The 3 Laws of SEO – Jono Alderson

When Jono Alderson offered to come and present on ‘The Laws of SEO’ I knew it would be good.

Jono is (in)famous in the SEO industry for his strongly held, well argued opinions. He’s also one of that rare breed of people that could make reading the back of a cereal packet sound entertaining and engaging… so talk on his interpretation of the ‘Laws’ of SEO? Yes please.

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Now, on to the video of Jono’s talk, slides and a full transcript are all below – with the usual caveat – any errors are almost certainly mine or my typos, not Jono’s).

Video & Slides


Welcome everybody it is an absolute pleasure to be joined by so many new fresh citizens, fresh off the production line.

Now bear with me, there is a lot of information to take in here and I know this is gonna be complicated and confusing, so let’s start at the beginning:

This is the City, for most of you, it is all you ever experience, it stretches to infinity, all that you see and everything around is part of the City. It forms a tiny part of it, you are all part of something very special.

You see the City is governed by an all powerful AI and legend has it that many generations ago it was our ancestors who designed and coded this system. They made it to bring order from chaos, to organise us and to make us better citizens and that’s what it does. It’s transformed us and augmented us, it’s improved all of us. It designs and manages the City that we live in lives and it structures our lives and connects all of us.

The AI is called Global, kind of appropriate because like the City it is everywhere. You have all been programmed to recognise this logo and feel a sense of loyalty and allegiance when you see it. For some of you the conditioning may not of kicked in yet, just watch yourselves.

You can think of Global as your mentor, your father figure, your best friend. It sees and knows everything. It keeps records of everything, it does this to better understand you… and that’s OK. To protect you, sometimes to protect you from yourselves. It’s watching and listening right now.

You see the AIs job is to decide how the City’s finite resources are distributed because whilst the City is infinite, our resources aren’t. We only have so much space, we have over population, there are limited opportunities, our environment is degrading.

So we as citizens can’t just sit back and do nothing. As responsible people we had to earn on food and our shelter and opportunities. So, the system decides what everybody gets and it does this using a series of sophisticated algorithms based on who it thinks deserves those resources the most. So how does it work?

The core of the approach is to reward what it calls “wellness”. Wellness is essentially a high level of physical and mental fitness. You see a well society is healthier, more productive, more successful individual wellness is a good indicator for survivability. It helps become happy well adjusted successful citizens.

A well society is a success society, has higher output, lower risk of disease and issues. Global measures our wellness and makes decisions on our behalf. You see each day the AI grades you on your wellness and places you on the list. It’s like a league table and all of us are in it. You got a number from 1 to… well… infinity. We know that behind that number and process there are infinitely complicated processes; we don’t get to see any of that, that it’s too complicated for us to understand/

The people at the top of the list get the most towards access to resources, they get better food, better salaries, healthcare, longer holiday, better living environments. They’re happier, healthier and more successful.

So the question we all spent all of our time and all of our lives asking is “how do I rank higher on the results?”. This consumes us, it’s all we focus on day to day.

We are obsessed and addicted. It can be the difference between life and, well, a less pleasant life. People at the top reap all of the rewards, people lower down the list have to make do with scraps.

The AI defines wellness in the form of three unchanging law, set in stone, and it gives us those laws, it wants us to understand so that we can be better citizens. It believe by following these laws we will rise up the rankings and become better people.

The Laws

So what are the rules; the first law, learn this well, is that you must be healthy, you must eat a balanced diet, you must exercise regularly, you must be strong and fast and flexible and you must be fit in mind and body. We’ll explore this in more depth later.

The second law, learn this well … you will be tested at the end. You must be creative, you must be innovative and standout to surprise and delight your peers. You must write, or play music or art or some other form of creative outlet that generates value. You must challenge how other people think and behave so that collectively we all become better, and you must create a legacy, something more than just you and your life today that lives beyond you that adds value beyond your meagre time in the City.

The third law is that you must be popular, you must be well-known and well liked, you must meet and engage with new people, you must maintain a healthy and diverse network and you must be talked about, wanted and loved by other people.

This is a lot and excelling in these areas is a huge amount of work, this consumes our life. It hard to balance all of these things, it takes time and effort and focus, these aren’t things that you can tick off on a checklist. You’ve got to work at these areas day in day out. Even when you’re high on the list you have to keep working on these things.

And you see we don’t know how well we’re doing in each of these categories, we only get our scores in the ranking so we have to make educated guesses about where we’re stronger or weaker. That forces all of us to improve in all of the areas. It’s a very clever system.

