#plus you might have to recount the story for all the internet to see

[en-bitch]

Tip for becoming a better pet for your owners, if they tell you to edge to some porn as part of your training to become more obedient do not imagine yourself as the sex doll being fucked, immobilized and unable to close your legs as you are fucked without mercy, your body a toy for them to touch, grope and tease until they breed you with the first of many loads, otherwise you miiiight get to close to the edge and even if you ruin the orgasm, it doesn't count and you need to be punished like the disobedient bunny you are

[grits-galraisedinthesouth]

American fashion designer mom who lived in China for 16 years says she MISSES how Communist government 'co-parented' her children - dictating even what they should eat - and wants U.S. to learn from its example

An American fashion designer who spent 16 years in Shanghai has published an essay in the New York Times highlighting the virtues of raising her children under the watchful and authoritarian eye of the Chinese government.

Heather Kaye, 49, arrived in Shanghai in 2006 with her husband George and planned to stay for a year. But the couple stayed and ended up raising their two daughters there. However, in 2022 the family was driven to return to the US after living for two years under the country's draconian COVID-19 policies.

She has now described her return to Washington DC as a 'culture shock' that makes her miss the way her children were 'co-parented by the Chinese government'. 

Yet her own remarks will come as a shock to many who are concerned about the looming threat the Chinese government poses both domestically and to global economics, technology and businesses.

In October last year it emerged that the Communist Party operates secret police stations in New York City to hunt down dissidents force them back to China, while those protesting the country's zero-COVID policy have been known to disappear without explanation. Kaye acknowledged the ways in which the Chinese Communist Party would insert itself into family life, be it by controlling what her kids ate or by dictating the number of hours they should sleep at night.

'In China, government co-parenting begins in the womb,' she wrote, referring to the limits on how many children parents were allowed, which have since been relaxed.

She added that not long after enrolling her kids in state-run schools it started controlling how her kids should live.

'Chinese kindergarten lectured us on everything, including how many hours our daughters should sleep, what they should eat and their optimal weight,' she said.

But she claimed she was grateful for the discipline instilled in her two daughters, born in 2008 and 2010, at school.

She recounted: 'Each morning all of the students performed calisthenics in straight rows and raised China's red flag while singing the national anthem.'

And she commended the Chinese system for independently 'instilling a solid work ethic and a total drive for academic excellence', teaching them that hard work leads to results. 

Kaye claimed she was also grateful for the way surrendering parts of their children's lives to the state reduced burdens on her and her husband - and wished American parents might see the value in doing the same.

'I learned to appreciate the strong sense of shared values and of people connected as a nation. Parenting, like governing, is an imperfect art,' she added.Kaye saw merit in Chinese censorship too. 'Raising kids in China was a plus in other ways — such as the heavy censorship,' she wrote. 

The government imposed limits on how much time her kids could spend playing video games and it saved them from accessing problematic material on the internet.

Not only that, the state's supervision would keep here daughters safe as they navigated the sprawling, but relatively safe, according to Kaye, Shanghai subway.

In spite of all of this Kaye was driven to leave China, having lived through its zero-COVID approach that confined them for two months to home and limited them to government food rations.

But even as the family left she maintained her admiration for the country and the life they had been able to make there.

In a story covering her family's departure from Shanghai in 2022, she told Reuters: 'Anything you can imagine, you can build it here. Anything you want to be, you can make it happen here.'  

A recent report by human rights watchdog Safeguard Defenders revealed that the Chinese Communist Party has at least 54 'overseas police service stations' in 30 different countries, including across the US.

Since the launch of that program in April 2021, China reported that it had 'persuaded' 230,000 Chinese nationals to return home.

The Safeguard Defenders' campaign manager Laura Harth alleged that China has been using it to track down dissidents and force them to return home.

[akechicrimes]

Prompt 37? Futaba and Akechi platonic/Futago siblings?

37. “Follow me. It’s okay, just hold my hand.”

after akira leaves tokyo, futaba does just fine without her key item, except for when she doesnt.

(one of them AUs were goro survives the engine room and rejoins the phantom thieves. no i will not explain. persona 5 canon AND persona 5 royal do not interact. for reference in this universe futaba and akechi are half siblings but only akechi knows that)

*

“Next time you see me, I’ll be a whole new person,” Futaba tells Akira excitedly on his second-to-last day in Tokyo. “I’m going back to school, I’m out and about by myself—oh! Oh! Did I tell you I said yes to Kosei? I told Kosei I wanted to go to Shujin and they offered me scholarship! And I went to the subway station by myself yesterday!”

They’re crammed into Akira’s Leblanc attic, sitting around a cake that literally none of them were capable of baking themselves, so they’d bought the thing from a bakery and decorated it with little black and red hearts. Ryuji is passing around his gross soda, while Ann is recounting some story that doesn’t matter with incredible enthusiasm. Makoto looks like she’s determined to enjoy herself and will hear no argument.

The whole thing is incredibly morbid, if you ask Futaba. It feels less like they’re waiting for Akira to leave Tokyo and more like they’re attending Akira’s funeral. Akechi in particular looks like he’s regretting attending, which honestly tickles Futaba more than it should, that the most dishonest Phantom Thief seems to be the only one looking as honestly put-off by the entire affair as everyone else is determined not to be.

That’s everyone else’s problem. Futaba might not be happy Akira has to leave, but she’s proud. She’s sad that Akira has to leave, but also she promised Akira that by the time that he had to leave, she’d be able to get around on her own, without clinging to him for support. And she is able. She kept her promise.

Tomorrow might be the day that Akira has to go, but today is the day that Futaba is Officially Recovered.

Akira does that annoying thing he does where he puts his hand on her head and messes up all her hair, like he’s a human cat showing affection by pissing everyone off. Futaba yelps. “Look at you. You don’t need me at all.”

“I told you that I’d be ready to say goodbye by the time you had to go back to your hometown,” says Futaba. “I haven’t broken my promises yet, have I?”

There’s a burst of laughter from Haru over something Yusuke said, who looks rather surprised to discover that he said anything funny. Both Makoto and Akechi snicker at him, and then stop immediately to glare at each other the second they realize they’ve accidentally wound up sharing an opinion.

Akira ignores them. “Well, you can still text me if you need me. Or call.”

“I’m trying to tell you I’m getting better and I don’t need you,” Futaba grumbles. “Also, what kind of psychopath do you think I am to call someone on the phone?”

“That’s what phones are for.”

“Calling people is scary.”

“I thought you were getting better?” Akira teases.

“I am!” she says, pointing a finger at him. “I am! Just you watch, Akira. I’m getting better every day.”

*

Six months after joining Kosei, Futaba locks herself in her room and does not reemerge for seven days straight.

*

She tells Sojiro that she’s sick. Sojiro tells the school that Futaba told him that she’s sick. She definitely fakes a hell of a good cough, and the school lets Yusuke send her her all the homework that she was supposed to be doing in the first place, but Futaba already knows it’s only a matter of time before Sojiro rats on her, and she won’t even blame him because it’ll be for her own good.

In the meantime, she has stashes of crackers and peanut butter from back when she was a full-time hermit. She hates the taste of peanut butter within three days. Her bed is a relief, soft like a home she never left, up until it isn’t anymore. It’s too soft. No matter how she lies on it, no matter how soft it is, a mattress just isn’t comfortable when you’ve been lying on it for seventy-four hours. It’s hot. Smothering. She feels like she’s going to drown in the blankets and they’ll have to fish her moldy, sweaty corpse out of the bottomless quicksand pit of her too-soft mattress.

The thing about being a shut-in is that you don’t actually like your room very much. It’s not a relief, or an oasis, or even a place you enjoy. You’re just terrified of everywhere else more.

She plays a lot of video games that she doesn’t even like. She watches a lot of Twitch streamers she doesn’t even like. She doesn’t do her homework. She ignores Sojiro. She pretends she’s alright to everyone who texts. She wakes up and goes to sleep and thinks about going outside and goes to sleep and wakes up and wonders if the whole last year and her cautious baby steps back into the world outside was all just a hazy dream.

*

There aren’t a lot of Thieves left in Tokyo, weirdly. Haru and Makoto both graduated, off doing business and law junk that honestly makes Futaba’s brains want to crawl out her ears, but all the numbers check out and Haru’s not in the red yet, and Futaba’s looked at enough people’s dirty laundry to appreciate Haru’s clean ledger. Akira’s back in his dinky hicktown, where there’s barely anything electronic connected to Wifi worth breaking into for surveillance, which is really boring.

Ann’s been doing so many modeling gigs that she might as well not be attending Shujin anymore. She’s practically surrounded by electronics, and all of them are connected to the internet. On any given day, Futaba can snoop through the internet trail of electronic file cabinets full of images of her face, emails about her face, paychecks for her face. Futaba sends Ann more than one email about creepy old dudes making gross comments about her, along with a bunch of other illegal shit they’ve done, plus their offshore accounts full of cash if Ann wants Futaba to sic a lawyer on them.

Ann looks like she’s having fun. Ann looks different on the other side of the computer screen, like she’s less real. Like she’s not someone Futaba really knows. Like Ann’s not someone Futaba’s literally cried on at one point in her life.

Ryuji is definitely attending Shujin, but between physical therapy, catching up on a whole year of track, athletic scholarship hunting, and studying for college admissions tests, Ryuji seems to have been swallowed whole by Shujin, really. Out of boredom, one day, Futaba went down that rabbit hole of researching what it takes to get recruited for track in college, and holy shit–apparently Ryuji’s coach was supposed to be helping him with that whole process, but of course Ryuji barely has a proper coach ever since Kamoshida left Shujin’s track program in pieces. The amount of networking he’s doing is insane, especially for one teenaged boy who barely remembers his homework every night.

Sometimes, when Ryuji’s forgotten to check his email in a while and there’s a message from a coach sitting in his inbox, Futaba will send him a text to make him check it. And then it’s all, What were you doing looking at my emails, Futaba and Which of my other passwords do you know, Futaba, as if Ryuji doesn’t just use the same password over and over and has literally nobody but himself to blame.

So it’s really just Futaba, Yusuke, and–weirdly–Akechi, who’s off doing his gap year and said he was going to go abroad, but then he never did. Not to be a huge snoop, but Futaba went digging through his junk for about five seconds and then she never did it again, because she felt really weird about finding out that the guy that killed her mom is looking into social work, volunteerism, and reforming the justice system.

Like. The man who killed the Thieves’ leader is now literally out there saving orphans. It’s wild.

She might’ve been the one to tell Akechi that he can start over again and do better, but she reserves the right to at least feel weird about it.

She does not call Akira. She talks to Yusuke at school, but she refuses to ask him to accompany her on the subway. She should be recovered by now, shouldn’t she? She was supposed to have gotten over all that when Akira left Tokyo. She’s doing fine. She’s just looking out for her friends. Her, living vicariously through her friends, who’re growing up and growing away, flourishing into young adults? Never.

*

Everything is the same.

*

Didn’t she help kill a god last year?

Didn’t she work so hard to get out of her room, to make friends, to reconnect with Kana-chan?

Didn’t she work so hard to change herself?

Didn’t she help change the world?

*

Everything is the same.

*

Tuesday, 1:43 PM

YUSUKE: Futaba?

FUTABA: yo inari

FUTABA: u got more homework for me or what

YUSUKE: Ah, no.

YUSUKE: I think your teacher finds it suspicious that I’m sending you homework when I’m not in your grade, as it is.

FUTABA: oh no

FUTABA: what a shame that we didn’t have an entire year of experience with getting away with wildly illegal magic brain crimes without raising any suspicion

FUTABA: truly emailing me like four pieces of paper a day is far too difficult

YUSUKE: Well, I can’t get your homework from your teacher, but I can give you more homework if you’d like.

FUTABA: ok bucko that wasn’t a challenge

YUSUKE: There’s a math problem set that’s been incredibly dull to get through when I have more important pieces I could be working on…

FUTABA: inari im sorry to say but

FUTABA: me literally doing your homework for you is about a thousand times more illegal than you giving me my homework when ur not in my grade

YUSUKE: Oh, is it?

FUTABA: wh

FUTABA: are y

FUTABA: what do you mean OH IS IT

FUTABA: did you not KNOW ur not allowed to have other ppl do ur hw????

FUTABA: inari have u been making other people do ur hw for u so u can have more time to do art?????????

FUTABA: no shut up i dont want to know

FUTABA: i will not be ur accomplice

FUTABA: i see ur little speech bubble thingamajig yusuke i said stop typing forever and ever

YUSUKE: I can’t invite you to the art gallery tomorrow if I can’t type.

YUSUKE: It also seems impractical for you to outlaw me from texting forever.

FUTABA: i literally did not say that

YUSUKE: You said, and I quote,

YUSUKE: “Yusuke, I said stop typing forever and ever.”

FUTABA: ok i know it looks like i said that but please im begging u it’s literally just an exaggeration

YUSUKE: As Makoto would say, it’s hardly an enforceable law.

FUTABA: u literally texted my sick and crusty ass just to give me a hard time

YUSUKE: Are you about recovered from your cold?

FUTABA: and now u have the nerve to ask me to go to ur art show thing

YUSUKE: I didn’t say that.

FUTABA: oh really

FUTABA: what were u gonna ask me about then

YUSUKE: The art show, naturally.

YUSUKE: But you could have done me the courtesy of letting me ask.

FUTABA: all that on the day of my daughter’s wedding and now u want me to do u a solid

FUTABA: well i have news for u

FUTABA: the answer

FUTABA: is yeah

FUTABA: sure why not

YUSUKE: Oh, excellent.

YUSUKE: I thought that you might decline on account of your illness.

FUTABA: i’m not a punk bitch

FUTABA: i’m going

FUTABA: u were only working all those paintings for like two months i wanna see their oily faces in person

YUSUKE: Just because they were made with oil paints does not mean that they are oily.

FUTABA: cant wait to see my oily boys

YUSUKE: Unfortunately, I have to set up the event beforehand, so I will not be able to accompany you on the way here.

YUSUKE: Will you be alright by yourself?

FUTABA: uh

FUTABA: hmm

FUTABA: how oily are these boys in case i need to call a rain check

YUSUKE: Hmm.

YUSUKE: Perhaps someone else can go with you.

YUSUKE: Let me see if I can find someone.

FUTABA: what like one of ur art friends

FUTABA: i’m not going with anyone i dont know sry

YUSUKE: I’ll keep it in mind.

Tuesday, 1:59 PM

YUSUKE: Unfortunately, Ann and Ryuji were not available. Both of them will be coming late to the art show.

YUSUKE: Fortunately, Goro is.

FUTABA: whomst

YUSUKE: Goro Akechi?

YUSUKE: Crow, in case you know multiple Goro Akechis.

FUTABA: no like why u callin him goro

YUSUKE: I asked him if I could and he said yes.

YUSUKE: There’s not many people left in Tokyo who were part of the Thieves.

YUSUKE: I’m not exactly popular at school myself, so I thought it prudent to hold onto the connections I already had.

FUTABA: hhhhhhhhhhhhh

FUTABA: but why him……………………………………….

YUSUKE: Has he done something wrong?

YUSUKE: Well.

YUSUKE: Besides the obvious.

YUSUKE: Last I heard, you were quite vocally supportive of Goro making a change for the better,but have you prehaps reconsidered?

FUTABA: i mean he’s always been nice to me

FUTABA: like even before he was on the team as crow

FUTABA: and then later after he like lost his shit and tried to kill us

FUTABA: he was also like weirdly nice

FUTABA: even if he was dressed as a tokusatsu villain

FUTABA: but

FUTABA: i

FUTABA: ok this is gonna sound really weird but like

FUTABA: you know how i said that the person to take me to the art show has to be someone that i know

YUSUKE: Yes.

FUTABA: even though akechi was one of the thieves at the end

FUTABA: i feel like i dont really know him

FUTABA: he like had that whole breakdown where he spilled all his kylo ren sadstuck junk and then he peeled his dumb ass up off the floor and then we beat up his dad in a dark alley

FUTABA: and then i guess akira likes him a bunch and hangs out with him and i guess probably talked to him about all that stuff that happened

FUTABA: and also i think ann talks to him

FUTABA: and also haru i think for some reason……………………..

FUTABA: but like i feel like. we as a group. never really uhhhhhhh

FUTABA: got to know him very well i guess

FUTABA: because he spent like the whole year being a fake ass bitch

FUTABA: and then by the time he wasnt, the thieves were busy literally fighting god, and it was all business business business

FUTABA: ughghfhg i guess this is just a really long way of saying that like yeah ok i guess i do know him but i dont think i really do

FUTABA: even when he was off the shits in the engine room it was like

FUTABA: somehow that was not……………………………….. really him

FUTABA: idk maybe this is just my Thoughts but like

FUTABA: idk some people are like “your true self is who you are at your worst” and

FUTABA: yeah maybe you are some PART of urself when youre at your worst but like

FUTABA: also not???

FUTABA: that can’t be it

FUTABA: that’s not ALL of you

FUTABA: so all i ever saw was him when he was being a fake ass barbie prince and then when he was like actively losing his shit

FUTABA: and both of those were like. two types of fake ass barbie prince

FUTABA: except obviously the one where he started screamin about murder and trying to kill joker was like, fake ass serial killer barbie prince

FUTABA: anyway i dont buy it for a second that seeing akechi at his worst means that i know the first thing about his “”“”“”“”“true self”“”“”“”“”“”“

FUTABA: like i know that i technically met him but also at the same time i dont think ive ever really actually met this dude

FUTABA: uh tldr what’s the truth crowboy

FUTABA: second tldr do you got anyone else i can go to the art show with because im not unpackin all that junk in the trunk while also trying to fend off a panic attack in the subway

YUSUKE: Well, to speak to "what’s the truth, crowboy,” I’d say he’s actually really funny.

FUTABA: WHAT

YUSUKE: Yes, actually.

FUTABA: YOU TRYNA TELL ME YOU SHARE A SENSE OF HUMOR W AKECHI

YUSUKE: As everyone knows, I don’t have a sense of humor.

YUSUKE: But if I did, that might not be inaccurate to say.

YUSUKE: Either way, we could ask Boss if he’ll take you to school.

FUTABA: no

FUTABA: im not makin him shut down leblanc for the day just cause i cant get my shit together

FUTABA: and i go to school by myself all the time now i dont need to be walked there by my dad like a four yr old

FUTABA: r u sure u dont have anyone else who can take me

YUSUKE: You said it had to be someone you know.

YUSUKE: I can take you.

YUSUKE: But I’ll be getting to Kosei early to prepare.

FUTABA: how early is early

YUSUKE: Four in the morning.

FUTABA: PLEASE INARI

YUSUKE: The people you know is a quite limited pool, Futaba.

FUTABA: shut the hell ur face i dont need u tellin me to make kosei friends too

FUTABA: i get my butt to school every day i’m already a hero

FUTABA: ok alright

FUTABA: crow-san it is

FUTABA: hhh

FUTABA: no shut up stop typing i’m fine

FUTABA: i already saw his dumb ass get inflicted with Horny from Yaldy God Himself i ain’t afraid of no crows

FUTABA: actually now that i remember that that was pretty funny mwehehehehehehe

FUTABA: OKAY send me the who what when where why

YUSUKE: There’s a PDF flier. I’ll send it to you.

YUSUKE: But I will have to type the email to send it to you.

FUTABA: oh my GOD inari

FUTABA: i swear to god ur not actually this dense and youre just pretending u dont know what an exaggeration is just to drive me up the wall

YUSUKE: Oh, that is a possibility, isn’t it?

FUTABA: WH

YUSUKE: Ah, last period is starting. I’ll have to talk to you later.

FUTABA: WHAT

FUTABA: NO WAIT

FUTABA: HELLO????

FUTABA: YUSUKE NO COME BACK

Tuesday, 2:53 PM

FUTABA: YUSUKE HAVE YOU BEEN MAKING AKECHI DO UR HW FOR U SO YOU CAN DO MORE ART??

FUTABA: IS THAT WHY UR ON A FIRST NAME BASIS W HIM

FUTABA: ANSWER ME STRINGBEAN

*

In Futaba’s opinion, there’s an infinite amount of more embarrassing reasons to pull yourself out of your depression pit than “I needed to yell at my friend for being a snotty bastard,“ and there’s worse escorts to have than the weird guy who went from being a professional murderer to their weird awkward friend. Firstly, if there’s anything that can motivate Futaba Sakura, it’s the primal urge to dunk on her friends for spite and memes. Secondly, there’s no chance in hell Futaba’s going to have a breakdown in front of Akechi.

She can do this. She got herself out of this grave once; she can do it again. Even if Akira isn’t here. She’s getting better. She promised him.

On the eighth day of her almost-return to hermithood, Akechi texts her:

AKECHI: I’m here.

AKECHI: Are you ready to go?

Futaba is wearing only an old shirt, no bra, sweats, and vaguely greasy hair from all the showers she’s skipped.

FUTABA: i’m SO ready

FUTABA: the readiest

FUTABA: ultra mega super ready

FUTABA: featherman ranger code name Ready

AKECHI: Oh.

AKECHI: Alright.

Hell yes alright. Time for Futaba to save her own life from her gravesite of a room.

With… Goro Akechi. Wow, life is weird, huh?

She drags on her Kosei uniform like a skin discarded long ago. It feels stiff. Maybe because it feels wrong to wear school clothes like a functioning human; maybe because she just hasn’t washed it in a week. The very idea of explaining herself to Sojiro stresses her out, so she doesn’t do it. The idea of not explaining herself to Sojiro, when he deserves an explanation and also would probably have a heart attack if he realized that she’d disappeared from her room without his knowing, also stresses her out, so she still doesn’t explain herself to Sojiro.

