Material from: openixxx.ru
Tackling the development of a new search and social media course is no mean feat – ask Aleksej Heinze, from Salford University’s Business School! He’s been the driver behind a new academic-led, industry-supported search and social media course.
With MEC’s support for the course, Aleksej and I have met a number of times to discuss areas of the course’s content, with a view to develop not purely from an academic stand-point, but to consider real-life scenarios. One of the things that came out of the debates we had then was this idea of posing several alternative approaches to search and social marketing in a way that prompted this idea of a course that promotes a foundational and more advanced level of understanding, with a thread of critical thinking throughout.
I love this idea. I’ve previously shared what we work to deliver as part of our SEO training academy over on SEP, and one of the key items we raised here was in nurturing people’s analytical and inquisitive behaviour in SEO. We’re working in a very subjectivity-led industry, as opposed to that of an exact-science. SEO is an art built on the peripheral knowledge of the science of information retrieval after all, and even where people work towards making their approach to SEO more scientific, it’s nothing more than a weird science at best.
Critical thinking challenging misinformation
I like the idea that we dig in to out analytics and visibility, we test and explore on-site and off-site approaches to search engine optimisation. As long as we share these observations with an understanding that isolating these test from unknown variables, sample sizes, caveats and a reframed methodology if necessary for the next round of tests, then I think this can be a healthy process to go through that just taking from elsewhere in the community. This does not mean to say that all research should be shared, but just to say that even if you’re a bedroom SEO, then keeping an eye on the limitations of what you and others are testing is really quite healthy.
We recently shared some early observations on Google Instant usages in the UK. We shared the shared the sample size, the number of verticals the test stretched across, limitations, a brief explanation of the approach to the analysis makes the research a little more valid, and very open-ended conclusions (making this more observational than definitive conclusions). Through this approach it makes it easier for others to test for themselves the validity and value of what is being said, as opposed to just loose supposition.
I see Michael Martinez as someone with a very forthright opinion around the management and understanding of SEO, and certainly someone where critical thinking appears as a common thread in most of his articles. For instance, on this very subject of science, SEO and chatter:
“…we share, we discuss, we analyze, and we critique. Scientists do this all the time. The chief difference between real scientists and SEO scientists, however, is that real scientists agree to be bound to a standard of quality that the SEO industry eschews…The science is based solely and completely upon what we do share that is confirmable and reliable. Everything else is just talk.”
This differentiation is a very healthy one. Highlighting what is chatter, and what is definitively scientific in approach and output is all part of critical thinking, and I think that people can really take something away from this. SEO is, without a doubt, still in its infancy. It is still shaping up as an established industry, and it certainly hasn’t developed a comprehensive understanding of how to approach tests, knowledge sharing and the conclusions we pull from this. But with that in mind, a little more critical thinking and a more resolute focus on the real value of what is being shared in training rooms, books and blog posts world-wide should almost certainly be a good thing. I think so, anyway.
SEO Pride and Prejudice
Like many, I want to go to work and feel pride in what I do with the teams of people I work with, and this sense of pride may well be helped by the sense that collectively in our offices, we feel that we are delivering a solid SEO service, far beyond that what we are exposed to in many other places elsewhere. So although we feel that other SEO propositions are misguided (which in itself is quite flattering and enlightening for our own), but it does require an element of astute critical thinking to highlight what we believe is good, bad and unhelpful information for how we approach SEO – and this is the whole point of this article.
Others though, see this wealth of misinformation as a real competitive advantage, including Aaron:
“I used to dislike misinformation in the SEO industry, but I have since come to realize that the more misinformed the public is the more opportunity there is for me. If it wasn’t abstract and full of misinformation then someone overseas would be doing it for $5 a day and I would lose most of my income. So I say let’s see some more bogus scientific studies.”
