to 14.5% What did change was the relevance of the rest of the listings on the page. In 2005, all the organic results combined captured 56.7% of the clicks. That left about 29% of the users either going to the second page of results, launching a new search or clicking on one of the side sponsored ads (this only accounted for small fraction of the clicks). In 2014, the organic results, including all the different category “chunks,” captured 74.6% of the remaining clicks. This leaves only 11% either clicking on the side ads (again, a tiny percentage) or either going to the second page or launching a new search. That means that Google has upped their first page success rate to an impressive 90%.

First of all, that means you really need to break onto the first page of results to gain any visibility at all. If you can’t do it organically, make sure you pay for presence. But secondly, it means that of all the clicks on the page, some type of organic result is capturing 84% of them. The trick is to know which type of organic result will capture the click – and to do that you need to know the user’s intent (see above). But you also need to optimize across your entire content portfolio. With my own blog, two of the biggest traffic referrers happen to be image searches.

Left Gets to Lead

The Left side of the results page has always been important but the evolution of scanning behaviors now makes it vital. The heat map below shows just how important it is to seed the left hand of results with information scent.

Googlelefthand

Last week, I talked about how the categorization of results had caused us to adopt a two stage scanning strategy, the first to determine which “chunks” of result categories are the best match to intent, and the second to evaluated the listings in the most relevant chunks. The vertical scan down the left hand of the page is where we decide which “chunks” of results are the most promising. And, in the second scan, because of the improved relevancy, we often make the decision to click without a lot of horizontal scanning to qualify our choice. Remember, we’re only spending a little over a second scanning the result before we click. This is just enough to pick up the barest whiffs of information scent, and almost all of the scent comes from the left side of the listing. Look at the three choices above that captured the majority of scanning and clicks. The search was for “home decor store toronto.” The first popular result was a local result for the well known brand Crate and Barrel. This reinforces how important brands can be if they show up on the left side of the result set. The second popular result was a website listing for another well known brand – The Pottery Barn. The third was a link to Yelp – a directory site that offered a choice of options. In all cases, the scent found in the far left of the result was enough to capture a click. There was almost no lateral scanning to the right. When crafting titles, snippets and metadata, make sure you stack information scent to the left.

In the end, there are no magic bullets from this latest glimpse into search behaviors. It still comes down to the five foundational planks that have always underpinned good search marketing:

  1. Understand your user’s intent
  2. Provide a rich portfolio of content and functionality aligned with those intents
  3. Ensure your content appears at or near the top of search results, either through organic optimization or well run search campaigns
  4. Provide relevant information scent to capture clicks
  5. Make sure you deliver on what you promise post-click

Sure, the game is a little more complex than it was 9 years ago, but the rules haven’t changed.

Search: The Boon or Bane of B2B Marketers

First published February 21, 2013 in Mediapost’s Search Insider

Optify recently released its 2012 B2B marketing Benchmark Report. While reading the executive summary, two apparently conflicting points jumped out at me: “Google is the single most important referring domain to B2B websites, responsible for over 36% of all visits.”

And: “Paid search usage showed a constant decline among B2B marketers in 2012. Over 10% of companies in the report discontinued their paid search campaigns during 2012.”

OK, what gives? How can search be the single most important referrer of traffic, yet fail so miserably as a marketing channel that many B2B marketers have thrown in the towel?

The fact is, B2B search is a dramatically different beast, and many of the unique nuances that come with it are likely to lead to the apparent paradox that the Optify study unearthed. Here are some possible reasons for the anomaly:

B2B search has a really, really long tail. Many B2B marketers are dealing with a huge variety of SKUs, with a broader distribution of traffic across keywords than is typical in most consumer categories. This makes keyword discovery a monumental task. But more than this, the revenue per managed keyword (assuming you can accurately measure revenue — more on this below) is quite often very small. This creates a cost-of-campaign management issue.

When the “long tail” of search was first introduced, many search marketers embraced it as a cost-effective way to manage campaigns. The assumption was that long-tail queries, being quite specific, would yield higher ROI than shorter, more generic queries. And while the traffic (and subsequent revenue) per keyword would be very small, cumulatively a long-tail campaign could deliver impressive returns.

This is true, up to a point. But long-tail campaigns require significant administrative overhead. A query that gets one search a month requires as much set-up as one that gets 1,500 searches a month. Even if you use broad match, you’re constantly tweaking your negative match list to filter out the low-value traffic.

While a long-tail approach seems like a good idea in theory, in practice most marketers end up culling most of the long-tail keywords from the campaign because the returns just aren’t worth the ongoing effort.  This would not bode well for B2B marketers considering search as a channel.

A B2B search vocabulary is difficult to define. Compounding the long-tail problem is the issue that many B2B vendors sell complex products or services. With complexity comes ambiguity in language. It’s hard to pin many B2B products down to an obvious search phrase you can be sure searchers would use. Often, many B2B prospects only know they have a problem, not what the possible solution might be called. This makes it very difficult to create an effective search campaign. There is a lot of trial and error involved.