I told Akira I’m better now. I can do this. I did this for more than six months. I was out of my room in the real world, I went to the school festival, I changed my own heart…

She creeps down the stairs like a thief in her own house and pokes her head out the door. Goro Akechi is fiddling with his phone in the sun outside her house, looking like he, too, has only just managed to pull on his Human Suit and look like a guy who didn’t make shadows beg for mercy for fun, so it looks like this whole expedition is going to be a lot of fun.

"Futaba-chan?” says Akechi, only just noticing her lurking in her own doorway. “It’s been a while since we last saw each other. How are you?”

Futaba opens her mouth. No noise comes out.

Akechi’s eyebrows slowly begin to knit together.

“I’m good,” she says squeakily. Clears her throat. Holy shit, she’s not afraid of Akechi after all that junk they went through in the Metaverse. She saw him as a rat. She saw him visibly want to break his father’s face when Shido tried to apologize to him on live TV. Once, Makoto and Akechi got into an unironic, passionate, hour-long argument about whether or not it’s beneficial to color code your notes.

“I’m alright!” Futaba announces louder, maybe a little loudly, considering the way he looks only more concerned. “L-Let’s hurry up and get this sidequest over with!”

She pulls her hoodie over her head and jams her hands into the pockets and makes herself as small as possible and inches out of the doorway. “If you… say so,” says Akechi, and eventually matches her incredibly slow pace as she shuffles her way towards the main street.

When the noise of Yongen-Jaya’s street hits her, her heart rate (already high as hell) spikes even higher like the first day she’d come out of her room, but the old coping mechanisms come back like second nature: Breathe slower, avoid eye contact, remember her mission, stick to the sides of the streets. Breathe slower. She’s still got it. It’s still hard, but she’s got a whole arsenal of ways to deal. She can do this. She will kick Yusuke’s ass for being a dick, if only out of sheer spite.

If Akira were here, I could hide behind him and…

No, shut up, shut up. All she has is her hoodie and Goro Akechi. Akira’s not here. She can do this by herself.

Akechi makes precisely two attempts at small talk (“How has Kosei been?” “Have you seen the pieces Yusuke submitted to the art show before?”) before he realizes that Futaba isn’t going to respond by virtue of barely holding onto her shit by her fingernails. He shuts up and sticks close by. Futaba makes her way down the streets towards the subway like walking on a tightrope. The subway station isn’t busy, but she puts every step in front of her like she’s going to fall. Getting on the subway might as well be a highwire. Futaba and Akechi wait for the train in mutual silence to the sound of other commuters murmuring amongst themselves, like a toothless echo of Mementos’s depths.

When they get on the train, people around her are quiet, thank god, but all of a sudden she’s convinced that she smells because she hasn’t taken a shower in literal days, and she tries to pack herself into her seat as tightly as possible. The guy in front of her is scrolling through something at a ferocious pace and his thumbnail keeps hitting the screen with this incessant clack, clack, clack noise. The subway voice announces their next station as the doors begin to close, and a girl suddenly sits bolt upright, having realized that this is her station after all, and bangs Futaba’s knees hard as she passes. Futaba wants to curl her legs to her chest, but she’s wearing Kosei’s uniform skirt and it’d just make everyone stare at her if she did that on the subway. She curls her fingers into the skirt hem. She stares down at her knees and lets her hair drape around her like a curtain. She can do this. She can do this. Breathe slower. Even slower. I did this for more than six months, I told Akira I’m better now, I changed my own heart…

Akechi pulls out his phone. Futaba’s phone buzzes.

AKECHI: Are you alright?

FUTABA: i said i was ready dude

Akechi types and retypes an answer, which technically Futaba could just look over his arm and read, but instead Futaba flips through apps on her phone and pulls up a shitty mobile dungeon crawler. She dies four times before Akechi puts his phone away without sending anything.

They pass multiple stations like that. Futaba sure as hell hopes that Akechi’s watching which station they’re on, because she isn’t. After the millionth time she dies, Futaba just closes the app altogether. Concentration’s shot. Can’t focus on anything. Heartbeat’s too loud. Breathing’s too loud. The guy next to her is breathing too loud. Everything is too loud.

New text:

AKECHI: Yusuke said you’d recovered from your cold, but you still look a little unwell.

Futaba doesn’t respond to that. She doesn’t need Negative Nancy over here telling her she’s gonna crack. Because she isn’t gonna. The subway starts to slow, and the voice announces the station for Yusuke’s school. She’s literally almost there, she’s right there, she might die in three seconds because her heart is going to pound of her chest but at least she’s going to make it, she promised Akira that she was alright—

The subway doors open. Passengers stand to get off. Akechi stands up. Futaba drops like a rock.

“I can’t,” Futaba’s voice says. She sounds like she’s crying. “I can’t, I can’t do it, I—”

“Futaba—”

“I’m can’t do it, I—”

She buries her face in her knees on the dirty subway floor. Oh, she really is crying. “I’m sorry,” she says, “I’m so sorry, I couldn’t…”

Around her, people’s feet stop moving. They’re staring at her. She’s crying on the subway and everyone is staring at her. “Shh,” says Akechi, like Futaba doesn’t know she’s being a loud and irritating pest, but then he takes off his winter coat and covers her with it. Suddenly everything goes dark. It’s a huge coat, too; it wraps around her whole torso with enough room to spare to cover her entire head. Inside, it’s like she’s back in her room, only listening to the sounds of real life somewhere on the other side of a computer monitor, where it can’t hurt her. It’s so surprising she hiccups to a stop. Two hands pull her up by the shoulders and guide her to stand. “Up. Let’s go.”

“Is she okay?” says a voice.

Futaba’s entire body seizes with fear. She ducks into her own knees, trying to disappear.

“Hey, little girl, are you alright?”

“She’ll be fine,” says Akechi’s friendly, super fake ass barbie prince voice. “My sister just had a hard day. I’m sorry for the inconvenience.”

“A hard day?” Now the stranger’s voice is accusatory.

“For your information, our dog was recently brutally run over in front of her eyes.”

“Young man, are you serious right now?”

“Oh, yes. There was blood everywhere. Its intestines squelched horribly under the tires less than six feet away from her,” Akechi goes on. Futaba chokes, and then hiccups in what she realizes is almost a laugh. “Please excuse her. Thank you.” And before the literal complete stranger can follow up on that awful statement, Akechi takes her hand and pulls her up.

Futaba stumbles to her feet. If she has to take the coat off right now, she will actually die.

“It’s okay. Just hold my hand and follow me.”

Blindly, she lets him lead her out of the subway, weaving through people with only minimal contact with other people’s shoulders. There’s a whole awkward period where Akechi has to walk her up the stairs out of the subway station while she can’t see anything, but eventually the noise and bustle of other people around her seems to die away, and the air grows cooler in the way it does in the shadows between city buildings. Then they stop walking altogether. When Akechi lets go of her hand, she almost tries to grab it back before she catches herself.

“Okay. There’s nobody else around, now. It’s safe.”

Futaba doesn’t come out of the jacket. In the dark, her eyes dart back and forth, trying to see even as she blinds herself.

“Sorry for grabbing you so suddenly like that,” Akechi’s voice goes on after it becomes obvious she’s not going to come out.

Futaba wipes snottily at her own face. Oh, this is so gross, she’s got snot and tears on top of five days worth of grime and body juice because she hadn’t taken a shower. She’s disgusting. She really actually wants to die right now. She can’t show her face like this.

“Er,” says Akechi. “Do you want…. water, or…?”

Futaba folds up right there on the city pavement, probably dragging Akechi’s nice coat all over a dirty alleyway. She tucks her face into her knees, where she feels safest, and pulls the coat flaps even tighter. “I’m sorry.”

“You don’t have to be.”

“I’m sorry for not being okay,” she mumbles.

There’s a short silence. “You really don’t have to be.”

“I do,” Futaba says. She feels like she’s nine years old again, a petulant kid who needs to hold people’s hands and be escorted around Tokyo. “This is—it’s stupid, and I can’t believe I-I’m still doing this, a-and even a-after everything that h-happened last year, I’m still just a… I’m still…”

“It’s fine,” says Akechi. Even he sounds overwhelmed, and at the first sound of weakness, she pulls the coat off her head and glares at him furiously, red-faced and covered in tears and snot and gross depression juice crust and all.

“I’m not supposed to be this way anymore!” she says miserably. “I’m supposed to be better! Moved on! Doing literally a-anything else but crying over t-taking a subway! It’s stupid and nobody else is like this and I just want to be over this already and I just want to be better already and—!“

She covers her face with her hands again. God, even when she says that, it sounds pathetic.

After a moment or two, she hears Akechi moving again. She peeks at him. He’s crouching in almost the exact same pose as her, looking like he’s resigning himself to neither getting his coat back, nor moving from this spot any time soon, nor getting to Yusuke’s art show on time, but also looking archly and entirely unperturbed about it. Actually, it looks like he’s writing a work email on his phone.

Futaba was right about being in an alleyway, but it’s so cold because they’re shielded by a trio of vending machines selling canned coffee and wrapped sandwiches. "Our dog was recently run over?” she says.

“People can mind their own damn business,” says Akechi in his Pleasant Boy Voice, without looking up from his email.

“He was just trying to help.”

“Oh, yes, let’s help the crying girl by crowding her and suffocating her in a crush of public transit.”

Futaba snorts. “That was really mean of you.”

“Oh, absolutely,” says Akechi.

Futaba sucks a truly disgusting gob of snot into her nose. “Ugh. I wish I could’ve seen the guy’s face when you told him that.”

“It was like I’d spat on his shoes. I should’ve kept going. Or had a camera.”

“Futaba giggles wetly into her forearms. "Like one of those—those prank videos online… Get Yusuke to film it.”

“Yusuke, as the cameraman? I’m not trying to make a documentary.” Akechi flips to a different screen on his phone. “I already texted Yusuke about our poor dead dog, by the way, so don’t worry about it.”

Suddenly Futaba feels like literal garbage again. “Why are you always so nice to me?” she mumbles.

Akechi makes a weird face, like he’s trying to do his old Pleasant Boy shtick while having swallowed a lemon whole. “You say that like me being nice is somehow unusual.”

“Uh, yeah. Because it is. You literally were just being a huge asshole to a guy you’d never met over a fictional dog.”

Akechi has this increasingly disgruntled look on his face like he kind of wants to punt Futaba down some stairs, which, frankly, is the best sort of reward, in Futaba’s opinion. “I’m working on it,” he says grumpily.

“How’s that been?” says Futaba.

“Which part?”

Futaba has one whole moment of self reflection on this idea as maybe not a good course of action before she barrels on anyway: “The part where you’re turning your life around. Starting over. Trying again.”

“It sucks dick,” says Akechi.

“Oh, right on,” says Futaba, and then before she can stop herself: “Wait, I thought you liked dick?”

Akechi makes a noise like a strangled cat.

Futaba cackles. “Dude, incognito mode when you’re browsing for porn does not save you from people like me.”

“Have you been spying on me?”

“Uh, yes? Obviously?”

“You know you could get arrested for that sort of breach in privacy.”

“Oh, boo hoo, so sorry I know all about your weird orphan-saving night job and your smutty Featherman doujinshi collection. You’re not gonna narc on me.” Futaba stops. “Are you?”

“Stop looking at my internet history.”

“No. You better not narc on me.”

“Then stop looking at my internet history.”

“You had to google how to change a SIM card last week, crow-boy; you couldn’t stop me if you tried.”

“I will narc on you.”

“No you won’t. You’re the one trying to not be an asshole.”

Akechi makes a face like a cat being slowly submerged in cold water. Futaba laughs in his face.

“If you’re quite done,” says Akechi grouchily.

“No, never. You’re made for being made fun of,” says Futaba. “I’m gonna be making fun of you for years and years, crow-boy; you’re never going to get rid of me.”

“Great.”

“Gonna be creeping on your weird orphan-saving night job until the day you die.”

“Wonderful,” says Akechi without inflection whatsoever.

“Mwehehehehehehehehehe.”

“If you’re quite done.”

“I will take a well-deserved break from my endless duty to troll you both on and offline,” says Futaba. “Because I really really really wanna go to the art show.”

Akechi has the nerve to look relieved that he no longer has to squat in a dirty alleyway listening to a high school freshman bully him. “Then let’s go.”

Futaba hugs her knees tight. “But I wanna keep your coat.”

“Aren’t you wearing your own coat?” says Akechi, trying to look like he isn’t shivering. “Aren’t you getting hot?”

“I’m keeping it.”

“It’s my coat.”

“I’m keeping it.”

“Fine, then. Keep it. It’s dry clean only.”

“Oh, ew. No, take it back, gross, gross,” and Futaba peels the snotty, tear-stained, dirty winter coat off and dumps it back in Akechi’s arms, who looks at it with the expression of someone long-suffering and without hope of escape.

“And,” says Futaba, “I wanna see it if you tell anyone else that our dog got run over.”

Akechi smirks. “You’ll have to film it, then.”

“Oh my god, like I wouldn’t.”

Futaba scrubs her face one last time. She still feels like she’s covered in a grimy layer of slime, but maybe she can wash her face at Kosei. When she gets there. Because she’s gonna get there.

“Uh, one more thing,” says Futaba.

“Not like you’ve bullied me into doing literally everything else you’ve wanted,” says Akechi.

“You can’t laugh at me.”

“Good thing I don’t have a sense of humor,” says Akechi, which horrifyingly confirms to Futaba that Akechi and Yusuke, of all people, really do share a sense of humor.

Futaba hesitates. “Please, um… please don’t tell Akira about this.”

“Why would I tell Akira?“

"Nice. Good answer.” She smooths her hair down, trying to make herself presentable, or just have something to do with her hands. “I… told him I was gonna be okay without him and all that, so… I don’t wanna let him down, you know?”

Slowly, almost shyly, Akechi smiles. “Oh, yes. I know.”

“Our secret. Secret-keepers.”

“Secret-keepers. Are you ready?”

Futaba takes another deep breath. Pushes herself up, brushes herself off, and sighs. “Absolutely not. This is gonna suck so much dick,” says Futaba. “Let’s go anyway.”

[lildevyl]

I Nearly go Scammed but I made them Nervous

So, this happened to me a few hours ago. I’m hoping that me posting this here will help people to be aware and to be careful out there. And looking back, I should have seen the Red Flags but I admit that I wasn’t thinking straight at all! So, please don’t be too harsh on me!

So, earlier this evening I got online and checked my e-mails. I got an e-mail confirming an order from Amazon. I immediately clicked on it b/c one, I don’t remember ever ordering anything from Amazon. I clicked on the e-mail and it was an order for a $900 Apple Macbook. This also said the name and address where this is going to be shipped too! I instantly checked my bank account to make sure that no one got a hold of my bank card. They didn’t, all the charges and deposits added up and were all me.

That’s when I called the number in the e-mail for Amazon support team. I got a hold of someone and told him what was going on. That there was an order on my account that wasn’t me. He asked where the shipment was going, I told him New York but I’m in Maryland. Then he asked if I gave my password to anyone. No I didn’t.

Then the Red Flags began.

He then said that he needed to access my computer remotely to see what might have been used to hack my account. He said that everything was on hold and that the order will be canceled. I know, I know. I should have hung up right then and there, but like I said, I wasn’t thinking clearly. So, he accessed my computer to see what’s going on. But then he started to get nervous, and quickly transferred me to someone else. When he did that, I started to close a couple of my tabs.

This is where the Red Flags start to become Warning Sirens.

The other guy, started asking about what I use for the internet. I said Wifi, but it’s a secured Wifi that is password protected that my husband put in. He then asked what other devices used that Wifi. I said my computer, my husband’s computer and my husband’s Xbox. All of which are password protected to just get into when you hit the power button. Then he started to say that all the other device are compromised b/c my computer got hacked with a Trojan. Um, what?!

He said that the WiFi is now compromised b/c of my computer got hacked. Then he started show that the Trojan that’s in my computer, even putting it in the web browser that I used so I can see how serious it is. Of course I started to freak out and damn that he get it out of my computer! He didn’t. Plus, how do you compromise a WiFi if the computer gets hacked? You can hack into the WiFi so you can use it for free. But then he started to ask what I download. That honestly didn’t make sense. I told him I download all kind of things, b/c of my being a graphic designer.

Then he said that with this Trojan that someone can have access to my bank card. Okay, Get. It. Out. Of. My. Computer! He didn’t. Instead insisted that I subscribe to a Microsoft Security for a lifetime for $800. Um, what? You just said that someone can get access to my bank card, why would buy something. Then he try to do the 5 year then for $300. I started asking my Mother-In-Law where we have the Web Browser and Virus Protecting. That’s when he started to get agressive of me making this sale, with a 3 year deal for $200 for the year! I immediately started yelling at his dude! Get this Trojan out of my computer, and I yelled at him about him trying to sell me this when I don’t have the money!

He insisted that he wasn’t trying to sell me anything! I yelled at him to get it out of my computer. He then said that he wasn’t in my computer anymore. Sure enough he wasn’t.

When my husband got home, we instantly installed the Virus Scan. Scanned my computer for virus, malware, and all. Full on scan that actually takes about an hour. Nothing. There’s nothing on my computer. No virus, no malware, no Trojan. I immediately changed all my passwords right then and there. Then when I start to recount what had happened, I kept wondering why they were so nervous and why they kept asking what I download.

So, I went through my history. When I called them, I had YouTube up and with me loving Creepypastas and Horror and wanted to check out Corpse Husband’s Channel. I had one of his narrations up. 2 Horrifying Deep Web Stories. I had that up in one of my tabs when I called the phone number.

Now, I understand why the one guy kept asking what I download and why the other guy was so nervous. They probably thought I explore the Deep Web. I never been so happy that I left some of tabs opened until now. 

[thirteen-beaxhes]

Hearts and Hotels (Part 1)

Just a one shot I wrote over the past 5 days when I had no Internet on vacation

Part 2 here!

