>Except marketing and sales. You forgot marketing and sales.
I mean, I didn't really "forget" them so much as try to earn them in the "honest" way. I was paying for sponsorships and ads. I was trying to make partnerships. We had a social media presence that was growing and active. We stupidly believed Google's recommendation that the best way to rank is to "just write great content", so we did that without putting a huge amount of emphasis on "link building".
Our competitor had a pre-existing network of spam sites that he used to post links to himself and get increased PageRank. He astroturfed Facebook and Twitter. He spammed niche forums until it didn't matter that they were blocking him anymore because everyone who used them had been exposed to his copycat product (they deleted any post that mentioned us, even after we offered a commission on any sign ups; we basically just accepted that since it was their turf).
Those were all things that I thought were, at best, impolite. But I've now learned my lesson: you can't win doing things the expensive, above-board way unless you have WAY a lot of money and a dedicated PR team (aka "polite spam"). If you're going to be independent and not take outside investment, and CNN isn't going to run a story on you on day 1, you have to undercut the other guy through the same guerilla spam tactics that he would use against you. We had a 1 year head start and still got clobbered by his half-functional knockoff.
We're now paying "SEO consultants" to include us on their network of link spam sites so that we can get PageRank up. I'd be interested in getting an efficient, consistent astroturfing op going, but haven't really found a great way to do it yet. I'm now convinced these tactics are hard necessities if you want to succeed in online business without the external funding needed to pay a big PR firm to get press hits, or to pay 30x more for the same reach from conventional, authorized advertisements.
I mean, I didn't really "forget" them so much as try to earn them in the "honest" way. I was paying for sponsorships and ads. I was trying to make partnerships. We had a social media presence that was growing and active. We stupidly believed Google's recommendation that the best way to rank is to "just write great content", so we did that without putting a huge amount of emphasis on "link building".
Our competitor had a pre-existing network of spam sites that he used to post links to himself and get increased PageRank. He astroturfed Facebook and Twitter. He spammed niche forums until it didn't matter that they were blocking him anymore because everyone who used them had been exposed to his copycat product (they deleted any post that mentioned us, even after we offered a commission on any sign ups; we basically just accepted that since it was their turf).
Those were all things that I thought were, at best, impolite. But I've now learned my lesson: you can't win doing things the expensive, above-board way unless you have WAY a lot of money and a dedicated PR team (aka "polite spam"). If you're going to be independent and not take outside investment, and CNN isn't going to run a story on you on day 1, you have to undercut the other guy through the same guerilla spam tactics that he would use against you. We had a 1 year head start and still got clobbered by his half-functional knockoff.
We're now paying "SEO consultants" to include us on their network of link spam sites so that we can get PageRank up. I'd be interested in getting an efficient, consistent astroturfing op going, but haven't really found a great way to do it yet. I'm now convinced these tactics are hard necessities if you want to succeed in online business without the external funding needed to pay a big PR firm to get press hits, or to pay 30x more for the same reach from conventional, authorized advertisements.