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Dublin Web Summit / Short-Term Thinking / Transition Rank

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State of Search was given a press pass to the Dublin Web Summit – Europe’s largest technology conference – and as the Irish resident on the blogging team I got to attend. Here’s my write-up of the first day:

State of Search: Dublin Web Summit

The 2012 edition of the Dublin Web Summit is a two-day extravaganza boasting over 4000 attendees and 200 speakers. Some of the Web Summit’s line-up included web superstars such as Robert Scoble, Paul Sciarra (Pinterest), and David Rowan (Wired UK), as well as digital marketing elder statesmen like Jon Myers, Joanna Lord, Darmesh Shah, and our very own Bas van den Beld.

One of my major frustrations as a digital marketer is the short-term thinking prevalent in businesses. Many see digital marketing as an instant money generator, and that it definitely isn’t:

State of Search: Overcoming Short-term Thinking in the Digital Industry

Too many corporate leaders seem to think that digital marketing has a magic bullet, a secret button that can be pressed and voilà tens of thousands of website visitors come rolling out eager to give their hard-earned money to the company. Of course we know that it’s a ludicrous idea. This stuff is hard. It takes time and effort and patience.

Recently there’s been a lot of hype in the SEO blogosphere about Google’s ‘transition rank’ patent. As a result of our awareness of this patent, we’ve changed our perspective on SEO tests and rank tracking. And I wonder, maybe that’s precisely what Google intended..?

State of Search: Transition Rank as Propaganda

Google’s engineers are keenly aware of the sensitivity of their algorithms’ inner workings, and Google’s PR people are keenly aware of the effects their external communications have on the internet industry as a whole, and SEOs in particular. It’s not a particularly far stretch to imagine that Google sometimes deliberately publishes propaganda to influence external perceptions.

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