Words: 3495

~~~~

There was a lot that Cyrus was thinking as his parents checked into their hotel. How tired the long journey had made him, how inviting the food looked, how homely the place felt. But all of it felt dull to him. He could care less about the journey, the food and the ambience. It was all irrelevant.

His friends were probably all having fun without him, he thought to himself while pulling his suitcase out of the trunk. And they probably already forgot about him.

“Cyrus, honey,” his mom said, giving him a sympathetic smile. “I know you miss your friends already, but please try and have fun.” She gave him a kiss on the head and proceeded to go into the dining hall for lunch.

Cyrus groaned, following her. He wanted to argue that he wasn't hungry, but his stomach vehemently disagreed. As he walked into the hall, he noticed the long line of dishes arranged, surrounded by the tables.  Of course, a buffet. Human interaction. Super.

Cyrus plonked himself onto a seat, pulling out his phone for a momentary distraction. Opening Instagram, he already saw stories from Buffy, Andi and Jonah from Adrenaline City, where they were trying the new rides. A pang of sadness hit Cyrus’ heart. He was grateful for his parents taking him on vacation, but he had wanted nothing more than to be with his friends. And that clearly wasn't happening. At least it's just a week. Cyrus put back his phone and looked around the hall for nothing in particular.

And that's when he saw him.

The boy looked no older that Cyrus,  although definitely taller. His hair was blonde and he was wearing a grey camouflage hoodie and blue cuffed jeans. His hair was swept back, definitely gelled. From the way he walked, he was confident and sure of himself. He was walking with a blonde-haired girl who looked about his age too, maybe a year older. They were laughing about something as they headed to the buffet spread.  

Cyrus felt his breath catch and he couldn't stop staring at the boy. No lie, he was good-looking. But something in him told him that it wasn't the only reason he was staring. Something in him told him that the boy was something more.

Just then, the boy turned Cyrus’ way and caught his eye. Embarrassed, Cyrus wanted to look away but, try as he might, he only managed a slight turn. The boy looked back at Cyrus, giving him a warm smile in return. And Cyrus swore that he felt his heart melt with that smile. He smiled back a weak smile, incapable of any coherent thought when looking at the boy.

Huh. Maybe it wouldn't be such a bad week.

*

Okay, he was already wrong. It was already a disaster.

Cyrus soon learned that the spot of service he got in the dining hall was all he would get that week, as in all other parts of the hotel there was no Internet. And no WiFi. So even if he wanted to talk to his friends, he couldn't. Cyrus huffed in annoyance, throwing his phone onto the bed. It doesn't even matter, it's not like his friends were constantly contacting him. Cyrus was really trying to not think these thoughts, but it was no use. His brain provided him with a constant flow of self-hatred to keep his thoughts occupied.

Well, he might as well find a way to keep himself busy. His parents had plans to go sightseeing for 2 days, but that still left about 5 days of nothingness to be spent at the hotel of doom. Okay, not ‘doom’ but Cyrus couldn't help but feel dramatic. The boredom was already getting to him. He walked out of the room and went down the hall, finding the lobby of the hotel. To his right was the dining hall, not useful at the  moment. However, slightly to the left there was a room where there seemed to be some people. Curious, Cyrus walked ahead and opened the door. There he saw the sign ‘Common Room’.

Oh. It was that kind of hotel. It was probably a place where all guests could just sit around, read, play games or drink. Normally, that would be the last place Cyrus would be found. But desperate times called for desperate measures. Plus, they had a decent collection of books so all was not lost.

Sighing to himself, Cyrus made his way to the bookshelf, running his hand along the spines of the various books as he surveyed his choices. No matter where he was, he could somehow always find comfort in books, in their feel, smell and their words. Cyrus let his thoughts run for a while as he absent-mindedly walked along until he found a book that seemed interesting. He reached to pull it out when a hand brushed against his, reaching for the same book. Startled out of his thoughts, Cyrus stopped to look up at the person, to meet green eyes.

It was the same boy, the one from the dining hall. The one who Cyrus had been staring at until he was caught. And now he was right in front of him.

He's even cuter up close, Cyrus’ mind offered in an unhelpful manner. The boy looked equally as surprised as Cyrus, his lips quirked up in a small smile. Cyrus gulped, trying desperately to think of something to say but the fact that their hands were resting together on the book was too distracting for Cyrus to say anything. It also didn't help that his brain was just playing HE HAS FRECKLES on repeat.

“Um, I'm,” Cyrus stammered, trying to say something before his heart exploded when his mother called him from the door of the room. Cyrus blushed and mumbled an apology, and walked away quickly, making a clear effort to avoid the boys eyes.

Cyrus may have been mistaken, but he swore he heard the boy sigh quietly before he walked away.

This was getting weirder and weirder.

*

Why is thunder a thing, Cyrus thought to himself as the sound sent a shudder through his body from where he was curled up on a chair in the common room. The storm had been going on for over an hour, and it was showing no signs of letting up any time soon. With the storm, the power had also gone, plunging the hotel in darkness. Cyrus had been quietly reading in the common room after he and his parents had returned from sightseeing that day when the power went, leaving him surrounded by darkness and strangers. Thankfully, the other guests in the room with him seemed like kind people who were also slightly terrified. Within 10 minutes of the power going, some candles had been lit and quiet conversation ensued, interrupted by flashes of lightning and cracking of thunder. The candle next to Cyrus flickered faintly.

“Not a fan of storms?”

Cyrus looked away from the window in the direction of the voice and was surprised. The boy he had embarrassed himself in front of twice was standing next to him, smiling down at him. For a moment, Cyrus wanted nothing more than for the world to open up and swallow him whole before he made more of a fool of himself. But, sensing no escape, he just gave a soft emotionless laugh.

“Almost as big a fan as of human interaction.” Honestly, by now, self deprecation was no longer just a strategy, it was a lifestyle.

The boy laughed at that, and Cyrus couldn't help but feel his heart do a somersault. His laugh alone could have lit up the hotel.

“Mind if I join you?” the boy asked.

Cyrus shrugged compliantly, motioning to the seat next to him. The boy smiled and sat down, looking back at Cyrus. He noticed that in the candlelight, the boy’ eyes looked even more mysterious, and the lighting was doing wonders for his features. Not that they needed it.

They sat for a bit in silence, neither knowing what to say. After a while, the boy pointed at the book Cyrus was reading and said, “How's the book?”

Cyrus looked down and realised that it was the same book that had lead to the incident the previous morning with the boy. He blushed, relieved that the light was so low that he couldn't see it. “Its quite good. Not like any other books I've read.”

“I've wanted to read it for a while, but I didn't think anyone else would be interested in something like it. Least of all someone as attractive as you.”

Cyrus choked on air at that, trying to pass it off as a cough. The boy thought he was cute?!?! “So, are you saying that just because I'm cute, I wouldn't read this?” Cyrus replied, a  burst of confidence shining through.

The boy looked flustered, immediately trying to correct himself. “No, no! That's not what I meant! I just meant that I've never been lucky enough to meet someone as cute as you who liked something like this,” the boy said, looking down, away from Cyrus.

He's interesting when flustered, Cyrus thought smiling to himself. He didn't expect to so immediately bond with someone, especially with someone like this boy in front of him.

“I'm Cyrus, by the way,” Cyrus said, holding out his hand.

“TJ,” the boy said, shaking his hand with a smile. They stayed like that for a moment, neither wanting to draw their hand away.

Just then, another crack of thunder caused Cyrus to jump back, crawling further into his seat. TJ smiled a bit, but he also looked concerned. “Are you okay, Cyrus?”

“Yeah, yeah. Just. Thunder isn't my favourite.���

“Hey,” TJ said, making Cyrus look at him. “Don't focus on the storm then. Just, keeping talking to me.”

“About what?”

“Anything. Nothing. It doesn't matter. Just talk and I'll listen,” TJ said, leaning forward, resting his head on his hand.

“I'll bore you,” Cyrus said, turning away. He didn't want to kill TJ of boredom and nd disinterest.

“I don't know, Cyrus. I've only known you for 2 minutes, and I already find that hard to believe.”

*

“Wait, what? I'm sorry I can't believe that,” TJ said, laughing to what Cyrus said.

“I'm serious! Further proof why I should just remain wrapped in bubble wrap in bed,” Cyrus said, also smiling. Recounting his most embarrassing moments should have been just that: embarrassing. But somehow,  with TJ there just laughing along light-heartedly, Cyrus didn't feel so bad. He even forgot about his friends having fun without him. He was having a decent time too.

In the moment of silence that followed, Cyrus opened his phone to check the time. 8:19 pm. Suddenly, he heard TJ gasp.

“Hey! I recognise that girl!” TJ was pointing to Cyrus’ phone screen, which was a picture of him, Buffy, Andi and Jonah. Specifically, he was pointing to Buffy.

“Oh, that's Buffy Driscoll. She's my best friend. How do you know her?” Cyrus asked, confused.

“I don't know. Is she like, a sportsperson?”

“Yeah, she's the captain of our girls’ basketball team, the Spikes I think.”

On saying the team name, TJ's head perked up, and he looked at Cyrus in bewilderment. “From Jefferson Middle School?”

“Yeah,” Cyrus said, even more confused.

“I've seen her play! She beat our team last month,” TJ said, the last part albeit ruefully.

“Wait, how? That's not possible unless,” Cyrus started, trailing off when the realisation hit him. He looked at TJ who looked as excited and surprised as him.

“You live in Shadyside!” the two yelled simultaneously, causing conversation in the common room to stop as all the guests turned to stare at the source of the noise. But the two couldn't care less.

“Wait, which school do you go to? I've never seen you at Jefferson,” Cyrus said, sitting up in excitement. All this time, TJ has lived in the same town as him.

“I go to Salt Lake,” TJ replied, also sitting up.

“Wow! Can you imagine the odds?” TJ said after a moment.

“I know, I meet a cute guy and then find out he lives in my city. Wild,” Cyrus said, feeling slightly bold in that moment.

Now it was TJ's turn to become a blushing, fumbling mess at Cyrus’ words. He giggled and looked at his shoes, making Cyrus lose his mind.

They both laughed quietly for a while, the candle illuminating their smiles. When they went quiet, Cyrus was suddenly aware of how close he and TJ were. It should have been weird, they had only talked for the first time an hour or so ago. But it wasn't.

The silent tension between them grew, as they both looked into each other’s eyes, unsure of what to do. Just as it was reaching a head, the lights came on in the hotel to the jubilant cheers of all the guests. Cyrus and TJ jumped apart, the candle blowing out in the process.

Now with the lights back on, Cyrus didn't feel as brave and nd confident anymore. Somehow it had been easier to talk to TJ in the near darkness. He looked timidly across at TJ who was looking around the room. TJ turned and smiled at Cyrus, in that warm way that was making his knees weaker and weaker.

“The lights are back.”

“So it seems.”

“Does that mean you have to go?” TJ asked, seeming hesitant for the first time that evening.

Cyrus was surprised. It was almost as if TJ didn't want him to go? There has got to be some mistake with that. But in that moment, looking at TJ nervously pulling at his hoodie sleeve, Cyrus knew he was being genuine. He smiled at TJ and reached over, taking hold of the hand pulling his sleeve, causing the boy to look up at him.

“I'm not going anywhere.”

*

TJ: hey u up

Cyrus: why??

TJ: wats ur room no

Cyrus: tj…

Cyrus laughed as quietly as he could, trying not to wake his parents in the next room. He was sharing a suite with them, thankfully having his own room. But that didn't mean the walls were soundproof.

TJ: fine just come to the garden in 10

This is not going to end well, Cyrus thought to himself as he pulled on a hoodie and opened the room door as quietly as he could, after slipping on some shoes. But, they had been sightseeing that whole day and his parents were exhausted, so they wouldn't wake uo for anything. He crept as silently as he could down the hall, although he knew that guests roaming about at 1 am wasn't unusual for hotels. He was just a nervous person.

TJ was already at the garden, holding a torch. He smiled as soon as he saw Cyrus, waving at him excitedly.

This boy was going to be the death of him, Cyrus thought as he jogged up to him. All the lights were switched off, leaving the garden in darkness except for the torch.

“You're insane, TJ,” Cyrus whispered, unable to keep his smile hidden.

“Come on, Cy. I haven't seen you in 2 days cuz you guys keep going out!” TJ whispered back, grabbing Cyrus’ hand as he pulled him to the centre of the garden.

“So this better be worth me sneaking out then.”

“Do you trust me?”

“I saw you for the first time 5 days ago!”

“That doesn't answer my question,” TJ said, looking slyly at Cyrus.

Cyrus glared at him, but he knew the answer. It didn't matter how long ago he had met TJ. He would trust him with his life.

“I knew it,” TJ said triumphantly, pulling Cyrus down to the grass where he lay down, looking at the sky.

The sky was gorgeous. All the stars looked like glitter that had been spread over a black cloth. The moon was full, showering the garden with a soft white light. Cyrus couldn't hold back a gasp, as he lay down beside TJ. He looked over to see TJ looking at him, smiling.

“Worth it, Cyrus?”

“Yes, of course!” Cyrus exclaimed, looking back at the sky in excitement.

TJ and Cyrus spent the next half an hour just naming constellations, sharing jokes and stories and just unifying each other’s company. All the while, their hands remained clasped together between them, their fingers threaded together. Cyrus thought back to the first time he and TJ had brushed hands, that day in the common room. That time it had sent his brain in a whirl. But now, his hand holding TJ's, it felt normal, grounding even.

“God, I love the sky,” TJ whispered, looking over at Cyrus.

“Me too,” Cyrus said, looking at TJ. In doing so, their noses bumped together.

They lay like that for a while, both looking at each other, unable to look away. Cyrus was nervous. He didn't know what TJ was feeling at the moment, but Cyrus realised he wanted nothing more than to close the gap between them. But he was holding himself back. TJ will be weirder out and he will leave. That thought was what made Cyrus back away a bit.

But before he could move away, TJ reached over and cupped Cyrus’ cheek with his hand, gulping nervously.

“Is this okay?” he asked.

Cyrus couldn't bring himself to say anything, just nodding in response. He leaned into TJ’s hand.

They were so close.

TJ began leaning in slowly, and Cyrus started doing the same. Finally, after several long moments of just leaning in, Cyrus pressed their lips together, pulling TJ in for a kiss. It was short, but perfect. The moonlight and the starry sky were the perfect backdrop. But Cyrus pulled away fast, still nervous.

“What happened? Should I not have done that?” TJ asked, worried.

“What? No no! That's not a problem at all,” Cyrus said, reassuring him.

“That what is it?”

“Its just. This is really fast. I kinda just wanna, slow down? I wanna get to know you first. Is that okay?”

At that TJ smiled and laughed quietly, moving his hand from Cyrus’ cheek to hold his hand.

“Slow is wonderful, Cyrus.”

They lay there for what seemed like forever, just talking in low voices, pointing out the stars until they had to return to their rooms lest their parents find them missing.

As Cyrus watched TJ walk away from his door, he saw the boy looked back at him, his customary smile on his face.

And Cyrus thought to himself, slow will be perfect.

*

This week went by too fast, Cyrus thought to himself as he loaded his suitcase back into the trunk. He laughed a bit, remembering how he had grumbled when he first reached there a week ago. Seemed like forever ago. He hadn't even met TJ then.

TJ. They were going to have to say goodbye soon. Luckily it wouldn't be too long, after all, they lived in the same town. They'd see each other again.

They had spent the rest of the days just roaming the hotel together, playing board games in the common room, sharing ice creams by the pool and meeting in the garden every night. They were just getting to know each other first, but their feelings were there right under the surface, and they made no efforts to hide them. But they were taking things slow. And it was going great.

But Cyrus was worried. He had the nasty feeling that this relationship with TJ would fall through the moment they left the hotel. All this while, their moments had been etched into those walls. Who was to say that they wouldn't fade away when they returned? What if he no longer felt brave?

“So I guess this is goodbye?”

Cyrus turned around to see TJ standing by the door, smiling but his eyes were sad.

“For now.”

“Good thing we both live in Shadyside, huh?”

Cyrus looked away from TJ at that, wringing his hands.

“Hey, what's wrong?” TJ asked, holding Cyrus’ chin.

“Will we still be, you know, us?” Cyrus asked softly. “When we go back?"

TJ wrapped his arms around Cyrus, pulling him in for a hug. “Of course we will be. Why would you think we wouldn't?”

“What if things change?”

“Things are going to change. Doesn't mean we should be scared of it.”

“What if I'm no longer brave?” Cyrus asked, looking down.

“Then I'll still be right here. I promise.”

They stayed like that, arms wrapped around each other, until Cyrus’ dad called him to go. Reluctantly, Cyrus pulled himself away from TJ, leaning in to give him a kiss on the cheek.

“Cyrus?”

“Yes?”

“See you later, alligator.”

Cyrus laughed at the cliché choice of a goodbye, but felt his heavy heart lighten a bit.

“In a while, crocodile.”

~~~~~~~~~~~

I'm sorry this is bad lol I am not used to writing fluff

( Also hi I wanna dedicate this to sarah { @heart-eyes-kippen } mostly cuz I need to tell her that I fINALLY WROTE JUST FLUFF) (but mostly cuz I love her she is splendid and incredible and amazing and ALL OF YOU SHOULD GO READ SWINGSETS AND DANCE ROUTINES OR ELSE YOU HAVEN'T LIVED)

[metamodel]

Death and Revival Revisited

The End is the Beginning is the End, as Billy Corgan suggests on the soundtrack to (what I feel is the unjustly maligned) Batman Forever. I had way too much “decline and rebirth” material to fit in the last issue, so I'll continue to follow that seam for a while. (You'll find that downturn and revival is a recurring, uh, theme here at Recurring Thing.)

After returning to design after a year away, I find that Everything Now Looks Very Strange Indeed™. This is another one of my updates on restarting a creative practice (which I’m calling Studio Thing), plus a dose of cultural and design commentary. 

(If someone’s forwarded this thing to you in the hope you’ll find it interesting, you can subscribe here to secure my everlasting love. And please, pass it on if you think it might be of interest to anyone.)

🔂🧟‍♀️ The eternal return of zombie-centred design

Some follow-up on that evergreen topic of what comes after human-centred design: at TEDxSydney I delightedly crossed paths with fellow innovation veteran Carli Leimbach, who’s been thinking about “earth-centred design” as a corrective to anthropocentrism. I’m intrigued. She’s run an initial workshop with some like-minded people, and I’ll keep tabs on her progress.

In other more-than-human news, Anne Galloway recently posted her talk at IndiaHCI 2018, “Designing with, and for, the more-than human”. I’ve been following Anne’s work for a long time, from when the Internet of Things was called “pervasive computing”, to her more recent work in Aotearoa about sheep. For Anne, more-than-human-centred design means:

“Acknowledging that human beings are not the be-all and end-all.”

“Accepting our vulnerability, acting with humility and valuing our interdependency.”

“Living with the world, not against it.” 

Recommended. Also interesting is the “more-than-human design research roll-call” she recently initiated on Twitter. Follow this link if you want to get in touch with people who are active on the topic, at least in academic circles — some familiar names pop up.

🥪🤮 The alternative to curiosity is… hard to swallow

I’ve just wrapped up my NEIS coursework, and to celebrate I want to recount a story about my teacher Jason that also demonstrates why I’m so glad I decided to sign up for this microbusiness training and mentoring program.

A few years ago, Jason was the director of training at a large catering company which had a significant focus on healthcare facilities such as nursing homes. To get a feel for the training needs of his workforce, he decided to tour their workplaces, immersing himself in their day-to-day work. (His CEO was frankly a little surprised by this — as is the case with many sectors, it was uncommon for management to visit the frontlines. In fact, when he urged the Head of Care at one aged care facility to tour the frontlines of her own operation with him, the staff didn't recognise her, and assumed she was a visitor. Yikes.)

While working with kitchen staff in one nursing home, Jason noticed that one resident, a lone old woman, always ordered the same dish: a single salmon sandwich. Intrigued, he asked the staff about this, and they shrugged. “She must like it,” was the reply. 

The next day, Jason decided to have lunch with her. After a pleasant meal together, he couldn't contain himself. 

“Betty, I've noticed that you always order a salmon sandwich,” he said. (I love that he still remembers her name.) “I don't mean to pry, but, uh, why is that?”

She looked at him for a second. 

“It's because I'm afraid,” Betty whispered. 

It turned out that Betty had dysphagia — a problem with her pharynx or oesophagus that made swallowing difficult — and was terrified that if she admitted this, she would be placed on the puréed diet of an invalid. Over time, she'd gotten used to salmon sandwiches as the one meal she knew could swallow without issue. And because of her fears, that's all she ate. 

“Betty, how long have you been eating salmon sandwiches as your only meal?” Jason asked. 

“Two years.” So basically, a resident had been potentially malnourishing herself for years because the systems around providing and talking about choices under this regime of care were broken. 

After setting her up with a more appropriate (and still chewable) set of diet choices, Jason decided to consult with dysphagia experts and patients like Betty to create a unit of training about these kinds of patient needs, aimed at preventing such system breakdowns. Everyone at their client nursing homes could attend. The aged-care nurses who came were flummoxed, telling their Head of Care, “Why are we only hearing about these kinds of problems and solutions from the catering guy? No offence, Jason, but seriously, WTF?”

In the midst of such regimented systems, where industrial efficiency often erases the possibility of supple action or even humane behaviour, I’m grateful that compassionate minds like Jason’s exist. When curiosity seems like it's at death’s door, people like him arrive to revive it.

The reveal: I was initially pretty skeptical about doing the course under Jason because before classes started, I'd gleaned that he’d spent most of his career managing McDonald’s restaurants. It turns out that my fears were misplaced, because I got a lot out of his teaching. While I really don't share his interest in large food systems, either in experiencing them as a customer nor in their general industrial impact on the world, I'm glad there are people like him enmeshed in such forbidding places, trying to make them more sensitive, responsive and just.

👹👽 First and Last Men

When’s the right time to write a requiem for the human species? 

The other night I had the pleasure of experiencing the late Jóhann Jóhannsson’s First and Last Men, a live symphonic and film adaptation of Olaf Stapledon’s seminal 1930 sf novel of future history, narrated by that alien god who lives among us, Tilda Swinton.

(I only knew the Stapledon novel by reputation, and Jóhannsson from his film scores, but was recently prodded to see this production when I watched Philip Kaufmann’s excellent 1978 remake of Invasion of the Body Snatchers. In a passing exchange that you’d easily miss, two characters chat about their reading habits, and Stapledon’s work is mentioned. More on this later. Intrigued, I pounced on the Jóhannsson version when it arrived in Sydney as part of the Vivid Festival.)

Jóhannsson only uses the last part of Stapledon’s immense story, which starts in the 20th Century and spans the next two billion years. This focus on the last of eighteen successive human species summons a particularly elegiac mood. Responding to the eventual extinction of life on Earth, humans have genetically re-engineered themselves for life on Neptune, and it is these highly advanced Neptunian humans, astonishing in their animalistic diversity, 20-year pregnancies and 2000-year childhoods, for whom Swinton speaks with such characteristically icy dignity. (My god: that voice.)

[caption align="alignnone" width="980"]

[/caption]

As the camera slowly pans across a series of Yugoslavian Stalinist monuments (you probably know the ones — they recently came into vogue online in the last wave of ruin porn), we cycle through glassy sheets of what anticipatory mourning sounds like: slow arpeggios, and vocals that alternate between the wonderful anonymity of wind instruments and the mewling of cats. (I want to celebrate the two vocalists precisely because they didn’t call attention to themselves: they were exemplary orchestral players.) 

The mood is well-earned: despite all the ingenuity and adaptability of these far-future humans, we discover that a cascade of supernovas has triggered our final extinction. Manned interstellar spaceflight — that mainstay of most sf — is revealed as madness, reducing humans at their technological, technological and ethical peak to nihilistic despair. And as the ever-warming climate of Neptune slowly wreaks havoc on their awesome civilisation, the only thing these “Last Men” can do is make telepathic contact with the past — the conceit that enables Tilda Swinton to narrate the tale for us — as they wait for the end. 

It’s uncanny how much this story from 1930 resonates with our slowly unfolding climate change disaster. And now that the worst seems inevitable, the intense melancholy of Jóhannsson’s First and Last Men feels fitting — a necessary alternative to either denial or relentless panic. But beyond this, I’m impressed by the supreme ambivalence of Jóhannsson’s take. He makes the Last Men as dignified and magisterial as they are aloof, and their vaunted supremacy is a mixture of authentic maturity and our own sneaking suspicion that in their immortal, genetically-designed perfection, these final humans have lost the capacity to take unexpected action. It’s profoundly sympathetic. 

This suggests to me that having a post-human-centred design orientation is very far from being misanthropic. Perhaps we just need to stop pretending that empathy is ever completely possible — who can truly pretend to empathise with a post-human species two billion years in the future, let alone our strange and often unknowable fellow lifeforms, be they vertebrate, invertebrate or botanical? — and instead extend a generalised (and non-paternalistic) sympathy to our neighbours and ourselves. Sympathy is okay. Yes, our situation can be pegged to a combination of pathetic ignorance, shortsighted greed and genuine moustache-twirling villainy. And we are not the centre of the universe. But like others, we are still a species that deserves a dignified mourning.