Now, I wouldn’t go down such a hard-line route as this, as I personally think that there are too many areas in the provision of SEO consulting that really can’t be provided in a more commoditised way (just in the same way as marketing, PR, creative teams haven’t been outsourced to more inexpensive regions of the world). That said, I do think there is a great deal of value in the comment, as it essentially acts as a sort of filtering system – separating the wheat from the chaff.
Critical Thinking & SEO Strategy
Transferring critical thinking to the way we learn is only one application though; developing plans and delivering activity with critical thought can be hugely helpful too. So let’s get down to a few tips…
Quite a few years ago, two gentlemen, Simon Wootton and Terry Horne, developed 6 suggestions for critically evaluating strategic ideas and plans. These were:
- Competitiveness
- Controllability
- Compatibility
- Feasibility
- Impact
- Risk
At a strategic level you can quite easily see how critical thinking of this nature can really test the true value of ideas in the context of which they sit.
But, how do you teach day-to-day critical thinking?
Some might argue that critical thinking can’t actually be taught at all, and it’s actually more to do with what the person was born with between their ears, but I whole-heartedly disagree. I think you can quite easily teach someone to work to a framework of which challenges the validity of an opinion, and develops a reasoned, critical judgement of their own.
The UK’s Open University provides a few ideas around how critical thinking can take shape, and importantly, how you can nurture critical thinking. A few take-aways from these articles that I think are especially helpful for those more SEOs interested in critical though include:
- Pause for thought when reading – we’re in an online industry where we know scanning of content is prevalent so occasionally pause for thought.
- Actively learn – critically engage in the content. Ask yourself how, why, what, when, who, etc as often as you can about subjects you think are especially important.
- Work with others – learning alone is not going to be helping in moulding balanced and considered opinions as through shared-learning we naturally test each other’s understanding.
- Think independently – just because you’ve read something, doesn’t make it true!
There’s really isn’t anything too sophisticated in what is being said here – something I often think when reading management books, but challenge is really bringing to life as part of your day-to-day behaviour. Are you up to the challenge?!
Anyway, give it a try – see if this sort of approach to reading blog posts, books, attending seminars or conferences, changes the way you understand and use the information around you.
I founded one of the first internet marketing agencies, called Multimedia Marketing Group (MMG) in 1994. Started in Portland, I moved it to Bend, Oregon in 1997 with seven employees. Of those seven, most are still active (and prominent) in the internet marketing world today: Marshall Simmonds, Derrick Wheeler, Adam Sherk, my son Adam Audette, Matt Hockin (and yours truly).
MMG moved steadily up-market and worked with many large-name enterprise clients. It grew to 85 employees and was sold to a London based agency in 2000 and was the foundation for an internet marketing roll-up for them. The roll-up is a significant player today and is called Outrider.
A number of other internet marketers got their start with MMG in Bend, including Bill Hunt, Disa Johnson, Jeremy Sanchez, Andre Jensen, and many others.
My most recent endeavor was to help my son Adam Audette launch AudetteMedia, a boutique SEO firm that has grown and moved up-market quickly over the past three years.
Rumor has it that you coined the phrase “search engine optimization.”
We started SEO before arriving in Bend, but we formalized it in early 1997. I paid Danny Sullivan’s way to Bend in ’97 to work with us and we subsequently strengthened our services. I coined the phrase “search engine optimization” in early 1997, which is documented by a copy of the MMG site in the Wayback Machine .
There is more discussion about this claim in a blog post that my son Adam Audette wrote for theAudetteMedia Blog.
Can you tell us about your recent business ventures?
I have recently left AudetteMedia for a new endeavor. My father once said to me, “you are so idealistic.” He was right. I was young and I was idealistic. The odd thing is that it has never gone away—it has pervaded every business venture that I have ever undertaken. Which brings us to the itch…
I have worked my entire life in marketing and sales, with some technology (systems integration) thrown in. Of course the object of that is to help folks sell more stuff. I’m pretty good at and I have especially enjoyed my time using the internet as my primary marketing channel. I gain satisfaction from helping folks sell their stuff, and it has been materially rewarding for me at times. But now, in my dottering old age, I’m looking for a little deeper satisfaction. I’d like to feed the idealistic streak that never went away.