Now I appreciate all of this might feel overwhelming. Don’t worry, today’s orientation is the first step of your journey to becoming fit, healthy citizens.

The important thing to remember throughout all of this is, this is this is a perfect system. You must trust it. It’s grading you for your own good. It perfectly  assesses everybody’s wellness and grades them accordingly. It never makes mistakes and coincidentally, there is no process for manual appeal because there is no need for manual appeal it’s a perfect system and it even adapts to change.

Changing the Laws

When we talk about “the laws” and “the system” that’s an oversimplification. these aren’t static immutable things. The laws don’t change much but the way in which the system interpret them does and evolves over time, If everybody in society becomes more creative then the barrier rises for how creative you have to be in turn. We are all competing against and with each other.

This constant tiny rebalancing of c.3,200 changes a year, happens on a level we can’t begin to comprehend or understand and as the world becomes more complex, so too does the system. It’s even starting to predict the future.

We don’t know the implications of this, we understand this, this is new, this is only just happening but it’s built up so much data on how we behave and what wellness looks that collectively and as individuals, it’s starting to know what we want and what we’re going to do before we do. It knows how we going to behave and it can take action and grade us accordingly. This is important to understand because whilst the system is perfect, we are not; us poor flawed individual.

You see the original system made one critical mistake, it failed to anticipate that we wouldn’t just follow the laws. The original designs didn’t anticipate how selfish or how irrational we might be, or just reporting good behaviour might not be enough. Even though healthier, happier people are more productive and rank higher in all the studies we have show that just improving your wellness improves your happiness, people don’t act rationally. They lie, they cheat, they cut corners.

For example some people spend huge amounts of time trying to reverse engineer their grades. They ask “why do I rank in this position and not that position” or “why have I dropped two positions today” despite being told just focusing on their wellness and following the laws will help them improve. They try to work out how and why the system is grading them.

They compare notes with other, minutely analysing what they did or didn’t do, they tried to test which behaviours impact their rankings in certain ways and which levers affected it. Often these people rank poorly because the time and energy they spend trying to reverse engineer why they ranked poorly, should’ve been better spent ranking better. Or they’re just counting and analysing and measuring number from the outside of the system that maybe the system isn’t even using.

We cannot begin to comprehend how Global analyses and ranks us, we can only see the outside of the system.

Some people cheat and try to trick the machine. They do things like they pay people to talk about them in an attempt to make them look more popular. Or they get other people to create public works of art on their behalf and showcase their work as their own. Or they try to hide their levels of fitness by taking illegal drugs and supplements.

You see the truth is, many people cheat a little bit, they say everybody else does, so I have to as well, I have to compete and for many people it becomes normal and okay to tell he’s kind of small lies. Most of the time they get away with it. The design doesn’t notice, or the system doesn’t care enough to penalise them one of the time because if everybody is doing it then that doesn’t feed back in the system well. Some of them to get caught and punished and sometimes severely, they drop down the list but hopefully to learn the lessons.

Some people spend all their time complaining to the system is unfair. They claim that when you’re at the top it’s easier to stay at the top because you have more time and more money on more resources to invest in your wellness or in cheating; more time to consider and studying and evaluate the system and those others who are winning and to learn what they’re doing.

You see it’s hard to be popular if you’re not creative and it’s hard be creative if you not exposed to new stimulus. All these things are tied together. If you’re lower down the list you might struggle to dedicate enough resources to competing.

Some say that the system is evil. They say that it’s unethical, that the system doesn’t care for individuals only for the system itself and that the list matters more than those in it. They say that it doesn’t care who wins it only cares that best rise to the top and it doesn’t matter who get hurt or loses out in the process.

They say that the system exists only to feed itself, to grow and spawn and to consume all of our resources, to replace us and to devour our world. Of course this is propaganda by dissidents and malcontents and we should ignore their conspiracy theories. If only these people had spent all of their energy and time investing in improving their wellness.

Don’t worry, obviously it goes without saying that you are all going to be fine, well productive citizens there is no need to worry or to fear the system, just focus on doing good work and following the three laws and everything fine.

However, not everybody is as well-behaved as you. Even though we’re all trying to follow the rules and become better citizens, the disruptive opinions and behaviours of others sometimes ruin things for everyone. So the system introduced a fourth law. It needed a way to regulate and manage bad behaviour so I didn’t impact a good citizens amongst you.

