SEO and the OODA Loop

Understand & Make Money

Can you still make money with SEO?  Have Google’s latest actions driven the final nail in the coffin?  Or is there more opportunity than ever?

Read on, and find out.

Over the last two years, the pace of change in the SEO world has been fast and furious.  Internet marketers are giving up in droves as many of their sites are hit by penalties like Panda, Penguin, and the .  Cries that SEO is dead, particularly for small business, can be heard more than ever.

But it’s not SEO that’s dead, it’s the old ways of doing it that no longer work.  Things change.  They always have, and they always will.  Being able to adapt is key.  And if you can adapt as the competition gets slaughtered, there are more profits to be had than ever.

Here’s how you can use a concept developed by a military strategist to make sure you stay on top.

The OODA Loop

A colonel in the US Air Force, John Boyd developed the concept to apply to combat.  Make no mistake, there is a .  Naive or ill-informed SEOs may not realize this (at their own peril), but it nevertheless is true.

Webmasters want their sites to rank well in search results, and in the face of global competition for the top 10 spots, doing so requires understanding search engine algorithms and giving them what they want.  “Giving them what they want” is a nice way to say manipulating them.  Google doesn’t want to be manipulated.  They want to manipulate you.  The war is on.  And there is carnage.

Google and its foot soldiers (pandas, penguins, and untold others) are slaughtering websites and webmasters at a pace that’s pure crazy.  High quality sites and small businesses that get in the path of these maniacal beasts are acceptable collateral damage to Google’s war machine, and the government .  We’re on our own, friends.

In the face of constant assaults by Google’s monsters, we must adapt in order to survive and prosper.  The OODA Loop provides a framework for doing so.

Observe – Orient – Decide – Act

OODA is an acronym for observe, orient, decide, and act.  In the face of change, we first observe the change.  It takes time to orient ourselves to the new reality.  Only after orienting ourselves to the new reality can we make a decision based on it.  And we can’t act until we decide how to do so, based on that new orientation.  The tricky part in this war against Google is that when Google is at the last phase of the OODA Loop, acting, they’ve forced us into the observation phase.  This leaves us 3 steps behind.

Let’s look at an example:

One day you’re walking along, doing just fine.  All of a sudden a panda jumps out and shoots you right in the face.  It’s rather shocking.  Most people do one of three things in such situations:

  • They fall down and die.
  • They freeze (in fear) right where they are, and the panda slaughters them or they bleed to death while frozen.
  • Since they’re not dead yet, their brains have them keep doing what they were doing…a natural survival response…which doesn’t work very well against deranged pandas and penguins.  They get slaughtered to, just a little bit later, as the panda runs behind them and shoots them several times in the back.

The Solution: Default Response

There’s one way to dramatically increase your chance of survival in the face of a vicious assault.  You need to have a default response.  A default response is an action that gets triggered by an aggressive action against you.  So when you get attacked, rather than getting stuck three steps behind and dying one way or another, you instantly act.  This action in the face of an attack forces the attacker into the observation phase, putting you instantly 3 steps ahead.

Unfortunately, it’s not quite so easy with Google, as we rely on our opponent’s monopoly position in search for our income.  And because Google is such a huge monopoly, our action isn’t really going to kick them back to the observation phase, with us instantly on top.  But in order to survive, you still need a default response.  You need to move to a safe fall-back position from which to observe, orient, decide, and act with good and effective strategy.

Fall-Back Position

It may take some time before you figure out why that panda shot you in the face.  You’re going to need medical supplies and a safe place to hide while you orient to this new reality and decide how to proceed.  And, once you decide to act, the game may continue to change in front of you.

This means you either need enough savings to hold you over, or additional income sources.  Those income sources can be other websites not slaughtered by Google, or businesses/jobs that don’t depend on SEO traffic for income.  Having both savings and multiple sources of income is, of course, ideal.  In this day and age, where SEOs are in a full-on war with Google, having only one income generating site and no savings is a recipe for painful death by one of Google’s soldiers.  It doesn’t matter how good your site is, or how many people love you.  Google doesn’t care.

From your safe fall-back position, it’s time to fully observe, orient, decide, and act.

Strategic Pause

Taking a strategic pause from active web development, giving yourself time to observe the new playing field and orient yourself to it, can be of huge benefit.  Look at sites that were hit vs. sites that weren’t hit.  What are the differences?  Look deeply into your analytics.  What date were you hit on?  Does that date correspond to a known/confirmed penalty date?  Were you hit only for certain keywords or pages, or were you hit across the board?  Once you move to your fall-back position, still in good condition due to your savings or additional sources of income, take whatever time you need to observe and orient as best you can.

See What Sticks

If you’ve attempted to observe and orient with little success, you may have to send out spies to get more intelligence.  Don’t risk your best assets.  Every serious SEO should strive to have a number of sites with different types of content (quality, quantity, text, video, static vs. interactive, etc.), different types of link building (quality, quantity, frequency, anchor text variety and distribution, etc.), and different traffic sources (search, paid, social, offline marketing, etc.).  Once you’ve got a network of sites, you can use them to test the waters.  Throw enough at the wall, and something will stick.  When you know what’s sticking, build on it.

A Time to Fight, A Time Not to Fight

Know that there is a time to fight, and a time not to fight.  If you come to the conclusion that a site, page, or method is dead, don’t fight it…move on.  This may require giving up on a site (it may come back in the future as algorithms change and penalties expire), moving content to a new domain and starting over fresh, or deleting pages with “bad” links pointing to them (allowing them to 404 so the bad links are killed off).

OODA Lag

It takes time to observe, orient, decide, and finally act based on that new information.  Many of your competitors will die right after the initial assault, without defaulting to a fall-back position with a plan.  There will be a vacuum, where sites rank with little effort, simply due to active webmasters being taken out.  If you’ve got a number of test sites or back-ups in the ready, you may be able to take advantage of this vacuum.  Due to the time lag, it may seem like nothing works.  But something will.  It just takes time to figure it out.  For those that do, there will be less competitors and more to gain, as web use still continues to grow year after year.

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