I intend to start a new company, called 501 Strategies that will offer internet services to the non-profit sector. I have a junior partner, Tom Warton. Tom is a very bright MBA who shares my idealism. It’s kind of in his genes as his father, also a MBA (and an ordained minister), has applied his efforts over the years to build companies in third world nations in order to create jobs. His belief is that you need to feed their bodies before you feed their souls.
Our idea is to build a for-profit, employee-owned (I have always wanted to structure a company as employee owned—another aspect of the idealistic streak) company that works with non-profits, the type that is being referred today as “social enterprises.” I mentioned to someone who asked what we would be doing that we would be providing internet marketing to non-profits, and Tom corrected me, saying that we would be offering internet management to non-profits, a description I much prefer.
We think we can get pretty fired up helping social enterprises further causes that we ourselves are passionate about. We’re hoping to do well enough so that we can use a portion of our profits to enable some of our clients to start without paying a fee.
While I’m somewhat of a newbie to the non-profit world, it occurs to me that I will still be selling product. In the case of non-profits they are really seeking only three things that I can identify: a spreading of their message in order to build awareness and supporters; time from volunteers; and financial support. Of course the internet and particularly the rise of social media and mobile, are just perfect for this. My sense is that strategies and tactics used for non-profits will not differ all that much from those used working with the folks who sell widgets and time. As many of you know, my former company offered a full suite of internet services and I anticipate that 501 Strategies will do the same, as opposed to specializing in one area.
What specific challenges and opportunities do non-profits face with internet marketing?
Some challenges that come immediately to mind are at times a modest budget level and possibly a modest expertise level (with so much dependence on volunteers). We are hoping to help them with both. While 501 Strategies is being formed as a for-profit company, our hope is to start our fee structure at zero by using a portion of our profits to fund the marketing efforts of worthy non-profits. As to filling their expertise needs, I’m confident that my long experience in the industry, strong contacts within the industry, and a proven ability to build a world-class team will create a resource of value.
Opportunities are vast. Social media marketing is just a natural for non-profits. What a powerful tool to increase and enhance communications among those who share a passion in a cause. Plus many non-profit websites are pretty primitive and do a poor job of converting their call to actions. And very few have a mobile-friendly version of their website. I envision as being just huge for non-profits. Plus the entire area is under-served for one reason or another.
At the Bend WebCam, you made the following statement: “SEO turned ADD from a negative to a positive.” Can you explain this further?
This was a little tongue in cheek, but not entirely. I have always had a short attention span, which is a fault in most lines of work. However, in the early days of the internet, things were moving so fast that it was imperative to adopt an approach of “ready, aim, fire,” which is what comes naturally to me. Unlike most corporate settings, there was no time to aim and aim and aim. You had to move, innovate, create—and do it all quickly. Remember, we were making it up as we went along.
How do you see SEO and social media working together?
Search marketing is a great way to provide content and links that help an SEO cause. Oddly, though, I don’t think that SEO is as important to non-profits as to many other organizations. The reason is that so many non-profits are local in nature and the local innovations that are currently occurring in search really help those locally focused.
What advice would you offer to new people just getting into SEO?
Be careful about being a one-trick pony. Things change fast with the internet and there is a great deal of added safety in mastering and/or offering more than one area of expertise. For example, mobile search at Google has increased 10x in the just the past year and that has many implications. It’s a bit of a challenge: while it’s important to have specialized expertise in a medium that is becoming ever more complex, it’s also important to maintain flexibility as things can change right out from under you practically overnight.
John, thank you very much.
Opinions expressed in the article are those of the guest author and not necessarily Search Engine Land.

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