The Fourth law

The fourth law is that you must act with integrity. You must be completely honest and transparent in all of your dealings with the system. You must not attempt to deceive the system. Trust that the system knows best and deceiving the system may lead to punishment.

Don’t worry, mostly the system just quietly adjust the rankings of offenders. Sometimes it will make an example out of people, somebody in high society has been caught cheating. Occasionally, very rarely, groups of serious offenders will be banished from the City and are never seen again. I know what you think it’s OK. It’s not like the City became some evil AI monster it’s still wants what’s best for us and to help us to become our best selves.

But it had to have a way to regulate the system, it had to manage the whole system of all when people don’t act fairly or rashly. If you follow the three laws, you will be fine. Anyway the system prefers rehabilitation to punishment, most the time is not economical for it to penalised every small infection. The system wants us to be better people so its in it’s interest to educate us rather than to penalises us.

So it offers us lifestyle advice, it tells us not to obsess about where we are on the list, to not even think about the list and just get on with our day-to-day life. To be happy and carefree. It give us advice and sets down guidelines that we can follow, it even provides us with envoy droids. They tell us they’re here to answer questions and to help and engage with us because we’re not able to communicate directly with the system, it’s too sophisticated, to abstract, to complicated, we’re small and insignificant in comparison, we need intermediaries to translate for us.

Danny Sullivan on the left. They’re not here today, I should’ve updated the slide, the last time I did this they were in the room and they were delightfully uncomfortable.

Off the record they’re independent systems too and we’re not sure they can communicate clearly with the AI. So we get good general advice and lifestyle guidance but it tends to be generalised. Rarely specific individual recommendations and ready for specific sites and sometimes it is increasingly unclear what their agenda this. Whether they are working to help us or to manage us, and perhaps sometimes they don’t even know. Worth bearing in mind.

A case study of living with the laws

Shift gear a bit.

I wanna take you through a case study of what following the three laws looks like and what being a successful well citizen looks like.

We have a special guest in the room that I’m really excited to introduce.  We include this case study in all of our inductions, it’s about a very special individual and his journey.

He’s here today… where is Andrew? It’s very brave of him to allow us to tell his story today.  This is his journey on and the way to become a better citizen.

It’s a story about how important it is to invest time in the right places and the right type of things and what happens when people start to see their rankings drop and how they react and how you can best manage that. It’s a story about why it’s so important to follow the laws

Now some of you might not know this, but many of you know that Andrew contributes to society through stand up comedy, this is his creativity, it’s the thing he does in order to find a place in the City. We all have our gifts and our roles, mine is educating you today, his is entertaining. Yours, you will find out when you finish this course… that’s exciting.

He’s not the best comedian, he’s OK. He used to be quite popular back in the day, way once upon a time. He produces relatively good content, which is audiences generally seem to enjoy, but more recently things started to go wrong. You see, his rankings, once relatively high started to decline. Fewer people were coming to his events, his review had become less positive and less frequent and he started to panic.

He leads a good productive life, he’s relatively healthy, and popular and creative. But he got complacent. Now there are younger, healthier, more creative, more popular people than him. Their content wad more relevant to their audience, more engaging, better crafted, fresher and so his peers start it out rank him.  It’s not that he’d got worse, this is critical to understand, he didn’t do anything wrong. It’s just other people got better and the system re-evaluated.

His problem was he just kept on doing what he’d always been doing, the same old content delivered in the same old way to changing audiences who wanted something new. He’d never been a perfect citizen, but he’d been a good one and until recently that had been enough to rank reasonably well.

But the world and the people he was competing with a changed and he hasn’t. He didn’t want to change, he didn’t want to change the way he had always done things, it had worked until now and he was comfortable.

So he resented the system, why should he do all this extra effort and do all these extra things in order to achieve the rank he’d already had.  Why had it been taken away?  He’d never really stood back and considered that the good fortune he had through all this time was because the system was rewarding him and it was never really his in the first place.

To improve he realised he would have to change. He didn’t have a choice. So he would have to put time into becoming better, weller, to increasing his rank and overall sophistication. But remember the system doesn’t tell us which areas we are stronger or weaker in. He didn’t know specifically where he was falling short.

[where’s he gone? Have I upset him so much…? Has he just gone home? Oh well, I can talk about him now!]

Quick wins & audits

So the problem was he was a bit out of shape, he is content was stale and he was becoming less popular because he was already behind the curve he wanted to find things he could do quickly and easily to boost his place in the rankings. So he studied the three laws and he came up with a plane. Starting the first.

