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« Who wins? | Main | Actually, it's just a jaggy picture »

Building 43

Saul Hansell writes what will certainly be the most-linked article in this week's Times: Inside the Black Box.

The big takeaway for me is that there are [x] number of people, where x is a large number, working in a secret building at Google constantly changing the algorithms that they use to rank sites.

Being first in the Google rankings is more important than it ever was. And getting there is now more straightforward (but not easier) than ever.

It seems to me that in the SEO arms race, shortcuts have a shorter shelf-life than ever before. Building 43 is obsessed with them, and they outnumber whoever you might hire to beat the system. Organic success, on the other hand, is a clear path. If you want to be on the front page of matches for "White Plains Lawyer", then the best choice is to build a series of pages (on your site, on social sites, etc.) that give people really useful information. Not just boilerplate information you stole from a legal website, but really useful stuff about you, the local courts, the forms people need... the things you'd want to find if you were doing that search.

Once you've done everything you can... once you've built a web of information and once you've given the ability to do this to your best clients and your partners and colleagues, then by all means apply the best SEO thinking in the world to your efforts. Hire the best consultants and use the resources you've got left to be sure you're playing by the right rules.

Betting against Building 43 doesn't seem nearly as smart as betting on them.

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Listed below are links to weblogs that reference Building 43:

» Engineering Triumphant: Googles Building 43 from rkgblog
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» The "slow and steady" adage in another variant from Ch4tter
I love Building 43. I didn't know a wit about it until this afternoon when I read Seth's post. And then read once more at the original New York Times article: Google Keeps Tweaking its Search Engine. In brief, Building [Read More]

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When Im talking about blogging to business people who dont yet know much about the subject, I get pretty quickly to the point where I explain the value of a blog in getting better ranking on the search engines. Original content, with fres... [Read More]

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» Don't Hire Me: Seth Godin Says So from Conversation Marketing
Well, OK, a bit of an over dramatization. But I often work as an SEO consultant, and he says I'm your last option. In a way, he's right. He points out the futility of trying to game or trick the search engines into boosting your ranking in his synopsi... [Read More]

» SEO for law firms from Seth Godin from LexBlog Blog
Referencing the Sunday NY Times story on Google's search engine algorithms, Seth Godin says it's more important than ever to perform well on Google and it's more straightforward (but not easier) than ever to do so. And Seth uses the... [Read More]

« Who wins? | Main | Actually, it's just a jaggy picture »