It isn’t SEO, it’s Performance Architecture
On the radio today, I heard some laughter over the Jesse Jackson Jr. / Rod Blagojevich “scandal” (?); primarily, that Jackson’s handlers have taken offense at CNN’s labeling Jackson an ‘informant.’ The amusement stems from, with few exceptions, the fact that for all intents and purposes, that’s exactly what he is. Spokesman Kenneth Edmonds described Jackson’s interaction with federal authorities this way:
“As a responsible citizen and elected official, Congressman Jackson has in the past provided information to federal authorities regarding his personal knowledge of perceived corruption and governmental misconduct.”
This is not meant as political commentary so… moving on…
What struck me was how stark an example we have of our predilection for renaming things as terms fall out of favor. We aren’t considering economic “bailouts” but “rescues.” During this economic challenge, many haven’t been “laid off” but are victims of a “reduction in force.” (should we throw one more on the political debate?) Are they “illegal immigrants” or “undocumented workers?”
As we practice SEO, we’re burdened with misunderstanding and confusion about what it is that we do; and more importantly, how.
Is search engine optimization more than the optimization of a site for search engines? It is to me and if you are enabling and communicating SEO properly, it is to you. Through SEO you are designing URLs that are intuitive and easy to recall. Your optimization favors not just third party engines but your own site search functions, making it easier for your audience to find what they want. Most importantly, if you are smart, you aren’t optimizing specific pages but all of them; attracting as many customers as possible to the point at which they are more likely to convert = $$.
If you are merely assisting in the design of your website on behalf of search engines, you aren’t doing your job. Better put, you are an engineer and designer, working with (or better IN) marketing with all the experience and obligations as such. Your are architecting a better site.
SEO is Performance Architecture
Search Engine Marketing? Link Bait.
Think about it for a minute… just a link in search results, a hook to attract your fish.
(see previous supposition)
Consider Bill Slawski’s point – then watch your blogging!)
And of course, Social Networking is really a Face Book
7 Responses to “It isn’t SEO, it’s Performance Architecture”
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Hands down, the smartest Online Marketer I have ever met. He combines his creative thinking, analytical skills, and attention to detail to create highly effective customer acquisition strategies for HP.
Paul is a tremendously talented marketing executive with a well deserved industry level reputation for excellence and leadership. His energy, sharp wit, and keen insight into online marketing, make him a standout performer. Highly recommended!
Paul has the great ability to juggle 8 balls at once and is a jack of all trades. He is not only helpful on everything related to press, PR, marketing and social media, but has also added value by providing strategic direction/advice and even gets his hands dirty with technical development. He can be relied upon as a trusted partner and project manager.
Paul has been an invaluable adviser to our start-up. His experience in the events space as well as his knowledge of today’s marketing stack has taken us a long ways from what we started with. His honest assessment of both our company and the Austin start-up scene has proven to be immensely helpful in guiding our strategy and direction.
Paul has been an advisor on numerous initiatives over the years. His knowledge and experience in all the aspects of digital marketing and media product strategy is matched with a creativity unique in the industry. Time spent “talking shop” with Paul has effectively become the foundation for my understanding of how digital marketing works and how to navigate an increasingly.
In the startup world, everything is rough waters. Paul came to us a couple years ago when he found out what we were building. He believed in our idea and wanted us to achieve our goals. In the past two years I’ve known Paul, he has always been there to mentor and guide me through the rough waters he’s seen through having once been our shoes. His advice is rock solid, practical and most importantly – executable. As an individual, he holds to his word, he’s dedicated and he’s one of the few wh…
Paul is a true Go-Giver! His willingness to share his expertise in Digital Marketing is priceless. I highly recommend anyone who is starting a company or who is starting to invest in marketing read his Startups articles on his website and then make sure you meet with him. I only wish I had met Paul earlier when I first started my company.
Paul provided a much more comprehensive strategy to our marketing and branding. He’s an expert in his field and knows how to deliver results. He took the time to understand our business and forge a multi-faceted approach to marketing our brand. We continue to leverage Paul’s talents and I wouldn’t hesitate to recommend him.
Providing Marketing and Strategy through the Clean Tech Open accelerator, Paul was readily available for a helping hand and opened his extensive network to us helping us connect with thought leaders in our industry. I would recommend Paul as a mentor and definitely use him again.
Easily one of my favorite people in tech. Passionate, knowledgeable, connector and tenacious are the words that come to mind if I were to label him. Paul’s a constant hustler (in a good way) who always has time to talk about anything related to technology, marketing and all things startup related. He’s a great person to have on your team and an even better person to just simply know.