🦸🏼‍♂️☄️ Can only a God save us now?

Stapledon’s 1930s future-superhumans continue to haunt me.

When I was teaching art to six-year-olds last year, I did a unit on comics, tracing the emergence of costumed superheroes to the ’30s.

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No comment.[/caption]

“Why do you think superheroes appeared then?” I asked the class. “What was going on?”

“IT WAS IN THE MIDDLE OF THE WORLD WARS!” said one student. “MILLIONS OF PEOPLE WERE DYING!” called out another. “My great-grandmother met my great-grandfather in a Spanish flu hospital during World War I!” came another, very-relevant non-sequitur. (It’s easily forgotten that the 1918 influenza outbreak killed at least 50 million people. And yes, these kids are amazing, and publicly funded education is the fucking best.)

Out of the despair of modernity — mechanised mass slaughter and earth shattering pandemics enabled by the globalisation of capitalist industry — we cried out for salvation. Yes, there are many reactionary underpinnings to our superheroic imaginaries (the above image is just the most obvious), but their basis in real trauma behooves us to at least be sympathetic their emergence. We need to take fantasies of supermen seriously (and critically), rather than simply dismissing them as misguided or ridiculous because they’re rather obviously dodgy as fuck. And similarly, we need to take populism seriously.

Make no mistake: while I’m fascinated by downturn and revival narratives, they’re more often than not pretty terrifying: “Make America Great Again” is the clearest contemporary example. And when famed philosopher Martin Heidegger looked forward to “a spiritual renewal of life in its entirety,” he was talking about Adolf Hitler. Don’t look away. Stay and fight in the mud.

🚀🌎 Refuge

Besides talking to the past, the final act of desperation of the Last Men was to transmit proto-organic matter into space, designing it to reassemble on favourable ground in a direction towards intelligent life. (Listening to Tilda Swinton intone gravely about “the Great Dissemination” was just too deliciously weird.) Of course, this is the plot of Invasion of the Body Snatchers, the story that prompted me to explore First and Last Men in the first place: we are being invaded by relentless pod-people, growing out of seeds assembled from “living threads that float on the stellar winds.”

[caption align="alignnone" width="980"]

Not just taking our jobs — they're stealing Jeff Goldblum's life![/caption]

Too delicious.

Yours in ambivalence,

Ben

[protect--globelamp-blog]

The article Nylon deleted  about Globelamp and The Right To Protest

Elizabeth le Fey didn’t expect 140 characters to be so loaded. Given social media metrics, the 27-year-old knew it was likely that only a handful of her almost 3,000 Twitter or 8,000-plus Instagram followers would even see her call to protest Desert Daze, a popular psych festival held every year in Joshua Tree, California.

It wasn’t the first time le Fey had used social media to speak out against Foxygen. Back in 2013, when she had only started making music under the name Globelamp, she was a member of the group. After exiting in the wake of acontroversial Tumblr post,in which she called into question the toxic environment she had endured while with the band, she revealed that band member and ex-boyfriend, Sam France, hit her during an argument, knocking out several of her teeth. This is where, by le Fey’s own estimate, things start getting complicated. France retaliated with a restraining order and court hearing. Le Fey opted to represent herself; confused when the court trotted out lyrics she had written before she had even joined the group, she feels like she fumbled the case, and a gag order was quickly put in place in addition to the already extensive restraining order. Foxygen would go on to release their sophomore album and write her out of the group’s history.Le Fey laughs ruefully when she recounts this. Her mistakes are obvious now. She should have sought legal representation. The final time she was slapped wasn’t France’s first act of physical violence—she should have concentrated on creating a paper trail rather than being so quick to forgive. (“You never think about it because you never think you’re going to be dating someone like that,” she says. “That’s a big regret of mine. If someone touches you, file a police report.”) She acknowledges that because she has a legal strike against her, public opinion isn’t very forgiving. “People say to me online and on Twitter, ‘Well you didn’t win the court case, so you’re wrong!’” she admits. “People don’t win in court cases all the time. Look at the cops killing people and getting off. Look at Brock Turner who raped a girl and got three months. The system isn’t a great example of where we need to be, morally.”The tweet calling for a boycott of Desert Daze—one of le Fey’s many attempts to reclaim her narrative over the last of three years—might have gone unnoticed if wasn’t for Sean Lennon. As a fellow psych musician, le Fey had already approached Lennon via Twitter direct message about sharing her story back in August. When he politely declined, their conversation laid dormant until he contacted her shortly after with a request: Please stop calling for a boycott against Desert Daze. In Lennon’s eyes, it wasn’t fair that the organizers—friends of his—should be threatened with loss of revenue because of “one asshole.” When le Fey declined, posting the private message to her feed, Lennon retaliated, going on to defend his right to tell her how she should speak about her experience for the next several days. It didn’t matter that he was addressing a victim of domestic abuse—his statements got progressively more pointed, with little regard for the fact he was talking to someone who had experienced trauma and been silenced in the recent past.   “I know that if Jimi Hendrix had slapped his GF boycotting all of Woodstock would be ridiculous!” he said in

a now-deleted tweet

. “It’s not like I’m Beyoncé and can say, ‘Okay everyone let’s not do this!’ and people listen,” says le Fey of the response, which kicked off a multiday string of abuse from Lennon’s fans. Having only just released her debut album, The Orange Glow, she has no delusions about her place in the musical pecking order. “It’s weird that anyone feels so threatened by a small group of people. It’s not like we’re a huge majority. I’m an indie artist, a DIY solo musician.”What le Fey is asking—the removal of a band or the boycott of the entire event—isn’t wholly unprecedented. Earlier this year, Crystal Castles were dropped from Tumblr’s feminism-celebrating SXSW lineup when former frontwoman,

Alice Glass, called out the band on Twitter

after Ethan Kath alleged she wasn’t a driving force behind the band.

manipulative statements about my contributions to the band only reinforce the decision I made to move on to other things— ALICE GLASS (@ALICEGLASS) April 17, 2015

Similarly,

Northside Festival dropped the band Good English

from its lineup after drummer, Leslie Rasmussen, petitioned the court on behalf of convicted rapist Brock Turner. It would be easy to paint both instances as people choosing to do the right thing—but doing so would ignore the commerce element of the music industry. In both cases, businesses risked losing money if they supported unpopular opinions by proxy. As le Fey says, it’s the job of the people to make organizations aware of the potential fallout. Le Fey further points out:That’s what a protest is. It makes the facility or cooperation think about what they’re selling. If Forever 21 started selling fur, protesters would inform people shopping there about what they’re buying. Sometimes those stores will stop selling fur and issue a statement saying that they’re sorry and change their product. If people make a scene, things will change. People are telling me that it’s unfair because that store gives people jobs. With that mentality, there would never be a protest. Because it’s always going to be something… I felt like I had no acknowledgment of my story. They just kept going on. It seems like people are more willing to listen this year. The media seems a little more feminist lately. They act like they care. This is a serious topic. I didn’t make it up. Who would? My whole story is available everywhere. He meant to hit me. That’s not cool.An activist at heart who once stood outside KFC in a chicken suit (for her trouble she had chicken thrown at her), le Fey can see her situation in the broader sense. Her story isn’t unique.

The National Coalition Against Domestic Violence estimates that 10 million women

and men experience domestic abuse every year—and this is just projection based on reported data. As le Fey experienced, many victims are assaulted multiple times before filling a police report. Putting parameters on how a woman should speak out about her assault, or insisting that she only do it when there’s no risk involved, solely undercuts the severity of experience.  “It’s turned into a protest of ‘You’re not going to keep me quiet,’" le Fey confirms. “I’m not going to be quiet just because you guys are all telling me not to. It’s insulting to me. And to any woman! So many girls have sent stuff to me. It’s made me feel like,

‘Okay, this is more than just my story.’ They want me to take the stage for it. I will because I’m not scared of what people think of me.” Regardless of the outcome of her boycott, le Fey has already scored a major victory—her story is being heard. Now comes the hard part: trying to figure out what her actions mean to victims of abuse. When asked what she hopes to accomplish next, she takes a long pause, trying to wrap her mind around it all. She then muses:I want to help women to stand up and use their voices more. It’s not revenge. I want people to know what happened because I think it can happen to other women too. A girl reached out to me and told me she was crying as she wrote this, not because she was upset but because she was so happy this conversation is on blast. She had been abused a bunch of times and never stood up or said anything. Maybe I can help other women… I’m glad the internet got a hold of the conversation. The feminists started coming out. It’s really cool that there’s that community. We have to make that community. What else do you do when you get denied justice?

[michaelandy101-blog]

Fifteen Years Is a Long Time in SEO

New Post has been published on https://tiptopreview.com/fifteen-years-is-a-long-time-in-seo/

Fifteen Years Is a Long Time in SEO

I’ve been in an introspective mood lately.

Earlier this year (15 years after starting Distilled in 2005), we spun out a new company called SearchPilot to focus on our SEO A/B testing and meta-CMS technology (previously known as Distilled ODN), and merged the consulting and conferences part of the business with Brainlabs.

I’m now CEO of SearchPilot (which is primarily owned by the shareholders of Distilled), and am also SEO Partner at Brainlabs, so… I’m sorry everyone, but I’m very much staying in the SEO industry.

As such, it feels a bit like the end of a chapter for me rather than the end of the book, but it has still had me looking back over what’s changed and what hasn’t over the last 15 years I’ve been in the industry.

I can’t lay claim to being one of the first generation of SEO experts, but having been building websites since around 1996 and having seen the growth of Google from the beginning, I feel like maybe I’m second generation, and maybe I have some interesting stories to share with those who are newer to the game.

I’ve racked my brain to try and remember what felt significant at the time, and also looked back over the big trends through my time in the industry, to put together what I think makes an interesting reading list that most people working on the web today would do well to know about.

The big eras of search

I joked at the beginning of a presentation I gave in 2018 that the big eras of search oscillated between directives from the search engines and search engines rapidly backing away from those directives when they saw what webmasters actually did:

While that slide was a bit tongue-in-cheek, I do think that there’s something to thinking about the eras like:

Build websites: Do you have a website? Would you like a website? It’s hard to believe now, but in the early days of the web, a lot of folks needed to be persuaded to get their business online at all.

Keywords: Basic information retrieval became adversarial information retrieval as webmasters realized that they could game the system with keyword stuffing, hidden text, and more.

Links: As the scale of the web grew beyond user-curated directories, link-based algorithms for search began to dominate.

Not those links: Link-based algorithms began to give way to adversarial link-based algorithms as webmasters swapped, bought, and manipulated links across the web graph.

Content for the long tail: Alongside this era, the length of the long tail began to be better-understood by both webmasters and by Google themselves — and it was in the interest of both parties to create massive amounts of (often obscure) content and get it indexed for when it was needed.

Not that content: Perhaps predictably (see the trend here?), the average quality of content returned in search results dropped dramatically, and so we see the first machine learning ranking factors in the form of attempts to assess “quality” (alongside relevance and website authority).

Machine learning: Arguably everything from that point onwards has been an adventure into machine learning and artificial intelligence, and has also taken place during the careers of most marketers working in SEO today. So, while I love writing about that stuff, I’ll return to it another day.

History of SEO: crucial moments

Although I’m sure that there are interesting stories to be told about the pre-Google era of SEO, I’m not the right person to tell them (if you have a great resource, please do drop it in the comments), so let’s start early in the Google journey:

Google’s foundational technology

Even if you’re coming into SEO in 2020, in a world of machine-learned ranking factors, I’d still recommend going back and reading the surprisingly accessible early academic work:

If you weren’t using the web back then, it’s probably hard to imagine what a step-change improvement Google’s PageRank-based algorithm was over the “state-of-the-art” at the time (and it’s hard to remember, even for those of us that were):

Google’s IPO

In more “things that are hard to remember clearly,” at the time of Google’s IPO in 2004, very few people expected Google to become one of the most profitable companies ever. In the early days, the founders had talked of their disdain for advertising, and had experimented with keyword-based adverts somewhat reluctantly. Because of this attitude, even within the company, most employees didn’t know what a rocket ship they were building.

From this era, I’d recommend reading the founders’ IPO letter (see this great article from Danny Sullivan — who’s ironically now @SearchLiaison at Google):

“Our search results are the best we know how to produce. They are unbiased and objective, and we do not accept payment for them or for inclusion or more frequent updating.”

“Because we do not charge merchants for inclusion in Froogle [now Google shopping], our users can browse product categories or conduct product searches with confidence that the results we provide are relevant and unbiased.” — S1 Filing

In addition, In the Plex is an enjoyable book published in 2011 by Steven Levy. It tells the story of what then-CEO Eric Schmidt called (around the time of the IPO) “the hiding strategy”:

“Those who knew the secret … were instructed quite firmly to keep their mouths shut about it.”

“What Google was hiding was how it had cracked the code to making money on the Internet.”

Luckily for Google, for users, and even for organic search marketers, it turned out that this wasn’t actually incompatible with their pure ideals from the pre-IPO days because, as Levy recounts, “in repeated tests, searchers were happier with pages with ads than those where they were suppressed”. Phew!

Index everything

In April 2003, Google acquired a company called Applied Semantics and set in motion a series of events that I think might be the most underrated part of Google’s history.

Applied Semantics technology was integrated with their own contextual ad technology to form what became AdSense. Although the revenue from AdSense has always been dwarfed by AdWords (now just “Google Ads”), its importance in the history of SEO is hard to understate.

By democratizing the monetization of content on the web and enabling everyone to get paid for producing obscure content, it funded the creation of absurd amounts of that content.

Most of this content would have never been seen if it weren’t for the existence of a search engine that excelled in its ability to deliver great results for long tail searches, even if those searches were incredibly infrequent or had never been seen before.

In this way, Google’s search engine (and search advertising business) formed a powerful flywheel with its AdSense business, enabling the funding of the content creation it needed to differentiate itself with the largest and most complete index of the web.

As with so many chapters in the story, though, it also created a monster in the form of low quality or even auto-generated content that would ultimately lead to PR crises and massive efforts to fix.

If you’re interested in the index everything era, you can read more of my thoughts about it in slide 47+ of From the Horse’s Mouth.

Web spam

The first forms of spam on the internet were various forms of messages, which hit the mainstream as email spam. During the early 2000s, Google started talking about the problem they’d ultimately term “web spam” (the earliest mention I’ve seen of link spam is in an Amit Singhal presentation from 2005 entitled Challenges in running a Commercial Web Search Engine [PDF]).

I suspect that even people who start in SEO today might’ve heard of Matt Cutts — the first head of webspam — as he’s still referenced often despite not having worked at Google since 2014. I enjoyed this 2015 presentation that talks about his career trajectory at Google.

Search quality era

Over time, as a result of the opposing nature of webmasters trying to make money versus Google (and others) trying to make the best search engine they could, pure web spam wasn’t the only quality problem Google was facing. The cat-and-mouse game of spotting manipulation — particularly of on-page content, external links, and anchor text) — would be a defining feature of the next decade-plus of search.

It was after Singhal’s presentation above that Eric Schmidt (then Google’s CEO) said, “Brands are the solution, not the problem… Brands are how you sort out the cesspool”.

Those who are newer to the industry will likely have experienced some Google updates (such as recent “core updates”) first-hand, and have quite likely heard of a few specific older updates. But “Vince”, which came after “Florida” (the first major confirmed Google update), and rolled out shortly after Schmidt’s pronouncements on brand, was a particularly notable one for favoring big brands. If you haven’t followed all the history, you can read up on key past updates here:

A real reputational threat

As I mentioned above in the AdSense section, there were strong incentives for webmasters to create tons of content, thus targeting the blossoming long tail of search. If you had a strong enough domain, Google would crawl and index immense numbers of pages, and for obscure enough queries, any matching content would potentially rank. This triggered the rapid growth of so-called “content farms” that mined keyword data from anywhere they could, and spun out low-quality keyword-matching content. At the same time, websites were succeeding by allowing large databases of content to get indexed even as very thin pages, or by allowing huge numbers of pages of user-generated content to get indexed.

This was a real reputational threat to Google, and broke out of the search and SEO echo chamber. It had become such a bugbear of communities like Hacker News and StackOverflow, that Matt Cutts submitted a personal update to the Hacker News community when Google launched an update targeted at fixing one specific symptom — namely that scraper websites were routinely outranking the original content they were copying.

Shortly afterwards, Google rolled out the update initially named the “farmer update”. After it launched, we learned it had been made possible because of a breakthrough by an engineer called Panda, hence it was called the “big Panda” update internally at Google, and since then the SEO community has mainly called it the Panda update.

Although we speculated that the internal working of the update was one of the first real uses of machine learning in the core of the organic search algorithm at Google, the features it was modelling were more easily understood as human-centric quality factors, and so we began recommending SEO-targeted changes to our clients based on the results of human quality surveys.

Everything goes mobile-first

I gave a presentation at SearchLove London in 2014 where I talked about the unbelievable growth and scale of mobile and about how late we were to realizing quite how seriously Google was taking this. I highlighted the surprise many felt hearing that Google was designing mobile first:

“Towards the end of last year we launched some pretty big design improvements for search on mobile and tablet devices. Today we’ve carried over several of those changes to the desktop experience.” — Jon Wiley (lead engineer for Google Search speaking on Google+, which means there’s nowhere to link to as a perfect reference for the quote but it’s referenced here as well as in my presentation).

This surprise came despite the fact that, by the time I gave this presentation in 2014, we knew that mobile search had begun to cannibalize desktop search (and we’d seen the first drop in desktop search volumes):

And it came even though people were starting to say that the first year of Google making the majority of its revenue on mobile was less than two years away:

Writing this in 2020, it feels as though we have fully internalized how big a deal mobile is, but it’s interesting to remember that it took a while for it to sink in.

Machine learning becomes the norm

Since the Panda update, machine learning was mentioned more and more in the official communications from Google about algorithm updates, and it was implicated in even more. We know that, historically, there had been resistance from some quarters (including from Singhal) towards using machine learning in the core algorithm due to the way it prevented human engineers from explaining the results. In 2015, Sundar Pichai took over as CEO, moved Singhal aside (though this may have been for other reasons), and installed AI / ML fans in key roles.

It goes full-circle

Back before the Florida update (in fact, until Google rolled out an update they called Fritz in the summer of 2003), search results used to shuffle regularly in a process nicknamed the Google Dance:

Most things have been moving more real-time ever since, but recent “Core Updates” appear to have brought back this kind of dynamic where changes happen on Google’s schedule rather than based on the timelines of website changes. I’ve speculated that this is because “core updates” are really Google retraining a massive deep learning model that is very customized to the shape of the web at the time. Whatever the cause, our experience working with a wide range of clients is consistent with the official line from Google that:

Broad core updates tend to happen every few months. Content that was impacted by one might not recover — assuming improvements have been made — until the next broad core update is released.

Tying recent trends and discoveries like this back to ancient history like the Google Dance is just one of the ways in which knowing the history of SEO is “useful”.

If you’re interested in all this

I hope this journey through my memories has been interesting. For those of you who also worked in the industry through these years, what did I miss? What are the really big milestones you remember? Drop them in the comments below or hit me up on Twitter.

If you liked this walk down memory lane, you might also like my presentation From the Horse’s Mouth, where I attempt to use official and unofficial Google statements to unpack what is really going on behind the scenes, and try to give some tips for doing the same yourself:



To help us serve you better, please consider taking the 2020 Moz Blog Reader Survey, which asks about who you are, what challenges you face, and what you’d like to see more of on the Moz Blog.

Take the Survey

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[isearchgoood]

Fifteen Years Is a Long Time in SEO

Posted by willcritchlow

I’ve been in an introspective mood lately.

Earlier this year (15 years after starting Distilled in 2005), we spun out a new company called SearchPilot to focus on our SEO A/B testing and meta-CMS technology (previously known as Distilled ODN), and merged the consulting and conferences part of the business with Brainlabs.

I’m now CEO of SearchPilot (which is primarily owned by the shareholders of Distilled), and am also SEO Partner at Brainlabs, so… I’m sorry everyone, but I’m very much staying in the SEO industry.

As such, it feels a bit like the end of a chapter for me rather than the end of the book, but it has still had me looking back over what’s changed and what hasn’t over the last 15 years I’ve been in the industry.

I can’t lay claim to being one of the first generation of SEO experts, but having been building websites since around 1996 and having seen the growth of Google from the beginning, I feel like maybe I’m second generation, and maybe I have some interesting stories to share with those who are newer to the game.

I’ve racked my brain to try and remember what felt significant at the time, and also looked back over the big trends through my time in the industry, to put together what I think makes an interesting reading list that most people working on the web today would do well to know about.

The big eras of search

I joked at the beginning of a presentation I gave in 2018 that the big eras of search oscillated between directives from the search engines and search engines rapidly backing away from those directives when they saw what webmasters actually did:

While that slide was a bit tongue-in-cheek, I do think that there’s something to thinking about the eras like:

Build websites: Do you have a website? Would you like a website? It’s hard to believe now, but in the early days of the web, a lot of folks needed to be persuaded to get their business online at all.

Keywords: Basic information retrieval became adversarial information retrieval as webmasters realized that they could game the system with keyword stuffing, hidden text, and more.

Links: As the scale of the web grew beyond user-curated directories, link-based algorithms for search began to dominate.

Not those links: Link-based algorithms began to give way to adversarial link-based algorithms as webmasters swapped, bought, and manipulated links across the web graph.

