SEO Mastery

by Brian on October 4, 2011

I’ve had clients ask if they could pay for an hour or two of SEO lessons. I laugh. Not to them. Silently. To myself. Then, I cry.

SEO is not something you can learn by reading a book, not even a good one like Danny Dover’s Search Engine Optimization Secrets.

Why? Because SEO is something learned by the doing. It is hardly rocket science but it is a massive ocean liner ever moving, with millions of moving parts, submerged icebergs in its path, other ships to distract from its being viewed from shore, and a regulatory body (Google) setting constantly-changing rules that must be inferred rather than read.

While someone with a mind that cannot but analyze everything all day long finds this fascinating and even at times exciting, if you dread the kind of detail that can reduce an accountant to tears, run away. You’ll think you’ve done everything you know to move needles in rankings only to find a one-line error in a file somewhere has tripped you up.

Or you get a client with reasonable rankings whose host service company has sworn they’ve redirected the clients old web pages only to find they never set up the redirects and your client’s sole source of income, their e-commerce website, tanks in the rankings for having lost nearly every shred of their backlink juice. So you set up the redirects and wait.

There are no real secrets to SEO work. Yes, Google has secrets about its algorithms but the work of optimization is not a dark art. It’s just a lot of work and no businessperson who is spending the time to run their business can take on SEO as a hobby. N-o-t possible.

Like hiring a good real estate agent to sell your home, hiring a good SEO is worth every penny, because SEO should provide a measurable return on your investment. It should bring targeted traffic to your site. And your website design should convert that traffic into leads and sales.

Otherwise, all you have on the web is a pretty calling card.

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Seattle Activist Rita Zawaideh

Rita Zawaideh is one of my dearest friends and has been recognized locally and nationally as an activist, humanitarian, and businessperson.

There is almost no one in Washington politics, from the Governor, our two Senators, and our congresspeople who does not know her on a first name basis. And she’s been harassed by the city of Seattle this year in a very un-American way.

She gives tirelessly of herself to aid immigrants by holding fundraisers, including garage sales. If she can be targeted in this way, so can any of us.

Please distribute this widely, and follow-up with two actions:

1. Call and email Seattle DPD Director Diane Sugimura206-233-3882,  diane.sugimura@seattle.gov

2. Call and email Mayor McGinn: 206-684-4000,   http://www.seattle.gov/mayor/citizen_response.htm

(For more info see Real Change News article )

Laws of Invention: Seattle DPD and Creative Enforcement

by Howard J. Gale

The City of Seattle Department of Planing and Development (DPD), welcomes people to its website with a message from Director Diane Sugimura stating the DPD’s “commitment to making our services accessible and understandable. Our primary goal is to provide you with quality service as we carry out our mission–managing growth and development within Seattle in a way that enhances quality of life.”

Rita Zawaideh’s recent experience with the DPD trying to quash her now famous charity garage sales in Wallingford (at Bridge Way N & N 38th St), looks at first glance like a case of one individual who ran afoul of city red tape. Further investigation into the DPD’s actions has revealed some serious issues of accountability lurking behind the DPD’s citizen friendly facade. I reviewed dozens of records from the DPD, obtained under Washington State’s Public Disclosure Act, to investigate what was behind DPD’s zealous prosecution of Zawaideh.

A review of what I’ve learned over the last three months reveals impropriety and bias. While the source and nature of the bias remains unclear (dislike of Arabs, immigrants, activists, or just people who have garage sales?), the information at a minimum documents DPD favoritism, selective enforcement, defensiveness bordering on the paranoid, and an undue fascination with the background of people who might complain about DPD actions. The information I’ve seen indicates an irrational unwillingness on the part of Sugimura, as director of the DPD, to respond to citizen complaints in a constructive fashion.

Unusual speed of response: Less than 24 hours after a single complaint was filed concerning Zawaideh’s garage sale, the DPD telephoned the person who complained and then promptly issued a “Service Request” (the first step in investigating a suspected violation). A site “inspection” followed in four business days — an unusually speedy response from the DPD for a potential violation that does not involve any conceivable risks to health or safety.

My investigation of DPD records revealed that the person who complained about Zawaideh’s garage sale had help from a friend who knew a person who worked at the DPD. This connection almost certainly expedited the DPD’s response to the complaint and appears to have lowered their standard for evidence (see next item).

Lack of evidence: When the DPD inspector, Tom Bradrick, went to Zawaideh’s home on June 1st to investigate the complaint there was no garage sale in progress, nor were there signs indicating any sales. There were no people anywhere to be seen buying or selling anything. There were only shut and locked garage doors, as is evident in the photos Bradrick took that day (kept in the DPD’s case file).