And, because prospects aren’t searching for a familiar product from vendors they know, it becomes even more difficult to create a compelling search ad that attracts its fair share of searches and subsequent conversions. In a marketing channel that depends on words to interpret buying intent, ill-defined vocabularies can make a marketer’s job exponentially more difficult.

B2B ROI has to be measured differently. Finally, let’s say you get past the first two obstacles. Ultimately, search campaigns live and die on their effectiveness. And this requires a comprehensive approach to performance measurement. As any B2B marketer will tell you, this is much easier said than done. B2B markets tend to be more circuitous than consumer markets, winding their way through several stops in an extended value change. This makes end-to-end tracking extremely difficult.  And if value isn’t easily measured, search campaigns can’t prove their value. This makes them likely candidates for an unceremonious axing.

So if That’s the Bad News, What’s the Good?

If the deck is stacked so fully against search in the B2B world, why was Google the primary referrer of traffic in the Optify study? Well, search for B2B can be tremendously effective; it’s just hard to predict. This makes B2B a prime candidate for a broad-based SEO effort. Content creation creates a rich bed of long-tail fodder that search spiders love. Organic best practices combined with a dedication to thought leadership can create content that intercepts those prospects looking for a solution to their identified pains, even before they know what they’re looking for.

In the case of B2B, especially in complex, nascent markets, I generally recommend leading with SEO and content development. Then, monitor search traffic and let that help inform your subsequent PPC efforts. It may turn out that paid search isn’t a major play for your market. The B2B Beast can be tamed by search; it just takes a different approach.

Climbing the Slippery Slopes of Mount White Hat

First published August 30, 2012 in Mediapost’s Search Insider

On Monday of this week, fellow Search Insider Ryan DeShazer bravely threw his hat back in the ring regarding this question: Is Google better or worse off because of SEO?

DeShazer confessed to being vilified after a previous column indicated that Google owed us something. I admit I have a column penned but never submitted that Ryan could have added to the “vilify” side of that particular tally. But in his Monday column, Ryan touches on a very relevant point: “What is the thin line between White Hat and Black Hat SEO?” For as long as I’ve been in this industry (which is pushing 17 years now) I’ve heard that same debate. I’ve been at conference sessions where white hats and black hats went head to head on the question. It’s one of those discussions that most sane people in the world could care less about, but we in the search biz can’t seem to let go.

Ryan stirs the pot again by indicating that Google may be working on an SEO “Penalty Box”: a temporary holding pen for sites that are using “rank modifying spammers” where results will fluctuate more than in the standard index. The high degree of flux should lead to further modifications by the “spammers” that will help Google identify them and theoretically penalize them. DeShazer’s concern is the use of the word “spammers” in the wording of the patent application, which seems to include any “webmasters who attempt to modify their search engine ranking.”

I personally think it’s dangerous to try to apply wording used in a patent application (the source for this speculation) arbitrarily against what will become a business practice. Wording in a patent is intended to help convey the concept of the intellectual property as quickly and concisely as possible to a patent review bureaucrat. The wording deals in concepts that are (ironically) pretty black and white. It has little to no relationship to how that IP will be used in the real world, which tends to be colored in various shades of gray. But let’s put that aside for a moment.

Alan Perkins, an SEO I would call vociferously “white hat,” some years ago came up with what I believe is the quintessential difference here. Black hats optimize for a search engine. White hats optimize for humans.  When I make site recommendations, they are to help people find better content faster and act on it. I believe, along with Perkins, that this approach will also do good things for your search visibility.

But that also runs the danger of being an oversimplification. The picture is muddied by clients who measure our success as SEO agencies by their position relative to their competitors on a keyword-by-keyword level. This is the bed the SEO industry has built for itself, and now we’re forced to sleep in it. I’m as guilty as the next guy of cranking out competitive ranking reports, which have conditioned this behavior over the past decade and a half.

The big problem, and one continually pointed out by vocal grey/black hats, is that you can’t keep up with competition who are using methods more black than white by staying with white-hat tactics alone. The fact is, black hat works, for a while. And if I’m the snow-white SEO practitioner whose clients are repeatedly trounced by those using a black hat consultant, I’d better expect some client churn. Ethics and profitably don’t always go together in this industry.

To be honest, over the past five years, I’ve largely stopped worrying about the whole white hat/black hat thing. We’ve lost some clients because we weren’t aggressive enough, but the ones who stayed were largely untouched by the string of recent Google updates targeting spammers. Most benefited from the house cleaning of the index. I’ve also spent the last five years focused a lot more on people and good experiences than on algorithms and link juice, or whatever the SEO flavor du jour is.

I think Alan Perkins nailed it way back in 2007. Optimize for humans. Aim for the long haul. And try to be ethical. Follow those principles, and I find it hard to imagine that Google would ever tag you with the label of “spammer.”