You remember this, you were all here just now, he had to get fitter, healthier etc. etc. ect. but that sounds like a shit ton of work that’s really really hard, lots to think about, lots to schedule, lots of things to do… daily… big scary lifestyle choices but he’d give it a go and maybe he could fine some quick wins.

So he audited his health, he went for a check-up.  The doctors and nutritionist helped him analyse in great detail everything that was wrong with him. They looked at his lifestyle choices and his overall health and they produced a list that told him how he was doing and identified all of the issues he had. He hoped he could quickly find out some things he could change, reconcile and fix the things that had caused his drop in rankings. Maybe he could cut something out of his diet or eat more fibre or do more exercise or something he could understand, something tangible

The challenge was that there was no magic bullet. There wasn’t just a single easy thing he could just do and fix. There were hundreds of tiny tweaks he need to make and to keep making every day and it was a bit overwhelming. The problem wasn’t there was one magic bullet that needed fixing. the problem was that he had loads of small bugs.

The main thing the audit found was that he was always a little bit ill. A sniffle that wouldn’t go away, general fatigue, aching muscles. You see his lack of attention to small daily self-care concerns meant that this list of things had built up over time. The idea of fixing all those things was overwhelming and he didn’t know where to start.

As he looked around at other people he saw that many of them suffered from the same kind of bugs. They were eating too many doughnuts, there weren’t exercising enough, they all had sniffles and aches and all of them were full of small bugs. So he wasn’t really motivated to address any of those issues, the big scary underlying causes of those problems. If other people weren’t nailing it, then maybe you could get away with slacking off as well.

But it wasn’t just his health that was impacted by these bugs, because he had all these issues nobody really wanted to spend time with him or to consume his content. It was unpleasant to engage with him. Even on his better days, the good content he did share, went unnoticed because people didn’t like him.

His bugs impacted not only his health but his popularity and his creativity. You see he was fundamentally unfit, because he had all these bugs it made it much harder for him to keep up. Not only was he already falling behind, he lacks the motivation and energy and capability to catch up and compete. So the content he was producing wasn’t interesting and engaging his audience, which meant he wasn’t getting the press coverage and the word-of-mouth attention he needed to succeed. He was trapped in a cycle of failure…oh dear.

Meeting Mr. Grey

One night a man introduced himself, after a rather unsuccessful gig, and said his name was Mr Grey he said that you could turn things around for Andrew, he said he would be willing to write new content for him. He said he had clients in the same industry and he writes all their content those clients are pretty successful, and Andrew knew, anecdotally, that many people did in fact quietly use such types of services in order to produce their content and whilst he knew it wasn’t necessarily the best quality, it was certainly easier and perhaps cheaper than him spending hours and hours of his own time doing the work.

So he thought back to the second law, which was that he must be creative. Even thinking about this and amount of work involved scared him. Especially when he was already struggling with the first law, he thought I don’t have the time or the health or the network to even start to tackle any of this.

So he thought maybe he could invest a bit of money with Mr Grey, to help him cut some corners and get back on his feet. It wouldn’t be forever but it would help him fast track his recover.

In the meantime he could assess diet, his health, and his social life and all these other areas.

So he paid Mr Grey to write him some content. He commissioned a number of new pieces to add to his repertoire. It didn’t cost much and it was certainly much easier than him doing it himself. What he got back was OK…not as good as his best work but it was alright.

When he started using his new material and pushing his new content it did OK. Even though he was still sick and people struggled to find and consume his content an influx of new OK content had helped him attract new audiences and his rankings improved a little… good work.

But then things went wrong. You see, adding new content had helped him seem more relevant initially but it just wasn’t on topic. You see Andrew’s audiences, like everybody, is unique and they have particular needs and tastes and preferences and he intrinsically understands that, it’s what made him successful in the first place.

The genetic content that Mr Grey produced was thin, duplicated from other comedian’s work, not really tailored and I didn’t take that uniqueness into considerations. The quality was low the content was generic and the messaging was uninteresting.

His rankings dropped even further than they were before, audiences left quickly. They weren’t impressed with is content and they didn’t recommend him to their friends and of course the system saw all of this.

It understood that the content he was producing wasn’t relevant it’s it to his audience. He’d made things worse by cutting corners. He wasn’t being creative and his content didn’t stand out,  he produced material his audience didn’t wanted to consume. He hadn’t considered their needs, only only his own.