While Zawaideh was at home that day (this is where she lives and works) Bradrick made no attempt to talk with Zawaideh, either in person or by phone. Nor did Bradrick talk with any of Zawaideh’s neighbors. The only “evidence” the inspector had to go on was a single complaint consisting of outrageous claims — “semi-permanent” sales “4-5 days every week” for “several years” — and two undated pictures of furniture being moved into a garage, with no evidence suggestive of any kind of buying or selling activity.

Going beyond a “complaint based” process: Sugimura has repeatedly stated that the DPD relies on a “complaint based” process where citizens report violations. Yet, without any citizen complaint, Bradrick issued a violation notice for Zawaideh’s business sign for her legally licensed travel business. It is understandable that inspectors might cite a property owner with additional violations that are in view at the time they investigate a property. However, the fact that hundreds of sign violations occur on properties in the immediate area raises questions of selective enforcement.

Inventing laws and regulations: DPD officials made numerous claims over a two-month period regarding what laws were violated by the undocumented garage sales: a violation of laws regulating garage sales, an illegal “Home Occupation,” a violation of something to be revealed at a latter date, an illegal “Accessory Use,” a violation of Seattle Commercial Codes, etc. In every case, further investigation revealed that the laws cited by DPD officials were either improperly interpreted or simply invented. Here are two of many examples:

On June 3, Bradrick entered the violation “HOMEOCC” into the “Case Information Report” for Zawaideh’s garage sales, meaning a violation of the “Home Occupation” codes. DPD’s internal memos and rulings indicate clearly that this was an inappropriate application of the code. DPD later denied they were citing Zawaideh for a “Home Occupation” violation, though it remains on the record.

On August 1, Sugimura, responding to Seattle area residents protesting the DPD’s treatment of Zawaideh, stated “the City’s business licensing division views yard sales as ‘sales of used goods’ potentially subject to regulation. There is an exemption in the code for such sales if they occur fewer than 4 times a year.” Checking with the City’s business licensing division reveals that no such laws or regulations exist.

Spending taxpayer money to defend arbitrary actions: Over the course of three months inordinate City of Seattle resources have been spent defending dysfunctional and biased DPD actions. The DPD has remained unyielding despite Zawaideh being so well respected, because of her community and charity work, that US Senators, US Congressmen, a wide variety of local politicians, columnists, and notable citizens have risen to her defense. If the DPD is impervious to such broad based negative community feedback, what chance does the average citizen have in seeking recourse from arbitrary or improper decisions from the DPD?

Spending taxpayer money to investigate those who complain about DPD actions: In contrast to spending no time or resources on investigating the original complaint, or the person who made the complaint, the DPD found it necessary to investigate me once I took up Zawaideh’s cause! I was shocked to discover DPD’s inappropriate and somewhat paranoid response.

Clay Thompson, Code Compliance Inspection Supervisor for DPD, is the immediate boss of Bradrick, the inspector who “investigated” the original garage sale complaint and then met with me and Zawaideh on June 24. Records I obtained from DPD revealed that Thompson wrote an internal DPD email on July 6 with the subject line “Howard Gale.” In the last sentence of the first paragraph of that email it says (verbatim and in it’s entirety) “As it turns out Howard is a research psychologist an activist that blogs. He is a Jew that takes exception to the Israeli position on the Palestinians and was part of the controversy with Metro over the bus advertisement that Metro refuse to display.

This raises three questions:

  • how is this relevant to DPD code enforcement?
  • were City of Seattle resources (staff time, internet access, computer resources, etc.) used in pursuing an investigation of me?
  • and, what other information was gathered on Zawaideh, me, or others who came to her defense?

Shifting blame to the victim: From the beginning (late June) of Zawaideh’s interactions with the DPD — via email, telephone, and in person with DPD inspector Bradrick — she has stated clearly both her attempts to find alternative locations for garage sales and for the DPD to grant a 90 day extension for compliance.

Sugimura has emailed responses to dozens of Seattle area residents who contacted her protesting the DPD’s abusive behavior toward Zawaideh. Sugimura’s August 1st and 5themails responding to these complaints are revealing.

In an August 1st email Sugimura states: “In terms of compliance, we have extended her [Zawaideh's] compliance period once. We would be willing to work with her if, for example, she could show an effort to find an alternative location.”