Content for the long tail: Alongside this era, the length of the long tail began to be better-understood by both webmasters and by Google themselves — and it was in the interest of both parties to create massive amounts of (often obscure) content and get it indexed for when it was needed.

Not that content: Perhaps predictably (see the trend here?), the average quality of content returned in search results dropped dramatically, and so we see the first machine learning ranking factors in the form of attempts to assess “quality” (alongside relevance and website authority).

Machine learning: Arguably everything from that point onwards has been an adventure into machine learning and artificial intelligence, and has also taken place during the careers of most marketers working in SEO today. So, while I love writing about that stuff, I’ll return to it another day.

History of SEO: crucial moments

Although I’m sure that there are interesting stories to be told about the pre-Google era of SEO, I’m not the right person to tell them (if you have a great resource, please do drop it in the comments), so let’s start early in the Google journey:

Google’s foundational technology

Even if you’re coming into SEO in 2020, in a world of machine-learned ranking factors, I’d still recommend going back and reading the surprisingly accessible early academic work:

The Anatomy of a Large-Scale Hypertextual Web Search Engine by Sergey Brin and Lawrence Page [PDF]

Link Analysis in Web Information Retrieval [PDF]

Reasonable surfer (and the updated version)

If you weren’t using the web back then, it’s probably hard to imagine what a step-change improvement Google’s PageRank-based algorithm was over the “state-of-the-art” at the time (and it’s hard to remember, even for those of us that were):

Google’s IPO

In more “things that are hard to remember clearly,” at the time of Google’s IPO in 2004, very few people expected Google to become one of the most profitable companies ever. In the early days, the founders had talked of their disdain for advertising, and had experimented with keyword-based adverts somewhat reluctantly. Because of this attitude, even within the company, most employees didn’t know what a rocket ship they were building.

From this era, I’d recommend reading the founders’ IPO letter (see this great article from Danny Sullivan — who’s ironically now @SearchLiaison at Google):

“Our search results are the best we know how to produce. They are unbiased and objective, and we do not accept payment for them or for inclusion or more frequent updating.”

“Because we do not charge merchants for inclusion in Froogle [now Google shopping], our users can browse product categories or conduct product searches with confidence that the results we provide are relevant and unbiased.” — S1 Filing

In addition, In the Plex is an enjoyable book published in 2011 by Steven Levy. It tells the story of what then-CEO Eric Schmidt called (around the time of the IPO) “the hiding strategy”:

“Those who knew the secret … were instructed quite firmly to keep their mouths shut about it.”

“What Google was hiding was how it had cracked the code to making money on the Internet.”

Luckily for Google, for users, and even for organic search marketers, it turned out that this wasn’t actually incompatible with their pure ideals from the pre-IPO days because, as Levy recounts, “in repeated tests, searchers were happier with pages with ads than those where they were suppressed”. Phew!

Index everything

In April 2003, Google acquired a company called Applied Semantics and set in motion a series of events that I think might be the most underrated part of Google’s history.

Applied Semantics technology was integrated with their own contextual ad technology to form what became AdSense. Although the revenue from AdSense has always been dwarfed by AdWords (now just “Google Ads”), its importance in the history of SEO is hard to understate.

By democratizing the monetization of content on the web and enabling everyone to get paid for producing obscure content, it funded the creation of absurd amounts of that content.

Most of this content would have never been seen if it weren’t for the existence of a search engine that excelled in its ability to deliver great results for long tail searches, even if those searches were incredibly infrequent or had never been seen before.

In this way, Google’s search engine (and search advertising business) formed a powerful flywheel with its AdSense business, enabling the funding of the content creation it needed to differentiate itself with the largest and most complete index of the web.

As with so many chapters in the story, though, it also created a monster in the form of low quality or even auto-generated content that would ultimately lead to PR crises and massive efforts to fix.

If you’re interested in the index everything era, you can read more of my thoughts about it in slide 47+ of From the Horse’s Mouth.

Web spam

The first forms of spam on the internet were various forms of messages, which hit the mainstream as email spam. During the early 2000s, Google started talking about the problem they’d ultimately term “web spam” (the earliest mention I’ve seen of link spam is in an Amit Singhal presentation from 2005 entitled Challenges in running a Commercial Web Search Engine [PDF]).

I suspect that even people who start in SEO today might’ve heard of Matt Cutts — the first head of webspam — as he’s still referenced often despite not having worked at Google since 2014. I enjoyed this 2015 presentation that talks about his career trajectory at Google.

Search quality era

Over time, as a result of the opposing nature of webmasters trying to make money versus Google (and others) trying to make the best search engine they could, pure web spam wasn’t the only quality problem Google was facing. The cat-and-mouse game of spotting manipulation — particularly of on-page content, external links, and anchor text) — would be a defining feature of the next decade-plus of search.

It was after Singhal’s presentation above that Eric Schmidt (then Google’s CEO) said, “Brands are the solution, not the problem… Brands are how you sort out the cesspool”.

Those who are newer to the industry will likely have experienced some Google updates (such as recent “core updates”) first-hand, and have quite likely heard of a few specific older updates. But “Vince”, which came after “Florida” (the first major confirmed Google update), and rolled out shortly after Schmidt’s pronouncements on brand, was a particularly notable one for favoring big brands. If you haven’t followed all the history, you can read up on key past updates here:

A real reputational threat

As I mentioned above in the AdSense section, there were strong incentives for webmasters to create tons of content, thus targeting the blossoming long tail of search. If you had a strong enough domain, Google would crawl and index immense numbers of pages, and for obscure enough queries, any matching content would potentially rank. This triggered the rapid growth of so-called “content farms” that mined keyword data from anywhere they could, and spun out low-quality keyword-matching content. At the same time, websites were succeeding by allowing large databases of content to get indexed even as very thin pages, or by allowing huge numbers of pages of user-generated content to get indexed.

This was a real reputational threat to Google, and broke out of the search and SEO echo chamber. It had become such a bugbear of communities like Hacker News and StackOverflow, that Matt Cutts submitted a personal update to the Hacker News community when Google launched an update targeted at fixing one specific symptom — namely that scraper websites were routinely outranking the original content they were copying.

Shortly afterwards, Google rolled out the update initially named the “farmer update”. After it launched, we learned it had been made possible because of a breakthrough by an engineer called Panda, hence it was called the “big Panda” update internally at Google, and since then the SEO community has mainly called it the Panda update.

Although we speculated that the internal working of the update was one of the first real uses of machine learning in the core of the organic search algorithm at Google, the features it was modelling were more easily understood as human-centric quality factors, and so we began recommending SEO-targeted changes to our clients based on the results of human quality surveys.

Everything goes mobile-first

I gave a presentation at SearchLove London in 2014 where I talked about the unbelievable growth and scale of mobile and about how late we were to realizing quite how seriously Google was taking this. I highlighted the surprise many felt hearing that Google was designing mobile first:

“Towards the end of last year we launched some pretty big design improvements for search on mobile and tablet devices. Today we’ve carried over several of those changes to the desktop experience.” — Jon Wiley (lead engineer for Google Search speaking on Google+, which means there’s nowhere to link to as a perfect reference for the quote but it’s referenced here as well as in my presentation).

This surprise came despite the fact that, by the time I gave this presentation in 2014, we knew that mobile search had begun to cannibalize desktop search (and we’d seen the first drop in desktop search volumes):

And it came even though people were starting to say that the first year of Google making the majority of its revenue on mobile was less than two years away:

Writing this in 2020, it feels as though we have fully internalized how big a deal mobile is, but it’s interesting to remember that it took a while for it to sink in.

Machine learning becomes the norm

Since the Panda update, machine learning was mentioned more and more in the official communications from Google about algorithm updates, and it was implicated in even more. We know that, historically, there had been resistance from some quarters (including from Singhal) towards using machine learning in the core algorithm due to the way it prevented human engineers from explaining the results. In 2015, Sundar Pichai took over as CEO, moved Singhal aside (though this may have been for other reasons), and installed AI / ML fans in key roles.

It goes full-circle

Back before the Florida update (in fact, until Google rolled out an update they called Fritz in the summer of 2003), search results used to shuffle regularly in a process nicknamed the Google Dance:

Most things have been moving more real-time ever since, but recent “Core Updates” appear to have brought back this kind of dynamic where changes happen on Google’s schedule rather than based on the timelines of website changes. I’ve speculated that this is because “core updates” are really Google retraining a massive deep learning model that is very customized to the shape of the web at the time. Whatever the cause, our experience working with a wide range of clients is consistent with the official line from Google that:

Broad core updates tend to happen every few months. Content that was impacted by one might not recover — assuming improvements have been made — until the next broad core update is released.

Tying recent trends and discoveries like this back to ancient history like the Google Dance is just one of the ways in which knowing the history of SEO is “useful”.

If you’re interested in all this

I hope this journey through my memories has been interesting. For those of you who also worked in the industry through these years, what did I miss? What are the really big milestones you remember? Drop them in the comments below or hit me up on Twitter.

If you liked this walk down memory lane, you might also like my presentation From the Horse’s Mouth, where I attempt to use official and unofficial Google statements to unpack what is really going on behind the scenes, and try to give some tips for doing the same yourself:



SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words from Distilled

To help us serve you better, please consider taking the 2020 Moz Blog Reader Survey, which asks about who you are, what challenges you face, and what you'd like to see more of on the Moz Blog.

Take the Survey

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

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[evempierson]

Fifteen Years Is a Long Time in SEO

Posted by willcritchlow

I’ve been in an introspective mood lately.

Earlier this year (15 years after starting Distilled in 2005), we spun out a new company called SearchPilot to focus on our SEO A/B testing and meta-CMS technology (previously known as Distilled ODN), and merged the consulting and conferences part of the business with Brainlabs.

I’m now CEO of SearchPilot (which is primarily owned by the shareholders of Distilled), and am also SEO Partner at Brainlabs, so… I’m sorry everyone, but I’m very much staying in the SEO industry.

As such, it feels a bit like the end of a chapter for me rather than the end of the book, but it has still had me looking back over what’s changed and what hasn’t over the last 15 years I’ve been in the industry.

I can’t lay claim to being one of the first generation of SEO experts, but having been building websites since around 1996 and having seen the growth of Google from the beginning, I feel like maybe I’m second generation, and maybe I have some interesting stories to share with those who are newer to the game.

I’ve racked my brain to try and remember what felt significant at the time, and also looked back over the big trends through my time in the industry, to put together what I think makes an interesting reading list that most people working on the web today would do well to know about.

The big eras of search

I joked at the beginning of a presentation I gave in 2018 that the big eras of search oscillated between directives from the search engines and search engines rapidly backing away from those directives when they saw what webmasters actually did:

While that slide was a bit tongue-in-cheek, I do think that there’s something to thinking about the eras like:

Build websites: Do you have a website? Would you like a website? It’s hard to believe now, but in the early days of the web, a lot of folks needed to be persuaded to get their business online at all.

Keywords: Basic information retrieval became adversarial information retrieval as webmasters realized that they could game the system with keyword stuffing, hidden text, and more.

Links: As the scale of the web grew beyond user-curated directories, link-based algorithms for search began to dominate.

Not those links: Link-based algorithms began to give way to adversarial link-based algorithms as webmasters swapped, bought, and manipulated links across the web graph.

Content for the long tail: Alongside this era, the length of the long tail began to be better-understood by both webmasters and by Google themselves — and it was in the interest of both parties to create massive amounts of (often obscure) content and get it indexed for when it was needed.

Not that content: Perhaps predictably (see the trend here?), the average quality of content returned in search results dropped dramatically, and so we see the first machine learning ranking factors in the form of attempts to assess “quality” (alongside relevance and website authority).

Machine learning: Arguably everything from that point onwards has been an adventure into machine learning and artificial intelligence, and has also taken place during the careers of most marketers working in SEO today. So, while I love writing about that stuff, I’ll return to it another day.

History of SEO: crucial moments

Although I’m sure that there are interesting stories to be told about the pre-Google era of SEO, I’m not the right person to tell them (if you have a great resource, please do drop it in the comments), so let’s start early in the Google journey:

Google’s foundational technology

Even if you’re coming into SEO in 2020, in a world of machine-learned ranking factors, I’d still recommend going back and reading the surprisingly accessible early academic work:

The Anatomy of a Large-Scale Hypertextual Web Search Engine by Sergey Brin and Lawrence Page [PDF]

Link Analysis in Web Information Retrieval [PDF]

Reasonable surfer (and the updated version)

If you weren’t using the web back then, it’s probably hard to imagine what a step-change improvement Google’s PageRank-based algorithm was over the “state-of-the-art” at the time (and it’s hard to remember, even for those of us that were):

Google’s IPO

In more “things that are hard to remember clearly,” at the time of Google’s IPO in 2004, very few people expected Google to become one of the most profitable companies ever. In the early days, the founders had talked of their disdain for advertising, and had experimented with keyword-based adverts somewhat reluctantly. Because of this attitude, even within the company, most employees didn’t know what a rocket ship they were building.

From this era, I’d recommend reading the founders’ IPO letter (see this great article from Danny Sullivan — who’s ironically now @SearchLiaison at Google):

“Our search results are the best we know how to produce. They are unbiased and objective, and we do not accept payment for them or for inclusion or more frequent updating.”

“Because we do not charge merchants for inclusion in Froogle [now Google shopping], our users can browse product categories or conduct product searches with confidence that the results we provide are relevant and unbiased.” — S1 Filing

In addition, In the Plex is an enjoyable book published in 2011 by Steven Levy. It tells the story of what then-CEO Eric Schmidt called (around the time of the IPO) “the hiding strategy”:

“Those who knew the secret … were instructed quite firmly to keep their mouths shut about it.”

“What Google was hiding was how it had cracked the code to making money on the Internet.”

Luckily for Google, for users, and even for organic search marketers, it turned out that this wasn’t actually incompatible with their pure ideals from the pre-IPO days because, as Levy recounts, “in repeated tests, searchers were happier with pages with ads than those where they were suppressed”. Phew!

Index everything

In April 2003, Google acquired a company called Applied Semantics and set in motion a series of events that I think might be the most underrated part of Google’s history.

Applied Semantics technology was integrated with their own contextual ad technology to form what became AdSense. Although the revenue from AdSense has always been dwarfed by AdWords (now just “Google Ads”), its importance in the history of SEO is hard to understate.

By democratizing the monetization of content on the web and enabling everyone to get paid for producing obscure content, it funded the creation of absurd amounts of that content.

Most of this content would have never been seen if it weren’t for the existence of a search engine that excelled in its ability to deliver great results for long tail searches, even if those searches were incredibly infrequent or had never been seen before.

In this way, Google’s search engine (and search advertising business) formed a powerful flywheel with its AdSense business, enabling the funding of the content creation it needed to differentiate itself with the largest and most complete index of the web.

As with so many chapters in the story, though, it also created a monster in the form of low quality or even auto-generated content that would ultimately lead to PR crises and massive efforts to fix.

If you’re interested in the index everything era, you can read more of my thoughts about it in slide 47+ of From the Horse’s Mouth.

Web spam

The first forms of spam on the internet were various forms of messages, which hit the mainstream as email spam. During the early 2000s, Google started talking about the problem they’d ultimately term “web spam” (the earliest mention I’ve seen of link spam is in an Amit Singhal presentation from 2005 entitled Challenges in running a Commercial Web Search Engine [PDF]).

I suspect that even people who start in SEO today might’ve heard of Matt Cutts — the first head of webspam — as he’s still referenced often despite not having worked at Google since 2014. I enjoyed this 2015 presentation that talks about his career trajectory at Google.

Search quality era

Over time, as a result of the opposing nature of webmasters trying to make money versus Google (and others) trying to make the best search engine they could, pure web spam wasn’t the only quality problem Google was facing. The cat-and-mouse game of spotting manipulation — particularly of on-page content, external links, and anchor text) — would be a defining feature of the next decade-plus of search.

It was after Singhal’s presentation above that Eric Schmidt (then Google’s CEO) said, “Brands are the solution, not the problem… Brands are how you sort out the cesspool”.

Those who are newer to the industry will likely have experienced some Google updates (such as recent “core updates”) first-hand, and have quite likely heard of a few specific older updates. But “Vince”, which came after “Florida” (the first major confirmed Google update), and rolled out shortly after Schmidt’s pronouncements on brand, was a particularly notable one for favoring big brands. If you haven’t followed all the history, you can read up on key past updates here:

A real reputational threat

As I mentioned above in the AdSense section, there were strong incentives for webmasters to create tons of content, thus targeting the blossoming long tail of search. If you had a strong enough domain, Google would crawl and index immense numbers of pages, and for obscure enough queries, any matching content would potentially rank. This triggered the rapid growth of so-called “content farms” that mined keyword data from anywhere they could, and spun out low-quality keyword-matching content. At the same time, websites were succeeding by allowing large databases of content to get indexed even as very thin pages, or by allowing huge numbers of pages of user-generated content to get indexed.

This was a real reputational threat to Google, and broke out of the search and SEO echo chamber. It had become such a bugbear of communities like Hacker News and StackOverflow, that Matt Cutts submitted a personal update to the Hacker News community when Google launched an update targeted at fixing one specific symptom — namely that scraper websites were routinely outranking the original content they were copying.

Shortly afterwards, Google rolled out the update initially named the “farmer update”. After it launched, we learned it had been made possible because of a breakthrough by an engineer called Panda, hence it was called the “big Panda” update internally at Google, and since then the SEO community has mainly called it the Panda update.

Although we speculated that the internal working of the update was one of the first real uses of machine learning in the core of the organic search algorithm at Google, the features it was modelling were more easily understood as human-centric quality factors, and so we began recommending SEO-targeted changes to our clients based on the results of human quality surveys.

Everything goes mobile-first

I gave a presentation at SearchLove London in 2014 where I talked about the unbelievable growth and scale of mobile and about how late we were to realizing quite how seriously Google was taking this. I highlighted the surprise many felt hearing that Google was designing mobile first:

“Towards the end of last year we launched some pretty big design improvements for search on mobile and tablet devices. Today we’ve carried over several of those changes to the desktop experience.” — Jon Wiley (lead engineer for Google Search speaking on Google+, which means there’s nowhere to link to as a perfect reference for the quote but it’s referenced here as well as in my presentation).

This surprise came despite the fact that, by the time I gave this presentation in 2014, we knew that mobile search had begun to cannibalize desktop search (and we’d seen the first drop in desktop search volumes):

And it came even though people were starting to say that the first year of Google making the majority of its revenue on mobile was less than two years away:

Writing this in 2020, it feels as though we have fully internalized how big a deal mobile is, but it’s interesting to remember that it took a while for it to sink in.

Machine learning becomes the norm

Since the Panda update, machine learning was mentioned more and more in the official communications from Google about algorithm updates, and it was implicated in even more. We know that, historically, there had been resistance from some quarters (including from Singhal) towards using machine learning in the core algorithm due to the way it prevented human engineers from explaining the results. In 2015, Sundar Pichai took over as CEO, moved Singhal aside (though this may have been for other reasons), and installed AI / ML fans in key roles.

It goes full-circle

Back before the Florida update (in fact, until Google rolled out an update they called Fritz in the summer of 2003), search results used to shuffle regularly in a process nicknamed the Google Dance:

Most things have been moving more real-time ever since, but recent “Core Updates” appear to have brought back this kind of dynamic where changes happen on Google’s schedule rather than based on the timelines of website changes. I’ve speculated that this is because “core updates” are really Google retraining a massive deep learning model that is very customized to the shape of the web at the time. Whatever the cause, our experience working with a wide range of clients is consistent with the official line from Google that:

Broad core updates tend to happen every few months. Content that was impacted by one might not recover — assuming improvements have been made — until the next broad core update is released.

Tying recent trends and discoveries like this back to ancient history like the Google Dance is just one of the ways in which knowing the history of SEO is “useful”.

If you’re interested in all this

I hope this journey through my memories has been interesting. For those of you who also worked in the industry through these years, what did I miss? What are the really big milestones you remember? Drop them in the comments below or hit me up on Twitter.

If you liked this walk down memory lane, you might also like my presentation From the Horse’s Mouth, where I attempt to use official and unofficial Google statements to unpack what is really going on behind the scenes, and try to give some tips for doing the same yourself:



SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words from Distilled

To help us serve you better, please consider taking the 2020 Moz Blog Reader Survey, which asks about who you are, what challenges you face, and what you'd like to see more of on the Moz Blog.

Take the Survey

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[thanhtuandoan89]

Fifteen Years Is a Long Time in SEO

Posted by willcritchlow

I’ve been in an introspective mood lately.

Earlier this year (15 years after starting Distilled in 2005), we spun out a new company called SearchPilot to focus on our SEO A/B testing and meta-CMS technology (previously known as Distilled ODN), and merged the consulting and conferences part of the business with Brainlabs.

I’m now CEO of SearchPilot (which is primarily owned by the shareholders of Distilled), and am also SEO Partner at Brainlabs, so… I’m sorry everyone, but I’m very much staying in the SEO industry.

As such, it feels a bit like the end of a chapter for me rather than the end of the book, but it has still had me looking back over what’s changed and what hasn’t over the last 15 years I’ve been in the industry.

I can’t lay claim to being one of the first generation of SEO experts, but having been building websites since around 1996 and having seen the growth of Google from the beginning, I feel like maybe I’m second generation, and maybe I have some interesting stories to share with those who are newer to the game.

I’ve racked my brain to try and remember what felt significant at the time, and also looked back over the big trends through my time in the industry, to put together what I think makes an interesting reading list that most people working on the web today would do well to know about.