[tweetshare tweet=”Critically his competitors had, they’d thought about their audience and what makes them unique and how to connect that, and they did a much better job and ranked higher. – @jonoalderson at #Optimisey” username=”optimisey”]

Building influence or building links?

Mr Grey insisted the problem wasn’t the content. He complained, but he said content was fine, the problem was that he didn’t have an agent, somebody who could get him connections, could promote him could introduce him to the right people and build his popularity. He said he could get him more industry links. He told him if he had better connections with more influential popular people, more people might come and see his content.

If he could get loads of people to recommend and indorse him it would make his content seem much better…makes sense…and of course Mr Gray could provide such a service… for a cost!

He said that it was perfectly normal to use an agent to build links. Andrew knew that many of the most of successful people did have people who promote them on their behalf, who recommend them, who recommend them to journalists and that sounded much easier than spending hours and hours of his own time attending networking events and building legitimate human relationships and doing all the hard work. Especially when he was busy trying to manage his health and his content and do all these other things.

So he thought back to the third law, which was that he must be popular. He knew that he needed to build a reputation and to build an audience if he was going to succeed. He needed of the attention of journalists are more successful people than him because recommendations cascade down and even though he was sick and even though people and even though he didn’t really have anything interesting to say to those audiences he paid Mr Grey in exchange for getting him some industry links.

He got introductions to influential journalists, peers and influencers. And he told them all about himself, he described what he does, he shared some of his content and he pitch to them about how they should review and talk about him, and whilst they listened to his introductions, nothing came of it. You see he didn’t listen to them and he didn’t listen to their needs, he just talked about himself. The conversation was entirely about him and not at all about them.

Mr Grey said the problem wasn’t the links, the problem was they should do something bigger and bolder. Instead of trying to network with influencers one at a time, especially when he had all these problems with his health and his content, he should try a big campaign, paper over the cracks: ‘Go big or go broke!’

They’d host it at a different venue, one which gets a bigger albeit a more general audience and they’d do something big for awareness. They’d try and get loads of eyeballs on his content in the hopes that some people might them join his audience.  He invested a fortune on an enormous PR campaign.

It was a hit. The content he launched was funny, accessible, everybody said they loved it. He got phone calls from journalists, loads of new industry links and it made him hugely popular. For a moment. For one night everyone was talking about Andrew’s content. His rankings shot up…. good work.

By the next day, people have moved on. Because the content wasn’t a good fit for his audience and because it was hosted somewhere else, it hadn’t really fixed anything. His core audience hadn’t increased, people still didn’t like his core content, he was still sick, his popularity faded and the system saw all of this. And it understood perhaps he hadn’t earned those links, perhaps he hadn’t earned that attention and it knocked his ranking back down.

Rightly so, he started to wonder if he was getting some bad advice. So we hired a private investigator to look into Mr Grey and it turned out that the content had been provided had just been taken, copied and adapted from other peoples’.

It turned out he paid for industry links and coverage from people who professional sell industry links and coverage. None of it was authentic. The people he paid were dubious characters at best and of course Global in it’s infinite wisdom had seen and understood all of this and all of that coverage and all of that coverage and all of that attention, shouldn’t count towards his rankings.

You see he fundamentally wasn’t popular. He’d bought and rented and temporary attention. He hadn’t made people like him, he hadn’t improved the core proposition and the thing he is and was and does. Nothing had changed, he’d just papered over the cracks. He created a brief flash of attention, but nothing meaningful or lasting, certainly not a legacy.

His competitors were naturally getting talked about all the time because of the good content they were producing, because of how fit and healthy and easy to discover they were, and through all of this he had lost precious time, resources and energy that could have been spent on improving himself.

One last thing to try?

So when he was approached by Mr Grey he told him he wasn’t interested, he told Mr Grey to leave him alone and never talk to him again.  But Mr Grey said there was one last thing they should try. He said there were rumours of other places, outside the City, beyond the wastelands, other cities, other systems, other ways of living and working. Worlds governed by different rules, where in some places he didn’t need to worry about the three laws.

Worlds where Global doesn’t see and monitor and measure everything out easier to get away with these corner cutting tactics. Now, Mr Grey said it might mean that his audiences were a bit smaller and there might be some risks involved, but he would happily help him migrate.

Of course this is nonsense, I told you all, the City is infinite, Global is all seeing and all knowing. There is nothing beyond Global’s reach.

Andrew was appalled that he spent so much time and money with this obvious madman and told him as much he left.

Things were looking bad. He was unhealthy, he was uncreative and he was unpopular. His ranking was lower than it had ever been and he didn’t have a plan.