Then, in an August 5th email, Sugimura states “We are currently working with the Office of Economic Development and with Ms. Zawaideh to help her find another location for the sales … If she is making an effort to resolve the situation, we are willing to discuss extensions to her compliance period, as we do with others in similar situations.

In both of these emails Sugimura repeatedly feigns ignorance of Zawaideh’s repeated attempts to resolve the issue by finding alternative locations and having requested from Sugimura a 90 day extension for compliance on June 24 (six weeks before Sugimura’s response)!

A 90 day extension for compliance is provided for in the code and is not that unusual to grant. Additionally, the code (SMC 23.42.040 (A)) provides for a one year “intermittent, temporary and interim uses” at the discretion of the DPD director (Sugimura).

Indeed, Sugimura recognizes the validity of these options. In another August 5th email to someone upset with the DPD’s actions, Sugimura states: “I had forgotten to comment on intermittent, temporary uses. You are correct, Ms. Zawaideh could apply for such a permit.”

Given the above, how can the DPD explain the June 30 draft of a letter to Zawaideh, responding to her June 24threquest for an extension, where DPD inspector Bradrick states “Code Compliance, as a group, discussed your garage sales at a meeting this morning… Code Compliance does not have the authority to extend the compliance date for the 90 days that you have asked for.

Among the many questions that linger from this sordid affair, foremost would be: Why does Sugimura continue to ignore longstanding past requests and then pretend that the problem is due to Zawaideh’s failure to “make an effort to resolve the situation” or to make the proper requests? So much for Sugimura’s “commitment to making our services accessible and understandable.

Howard J. Gale, Ph.D.

702 2nd AVE W, #304

Seattle, WA  98119

206-999-2454

 

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SEO Copywriter Basics

by Brian on February 24, 2011

I’ve learned in my time as an SEO consultant, SEO technician, and SEO copywriter, that there is no learning substitute for hands on work. SEO is not something that I’m sure can even be taught all that well because there’s a certain level of intellectual curiosity and engagement you have to have to stay with it.

It takes so many hours to learn to do good SEO work and a lot of it is trial and error. Let me show you what I mean.

The Real Work of SEO

I have a client I picked up a few months ago who was doing fairly well in rankings for certain keywords. The client does large architecture and construction projects. Looking at their Google Analytics, I saw that they were getting found mostly on keyword variations of their company name.

That’s not bad but if most of the keywords in your Analytics account are variations of your company name, you’re mostly getting Googled by people who already know about you. I see this so often when I first look at a client’s Analytics. Most clients don’t stop to think about the fact that if their company name is not generic, they’re probably going to rank well for their business name.

Keyword Krazyness

When I first started SEO, I would have been at a loss to know what to optimize for to replace, for example, the Title tags that had little more than the client’s company name. I would have been guessing or I might use Wordtracker but I didn’t have a solid sense about what I should be using for keywords.

My keyword strategy evolved quickly out of necessity but, my god, it took a lot of experimenting and then trying the keywords out on the pages. And it took a lot of experimenting to find out what worked in terms of changing tags, body copy, creating certain kinds of links, registering with directories, article marketing.

Your SEO Toolbox is Unique

So over time, you end up with a set of tools that are unique to you as an SEO. Someone else might use similar tools but I find that my process is unique in the way I analyze and execute an SEO strategy for any specific website.

For me, that’s a lot of the fun and this is where the intellectual engagement comes in. When I find a new way to do something, I get very excited to duplicate it across several websites to see the effect. When it moves the ranking needle, it’s very exciting (and fun to tell clients about).

What Was I Talking About?

But back to the SEO copywriting aspect. I’ve really discovered there is no such thing. Copywriting alone is not enough to move the needle very far. And I say this as a very long-time writer and someone who started out thinking SEO copywriting could be enough. Copy CAN help with conversion; turning traffic into leads and sales.

No. It’s a bigger nut to crack than that. And pretty much every website is different. It’s no longer at all difficult for me to sell SEO Campaigns since I no longer believe that a one-time optimization of a site is going to get you far in the long run. For one thing, the search engines keep changing the rules and competitors do new things and keywords drop in global monthly search volumes.

It’s an ongoing process and it keeps us on our toes. But, it’s fun.

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Dateline Cairo: Tuesday, February 01, 2011

February 1, 2011

Cairo, Egypt Tuesday, February 1, 2011 “I used to call them the spoiled brats of the internet,” one Cairo woman confessed. “Now I kiss their feet,” she said, referring to young men who broke the Egyptians long record of endurance under a dictatorial regime. Today, the seventh day of the revolt against President Mubarak and [...]

6 comments Get the rest →