The big eras of search

I joked at the beginning of a presentation I gave in 2018 that the big eras of search oscillated between directives from the search engines and search engines rapidly backing away from those directives when they saw what webmasters actually did:

While that slide was a bit tongue-in-cheek, I do think that there’s something to thinking about the eras like:

Build websites: Do you have a website? Would you like a website? It’s hard to believe now, but in the early days of the web, a lot of folks needed to be persuaded to get their business online at all.

Keywords: Basic information retrieval became adversarial information retrieval as webmasters realized that they could game the system with keyword stuffing, hidden text, and more.

Links: As the scale of the web grew beyond user-curated directories, link-based algorithms for search began to dominate.

Not those links: Link-based algorithms began to give way to adversarial link-based algorithms as webmasters swapped, bought, and manipulated links across the web graph.

Content for the long tail: Alongside this era, the length of the long tail began to be better-understood by both webmasters and by Google themselves — and it was in the interest of both parties to create massive amounts of (often obscure) content and get it indexed for when it was needed.

Not that content: Perhaps predictably (see the trend here?), the average quality of content returned in search results dropped dramatically, and so we see the first machine learning ranking factors in the form of attempts to assess “quality” (alongside relevance and website authority).

Machine learning: Arguably everything from that point onwards has been an adventure into machine learning and artificial intelligence, and has also taken place during the careers of most marketers working in SEO today. So, while I love writing about that stuff, I’ll return to it another day.

History of SEO: crucial moments

Although I’m sure that there are interesting stories to be told about the pre-Google era of SEO, I’m not the right person to tell them (if you have a great resource, please do drop it in the comments), so let’s start early in the Google journey:

Google’s foundational technology

Even if you’re coming into SEO in 2020, in a world of machine-learned ranking factors, I’d still recommend going back and reading the surprisingly accessible early academic work:

The Anatomy of a Large-Scale Hypertextual Web Search Engine by Sergey Brin and Lawrence Page [PDF]

Link Analysis in Web Information Retrieval [PDF]

Reasonable surfer (and the updated version)

If you weren’t using the web back then, it’s probably hard to imagine what a step-change improvement Google’s PageRank-based algorithm was over the “state-of-the-art” at the time (and it’s hard to remember, even for those of us that were):

Google’s IPO

In more “things that are hard to remember clearly,” at the time of Google’s IPO in 2004, very few people expected Google to become one of the most profitable companies ever. In the early days, the founders had talked of their disdain for advertising, and had experimented with keyword-based adverts somewhat reluctantly. Because of this attitude, even within the company, most employees didn’t know what a rocket ship they were building.

From this era, I’d recommend reading the founders’ IPO letter (see this great article from Danny Sullivan — who’s ironically now @SearchLiaison at Google):

“Our search results are the best we know how to produce. They are unbiased and objective, and we do not accept payment for them or for inclusion or more frequent updating.”

“Because we do not charge merchants for inclusion in Froogle [now Google shopping], our users can browse product categories or conduct product searches with confidence that the results we provide are relevant and unbiased.” — S1 Filing

In addition, In the Plex is an enjoyable book published in 2011 by Steven Levy. It tells the story of what then-CEO Eric Schmidt called (around the time of the IPO) “the hiding strategy”:

“Those who knew the secret … were instructed quite firmly to keep their mouths shut about it.”

“What Google was hiding was how it had cracked the code to making money on the Internet.”

Luckily for Google, for users, and even for organic search marketers, it turned out that this wasn’t actually incompatible with their pure ideals from the pre-IPO days because, as Levy recounts, “in repeated tests, searchers were happier with pages with ads than those where they were suppressed”. Phew!

Index everything

In April 2003, Google acquired a company called Applied Semantics and set in motion a series of events that I think might be the most underrated part of Google’s history.

Applied Semantics technology was integrated with their own contextual ad technology to form what became AdSense. Although the revenue from AdSense has always been dwarfed by AdWords (now just “Google Ads”), its importance in the history of SEO is hard to understate.

By democratizing the monetization of content on the web and enabling everyone to get paid for producing obscure content, it funded the creation of absurd amounts of that content.

Most of this content would have never been seen if it weren’t for the existence of a search engine that excelled in its ability to deliver great results for long tail searches, even if those searches were incredibly infrequent or had never been seen before.

In this way, Google’s search engine (and search advertising business) formed a powerful flywheel with its AdSense business, enabling the funding of the content creation it needed to differentiate itself with the largest and most complete index of the web.

As with so many chapters in the story, though, it also created a monster in the form of low quality or even auto-generated content that would ultimately lead to PR crises and massive efforts to fix.

If you’re interested in the index everything era, you can read more of my thoughts about it in slide 47+ of From the Horse’s Mouth.

Web spam

The first forms of spam on the internet were various forms of messages, which hit the mainstream as email spam. During the early 2000s, Google started talking about the problem they’d ultimately term “web spam” (the earliest mention I’ve seen of link spam is in an Amit Singhal presentation from 2005 entitled Challenges in running a Commercial Web Search Engine [PDF]).

I suspect that even people who start in SEO today might’ve heard of Matt Cutts — the first head of webspam — as he’s still referenced often despite not having worked at Google since 2014. I enjoyed this 2015 presentation that talks about his career trajectory at Google.

Search quality era

Over time, as a result of the opposing nature of webmasters trying to make money versus Google (and others) trying to make the best search engine they could, pure web spam wasn’t the only quality problem Google was facing. The cat-and-mouse game of spotting manipulation — particularly of on-page content, external links, and anchor text) — would be a defining feature of the next decade-plus of search.

It was after Singhal’s presentation above that Eric Schmidt (then Google’s CEO) said, “Brands are the solution, not the problem… Brands are how you sort out the cesspool”.

Those who are newer to the industry will likely have experienced some Google updates (such as recent “core updates”) first-hand, and have quite likely heard of a few specific older updates. But “Vince”, which came after “Florida” (the first major confirmed Google update), and rolled out shortly after Schmidt’s pronouncements on brand, was a particularly notable one for favoring big brands. If you haven’t followed all the history, you can read up on key past updates here:

A real reputational threat

As I mentioned above in the AdSense section, there were strong incentives for webmasters to create tons of content, thus targeting the blossoming long tail of search. If you had a strong enough domain, Google would crawl and index immense numbers of pages, and for obscure enough queries, any matching content would potentially rank. This triggered the rapid growth of so-called “content farms” that mined keyword data from anywhere they could, and spun out low-quality keyword-matching content. At the same time, websites were succeeding by allowing large databases of content to get indexed even as very thin pages, or by allowing huge numbers of pages of user-generated content to get indexed.

This was a real reputational threat to Google, and broke out of the search and SEO echo chamber. It had become such a bugbear of communities like Hacker News and StackOverflow, that Matt Cutts submitted a personal update to the Hacker News community when Google launched an update targeted at fixing one specific symptom — namely that scraper websites were routinely outranking the original content they were copying.

Shortly afterwards, Google rolled out the update initially named the “farmer update”. After it launched, we learned it had been made possible because of a breakthrough by an engineer called Panda, hence it was called the “big Panda” update internally at Google, and since then the SEO community has mainly called it the Panda update.

Although we speculated that the internal working of the update was one of the first real uses of machine learning in the core of the organic search algorithm at Google, the features it was modelling were more easily understood as human-centric quality factors, and so we began recommending SEO-targeted changes to our clients based on the results of human quality surveys.

Everything goes mobile-first

I gave a presentation at SearchLove London in 2014 where I talked about the unbelievable growth and scale of mobile and about how late we were to realizing quite how seriously Google was taking this. I highlighted the surprise many felt hearing that Google was designing mobile first:

“Towards the end of last year we launched some pretty big design improvements for search on mobile and tablet devices. Today we’ve carried over several of those changes to the desktop experience.” — Jon Wiley (lead engineer for Google Search speaking on Google+, which means there’s nowhere to link to as a perfect reference for the quote but it’s referenced here as well as in my presentation).

This surprise came despite the fact that, by the time I gave this presentation in 2014, we knew that mobile search had begun to cannibalize desktop search (and we’d seen the first drop in desktop search volumes):

And it came even though people were starting to say that the first year of Google making the majority of its revenue on mobile was less than two years away:

Writing this in 2020, it feels as though we have fully internalized how big a deal mobile is, but it’s interesting to remember that it took a while for it to sink in.

Machine learning becomes the norm

Since the Panda update, machine learning was mentioned more and more in the official communications from Google about algorithm updates, and it was implicated in even more. We know that, historically, there had been resistance from some quarters (including from Singhal) towards using machine learning in the core algorithm due to the way it prevented human engineers from explaining the results. In 2015, Sundar Pichai took over as CEO, moved Singhal aside (though this may have been for other reasons), and installed AI / ML fans in key roles.

It goes full-circle

Back before the Florida update (in fact, until Google rolled out an update they called Fritz in the summer of 2003), search results used to shuffle regularly in a process nicknamed the Google Dance:

Most things have been moving more real-time ever since, but recent “Core Updates” appear to have brought back this kind of dynamic where changes happen on Google’s schedule rather than based on the timelines of website changes. I’ve speculated that this is because “core updates” are really Google retraining a massive deep learning model that is very customized to the shape of the web at the time. Whatever the cause, our experience working with a wide range of clients is consistent with the official line from Google that:

Broad core updates tend to happen every few months. Content that was impacted by one might not recover — assuming improvements have been made — until the next broad core update is released.

Tying recent trends and discoveries like this back to ancient history like the Google Dance is just one of the ways in which knowing the history of SEO is “useful”.

If you’re interested in all this

I hope this journey through my memories has been interesting. For those of you who also worked in the industry through these years, what did I miss? What are the really big milestones you remember? Drop them in the comments below or hit me up on Twitter.

If you liked this walk down memory lane, you might also like my presentation From the Horse’s Mouth, where I attempt to use official and unofficial Google statements to unpack what is really going on behind the scenes, and try to give some tips for doing the same yourself:



SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words from Distilled

To help us serve you better, please consider taking the 2020 Moz Blog Reader Survey, which asks about who you are, what challenges you face, and what you'd like to see more of on the Moz Blog.

Take the Survey

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[drummcarpentry]

Fifteen Years Is a Long Time in SEO

Posted by willcritchlow

I’ve been in an introspective mood lately.

Earlier this year (15 years after starting Distilled in 2005), we spun out a new company called SearchPilot to focus on our SEO A/B testing and meta-CMS technology (previously known as Distilled ODN), and merged the consulting and conferences part of the business with Brainlabs.

I’m now CEO of SearchPilot (which is primarily owned by the shareholders of Distilled), and am also SEO Partner at Brainlabs, so… I’m sorry everyone, but I’m very much staying in the SEO industry.

As such, it feels a bit like the end of a chapter for me rather than the end of the book, but it has still had me looking back over what’s changed and what hasn’t over the last 15 years I’ve been in the industry.

I can’t lay claim to being one of the first generation of SEO experts, but having been building websites since around 1996 and having seen the growth of Google from the beginning, I feel like maybe I’m second generation, and maybe I have some interesting stories to share with those who are newer to the game.

I’ve racked my brain to try and remember what felt significant at the time, and also looked back over the big trends through my time in the industry, to put together what I think makes an interesting reading list that most people working on the web today would do well to know about.

The big eras of search

I joked at the beginning of a presentation I gave in 2018 that the big eras of search oscillated between directives from the search engines and search engines rapidly backing away from those directives when they saw what webmasters actually did:

While that slide was a bit tongue-in-cheek, I do think that there’s something to thinking about the eras like:

Build websites: Do you have a website? Would you like a website? It’s hard to believe now, but in the early days of the web, a lot of folks needed to be persuaded to get their business online at all.

Keywords: Basic information retrieval became adversarial information retrieval as webmasters realized that they could game the system with keyword stuffing, hidden text, and more.

Links: As the scale of the web grew beyond user-curated directories, link-based algorithms for search began to dominate.

Not those links: Link-based algorithms began to give way to adversarial link-based algorithms as webmasters swapped, bought, and manipulated links across the web graph.

Content for the long tail: Alongside this era, the length of the long tail began to be better-understood by both webmasters and by Google themselves — and it was in the interest of both parties to create massive amounts of (often obscure) content and get it indexed for when it was needed.

Not that content: Perhaps predictably (see the trend here?), the average quality of content returned in search results dropped dramatically, and so we see the first machine learning ranking factors in the form of attempts to assess “quality” (alongside relevance and website authority).

Machine learning: Arguably everything from that point onwards has been an adventure into machine learning and artificial intelligence, and has also taken place during the careers of most marketers working in SEO today. So, while I love writing about that stuff, I’ll return to it another day.

History of SEO: crucial moments

Although I’m sure that there are interesting stories to be told about the pre-Google era of SEO, I’m not the right person to tell them (if you have a great resource, please do drop it in the comments), so let’s start early in the Google journey:

Google’s foundational technology

Even if you’re coming into SEO in 2020, in a world of machine-learned ranking factors, I’d still recommend going back and reading the surprisingly accessible early academic work:

The Anatomy of a Large-Scale Hypertextual Web Search Engine by Sergey Brin and Lawrence Page [PDF]

Link Analysis in Web Information Retrieval [PDF]

Reasonable surfer (and the updated version)

If you weren’t using the web back then, it’s probably hard to imagine what a step-change improvement Google’s PageRank-based algorithm was over the “state-of-the-art” at the time (and it’s hard to remember, even for those of us that were):

Google’s IPO

In more “things that are hard to remember clearly,” at the time of Google’s IPO in 2004, very few people expected Google to become one of the most profitable companies ever. In the early days, the founders had talked of their disdain for advertising, and had experimented with keyword-based adverts somewhat reluctantly. Because of this attitude, even within the company, most employees didn’t know what a rocket ship they were building.

From this era, I’d recommend reading the founders’ IPO letter (see this great article from Danny Sullivan — who’s ironically now @SearchLiaison at Google):

“Our search results are the best we know how to produce. They are unbiased and objective, and we do not accept payment for them or for inclusion or more frequent updating.”

“Because we do not charge merchants for inclusion in Froogle [now Google shopping], our users can browse product categories or conduct product searches with confidence that the results we provide are relevant and unbiased.” — S1 Filing

In addition, In the Plex is an enjoyable book published in 2011 by Steven Levy. It tells the story of what then-CEO Eric Schmidt called (around the time of the IPO) “the hiding strategy”:

“Those who knew the secret … were instructed quite firmly to keep their mouths shut about it.”

“What Google was hiding was how it had cracked the code to making money on the Internet.”

Luckily for Google, for users, and even for organic search marketers, it turned out that this wasn’t actually incompatible with their pure ideals from the pre-IPO days because, as Levy recounts, “in repeated tests, searchers were happier with pages with ads than those where they were suppressed”. Phew!

Index everything

In April 2003, Google acquired a company called Applied Semantics and set in motion a series of events that I think might be the most underrated part of Google’s history.

Applied Semantics technology was integrated with their own contextual ad technology to form what became AdSense. Although the revenue from AdSense has always been dwarfed by AdWords (now just “Google Ads”), its importance in the history of SEO is hard to understate.

By democratizing the monetization of content on the web and enabling everyone to get paid for producing obscure content, it funded the creation of absurd amounts of that content.

Most of this content would have never been seen if it weren’t for the existence of a search engine that excelled in its ability to deliver great results for long tail searches, even if those searches were incredibly infrequent or had never been seen before.

In this way, Google’s search engine (and search advertising business) formed a powerful flywheel with its AdSense business, enabling the funding of the content creation it needed to differentiate itself with the largest and most complete index of the web.

As with so many chapters in the story, though, it also created a monster in the form of low quality or even auto-generated content that would ultimately lead to PR crises and massive efforts to fix.

If you’re interested in the index everything era, you can read more of my thoughts about it in slide 47+ of From the Horse’s Mouth.

Web spam

The first forms of spam on the internet were various forms of messages, which hit the mainstream as email spam. During the early 2000s, Google started talking about the problem they’d ultimately term “web spam” (the earliest mention I’ve seen of link spam is in an Amit Singhal presentation from 2005 entitled Challenges in running a Commercial Web Search Engine [PDF]).

I suspect that even people who start in SEO today might’ve heard of Matt Cutts — the first head of webspam — as he’s still referenced often despite not having worked at Google since 2014. I enjoyed this 2015 presentation that talks about his career trajectory at Google.

Search quality era

Over time, as a result of the opposing nature of webmasters trying to make money versus Google (and others) trying to make the best search engine they could, pure web spam wasn’t the only quality problem Google was facing. The cat-and-mouse game of spotting manipulation — particularly of on-page content, external links, and anchor text) — would be a defining feature of the next decade-plus of search.

It was after Singhal’s presentation above that Eric Schmidt (then Google’s CEO) said, “Brands are the solution, not the problem… Brands are how you sort out the cesspool”.

Those who are newer to the industry will likely have experienced some Google updates (such as recent “core updates”) first-hand, and have quite likely heard of a few specific older updates. But “Vince”, which came after “Florida” (the first major confirmed Google update), and rolled out shortly after Schmidt’s pronouncements on brand, was a particularly notable one for favoring big brands. If you haven’t followed all the history, you can read up on key past updates here:

A real reputational threat

As I mentioned above in the AdSense section, there were strong incentives for webmasters to create tons of content, thus targeting the blossoming long tail of search. If you had a strong enough domain, Google would crawl and index immense numbers of pages, and for obscure enough queries, any matching content would potentially rank. This triggered the rapid growth of so-called “content farms” that mined keyword data from anywhere they could, and spun out low-quality keyword-matching content. At the same time, websites were succeeding by allowing large databases of content to get indexed even as very thin pages, or by allowing huge numbers of pages of user-generated content to get indexed.

This was a real reputational threat to Google, and broke out of the search and SEO echo chamber. It had become such a bugbear of communities like Hacker News and StackOverflow, that Matt Cutts submitted a personal update to the Hacker News community when Google launched an update targeted at fixing one specific symptom — namely that scraper websites were routinely outranking the original content they were copying.

Shortly afterwards, Google rolled out the update initially named the “farmer update”. After it launched, we learned it had been made possible because of a breakthrough by an engineer called Panda, hence it was called the “big Panda” update internally at Google, and since then the SEO community has mainly called it the Panda update.

Although we speculated that the internal working of the update was one of the first real uses of machine learning in the core of the organic search algorithm at Google, the features it was modelling were more easily understood as human-centric quality factors, and so we began recommending SEO-targeted changes to our clients based on the results of human quality surveys.

Everything goes mobile-first

I gave a presentation at SearchLove London in 2014 where I talked about the unbelievable growth and scale of mobile and about how late we were to realizing quite how seriously Google was taking this. I highlighted the surprise many felt hearing that Google was designing mobile first:

“Towards the end of last year we launched some pretty big design improvements for search on mobile and tablet devices. Today we’ve carried over several of those changes to the desktop experience.” — Jon Wiley (lead engineer for Google Search speaking on Google+, which means there’s nowhere to link to as a perfect reference for the quote but it’s referenced here as well as in my presentation).

This surprise came despite the fact that, by the time I gave this presentation in 2014, we knew that mobile search had begun to cannibalize desktop search (and we’d seen the first drop in desktop search volumes):

And it came even though people were starting to say that the first year of Google making the majority of its revenue on mobile was less than two years away:

Writing this in 2020, it feels as though we have fully internalized how big a deal mobile is, but it’s interesting to remember that it took a while for it to sink in.

Machine learning becomes the norm

Since the Panda update, machine learning was mentioned more and more in the official communications from Google about algorithm updates, and it was implicated in even more. We know that, historically, there had been resistance from some quarters (including from Singhal) towards using machine learning in the core algorithm due to the way it prevented human engineers from explaining the results. In 2015, Sundar Pichai took over as CEO, moved Singhal aside (though this may have been for other reasons), and installed AI / ML fans in key roles.

It goes full-circle

Back before the Florida update (in fact, until Google rolled out an update they called Fritz in the summer of 2003), search results used to shuffle regularly in a process nicknamed the Google Dance:

Most things have been moving more real-time ever since, but recent “Core Updates” appear to have brought back this kind of dynamic where changes happen on Google’s schedule rather than based on the timelines of website changes. I’ve speculated that this is because “core updates” are really Google retraining a massive deep learning model that is very customized to the shape of the web at the time. Whatever the cause, our experience working with a wide range of clients is consistent with the official line from Google that:

Broad core updates tend to happen every few months. Content that was impacted by one might not recover — assuming improvements have been made — until the next broad core update is released.

Tying recent trends and discoveries like this back to ancient history like the Google Dance is just one of the ways in which knowing the history of SEO is “useful”.

If you’re interested in all this

I hope this journey through my memories has been interesting. For those of you who also worked in the industry through these years, what did I miss? What are the really big milestones you remember? Drop them in the comments below or hit me up on Twitter.

If you liked this walk down memory lane, you might also like my presentation From the Horse’s Mouth, where I attempt to use official and unofficial Google statements to unpack what is really going on behind the scenes, and try to give some tips for doing the same yourself:



SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words from Distilled

To help us serve you better, please consider taking the 2020 Moz Blog Reader Survey, which asks about who you are, what challenges you face, and what you'd like to see more of on the Moz Blog.

Take the Survey

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[whitelabelseoreseller]

Fifteen Years Is a Long Time in SEO

Posted by willcritchlow

I’ve been in an introspective mood lately.

Earlier this year (15 years after starting Distilled in 2005), we spun out a new company called SearchPilot to focus on our SEO A/B testing and meta-CMS technology (previously known as Distilled ODN), and merged the consulting and conferences part of the business with Brainlabs.

I’m now CEO of SearchPilot (which is primarily owned by the shareholders of Distilled), and am also SEO Partner at Brainlabs, so… I’m sorry everyone, but I’m very much staying in the SEO industry.

