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The SEO Playbook – Welcome to the Rabbit Hole Alice

Online marketing information can change quickly This article is 7 years and 284 days old, and the facts and opinions contained in it may be out of date.

SEO PlaybookSEO is about more than meta tags, title tags, and targeted anchor text. Call it "competitive webmastering", "SEO", or any one of a slew of other titles – it is the thought process of lateral thinking and understanding of website creation and marketing combined that matters most. It is a line of thinking that necessitates doing what is optimal: when to balance user experience with "bot experience" to create a site that will harvest any legitimate traffic without detriment to conversions, or without venturing into areas beyond the given risk threshhold for the project.

Technology and marketing were formerly unique disciplines with very different types of people. SEO’s are the folks in between. In my mind, the reason SEO goes well beyond just search marketing into most areas of business is because search engine marketing IMPACTS many of the decisions that are made in a business. Marketing, infrastructure, customer relations, analytics, accounting, human resources can all directly impact search marketing and vice versa. SEO has become more and more of a strategic vision as top rankings become more competitive, and more valuable. SEO is in large part the communication gap between marketing and IT, combined with top level executive strategy (The only good SEO’s that leave the field at this point, do so to become CEO’s – visual illustration).

This is intended to be an "advanced beginner’s guide" – which is a bit of a paradox, but the idea is that even the most proficient of SEO’s often revisit the basics, and that execution on simple solutions can be very elegant and effective. It will also help to cover many of the things that all too often get overlooked. Executing on basics is the most advanced play in the search engine marketing game. A little secret I’ll let you in on – Even the "SEO Pros" go back to basics – content and links. They’re only pros because these two critical elements have become second nature, and nearly every waking thought is based around how to create mo’ betta content, or get some new links in creative ways.

Even if you understand every single technique available – no matter what play you call – you still have to block and tackle to reach the endzone and score your top rankings. The most proficient SEO’s realize that search ranking, branding, marketing strategy, conversions, and postive conversations consist of two major elements – CONTENT and LINKS.


User Experience and content organization

The user experience should be concise, and simple. Simple is elegant. You can have multitudes of functionality locked within a extremely simple streamlined interface. Read Don’t make me think, and the Big Red Fez.

Key tips with site architecture:

    1. 1. User architecture and bot architecture don’t need to be identical. A bot will determine the heirarchy of a site through it’s link structure. A user will determine the heirarchy of a site through the placement of the main navigational elements.

    2. Search engines are becoming extremely proficient at incorporating semantics into link structure. Keeping a site sectioned into themes is extremely important. The importance of internal anchor text to this factor is rarely over-rated.
    3. Internal search is incredible for gathering data on your site.

Resources for understanding information architecture, and balancing the user experience with the bot experience:

Content Creation

Keyword based content

Creating content specifically to rank for keywords. This is a borderline practice, depending on the intelligence level of the content. A thousand monkeys with a thousand typewriters could lookup and change content based on a set of words.

User generated content

The beauty of web 2.0 – people decide to connect together to do something. Whether it’s worthwhile or otherwise, two heads are very often better than one, and conversation is the backbone of the web.

How to content

Everyone loves to know how to do something. I really wish I could download things like "how to do your own plumbing", and be able to figure it out. Someday, perhaps a well optimized and informative video will be able to do that.**

**after publishing Rob pointed me to these installation resources on Vintage Bath and Tub (who have some cool clawfoot tubs) – great examples of howto content

Blog content

Write what you know. Talk about a relevant, cohesive topic.

Linkbait content

Make a GREAT idea even better. Be remarkable.

Commodity content

Sometimes cheap content is better than no content. Don’t be lazy.

Content Resources:

Content Structure:

Duplicate content thinking


SEO Bot experience
The "Bot Experience"

"Create a site with your users in mind" has become an oft-quoted mantra of search engine representives when asked about how to rank better in search engines. While the logic is sound, it is also somewhat incomplete. The "experience" that a bot has when visiting your site will often determine the initial experience that a user has with your site as well. Controlling where the bot enters the site, and how the bot "sees" the site is of paramount importance to determining how users will find and navigate through your site.

Information architecture is one of the most overlooked areas of good search marketing. Mainly because it is one of the most difficult areas to retrofit on a site, and it’s extremely difficult for consultants to demonstrate the value to justify the workload needed to overhaul a site.

Link Development

Old sitesOld is good – Old sites are trusted. Trustrank is a part of the game, and if you don’t believe it you’ve been sleeping. There is no sandbox, there is only the trustbox, and the trustbox emphasizes old, aged links that are on trusted domains that are relevant to your targeted query.

