What The Wire Can Teach Us About SEM - Part 2 of 2
(In case you missed it: Part 1 of 2)
“All in the game, yo. All in the game.” - Omar Little
At the end of the day, SEO is a kind of game. It’s a very serious game with billions of dollars riding on it, sure, but it’s a game nonetheless. There are rules and strategies that work - that have been proven to work for years. Even when the rules change (aka Google gets a big idea), smart players simply work to familiarize themselves with and exploit the new playing field.
There will be bumps in the road (there may also be a few boxes of Honey Nut Cheerios and bags of cash dropped from on high), but dogged and intelligent pursuit of organic power using the rules that search engines created and SEOs have trail-blazed is a surefire route to success.
“I want my corners.” - Avon Barksdale
Stringer Bell believed in a new kind of game - the game beyond the game as he memorably put it - and he stopped believing in the importance of territory. It was a classic case of vision becoming unmoored from reality. Yes, in a perfect world Stringer’s strategy might have worked, but in the real world it was always going to be a flop. Owning the corners was a fundamental building block of the drug trade in Baltimore - you couldn’t divorce them from the rest of your strategy. The same idea can be applied to SEM; you’ll never get anywhere unless you execute on fundamentals. You’ve got to have your corners.
There are dozens of aspects of SEM that all contribute to a better organized and optimized web presence. There are a hundred ways to make your online presence more visible, more effective, and more profitable. But there are a few rock solid fundamentals that absolutely every SEM effort will fail without.
- Without it, you don’t exist to search engines.
- Site Structure and Speed
- Without it, you don’t exist to Google.
- Without it, you are flying completely blind.
Without those basic building blocks in place, nothing else you do is going to work the way it should, or the way you want it to. There is a game beyond the game, there surely is - but you’ve gotta have your corners.
“‘Failure to properly identify myself as a police officer.’ Sounds like what I was guilty of most of my career, actually.” - Detective Roland Pryzbylewski
Prez was not natural police. He got on the force because his father-in-law was a higher up in the department, he was unable to control his fear in the field, and he consistently failed to take his situation as seriously as he should. He just wasn’t a good cop - he wasn’t cut out for it.
But he was a fantastic teacher. After being drummed out of the force he ended up working in Baltimore public schools and making a real difference. It was a match for his skill set - it was his calling.
We see this happen a lot with e-commerce sites. They can get carried away chasing rankings and traffic for terms that aren’t their real strengths. If you’re a company that makes vacuum cleaners, then focus on selling vacuum cleaners! Don’t waste time and money trying to rank for other items that are insignificant in the larger scheme of things, and which are inferior products to your main offerings. Know thyself, and do what you do when you do what you do.
“A man got to have a code.” - Omar Little/Bunk Moreland
Perhaps the most quoted line from The Wire. It expresses the moral center of the entire show - that a man must have a personal code of conduct that transcends the law, and any traditional or makeshift authority or set of rules. It’s an acknowledgement from Omar that there is indeed a “game beyond the game” - but it’s not about what Stringer thought it was. It’s about integrity.
We would argue that’s the primary value of an SEO company as well.
At Delegator we don’t do black hat SEO - while it may pay off in short term results, we know it’s a losing strategy in the long game and a threat to the businesses of our clients.
We track and keep our clients apprised of their organic and PPC results at all times - good or bad. That keeps us accountable.
We assign an account manger for each client so that communication never breaks down, and there’s always someone looking out for your best interests with skin in the game.
We believe in comprehensive packages that keep us flexible, rather than monthly draws on your bank account for services you might not need anymore or that may have become less important to your business.
It’s all in the game, yo. All in the game.