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Mistaken Identity

11 Replies Jonny Hankins

A couple of months ago I wanted to buy a new sofa. I found something that looked great in my local online sales paper, so I had to decide whether to go and see it. This involves hiring a car or taking a train and bus, because it was not close to my house and I don’t have a car of my own here in the US. Another possibility was just to hire a van, go and see it and buy it on the spot, a slightly riskier option.

So I did what many do, I looked up the seller via Google to see who he was. He turned out to be the CEO of a local business, so I made my decision. I hired a van and drove out, bought it on the spot, a lovely piece. I based the decision on the seller’s Linkedin profile, presuming that I had the right person from the name, and all went well.

The BBC recently broadcast a program on the World Service Outlook program along the same lines, but with a different outcome. It is available on Podcast here, but I would like to outline the story for you all.

In 2009 Iran saw street protests following the disputed presidential elections. Violence flared and a young woman was shot dead. Her name was Neda Agha-Soltan. Journalists from the international press soon picked up on the story, and rather like me searched Facebook and other sites for a photo of the victim. They found one and published it.

The next day Neda Soltan, a university professor saw her photos in the press. They had the wrong person. Obviously this may have caused some distress for her friends and family, so she contacted the press institutions and told them of their mistakes. They however continued to use her photo, and soon it was appearing on leaflets and became the face that distinguished the protests.

Johnny Hankins, is it me?

Johnny Hankins, American Footballer.

A few days later government secret service officers turned up at the professor’s house. They wanted to prove that the rumours of the death were all false, a CIA or EU plot to discredit the government, and they had proof that Neda was still alive. They wanted her to come forward and display to the world that she was still with us.

When she refused she was arrested. Upon her temporary release her friends managed to smuggle her out of the country, into Turkey and on to Germany where she claimed political asylum. She is currently in the US but has not seen her family and cannot return to Iran.

Jonny hankins again

The Internet has given journalists incredible tools and access to information, but here a mistake has ruined somebody’s life. The first thing people do when they want to learn about a person is type their name into their favourite search engine. Facebook is like a CV, but contains far more intimate and possibly compromising information, but users seem not to take this into consideration.

Another Johnny hankins

Another Johnny hankins

In the case above there seems to be no recourse to the law, and anyway it would not help. A bit of responsibility wouldn’t go amiss  on both sides though!

Finding a career in SEO and digital marketing

1 Reply MattRawlings

If you’re looking to move into a career that’s only getting bigger and more influential in the IT industry, then look no further than SEO and digital marketing agencies. The industries are growing rapidly, with more and more opportunities for passionate computer and content enthusiasts to make a difference to the online world.

SEO Graph - GoogleSEO – or search engine optimisation to give it its full title – is the process of creating websites that are viewed favourably by Google and meeting the requirements of its algorithm. Get on Google’s good side, and you’ll find the site you’re working on ranks in the highest positions, but get it wrong and the consequences could be disastrous.

Getting it wrong could be anything from over optimizing the page with key terms and phrases that you want the site to rank well for, as Google will see this as an almost ‘spammy’ attempt at manipulating the rankings; or linking to poor authority or frowned upon websites, such as adult entertainment or gambling.

Digital marketing is an area of SEO that has grown out of the main search campaigns, and become one of the most influential strategies going at improving web traffic. In the past, it was a case of blogging on the site itself being crucial, to show that the site is being regularly updated with high quality content on a frequent basis, as opposed to a flash in the pan campaign around peak times.

Now, it’s all about creating the high quality content and distributing it to high authority websites with strong domain rankings, page rankings and more, and linking back to the site you’re working with to build up a backlink profile that Google’s crawlers take one look at and think – yes, I like what this site is about and doing, they can rank highly.

These two areas of the tech world open up a variety of career opportunities for a wide range of people. From those sitting at home having graduated from University or left college, searching the web for jobs in Portsmouth in an attempt to get their foot on the ladder; as well as those in the big city already established in online or ICT careers. For those with a passion for writing, there are content writing positions springing up – either as full-time or freelance positions – and also opportunities for those looking to do something more pro-active with websites and the Internet, challenging yourself to overcome the challenges set by the site owners and Google to achieve what your client demands. This is usually the number one ranking for their “key term”, or the first page of the search results.

SEO: certainly not DIY

10 Replies MattRawlings

While many of us fancy ourselves as DIY experts; sawing, hammering and nailing bits together to create a new set of shelves, or putting a picture on the wall, SEO is not something you can ‘blag’ your way through. There are just too many complicated and frequently changing factors involved that require expertise as opposed to an instruction book.

A lot of people in the IT industry, or working “in IT” for large businesses feel as though their limited knowledge of SEO is enough that the firm doesn’t have to bring in experts in the field, and that they can do it themselves. However, history and case studies show us that this is the start of a slippery slope. A lot of businesses who opt to do their own SEO soon find that they’re being penalized by Google for over-optimisation of their site, essentially ‘spamming’ the site with the terms that they want to be seen ranking highly for, and Google subsequently prevents them from doing so, knocking them down the rankings or not including them at all.

One of the main reasons that firms opt against bringing in so-called SEO experts is that they believe all of the best firms are based in the United States and that they charge overwhelming amounts. However, there are plenty of British and Irish SEO agencies who are gaining reputations for being among the very best in the industry, and, what’s more, they don’t charge the substantial American fees and – for those based in the UK and Ireland – they’re working at the same times as you, there’s no time zone changes, meaning that if you have any issues or need to contact them for an update, they should be on-hand whenever you need them.

An upwards arrowFor those still not convinced on the advantages of bringing in an SEO firm, you have to question how you want to get to the “next level” in your industry. You might be doing very well, but you always want to be doing better – ambition is only natural with any business. But sometimes, no matter how good your existing in-house IT team may be, they don’t have the expertise in SEO to find the strategies to take you from the top 20 search results for your key term to the first page, top 5, number one, wherever it is you want to be.

With so many strategies in an ever-evolving industry, there’s no way this is a DIY job. Reaching the next level is serious stuff and therefore needs the best in the business, not the amateurs.