Link equity is the new brand building. Perhaps I’m a bit wrong – link equity, strategy, and development is the new brand building. Brand building and link building should coexist peacefully. Those folks out there that you’re paying $10 – $20 per hour for link building, are building your brand for the future. Why? because a brand is only a google search away these days. If I want to know how strong McDonald’s brand is – I do a google search. Perhaps I’m ahead of the curve, but even Joe sixpack isn’t that far behind me. He knows that google is a verb, and he’ll soon figure out how to change his default search application from windows live to yahoo or google. New brands don’t underestimate the intelligence of their consumers. Default search doens’t "WOW" anyone. Relevance, and information quality does.

Types of links and how to get them. Learn what they are, and how they apply to you. 12 types of links and how to get them.

Article link development

Write articles – submit to various sites based on automation for quantity or personal contacts for quality.

Press link development

Write articles – see above.

Partner link development

Network at conferences, through IM, or email, and make nice with friends.

Affiliate link development

Start an affiliate program with a service that is in the know. Redirect appropriate pages.

Paid link development

Buy text links on relevant sites

Viral link development

This one is probably among the toughest because it is becoming increasingly difficult to do something remarkable that people talk about.

Try learning what linkbaiting means.

Directory link development

Proceed with caution – you don’t need many.

Reciprocal link development

See above.

Link Development Resources:


Webmasterworld Link Development Threads

Supporter’s Forum (worth every penny of membership)


Welcome to the Rabbit Hole Alice – Resources for those figuring out what SEO really is.

SEO PlaybookYou can take the blue pill or the red pill. The blue pill will take you back to your cozy desk job coding for the man, and the red pill might lead you to insomnia induced by ideas of how to turn your startup into a real company using only your laptop combined with some technical and marketing skills, and a realistic gameplan to pull it off. Or you might end up going from self employed to unemployed real quickly.

The first converstation I have with folks generally consists of them asking some questions about what SEO is. If they are REALLY interested, and get beyond thinking about the fact that I tell them meta tags generally don’t matter much, I would guess it feels a bit like Alice falling down the rabbit hole. I am still overwhelmed with information overload on a daily basis, and this is after over about 6 years of studying and experimenting with SEO techniques on a daily basis. I think the information overload stems from having so many opportunities to apply the information, as well as trying to keep up and evolve process with emerging opportunities. Digesting, managing, and even thriving on the information overload is extremely important in a business built on timely, relevant information.

Here’s where to start with your SEO Training if you’d prefer the red pill:

If that’s not enough, check out Lee’s list of SEO/SEM blogs, or Search through them

More resources on site strategy: 18 questions your CEO forgot to ask when building your website

Practice your blocking and tackling every day. Read these long enough, focus on refining tactics, and experimentation, and you’ll always have a team to play for; your clients, vendors, employer, or partners will be dumping the gatorade all over you for being the one that "made it rain".

What resources do you use for your SEO Playbook or your SEO blocking and tackling?


More information about Todd Malicoat aka stuntdubl.

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  • Tim Dineen

    Wow – what a great post and resource! Thanks Todd.

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  • Aaron

    What resources do you use for your SEO Playbook or your SEO blocking and tackling?

    Well, you’ve just created my new go-to guide! Great collection of everything you need!

  • coop

    excellent post man. i like all the resources you included.

  • Neil Patel

    Nice post… must have taken you forever to write.

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  • Jake Matthews


    Great post. Tagged, noted, emailed, and all the rest. It will be visited again.

    Don’t worry – information overload is universal. It’s how you deal with it.

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  • Jim Westergren

    Great article Todd!

    I have bookmarked it for later reading/linking to.

  • imnotadoctor


    Thanks for spending your time to provide use with this great play book.

    Bookmarked forever!

  • Dan

    great post man, i especially love the part when everyone i know pours gatorade on me also.

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  • Aaron

    This is exhibit A for: “Make a GREAT idea even better. Be remarkable.”. A great collection of information and links. I don’t think my entire blog has as much value as this post … I better raise my bar. Thanks Todd.

  • markus941 stuff, Todd. Well done. Now if I only had time to read all the resources you linked to. I like the piece about human v. bot architecture. SEOmoz just published a related piece on navigation bloat .

  • fthead9

    Talk about information overload. Todd you have both saved me a ton of hours putting together a starter learning kit for new hires and added countless hours of reading since you posted so many good idea starters. Thanks, I think…

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  • kid disco

    I’ll take the red pill.

    “What resources do you use for your SEO Playbook or your SEO blocking and tackling?”


