Inside the Book

Throughout Digital in the Boardroom, I reference videos you can find on You Tube. To make it easy, I have dropped them all in here and referenced the location in the book. 


2. Google Search Page

If you go to Google’s archives you'll see that the original search page hasn’t changed much. It’s gotten cleaner and simpler, but the concept remains the same: type in what you are looking for, and Google produces the results. That’s what we experience as consumers on the front ends of our computers and devices.

3. What is Search Engine Optimization?

If you keep the mental model of “What is Google trying to do?”—trying to return great search results for users—then that helps you try to align yourself with those goals. If you are aligned with those goals, then we are trying to return the high quality pages that you are making. If you aren’t aligned with those goals, you are always going to be working in opposition to the algorithms, and you’re always going to be working in opposition to regular users and what they want to see.

4. Webmaster Guidelines

White-hat SEO included approved strategies for getting a page to rank well. Google would actually publish what these strategies were and post blogs in which they answered questions about them. Google actually posts Webmaster Guidelines.

5. Optimize for Search Engines or Users?

Google’s Cutts stated: “Start to think about mobile. If you look at your analytics, you will see an exponential curve that shows mobile users will surpass desktop users in the next 2–3 years. You want to make it so that the user’s interests and the search engine’s interests are as aligned as possible.” 

6. Is SEO The Future? No, And Here's Why

What will be important, today and moving forward, is embracing the mix, getting the mix right, and repeating that success using these newer tactics. For a business to really achieve success, they have to look beyond the search engine and set their sights firmly on impressing the customer,” says Duane Forrester, Webmaster for Bing at Microsoft.