As such, it feels a bit like the end of a chapter for me rather than the end of the book, but it has still had me looking back over what’s changed and what hasn’t over the last 15 years I’ve been in the industry.

I can’t lay claim to being one of the first generation of SEO experts, but having been building websites since around 1996 and having seen the growth of Google from the beginning, I feel like maybe I’m second generation, and maybe I have some interesting stories to share with those who are newer to the game.

I’ve racked my brain to try and remember what felt significant at the time, and also looked back over the big trends through my time in the industry, to put together what I think makes an interesting reading list that most people working on the web today would do well to know about.

The big eras of search

I joked at the beginning of a presentation I gave in 2018 that the big eras of search oscillated between directives from the search engines and search engines rapidly backing away from those directives when they saw what webmasters actually did:

While that slide was a bit tongue-in-cheek, I do think that there’s something to thinking about the eras like:

Build websites: Do you have a website? Would you like a website? It’s hard to believe now, but in the early days of the web, a lot of folks needed to be persuaded to get their business online at all.

Keywords: Basic information retrieval became adversarial information retrieval as webmasters realized that they could game the system with keyword stuffing, hidden text, and more.

Links: As the scale of the web grew beyond user-curated directories, link-based algorithms for search began to dominate.

Not those links: Link-based algorithms began to give way to adversarial link-based algorithms as webmasters swapped, bought, and manipulated links across the web graph.

Content for the long tail: Alongside this era, the length of the long tail began to be better-understood by both webmasters and by Google themselves — and it was in the interest of both parties to create massive amounts of (often obscure) content and get it indexed for when it was needed.

Not that content: Perhaps predictably (see the trend here?), the average quality of content returned in search results dropped dramatically, and so we see the first machine learning ranking factors in the form of attempts to assess “quality” (alongside relevance and website authority).

Machine learning: Arguably everything from that point onwards has been an adventure into machine learning and artificial intelligence, and has also taken place during the careers of most marketers working in SEO today. So, while I love writing about that stuff, I’ll return to it another day.

History of SEO: crucial moments

Although I’m sure that there are interesting stories to be told about the pre-Google era of SEO, I’m not the right person to tell them (if you have a great resource, please do drop it in the comments), so let’s start early in the Google journey:

Google’s foundational technology

Even if you’re coming into SEO in 2020, in a world of machine-learned ranking factors, I’d still recommend going back and reading the surprisingly accessible early academic work:

The Anatomy of a Large-Scale Hypertextual Web Search Engine by Sergey Brin and Lawrence Page [PDF]

Link Analysis in Web Information Retrieval [PDF]

Reasonable surfer (and the updated version)

If you weren’t using the web back then, it’s probably hard to imagine what a step-change improvement Google’s PageRank-based algorithm was over the “state-of-the-art” at the time (and it’s hard to remember, even for those of us that were):

Google’s IPO

In more “things that are hard to remember clearly,” at the time of Google’s IPO in 2004, very few people expected Google to become one of the most profitable companies ever. In the early days, the founders had talked of their disdain for advertising, and had experimented with keyword-based adverts somewhat reluctantly. Because of this attitude, even within the company, most employees didn’t know what a rocket ship they were building.

From this era, I’d recommend reading the founders’ IPO letter (see this great article from Danny Sullivan — who’s ironically now @SearchLiaison at Google):

“Our search results are the best we know how to produce. They are unbiased and objective, and we do not accept payment for them or for inclusion or more frequent updating.”

“Because we do not charge merchants for inclusion in Froogle [now Google shopping], our users can browse product categories or conduct product searches with confidence that the results we provide are relevant and unbiased.” — S1 Filing

In addition, In the Plex is an enjoyable book published in 2011 by Steven Levy. It tells the story of what then-CEO Eric Schmidt called (around the time of the IPO) “the hiding strategy”:

“Those who knew the secret … were instructed quite firmly to keep their mouths shut about it.”

“What Google was hiding was how it had cracked the code to making money on the Internet.”

Luckily for Google, for users, and even for organic search marketers, it turned out that this wasn’t actually incompatible with their pure ideals from the pre-IPO days because, as Levy recounts, “in repeated tests, searchers were happier with pages with ads than those where they were suppressed”. Phew!

Index everything

In April 2003, Google acquired a company called Applied Semantics and set in motion a series of events that I think might be the most underrated part of Google’s history.

Applied Semantics technology was integrated with their own contextual ad technology to form what became AdSense. Although the revenue from AdSense has always been dwarfed by AdWords (now just “Google Ads”), its importance in the history of SEO is hard to understate.

By democratizing the monetization of content on the web and enabling everyone to get paid for producing obscure content, it funded the creation of absurd amounts of that content.

Most of this content would have never been seen if it weren’t for the existence of a search engine that excelled in its ability to deliver great results for long tail searches, even if those searches were incredibly infrequent or had never been seen before.

In this way, Google’s search engine (and search advertising business) formed a powerful flywheel with its AdSense business, enabling the funding of the content creation it needed to differentiate itself with the largest and most complete index of the web.

As with so many chapters in the story, though, it also created a monster in the form of low quality or even auto-generated content that would ultimately lead to PR crises and massive efforts to fix.

If you’re interested in the index everything era, you can read more of my thoughts about it in slide 47+ of From the Horse’s Mouth.

Web spam

The first forms of spam on the internet were various forms of messages, which hit the mainstream as email spam. During the early 2000s, Google started talking about the problem they’d ultimately term “web spam” (the earliest mention I’ve seen of link spam is in an Amit Singhal presentation from 2005 entitled Challenges in running a Commercial Web Search Engine [PDF]).

I suspect that even people who start in SEO today might’ve heard of Matt Cutts — the first head of webspam — as he’s still referenced often despite not having worked at Google since 2014. I enjoyed this 2015 presentation that talks about his career trajectory at Google.

Search quality era

Over time, as a result of the opposing nature of webmasters trying to make money versus Google (and others) trying to make the best search engine they could, pure web spam wasn’t the only quality problem Google was facing. The cat-and-mouse game of spotting manipulation — particularly of on-page content, external links, and anchor text) — would be a defining feature of the next decade-plus of search.

It was after Singhal’s presentation above that Eric Schmidt (then Google’s CEO) said, “Brands are the solution, not the problem… Brands are how you sort out the cesspool”.

Those who are newer to the industry will likely have experienced some Google updates (such as recent “core updates”) first-hand, and have quite likely heard of a few specific older updates. But “Vince”, which came after “Florida” (the first major confirmed Google update), and rolled out shortly after Schmidt’s pronouncements on brand, was a particularly notable one for favoring big brands. If you haven’t followed all the history, you can read up on key past updates here:

A real reputational threat

As I mentioned above in the AdSense section, there were strong incentives for webmasters to create tons of content, thus targeting the blossoming long tail of search. If you had a strong enough domain, Google would crawl and index immense numbers of pages, and for obscure enough queries, any matching content would potentially rank. This triggered the rapid growth of so-called “content farms” that mined keyword data from anywhere they could, and spun out low-quality keyword-matching content. At the same time, websites were succeeding by allowing large databases of content to get indexed even as very thin pages, or by allowing huge numbers of pages of user-generated content to get indexed.

This was a real reputational threat to Google, and broke out of the search and SEO echo chamber. It had become such a bugbear of communities like Hacker News and StackOverflow, that Matt Cutts submitted a personal update to the Hacker News community when Google launched an update targeted at fixing one specific symptom — namely that scraper websites were routinely outranking the original content they were copying.

Shortly afterwards, Google rolled out the update initially named the “farmer update”. After it launched, we learned it had been made possible because of a breakthrough by an engineer called Panda, hence it was called the “big Panda” update internally at Google, and since then the SEO community has mainly called it the Panda update.

Although we speculated that the internal working of the update was one of the first real uses of machine learning in the core of the organic search algorithm at Google, the features it was modelling were more easily understood as human-centric quality factors, and so we began recommending SEO-targeted changes to our clients based on the results of human quality surveys.

Everything goes mobile-first

I gave a presentation at SearchLove London in 2014 where I talked about the unbelievable growth and scale of mobile and about how late we were to realizing quite how seriously Google was taking this. I highlighted the surprise many felt hearing that Google was designing mobile first:

“Towards the end of last year we launched some pretty big design improvements for search on mobile and tablet devices. Today we’ve carried over several of those changes to the desktop experience.” — Jon Wiley (lead engineer for Google Search speaking on Google+, which means there’s nowhere to link to as a perfect reference for the quote but it’s referenced here as well as in my presentation).

This surprise came despite the fact that, by the time I gave this presentation in 2014, we knew that mobile search had begun to cannibalize desktop search (and we’d seen the first drop in desktop search volumes):

And it came even though people were starting to say that the first year of Google making the majority of its revenue on mobile was less than two years away:

Writing this in 2020, it feels as though we have fully internalized how big a deal mobile is, but it’s interesting to remember that it took a while for it to sink in.

Machine learning becomes the norm

Since the Panda update, machine learning was mentioned more and more in the official communications from Google about algorithm updates, and it was implicated in even more. We know that, historically, there had been resistance from some quarters (including from Singhal) towards using machine learning in the core algorithm due to the way it prevented human engineers from explaining the results. In 2015, Sundar Pichai took over as CEO, moved Singhal aside (though this may have been for other reasons), and installed AI / ML fans in key roles.

It goes full-circle

Back before the Florida update (in fact, until Google rolled out an update they called Fritz in the summer of 2003), search results used to shuffle regularly in a process nicknamed the Google Dance:

Most things have been moving more real-time ever since, but recent “Core Updates” appear to have brought back this kind of dynamic where changes happen on Google’s schedule rather than based on the timelines of website changes. I’ve speculated that this is because “core updates” are really Google retraining a massive deep learning model that is very customized to the shape of the web at the time. Whatever the cause, our experience working with a wide range of clients is consistent with the official line from Google that:

Broad core updates tend to happen every few months. Content that was impacted by one might not recover — assuming improvements have been made — until the next broad core update is released.

Tying recent trends and discoveries like this back to ancient history like the Google Dance is just one of the ways in which knowing the history of SEO is “useful”.

If you’re interested in all this

I hope this journey through my memories has been interesting. For those of you who also worked in the industry through these years, what did I miss? What are the really big milestones you remember? Drop them in the comments below or hit me up on Twitter.

If you liked this walk down memory lane, you might also like my presentation From the Horse’s Mouth, where I attempt to use official and unofficial Google statements to unpack what is really going on behind the scenes, and try to give some tips for doing the same yourself:



SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words from Distilled

To help us serve you better, please consider taking the 2020 Moz Blog Reader Survey, which asks about who you are, what challenges you face, and what you'd like to see more of on the Moz Blog.

Take the Survey

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

from The Moz Blog https://feedpress.me/link/9375/13814660/15-years-in-seo

[lakelandseo]

Fifteen Years Is a Long Time in SEO

Posted by willcritchlow

I’ve been in an introspective mood lately.

Earlier this year (15 years after starting Distilled in 2005), we spun out a new company called SearchPilot to focus on our SEO A/B testing and meta-CMS technology (previously known as Distilled ODN), and merged the consulting and conferences part of the business with Brainlabs.

I’m now CEO of SearchPilot (which is primarily owned by the shareholders of Distilled), and am also SEO Partner at Brainlabs, so… I’m sorry everyone, but I’m very much staying in the SEO industry.

As such, it feels a bit like the end of a chapter for me rather than the end of the book, but it has still had me looking back over what’s changed and what hasn’t over the last 15 years I’ve been in the industry.

I can’t lay claim to being one of the first generation of SEO experts, but having been building websites since around 1996 and having seen the growth of Google from the beginning, I feel like maybe I’m second generation, and maybe I have some interesting stories to share with those who are newer to the game.

I’ve racked my brain to try and remember what felt significant at the time, and also looked back over the big trends through my time in the industry, to put together what I think makes an interesting reading list that most people working on the web today would do well to know about.

The big eras of search

I joked at the beginning of a presentation I gave in 2018 that the big eras of search oscillated between directives from the search engines and search engines rapidly backing away from those directives when they saw what webmasters actually did:

While that slide was a bit tongue-in-cheek, I do think that there’s something to thinking about the eras like:

Build websites: Do you have a website? Would you like a website? It’s hard to believe now, but in the early days of the web, a lot of folks needed to be persuaded to get their business online at all.

Keywords: Basic information retrieval became adversarial information retrieval as webmasters realized that they could game the system with keyword stuffing, hidden text, and more.

Links: As the scale of the web grew beyond user-curated directories, link-based algorithms for search began to dominate.

Not those links: Link-based algorithms began to give way to adversarial link-based algorithms as webmasters swapped, bought, and manipulated links across the web graph.

Content for the long tail: Alongside this era, the length of the long tail began to be better-understood by both webmasters and by Google themselves — and it was in the interest of both parties to create massive amounts of (often obscure) content and get it indexed for when it was needed.

Not that content: Perhaps predictably (see the trend here?), the average quality of content returned in search results dropped dramatically, and so we see the first machine learning ranking factors in the form of attempts to assess “quality” (alongside relevance and website authority).

Machine learning: Arguably everything from that point onwards has been an adventure into machine learning and artificial intelligence, and has also taken place during the careers of most marketers working in SEO today. So, while I love writing about that stuff, I’ll return to it another day.

History of SEO: crucial moments

Although I’m sure that there are interesting stories to be told about the pre-Google era of SEO, I’m not the right person to tell them (if you have a great resource, please do drop it in the comments), so let’s start early in the Google journey:

Google’s foundational technology

Even if you’re coming into SEO in 2020, in a world of machine-learned ranking factors, I’d still recommend going back and reading the surprisingly accessible early academic work:

The Anatomy of a Large-Scale Hypertextual Web Search Engine by Sergey Brin and Lawrence Page [PDF]

Link Analysis in Web Information Retrieval [PDF]

Reasonable surfer (and the updated version)

If you weren’t using the web back then, it’s probably hard to imagine what a step-change improvement Google’s PageRank-based algorithm was over the “state-of-the-art” at the time (and it’s hard to remember, even for those of us that were):

Google’s IPO

In more “things that are hard to remember clearly,” at the time of Google’s IPO in 2004, very few people expected Google to become one of the most profitable companies ever. In the early days, the founders had talked of their disdain for advertising, and had experimented with keyword-based adverts somewhat reluctantly. Because of this attitude, even within the company, most employees didn’t know what a rocket ship they were building.

From this era, I’d recommend reading the founders’ IPO letter (see this great article from Danny Sullivan — who’s ironically now @SearchLiaison at Google):

“Our search results are the best we know how to produce. They are unbiased and objective, and we do not accept payment for them or for inclusion or more frequent updating.”

“Because we do not charge merchants for inclusion in Froogle [now Google shopping], our users can browse product categories or conduct product searches with confidence that the results we provide are relevant and unbiased.” — S1 Filing

In addition, In the Plex is an enjoyable book published in 2011 by Steven Levy. It tells the story of what then-CEO Eric Schmidt called (around the time of the IPO) “the hiding strategy”:

“Those who knew the secret … were instructed quite firmly to keep their mouths shut about it.”

“What Google was hiding was how it had cracked the code to making money on the Internet.”

Luckily for Google, for users, and even for organic search marketers, it turned out that this wasn’t actually incompatible with their pure ideals from the pre-IPO days because, as Levy recounts, “in repeated tests, searchers were happier with pages with ads than those where they were suppressed”. Phew!

Index everything

In April 2003, Google acquired a company called Applied Semantics and set in motion a series of events that I think might be the most underrated part of Google’s history.

Applied Semantics technology was integrated with their own contextual ad technology to form what became AdSense. Although the revenue from AdSense has always been dwarfed by AdWords (now just “Google Ads”), its importance in the history of SEO is hard to understate.

By democratizing the monetization of content on the web and enabling everyone to get paid for producing obscure content, it funded the creation of absurd amounts of that content.

Most of this content would have never been seen if it weren’t for the existence of a search engine that excelled in its ability to deliver great results for long tail searches, even if those searches were incredibly infrequent or had never been seen before.

In this way, Google’s search engine (and search advertising business) formed a powerful flywheel with its AdSense business, enabling the funding of the content creation it needed to differentiate itself with the largest and most complete index of the web.

As with so many chapters in the story, though, it also created a monster in the form of low quality or even auto-generated content that would ultimately lead to PR crises and massive efforts to fix.

If you’re interested in the index everything era, you can read more of my thoughts about it in slide 47+ of From the Horse’s Mouth.

Web spam

The first forms of spam on the internet were various forms of messages, which hit the mainstream as email spam. During the early 2000s, Google started talking about the problem they’d ultimately term “web spam” (the earliest mention I’ve seen of link spam is in an Amit Singhal presentation from 2005 entitled Challenges in running a Commercial Web Search Engine [PDF]).

I suspect that even people who start in SEO today might’ve heard of Matt Cutts — the first head of webspam — as he’s still referenced often despite not having worked at Google since 2014. I enjoyed this 2015 presentation that talks about his career trajectory at Google.

Search quality era

Over time, as a result of the opposing nature of webmasters trying to make money versus Google (and others) trying to make the best search engine they could, pure web spam wasn’t the only quality problem Google was facing. The cat-and-mouse game of spotting manipulation — particularly of on-page content, external links, and anchor text) — would be a defining feature of the next decade-plus of search.

It was after Singhal’s presentation above that Eric Schmidt (then Google’s CEO) said, “Brands are the solution, not the problem… Brands are how you sort out the cesspool”.

Those who are newer to the industry will likely have experienced some Google updates (such as recent “core updates”) first-hand, and have quite likely heard of a few specific older updates. But “Vince”, which came after “Florida” (the first major confirmed Google update), and rolled out shortly after Schmidt’s pronouncements on brand, was a particularly notable one for favoring big brands. If you haven’t followed all the history, you can read up on key past updates here:

A real reputational threat

As I mentioned above in the AdSense section, there were strong incentives for webmasters to create tons of content, thus targeting the blossoming long tail of search. If you had a strong enough domain, Google would crawl and index immense numbers of pages, and for obscure enough queries, any matching content would potentially rank. This triggered the rapid growth of so-called “content farms” that mined keyword data from anywhere they could, and spun out low-quality keyword-matching content. At the same time, websites were succeeding by allowing large databases of content to get indexed even as very thin pages, or by allowing huge numbers of pages of user-generated content to get indexed.

This was a real reputational threat to Google, and broke out of the search and SEO echo chamber. It had become such a bugbear of communities like Hacker News and StackOverflow, that Matt Cutts submitted a personal update to the Hacker News community when Google launched an update targeted at fixing one specific symptom — namely that scraper websites were routinely outranking the original content they were copying.

Shortly afterwards, Google rolled out the update initially named the “farmer update”. After it launched, we learned it had been made possible because of a breakthrough by an engineer called Panda, hence it was called the “big Panda” update internally at Google, and since then the SEO community has mainly called it the Panda update.

Although we speculated that the internal working of the update was one of the first real uses of machine learning in the core of the organic search algorithm at Google, the features it was modelling were more easily understood as human-centric quality factors, and so we began recommending SEO-targeted changes to our clients based on the results of human quality surveys.

Everything goes mobile-first

I gave a presentation at SearchLove London in 2014 where I talked about the unbelievable growth and scale of mobile and about how late we were to realizing quite how seriously Google was taking this. I highlighted the surprise many felt hearing that Google was designing mobile first:

“Towards the end of last year we launched some pretty big design improvements for search on mobile and tablet devices. Today we’ve carried over several of those changes to the desktop experience.” — Jon Wiley (lead engineer for Google Search speaking on Google+, which means there’s nowhere to link to as a perfect reference for the quote but it’s referenced here as well as in my presentation).

This surprise came despite the fact that, by the time I gave this presentation in 2014, we knew that mobile search had begun to cannibalize desktop search (and we’d seen the first drop in desktop search volumes):

And it came even though people were starting to say that the first year of Google making the majority of its revenue on mobile was less than two years away:

Writing this in 2020, it feels as though we have fully internalized how big a deal mobile is, but it’s interesting to remember that it took a while for it to sink in.

Machine learning becomes the norm

Since the Panda update, machine learning was mentioned more and more in the official communications from Google about algorithm updates, and it was implicated in even more. We know that, historically, there had been resistance from some quarters (including from Singhal) towards using machine learning in the core algorithm due to the way it prevented human engineers from explaining the results. In 2015, Sundar Pichai took over as CEO, moved Singhal aside (though this may have been for other reasons), and installed AI / ML fans in key roles.

It goes full-circle

Back before the Florida update (in fact, until Google rolled out an update they called Fritz in the summer of 2003), search results used to shuffle regularly in a process nicknamed the Google Dance:

Most things have been moving more real-time ever since, but recent “Core Updates” appear to have brought back this kind of dynamic where changes happen on Google’s schedule rather than based on the timelines of website changes. I’ve speculated that this is because “core updates” are really Google retraining a massive deep learning model that is very customized to the shape of the web at the time. Whatever the cause, our experience working with a wide range of clients is consistent with the official line from Google that:

Broad core updates tend to happen every few months. Content that was impacted by one might not recover — assuming improvements have been made — until the next broad core update is released.

Tying recent trends and discoveries like this back to ancient history like the Google Dance is just one of the ways in which knowing the history of SEO is “useful”.

If you’re interested in all this

I hope this journey through my memories has been interesting. For those of you who also worked in the industry through these years, what did I miss? What are the really big milestones you remember? Drop them in the comments below or hit me up on Twitter.

