4. NOT an act, process, or
methodology of making
something (as a design,
system, or decision) as fully
perfect, functional, or
effective as possible;
noun ˌən-äp-tə-mə-ˈzā-shən
un·op·ti·mi·za·tion
10. I’m a
user too!
Unoptimization is Simple Though
3 Considerations of Unoptimization
• Unoptimization for User Experience
• Google Bashing
• Testing
@simmonet
15. Treat Everyone Equally Different
Content connects with Intent & Context
• Query research
• Persona development
• Unique onsite experiences
• Different conversion points
• Different metrics @simmonet
37. YIKES!
Link Graphs Should Be Unoptimized
• Anchor text to brand / site
• Inter-site linking i.e. footer links
• Dofollow links to nofollow links
• Internal linking for users NOT Google
This obviously isn’t for users
39. Content is Over optimized
scale over
substance
substance
over scale
40. Content Should be Unoptimized
Content production needs to change from:
• Auto generated to human generated
• ‘Thin’ to valuable
• Patterned to unique
• Scale to reasonable amount
• Generalists to authorities
better
41. Take a Fresh Look
At Your Link Graph & Content
@simmonet
42. Tools
Link Graph
• Open Site Explorer
• Majestic SEO
• Google Webmaster Tools
Content
• Screaming Frog
• Google SERP
44. “Testing inherently comes at a cost – either time
money or both - without guaranteeing a
bottom-line positive outcome.
For many businesses this means testing is
perceived as an unjustifiable expense when in
fact it’s the most valuable of investments
in the unoptimization arsenal.”
~ Me
46. Budgeting for Testing
• Whatever you can get
• Whatever you can afford
• Whatever makes sense
• Whatever you are comfortable spending
There is no magic number BUT
You can start with 5-10% OR see above
48. Red Bull Example
• Obtuse Keywords
–“Games online”
–“Excel Help”
• Goal to tie Red Bull to
“consumption occasions”
• Ads mentioning Red Bull
• Built a test plan
• Assumed the worst case
• Set expectations