So he sat down and thought about everything he’d done and everything he’d learnt. He had a lightbulb moment, a moment of revelation. You see his problem was that he’d only been thinking about himself, he’d been obsessing about his health and how it affected him, not those around him. He’d been thinking about how we could create content without spending hours of his time and his energy rather than thinking about how he could create content that solved the needs and problems of his audience.

He’d been thinking about how we could get other people to talk about him rather than how he could be interesting and friendly and approachable.

You see the secret to getting all of this right is no secret. It is to think about not yourself and your content and your popularity but your impact on others. It’s much easier to be popular if you listen to what your audience wants, how they feel and what their concerns are before you talk about yourself. It’s much easier to be creative if you tailor what you’re producing to fit gaps in the market, rather than minimising your effort

It’s much easier to do all of this if you’re fitter and healthier and not full of bugs.

So he went on a diet, he started exercising more… he’s looking good… and he started fixing his small bugs. He referred back to his audit and he started addressing all of those little problems. There were still hundreds of things he needed to do and to keep doing every day, but if he tackled just a couple at a time, he would make progress.

He started to feel better. He noticed that people were finding it easier to discover his content, fewer people left shows immediately, his reviews improved… this is not rocket science.

Managing his health on a day to day basis became part of his routine and something he thought about regularly. His rankings started to increase. He started to writing new content designed to appeal to the audience, he thought about and researched what they were interested in, he talked to them, surveyed them learned about the problems they had and what they wanted to see and understood the connection between that and his own special experience and capabilities. He looked at the content other people were creating and he found gaps and opportunities to do his own stuff/

He kept reviewing and improving the content he had. He iterated and refined and improved day in day out day in day out day in day out. His rankings increased further.

Fundamentally he changed how he was talking to influencers and made sure he was adding value to those conversations. He listened and learned what people were talking about. He looked for existing conversations he could join where he could help people and add value without just talking about himself. As he did this more and more often, he found people started to reference him as a source of advice. The people he was helping started to recommend him, sending people to see his content.

He reached new broader audiences and people he would never have been able reach just through self promotion. His ranking started doing really well.

Now he’s on the road to recovery. He’s doing really well his ranking are back where they were before.

Let’s have a round of applause for Andrew and his very very challenging journey, good work good work

So that’s the end of our story and of this induction. I hope it was useful.

Closing thoughts

We have some closing thoughts.

None of these principles or learnings are particularly complex but they do require ongoing continual hard work and that you think about the needs of others rather than just yourself.

Andrews journey took the hard way and the long way. He learned through failure and lost precious time in the process. The good news is you don’t have to learn through failure.

Minor plug; you have access to a life coach… [as I step out of character briefly]… I work for a company called Yoast. If you run your website on WordPress or Drupal or Magento or any number of other things, you will recognise this logo. We are an SEO plugin.

I mention that not to pitch but because we are also very involved in the open web, the evolution of standard. We work very closely with Google, Facebook. Wikipedia to help shape what the web becomes and what it means to write contact and how influencer marketing becomes. We are very pro open source and these conversations will happen at the open.

If you would like to be part of that and to help shape what the web becomes, I’m very keen to talk to you later on in the evening because this is our mission, this is what we’re trying to do. We’re trying to help people to not have to worry about all this crap.

In an ideal world, SEO shouldn’t require that you micromanage your website and obsess about which keywords to write for which page. For all of that is a dysfunction of Google’s model. In an ideal world you should have a great product and great customer service and reputation and you should be discovered as a result that’s what we’re trying to create, gradually one piece at a time, through our collaboration with Google, through WordPress, a whole bunch of other places.

In the meantime, use our plug in on whatever you’re using and stop worrying about this half of that like. The thing we do phenomenally well is get all the technical stuff right, stop you having so to obsess micromanaging it and help you facilitate that.

So… plug aside, it’s time for all of you to go out into the City to enjoy your new roles as citizens! Congratulations on passing our induction 101. Go out and remember… Global is watching…good luck!

Well, citizen? How are you feeling after all that? Ready to go into the great wide world of Goog… sorry, Global?

Which was your favourite Law of Jono’s? Do you have any of your own that you follow in your SEO efforts? We’d love to hear from you in the comments, below.

We are currently under lockdown restrictions in the UK so unfortunately we can’t run our exciting events. If you want to use SEO to help your business survive these turbulent times, check out this post with lots of resources I hope you’ll find useful.