Updated October 16, 2013Doc Sheldon
Youâ€™ll decide which tidbits will be your takeaways from Critical Thinking. But Iâ€™m going to offer some notes that you might want to think about, by Chapter:
1.Â Â Â Â Â Â Learn how to fish
- Critical Thinking isnâ€™t intended to teach you what to think, but how to think.
2.Â Â Â Â Â Â Challenges
- Internet marketing now encompasses more disciplines than in the past.
- Engagement, client education and awareness play an increasing role in IM.
- Changes such as the weighting of the link profile, schema.org, increasingly tighter budget constraints, attribution requirements, the every-broadening selection of social media platforms, negative perception of the IM industry and other distractions all make it more difficult to focus efforts where most needed.
3.Â Â Â Â Â Â Managing Change
- If thereâ€™s one thing thatâ€™s constant in the SEO/IM fields, itâ€™s change.
- A desire by some to see exact-match domain names and backlinks given less weight.
- A need for more freshness. QDF.
4.Â Â Â Â Â Â Who has Time to Waste?
- Corporate blogging a waste of effort?
- Too many voices to know which to heed
- Determining which IM channels suit your client, because all donâ€™t
- Too much use of social media to replace customer service channels
- Too many different social media channels
- Rank-tracking instead of Revenue-Tracking a mistake
- Not enough attention given to data analysis
- Bickering about what does or doesnâ€™t work, vs just doing it
- Too much focus on quantity of data, rather than quality
5.Â Â Â Â Â Â If Rumplestiltskin Could do itâ€¦
- Conversion marketing â€“ conversion rate optimization
- Wealth of metrics available
- SEO – Organic SERPs
- Social media, if used properly
- Effective KW research yields great results
- Honest and effective networking
- SEO â€“ brand marketing
- Proper content for the proper audience
- A/B testing
- Content is King
6.Â Â Â Â Â Â What Do You Read?
- No single source is sufficientâ€¦ leads to tunnel vision
- Twitter seems to be the most popular because it leads to more info
- SEJ, SEL, SEO Dojo, Techmeme, Hacker News, Avinash Kaushikâ€™s Analytics blog are popular
(There are some great links offered in Chapter 5â€¦Â I strongly suggest you check them out to find the best sources for you)
7.Â Â Â Â Â Â Foreseeing the Future
- Schema.org â€“ increasing linguistics capability
- increasing social signals, personalization and blended search
- Decreasing valuation of links, in favor of new ranking signal
- increasing use of authenticity signals like rel=me, rel=author
8.Â Â Â Â Â Â Your Tools
- Some great tool recommendations
9.Â Â Â Â Â Â Your Dream-tools
- Some interesting wishful thinking
10.Â Â Rubbing Elbows
- Some recommendations for specific conferences
- Smaller, more intimate conferences seem to be popular
11.Â Â Who Were Your Mentors?
- Some mentions of mentors that have helped form the contributorsâ€™ personalities
12.Â Â Â Any Regrets?
- Comments on whether they would make the same career choice again, and why
13.Â Â Mentoring Others
- Contributors offer the three most important lessons they would want to pass on to a protÃ©gÃ©.
14.Â Â Which is Your Font of Wisdom?
- Some great suggestions of reliable sources of information and some discussion of what makes a source reliable.
15.Â Â Separating the Wheat from the Chaff
- Some great recommendations on how to sort the bad advice from the good.
You undoubtedly noticed that some of our contributors disagree on a thing or two. Thatâ€™s to be expected, whenever so many minds are pulled together from different environments. As I mentioned earlier, some techniques will render entirely different results for different sites. And as more than one here has said, there are often multiple paths to the same result.
Iâ€™m sure you also noticed several areas in which many of the contributors agreed. Those are the areas that I suggest you give some serious consideration to their ideas. With nearly 300 years of SEO and IM experience gathered on these pages, I think they bear listening to.
Whatever takeaways you get from Critical Thinking, I hope they serve you well. If youâ€™re just starting out, I think youâ€™ll find them helpful in establishing your own mindset. If youâ€™ve already been at this game a while, perhaps theyâ€™ll jog loose some old memories or help clear some cobwebs.
Whichever the case, thank you for taking the time to read this. I sincerely hope you enjoyed reading it as much as I enjoyed its crafting .
You can begin with Chapter One of Critical Thinking for the Discerning SEO here.