Manage Tire What to Emphasize and Avoid With Search Engine Optimization Strategies

The concept of trial and error seems tailor-made for the contemporary world of how to improve search engine optimization (SEO). With this adventurous spirit, the initial emphasis is traditionally on a rapid-fire testing of what works and what does not work in achieving winning internet marketing strategies. However, at some point the emphasis needs to switch to a focus on emphasizing what is working and avoiding whatever is not working. But this is frequently easier said than done as efforts to avoid marginal and unsuccessful content marketing strategies can involve internal politics and resistance to change.5 Search Engine Optimization Tactics to AvoidPerhaps because the effort to avoid certain SEO strategies can be more difficult than choosing what to emphasize in search engine optimization efforts, the starting point in this overview is a short list of what to avoid:

Overly promotional content

Non-original content (aka duplicate content and article spinning)

Excessive affiliate marketing

Link saturation (aka too many links and blog networks)

Stolen and copied content

One of the primary goals of any search optimization strategy is to obtain more business exposure, but unsound content marketing can actually have the reverse impact. For example, Google and other search engines have constantly struggled with how to address issues such as the five just noted. At the most extreme, websites can be deindexed entirely (and swiftly) by violating sound SEO principles – a private blog network known as Build My Rank was eliminated from the Google search index in 2012 and within a day or so, the company ceased its business operations. This enforcement action not only impacted BuildMyRank but also customers that had used the site to publish content and obtain backlinks.


One of the most perverse examples of non-original content is exhibited by articles and images that are copied and pasted from the original publishing website and placed on another site without any credit whatsoever to the original author. While this is a problem for the original authors and various article directories that unwittingly become the second (or 99th) place some articles appear, it is also a challenge for prospective customers who have little choice but to be perplexed by the mixed messages of duplicate content appearing in multiple locations with names of different authors attached to the article. For example, shortly after this article initially appears here, it is highly likely that it will be improperly published on one or more additional websites without any attribution to the original author or article directory.3 SEO Tactics to EmphasizeOn a positive note, some approaches to SEO deserve to be emphasized, and here is a short list of three candidates to consider:

Presentations on SlideShare

Images that are unique (such as customized textual images)

Content that is unique

This is intentionally a shorter list with the thought that it might be easier to implement. Some content marketing strategies such as white papers can illustrate all three concepts. A white paper is a longer and more advanced treatment of a subject and is usually designed with a specialized audience in mind.


SlideShare presentations, YouTube videos and textual images can often help communicate to a time-sensitive audience that prefers visual communication techniques over reading several thousand words. In a variation of The Customer Is Always Right, discerning business managers and owners must never lose sight of what prospective customers need and want.Final Words about Content MarketingWith technological change in the background, what works today might not work as well tomorrow (or next year). This overview is designed to be a starting point rather than a finish line for internet marketing strategies.

Artificial Intelligence and Our Humanity

We hear and read about it everywhere these days.

You hear people saying, “The future is now.”

“We have to give way to technology.”

“We’ll be better off and live better lives (maybe not even work) if we let AI do it.”

Yes, technology is here, and we are living at the dawn of the age of AI, and it’s a topic that we’ve seen and heard a lot more about this year.

I wonder what the opportunities will be for the average person. You know, the person who is not the founder of Facebook, Google or Amazon, which have placed such high barriers to entry that it will be rare for companies to break into that stratospheric league.

What’s Going to Happen with Humans?

Do you wonder what’s going to happen to the average person? AI are taking over customer service, writing, design, sales, law, and medicine. As a businessman and social entrepreneur, the reality is that if you’re looking at things in a purely bottom-line manner, using AI could make a whole lot of sense. They never get sick. They work 27/7/365. They never stop and can indeed produce more than any human can–in a lifetime. From a pure dollars and cents perspective, AI can make a lot of sense.

But then you have to wonder about the broader implications of AI, and I sense that society has not even started to get its head around the implications. If you pay even a little attention to the news, then you know that a few months ago Facebook engineers shut down and pulled the plug on AI that decided on its own to go ahead and develop a new language. It was more efficient for them to get the work done, but humans did not understand. It seems that the language was basic, but what happens if the AI had not been shut down? Would they have developed a highly sophisticated way to communicate and operate that completely excised human?

I agree that technology can be beneficial to society. I think most people would agree that we’d prefer to send a bot into a dangerous situation, say war, rather than ask our men and women to put their lives on the line. I think there’s something to be said for the rapidly expanding role of robotics in medicine. For example, the fact that we’ve started to print human organs with 3D is a significant advancement, and we have to hope that many lives will be saved.

The Deeper Issues Related to AI

My concern as I dig deeper into the issue of AI is what the implications are for the human race, and yes, that even includes how we in the philanthropic sector connect with each other and with the world we serve. As I noted in the previous article I wrote, the Partnership on AI, which is a collaborative effort between mega-companies such as Facebook, Apple, Google and leading non-profits such as UNICEF and Human Rights are trying to lead the conversation about the implications of AI in all of our lives.

If you tune in even a little bit into the conversation about AI, you know that we have to deal with many issues, including some of the following:

Safety: We don’t want to be in a situation where AI is created, and it is not obligated to protect human life.
Transparency: We had the recent situation with Facebook where they shut down AI, but who rules (government or business) when someone says “Houston, we have a problem”?
Labor and the Economy: Whose responsibility is it to train people as AI develops and what will their work functions be in light of a much more powerful AI partner? Will people even have jobs?
Society: For communities around the world, which certainly includes nonprofit and philanthropic work, what will be the impact of AI on philanthropy, education, charitable work, science, private/public partnerships, etc.

The reality seems to be apparently developing that there are few areas–if any–that AI will not touch.

Humanity’s Competitive Advantage

When I read about issues related to AI, I think of one thing–humanity. I believe we all have to get into the conversation now about the implications of AI. I’m someone who likes and values people precisely because we are imperfect. There is a lot of prose and poetry in the human condition. AI cannot love, demonstrate courage, hope, dream, feel fear, etc.

In my mind, those qualities are what makes humans so much better than AI. Our values are our competitive advantage in comparison to AI. There is something intrinsic within people (some call it a soul or spirit, others connect the scientific dots of all the elements that make up our brains, hearts, and bodies) that makes us unique, and yes, even exceptional.

We have a serious conversation that has to take place about AI, but it involves all humans, and we have to pay attention before we have a situation we did not bargain for in the age of technology.

The Path for Humanity as it Greets AI

In many ways, I hope that AI begins to break down the things that divide us and that we discover that as humans, we are all the same. We are. Take away the issues of money, race, religion, gender and everything else; we all bleed red.

We all hurt.

We all hope.

We all dream.

The way I see it, the time is now for humanity. It can be our finest hours at the dawn of a new age–provided we all get out of our own way and engage in a global dialogue about humanity in the age of AI.