Optimizing in a shifting topography
I’m thinking specifically about web optimizing, which is much broader than search engine optimizing. That has been abbreviated to “SEO” to conceal the fact what passes under the name SEO ought to have something to do with “optimizing,” but does not. These days SEO is magic fairy dust you buy in half-pint bottles from your local webmastery store. Or from an ebook cleverly titled, Great Wealth from Minimal Effort or Imagination.
The point is this: The web environment may be shifting faster than I am adapting to it. I don’t have much doubt that is true. Sometimes the pace of change overwhelms my thinking, and trying to get a good grip on how the world works may not be possible. Maybe for you too. The Myth of Web Optimization
My web optimization advice:
- Insist on a plan going in. Planning forces you to think about what you are doing.
- Expect your plan to be obsolete about the time you begin to implement it.
- Revise your plan but don’t change your purpose.
- The only cure for ignorance is learning. Incorporate your learning into your revised planning.
- Give it time. Instant gratification is rare.
- Measure everything.
- Don’t confuse the static with the slow moving. Count on things changing.
- Remember the possibility of a hysterisis effect.
- People are watching. They may not care much and there may not be a lot of them at first, but somebody is always watching.
- Remember the bottom line. For business web optimization, cash in hand or something similar is what’s being optimized, in theory.
- Fearless is good. Careless is bad. Indifference is death.
- No, it’s not all about you.