    Great post, yo!

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  • Balazs Balint

    I do not know how will I have enogh time to go through this post, but it is really great. This is a great resouce so it is for me!

  • Chris Sandberg

    Great post Todd, thanks for sharing.

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  • Ashley L.

    Wow. That’s about the best way to describe it.

    I thin I love you Stuntdubl – seriously though, great post and a ridiculously AMAZING resources for us SEO beginners trying to teach ourselves the biz. I know that had to take some work, but it is definitely appreciated.

    Consider yourself dugg, tagged, all that good stuff.

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  • Wealth Junkie

    Great post. Thanks for sharing all the WMW bookmarks!

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  • Mediadonis

    Great Post Todd! That´s really one of the most comprehensive guides I´ve seen so far!

  • Reuben Yau

    Wow, nice work. Great collection of articles and info.


  • Chris Hooley

    Just so you know, I am gonna print this post out on my crappy printer and create one of those water tattoos out of it. Then I am gonna paste it on my GF’s belly and do body shots off of her.

  • Joe Whyte

    Nice Post. Seriously must have taken a long long time!

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  • Charlotte Riley

    Incredible post! This is definitely a “must bookmark”! Thanks for sharing not only an awe-inspiring list of resources, but help accurately describe SEO..

    Fantastic work, Todd!!

  • Bang Your Drum

    Thanks Todd, best post I’ve read recently on SEO.

  • Derek

    Great post – the list of link building resources and discussions is invaluable!

  • Vijay Gupta

    I must appreciate this nice collection of seo resources like articles and tools.

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  • caveman

    So Todd, I take it u think link building is important? ;-)

    Nice work, as always.

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  • Brian

    Great post with lots of great information. Thanks for putting in the work and sharing this!

  • Jack

    Fantastic post: Bookmarked, printed and has lots of notes on it! Thanks for sharing.

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  • Steaprok


    Wow! what a great post! I think I need to sit back with a gallon of coffee and read all night! Thanks! Bookmarked for sure!


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  • AussieWebmaster

    I needed something to outline an optimization refresh on our sites…. this was a great primer to get the crew on the same page.

    You qualify for the guided tour of Colombia….

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  • Nomadishere

    Another kick ass post Todd. “Strategic Vision” is foundation of why *every one* who succeeds does so. “Lateral Thinking” and “Holistic Approaches” are the only way to make it.

    In today’s business world, Specialization Is For Insects. :)

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  • SEOsnafu

    This would be one of the best SEO posts to be found.
    (And it’s got several of my other favorites posts within it.)

    Now if only someone could make a print version of all this…

  • Nel

    Yep Seo is more than just meta tags and title content.
    Its about the fine details and link numbers.

  • Zohaib

    Great Work. Keep it up Todd.

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  • -LaCabra-

    Fantastic post Todd! Will definitely recommend this to others!

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  • Microdesign

    Heey man great work thanks u

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  • SEPguy

    I talk to my clients about awesome full in depth content being great link bait and this is it – qudos
    So much Kudos in fact, ive linked to it from my blog

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  • Jim


    Clever title – SEO Playbook…
    Does one better than Aaron’s SEO Book and steals a little mind share.
    And the Lewis Carrol phrase certainly delivers curiosity. Excellent double title hooks!
    And the article delivers.


  • Internet Marketing Agentur Stuttgart

    Wow, great article. I just wonder why it isn’t more popular on digg. Thanx for this great content.

  • WR


    I must say that is a “plethora” of info… A great place to start for SEO, especially since I have been out of the SEO game since 2002…

    Amazing content and thanx for the write-up, it’s going to take a while for me to digest it all…

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    “There is no sandbox, there is only the trustbox…”
    Agree! :-)

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  • Brent S.

    Man, what a great resource. Thank you so much for taking the time to be so deep in your article. This is too much info to absorb all in one digestion, so I’ve bookmarked it.

    Keep it up!

  • Tim

    Wow…thanks for the incredible resource!

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  • Raw Food Ideas

    Been studying/ practising SEO for about 1 year and just discovered this post.
    Thanks for a brilliant resource, it just goes to show how much more I’ve got to learn. Bring it on !

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  • Lance Cowden

    Hi I am so glad I found your blog, I really found you by chance, while I was browsing on Bing for something else, Anyways I am here now and would just like to say cheers for a incredible post and an all round exciting blog (I also love the theme/design), I don’t have time to go through it all at the moment but I have book-marked it and also added in your RSS, so when I have time I will be back to read much more, Please do keep up the awesome work.

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