If you liked this walk down memory lane, you might also like my presentation From the Horse’s Mouth, where I attempt to use official and unofficial Google statements to unpack what is really going on behind the scenes, and try to give some tips for doing the same yourself:



SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words from Distilled

To help us serve you better, please consider taking the 2020 Moz Blog Reader Survey, which asks about who you are, what challenges you face, and what you'd like to see more of on the Moz Blog.

Take the Survey

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[epackingvietnam]

Fifteen Years Is a Long Time in SEO

Posted by willcritchlow

I’ve been in an introspective mood lately.

Earlier this year (15 years after starting Distilled in 2005), we spun out a new company called SearchPilot to focus on our SEO A/B testing and meta-CMS technology (previously known as Distilled ODN), and merged the consulting and conferences part of the business with Brainlabs.

I’m now CEO of SearchPilot (which is primarily owned by the shareholders of Distilled), and am also SEO Partner at Brainlabs, so… I’m sorry everyone, but I’m very much staying in the SEO industry.

As such, it feels a bit like the end of a chapter for me rather than the end of the book, but it has still had me looking back over what’s changed and what hasn’t over the last 15 years I’ve been in the industry.

I can’t lay claim to being one of the first generation of SEO experts, but having been building websites since around 1996 and having seen the growth of Google from the beginning, I feel like maybe I’m second generation, and maybe I have some interesting stories to share with those who are newer to the game.

I’ve racked my brain to try and remember what felt significant at the time, and also looked back over the big trends through my time in the industry, to put together what I think makes an interesting reading list that most people working on the web today would do well to know about.

The big eras of search

I joked at the beginning of a presentation I gave in 2018 that the big eras of search oscillated between directives from the search engines and search engines rapidly backing away from those directives when they saw what webmasters actually did:

While that slide was a bit tongue-in-cheek, I do think that there’s something to thinking about the eras like:

Build websites: Do you have a website? Would you like a website? It’s hard to believe now, but in the early days of the web, a lot of folks needed to be persuaded to get their business online at all.

Keywords: Basic information retrieval became adversarial information retrieval as webmasters realized that they could game the system with keyword stuffing, hidden text, and more.

Links: As the scale of the web grew beyond user-curated directories, link-based algorithms for search began to dominate.

Not those links: Link-based algorithms began to give way to adversarial link-based algorithms as webmasters swapped, bought, and manipulated links across the web graph.

Content for the long tail: Alongside this era, the length of the long tail began to be better-understood by both webmasters and by Google themselves — and it was in the interest of both parties to create massive amounts of (often obscure) content and get it indexed for when it was needed.

Not that content: Perhaps predictably (see the trend here?), the average quality of content returned in search results dropped dramatically, and so we see the first machine learning ranking factors in the form of attempts to assess “quality” (alongside relevance and website authority).

Machine learning: Arguably everything from that point onwards has been an adventure into machine learning and artificial intelligence, and has also taken place during the careers of most marketers working in SEO today. So, while I love writing about that stuff, I’ll return to it another day.

History of SEO: crucial moments

Although I’m sure that there are interesting stories to be told about the pre-Google era of SEO, I’m not the right person to tell them (if you have a great resource, please do drop it in the comments), so let’s start early in the Google journey:

Google’s foundational technology

Even if you’re coming into SEO in 2020, in a world of machine-learned ranking factors, I’d still recommend going back and reading the surprisingly accessible early academic work:

The Anatomy of a Large-Scale Hypertextual Web Search Engine by Sergey Brin and Lawrence Page [PDF]

Link Analysis in Web Information Retrieval [PDF]

Reasonable surfer (and the updated version)

If you weren’t using the web back then, it’s probably hard to imagine what a step-change improvement Google’s PageRank-based algorithm was over the “state-of-the-art” at the time (and it’s hard to remember, even for those of us that were):

Google’s IPO

In more “things that are hard to remember clearly,” at the time of Google’s IPO in 2004, very few people expected Google to become one of the most profitable companies ever. In the early days, the founders had talked of their disdain for advertising, and had experimented with keyword-based adverts somewhat reluctantly. Because of this attitude, even within the company, most employees didn’t know what a rocket ship they were building.

From this era, I’d recommend reading the founders’ IPO letter (see this great article from Danny Sullivan — who’s ironically now @SearchLiaison at Google):

“Our search results are the best we know how to produce. They are unbiased and objective, and we do not accept payment for them or for inclusion or more frequent updating.”

“Because we do not charge merchants for inclusion in Froogle [now Google shopping], our users can browse product categories or conduct product searches with confidence that the results we provide are relevant and unbiased.” — S1 Filing

In addition, In the Plex is an enjoyable book published in 2011 by Steven Levy. It tells the story of what then-CEO Eric Schmidt called (around the time of the IPO) “the hiding strategy”:

“Those who knew the secret … were instructed quite firmly to keep their mouths shut about it.”

“What Google was hiding was how it had cracked the code to making money on the Internet.”

Luckily for Google, for users, and even for organic search marketers, it turned out that this wasn’t actually incompatible with their pure ideals from the pre-IPO days because, as Levy recounts, “in repeated tests, searchers were happier with pages with ads than those where they were suppressed”. Phew!

Index everything

In April 2003, Google acquired a company called Applied Semantics and set in motion a series of events that I think might be the most underrated part of Google’s history.

Applied Semantics technology was integrated with their own contextual ad technology to form what became AdSense. Although the revenue from AdSense has always been dwarfed by AdWords (now just “Google Ads”), its importance in the history of SEO is hard to understate.

By democratizing the monetization of content on the web and enabling everyone to get paid for producing obscure content, it funded the creation of absurd amounts of that content.

Most of this content would have never been seen if it weren’t for the existence of a search engine that excelled in its ability to deliver great results for long tail searches, even if those searches were incredibly infrequent or had never been seen before.

In this way, Google’s search engine (and search advertising business) formed a powerful flywheel with its AdSense business, enabling the funding of the content creation it needed to differentiate itself with the largest and most complete index of the web.

As with so many chapters in the story, though, it also created a monster in the form of low quality or even auto-generated content that would ultimately lead to PR crises and massive efforts to fix.

If you’re interested in the index everything era, you can read more of my thoughts about it in slide 47+ of From the Horse’s Mouth.

Web spam

The first forms of spam on the internet were various forms of messages, which hit the mainstream as email spam. During the early 2000s, Google started talking about the problem they’d ultimately term “web spam” (the earliest mention I’ve seen of link spam is in an Amit Singhal presentation from 2005 entitled Challenges in running a Commercial Web Search Engine [PDF]).

I suspect that even people who start in SEO today might’ve heard of Matt Cutts — the first head of webspam — as he’s still referenced often despite not having worked at Google since 2014. I enjoyed this 2015 presentation that talks about his career trajectory at Google.

Search quality era

Over time, as a result of the opposing nature of webmasters trying to make money versus Google (and others) trying to make the best search engine they could, pure web spam wasn’t the only quality problem Google was facing. The cat-and-mouse game of spotting manipulation — particularly of on-page content, external links, and anchor text) — would be a defining feature of the next decade-plus of search.

It was after Singhal’s presentation above that Eric Schmidt (then Google’s CEO) said, “Brands are the solution, not the problem… Brands are how you sort out the cesspool”.

Those who are newer to the industry will likely have experienced some Google updates (such as recent “core updates”) first-hand, and have quite likely heard of a few specific older updates. But “Vince”, which came after “Florida” (the first major confirmed Google update), and rolled out shortly after Schmidt’s pronouncements on brand, was a particularly notable one for favoring big brands. If you haven’t followed all the history, you can read up on key past updates here:

A real reputational threat

As I mentioned above in the AdSense section, there were strong incentives for webmasters to create tons of content, thus targeting the blossoming long tail of search. If you had a strong enough domain, Google would crawl and index immense numbers of pages, and for obscure enough queries, any matching content would potentially rank. This triggered the rapid growth of so-called “content farms” that mined keyword data from anywhere they could, and spun out low-quality keyword-matching content. At the same time, websites were succeeding by allowing large databases of content to get indexed even as very thin pages, or by allowing huge numbers of pages of user-generated content to get indexed.

This was a real reputational threat to Google, and broke out of the search and SEO echo chamber. It had become such a bugbear of communities like Hacker News and StackOverflow, that Matt Cutts submitted a personal update to the Hacker News community when Google launched an update targeted at fixing one specific symptom — namely that scraper websites were routinely outranking the original content they were copying.

Shortly afterwards, Google rolled out the update initially named the “farmer update”. After it launched, we learned it had been made possible because of a breakthrough by an engineer called Panda, hence it was called the “big Panda” update internally at Google, and since then the SEO community has mainly called it the Panda update.

Although we speculated that the internal working of the update was one of the first real uses of machine learning in the core of the organic search algorithm at Google, the features it was modelling were more easily understood as human-centric quality factors, and so we began recommending SEO-targeted changes to our clients based on the results of human quality surveys.

Everything goes mobile-first

I gave a presentation at SearchLove London in 2014 where I talked about the unbelievable growth and scale of mobile and about how late we were to realizing quite how seriously Google was taking this. I highlighted the surprise many felt hearing that Google was designing mobile first:

“Towards the end of last year we launched some pretty big design improvements for search on mobile and tablet devices. Today we’ve carried over several of those changes to the desktop experience.” — Jon Wiley (lead engineer for Google Search speaking on Google+, which means there’s nowhere to link to as a perfect reference for the quote but it’s referenced here as well as in my presentation).

This surprise came despite the fact that, by the time I gave this presentation in 2014, we knew that mobile search had begun to cannibalize desktop search (and we’d seen the first drop in desktop search volumes):

And it came even though people were starting to say that the first year of Google making the majority of its revenue on mobile was less than two years away:

Writing this in 2020, it feels as though we have fully internalized how big a deal mobile is, but it’s interesting to remember that it took a while for it to sink in.

Machine learning becomes the norm

Since the Panda update, machine learning was mentioned more and more in the official communications from Google about algorithm updates, and it was implicated in even more. We know that, historically, there had been resistance from some quarters (including from Singhal) towards using machine learning in the core algorithm due to the way it prevented human engineers from explaining the results. In 2015, Sundar Pichai took over as CEO, moved Singhal aside (though this may have been for other reasons), and installed AI / ML fans in key roles.

It goes full-circle

Back before the Florida update (in fact, until Google rolled out an update they called Fritz in the summer of 2003), search results used to shuffle regularly in a process nicknamed the Google Dance:

Most things have been moving more real-time ever since, but recent “Core Updates” appear to have brought back this kind of dynamic where changes happen on Google’s schedule rather than based on the timelines of website changes. I’ve speculated that this is because “core updates” are really Google retraining a massive deep learning model that is very customized to the shape of the web at the time. Whatever the cause, our experience working with a wide range of clients is consistent with the official line from Google that:

Broad core updates tend to happen every few months. Content that was impacted by one might not recover — assuming improvements have been made — until the next broad core update is released.

Tying recent trends and discoveries like this back to ancient history like the Google Dance is just one of the ways in which knowing the history of SEO is “useful”.

If you’re interested in all this

I hope this journey through my memories has been interesting. For those of you who also worked in the industry through these years, what did I miss? What are the really big milestones you remember? Drop them in the comments below or hit me up on Twitter.

If you liked this walk down memory lane, you might also like my presentation From the Horse’s Mouth, where I attempt to use official and unofficial Google statements to unpack what is really going on behind the scenes, and try to give some tips for doing the same yourself:



SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words from Distilled

To help us serve you better, please consider taking the 2020 Moz Blog Reader Survey, which asks about who you are, what challenges you face, and what you'd like to see more of on the Moz Blog.

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Death and Revival Revisited

The End is the Beginning is the End, as Billy Corgan suggests on the soundtrack to (what I feel is the unjustly maligned) Batman Forever. I had way too much “decline and rebirth” material to fit in the last issue, so I'll continue to follow that seam for a while. (You'll find that downturn and revival is a recurring, uh, theme here at Recurring Thing.)

After returning to design after a year away, I find that Everything Now Looks Very Strange Indeed™. This is another one of my updates on restarting a creative practice (which I’m calling Studio Thing), plus a dose of cultural and design commentary. 

(If someone’s forwarded this thing to you in the hope you’ll find it interesting, you can subscribe here to secure my everlasting love. And please, pass it on if you think it might be of interest to anyone.)

🔂🧟‍♀️ The eternal return of zombie-centred design

Some follow-up on that evergreen topic of what comes after human-centred design: at TEDxSydney I delightedly crossed paths with fellow innovation veteran Carli Leimbach, who’s been thinking about “earth-centred design” as a corrective to anthropocentrism. I’m intrigued. She’s run an initial workshop with some like-minded people, and I’ll keep tabs on her progress.

In other more-than-human news, Anne Galloway recently posted her talk at IndiaHCI 2018, “Designing with, and for, the more-than human”. I’ve been following Anne’s work for a long time, from when the Internet of Things was called “pervasive computing”, to her more recent work in Aotearoa about sheep. For Anne, more-than-human-centred design means:

“Acknowledging that human beings are not the be-all and end-all.”

“Accepting our vulnerability, acting with humility and valuing our interdependency.”

“Living with the world, not against it.” 

Recommended. Also interesting is the “more-than-human design research roll-call” she recently initiated on Twitter. Follow this link if you want to get in touch with people who are active on the topic, at least in academic circles — some familiar names pop up.

🥪🤮 The alternative to curiosity is… hard to swallow

I’ve just wrapped up my NEIS coursework, and to celebrate I want to recount a story about my teacher Jason that also demonstrates why I’m so glad I decided to sign up for this microbusiness training and mentoring program.

A few years ago, Jason was the director of training at a large catering company which had a significant focus on healthcare facilities such as nursing homes. To get a feel for the training needs of his workforce, he decided to tour their workplaces, immersing himself in their day-to-day work. (His CEO was frankly a little surprised by this — as is the case with many sectors, it was uncommon for management to visit the frontlines. In fact, when he urged the Head of Care at one aged care facility to tour the frontlines of her own operation with him, the staff didn't recognise her, and assumed she was a visitor. Yikes.)

While working with kitchen staff in one nursing home, Jason noticed that one resident, a lone old woman, always ordered the same dish: a single salmon sandwich. Intrigued, he asked the staff about this, and they shrugged. “She must like it,” was the reply. 

The next day, Jason decided to have lunch with her. After a pleasant meal together, he couldn't contain himself. 

“Betty, I've noticed that you always order a salmon sandwich,” he said. (I love that he still remembers her name.) “I don't mean to pry, but, uh, why is that?”

She looked at him for a second. 

“It's because I'm afraid,” Betty whispered. 

It turned out that Betty had dysphagia — a problem with her pharynx or oesophagus that made swallowing difficult — and was terrified that if she admitted this, she would be placed on the puréed diet of an invalid. Over time, she'd gotten used to salmon sandwiches as the one meal she knew could swallow without issue. And because of her fears, that's all she ate. 

“Betty, how long have you been eating salmon sandwiches as your only meal?” Jason asked. 

“Two years.” So basically, a resident had been potentially malnourishing herself for years because the systems around providing and talking about choices under this regime of care were broken. 

After setting her up with a more appropriate (and still chewable) set of diet choices, Jason decided to consult with dysphagia experts and patients like Betty to create a unit of training about these kinds of patient needs, aimed at preventing such system breakdowns. Everyone at their client nursing homes could attend. The aged-care nurses who came were flummoxed, telling their Head of Care, “Why are we only hearing about these kinds of problems and solutions from the catering guy? No offence, Jason, but seriously, WTF?”

In the midst of such regimented systems, where industrial efficiency often erases the possibility of supple action or even humane behaviour, I’m grateful that compassionate minds like Jason’s exist. When curiosity seems like it's at death’s door, people like him arrive to revive it.

The reveal: I was initially pretty skeptical about doing the course under Jason because before classes started, I'd gleaned that he’d spent most of his career managing McDonald’s restaurants. It turns out that my fears were misplaced, because I got a lot out of his teaching. While I really don't share his interest in large food systems, either in experiencing them as a customer nor in their general industrial impact on the world, I'm glad there are people like him enmeshed in such forbidding places, trying to make them more sensitive, responsive and just.

👹👽 First and Last Men

When’s the right time to write a requiem for the human species? 

The other night I had the pleasure of experiencing the late Jóhann Jóhannsson’s First and Last Men, a live symphonic and film adaptation of Olaf Stapledon’s seminal 1930 sf novel of future history, narrated by that alien god who lives among us, Tilda Swinton.

(I only knew the Stapledon novel by reputation, and Jóhannsson from his film scores, but was recently prodded to see this production when I watched Philip Kaufmann’s excellent 1978 remake of Invasion of the Body Snatchers. In a passing exchange that you’d easily miss, two characters chat about their reading habits, and Stapledon’s work is mentioned. More on this later. Intrigued, I pounced on the Jóhannsson version when it arrived in Sydney as part of the Vivid Festival.)

Jóhannsson only uses the last part of Stapledon’s immense story, which starts in the 20th Century and spans the next two billion years. This focus on the last of eighteen successive human species summons a particularly elegiac mood. Responding to the eventual extinction of life on Earth, humans have genetically re-engineered themselves for life on Neptune, and it is these highly advanced Neptunian humans, astonishing in their animalistic diversity, 20-year pregnancies and 2000-year childhoods, for whom Swinton speaks with such characteristically icy dignity. (My god: that voice.)

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As the camera slowly pans across a series of Yugoslavian Stalinist monuments (you probably know the ones — they recently came into vogue online in the last wave of ruin porn), we cycle through glassy sheets of what anticipatory mourning sounds like: slow arpeggios, and vocals that alternate between the wonderful anonymity of wind instruments and the mewling of cats. (I want to celebrate the two vocalists precisely because they didn’t call attention to themselves: they were exemplary orchestral players.) 

The mood is well-earned: despite all the ingenuity and adaptability of these far-future humans, we discover that a cascade of supernovas has triggered our final extinction. Manned interstellar spaceflight — that mainstay of most sf — is revealed as madness, reducing humans at their technological, technological and ethical peak to nihilistic despair. And as the ever-warming climate of Neptune slowly wreaks havoc on their awesome civilisation, the only thing these “Last Men” can do is make telepathic contact with the past — the conceit that enables Tilda Swinton to narrate the tale for us — as they wait for the end. 

It’s uncanny how much this story from 1930 resonates with our slowly unfolding climate change disaster. And now that the worst seems inevitable, the intense melancholy of Jóhannsson’s First and Last Men feels fitting — a necessary alternative to either denial or relentless panic. But beyond this, I’m impressed by the supreme ambivalence of Jóhannsson’s take. He makes the Last Men as dignified and magisterial as they are aloof, and their vaunted supremacy is a mixture of authentic maturity and our own sneaking suspicion that in their immortal, genetically-designed perfection, these final humans have lost the capacity to take unexpected action. It’s profoundly sympathetic. 

This suggests to me that having a post-human-centred design orientation is very far from being misanthropic. Perhaps we just need to stop pretending that empathy is ever completely possible — who can truly pretend to empathise with a post-human species two billion years in the future, let alone our strange and often unknowable fellow lifeforms, be they vertebrate, invertebrate or botanical? — and instead extend a generalised (and non-paternalistic) sympathy to our neighbours and ourselves. Sympathy is okay. Yes, our situation can be pegged to a combination of pathetic ignorance, shortsighted greed and genuine moustache-twirling villainy. And we are not the centre of the universe. But like others, we are still a species that deserves a dignified mourning.

🦸🏼‍♂️☄️ Can only a God save us now?

Stapledon’s 1930s future-superhumans continue to haunt me.

When I was teaching art to six-year-olds last year, I did a unit on comics, tracing the emergence of costumed superheroes to the ’30s.

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“Why do you think superheroes appeared then?” I asked the class. “What was going on?”

“IT WAS IN THE MIDDLE OF THE WORLD WARS!” said one student. “MILLIONS OF PEOPLE WERE DYING!” called out another. “My great-grandmother met my great-grandfather in a Spanish flu hospital during World War I!” came another, very-relevant non-sequitur. (It’s easily forgotten that the 1918 influenza outbreak killed at least 50 million people. And yes, these kids are amazing, and publicly funded education is the fucking best.)

Out of the despair of modernity — mechanised mass slaughter and earth shattering pandemics enabled by the globalisation of capitalist industry — we cried out for salvation. Yes, there are many reactionary underpinnings to our superheroic imaginaries (the above image is just the most obvious), but their basis in real trauma behooves us to at least be sympathetic their emergence. We need to take fantasies of supermen seriously (and critically), rather than simply dismissing them as misguided or ridiculous because they’re rather obviously dodgy as fuck. And similarly, we need to take populism seriously.

Make no mistake: while I’m fascinated by downturn and revival narratives, they’re more often than not pretty terrifying: “Make America Great Again” is the clearest contemporary example. And when famed philosopher Martin Heidegger looked forward to “a spiritual renewal of life in its entirety,” he was talking about Adolf Hitler. Don’t look away. Stay and fight in the mud.

🚀🌎 Refuge

Besides talking to the past, the final act of desperation of the Last Men was to transmit proto-organic matter into space, designing it to reassemble on favourable ground in a direction towards intelligent life. (Listening to Tilda Swinton intone gravely about “the Great Dissemination” was just too deliciously weird.) Of course, this is the plot of Invasion of the Body Snatchers, the story that prompted me to explore First and Last Men in the first place: we are being invaded by relentless pod-people, growing out of seeds assembled from “living threads that float on the stellar winds.”

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Not just taking our jobs — they're stealing Jeff Goldblum's life![/caption]

Too delicious.

Yours in ambivalence,

Ben