How to start SEO promotion on the principle of "Lean startup"
You remember your very first day at the office? That moment when you are a beginner, the first time you come to work? This is what I remember doing quite nedvano here at Distilled. In addition to the welcoming smiles of the colleagues, there was my Desk, equipped with a laptop, monitor and Kindle. The Kindle was loaded with a library of recommended reading materials, including The Lean Startup (leanstartup).
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Reading the book The Lean Startup (leanstartup) I asked myself why Distilled recommended me this book and how it relates to SEO?
The Lean Startup (leanstartup) — this book, written Eric Rice, which includes advanced methods for product development and business development that have been applied by companies worldwide, such as Kodak, Toyota, Dropbox and own company Eric Rice – IMVU.
In the book The Lean Startup (leanstartup) refers to the enterprise productive through the use of non-standard methods, resulting in business success.
After reading The Lean Startup (leanstartup), I decided to check whether some of the principles Distilled here, and they can help you in SEO.
Working in small batches is a great way to increase productivity and avoid future problems in the production chain. They create the conditions under which the problems can be detected early, and in which further progress is impossible until a solution is found to these problems.
The Lean Startup (leanstartup) demonstrates the power of makasarili through experiments, in which letters are distributed on one hundred envelopes. Each envelope must specify the address, stick a stamp to put the letter and seal. There are two ways to do this:
The second method is illogical way to do the job. Our instincts tell us to do the job using the first method, with the belief that we will achieve greater efficiency through improved performance of simple repetitive actions. However, when working with large amounts of our intuition does not take into account the additional time required for sorting, stacking and moving this huge pile of papers. In the experiment, illogical method proved to be faster, and this applies not only to the test, but also to the subsequent examples.
One of the last stages of this process was the attachment of the letter in the envelope. However, that if at this stage we discover that the envelopes are too small? Turns out that we lost a huge amount of time on the instruction addresses and sticking stamps on one hundred envelopes. In the case of single-piece flow, we would have discovered this problem after the first envelope!
One of the main problems with which we, as SEO specialists, may face is to get stuck at some stages of the production line. To wait when one person will finish the previous quest, while we're waiting for drawings from designers or data from researchers, and all we waiting for so long suddenly comes to us all at once. This creates periods of high and low productivity, the opposite of a uniform working process.
For example, I have a client — owner bluewidgets.com; he wants to create a landingpage localized (special start page) for all of the cities where they sell their products.
The content list consists of the top 200 cities to buy bluewidgets widgets, and writing this content is given to the freelancers. Written statement and, together with the list of cities goes to the copywriters. A couple of weeks later my Inbox is overloaded with descriptions of the 200 cities, each of which consists of 400-500 words. On closer examination I find out that they misunderstood my instructions. Perhaps this instruction was unclear, however, requires a huge amount of effort to edit all the material.
So how can you avoid such problems? That's where we can use a one-piece flow. As in the previous task with the envelopes, it may happen that this method will require more time and effort, however, we already know that the process overall will become more effective.
Originally send freelancers less work, perhaps even just one article. Once this article is finished, it returns to the edit. Feedback on this article is sent back with requests that need to be considered in the next article.
Despite the fact that this system is in the early stages may be more dependent on time, every cycle will be corrected minor bugs, creating an environment in which they are less likely to be repeated in the following articles. Overall, due to lower percentage of mistakes, increase the speed of creating, editing and making content as the result of a more efficient system.
Minimum viable product, thanks to the validation of the assumptions, helps to begin the process of gathering information as quickly as possible. Instead of spending huge amount of time developing product features or advertising companies, just to when they start to learn that there is no demand, we can produce a simplified version and gather feedbacks real consumers in a shorter time and thereby avoid possible losses.
Not so long ago Distilled made a small diagram for Simply Business, called Simply Business Step-by-step Guide to your Social Media Success (step-by-Step guide to successful promotion in social networks from the Simply Business). This is a great example of how we SEO person can use the principles of MVP.
If we rigidly adhered to the principles of MVP, it is possible that our initial action was to conduct a smoke test (smoke test). The idea of the smoke test is to determine whether the product users or not. As quickly as possible to start receiving information, we could start with a survey of a group of small businesses, "You could use a manual describing the best methods of advertising campaigns in social networks?" It can be a really useful method of obtaining feedback on assumptions that you made in relation to your product before you invest extra time, effort and money. However, the answer would be a categorical "no". It would stop us from writing this guide?
It is very important that when you create a MVP, he had a chance to succeed. In the survey, small businesses may not be representation of the depth of this content, for this reason, making false assumptions with respect to our product, they may not understand its essence.
Guide to successful promotion in social networks was MVP for a possible series of similar products. Distilled have continued to use lean approach in relation to the product, and as MVP, he had created for himself of the content, answering the questions of business representatives. In the end, we have created a catalog of really great content that we believed was necessary to the business of for successful advertising campaigns in social networks. We have produced guidance that was convenient to use and which freed customers from having to conduct their own research.
Obtained in the course of the development of this content feedback was subsequently used to improve future products. First, from the data collected we learned that people really need this kind of information. Secondly, from the comments and feedback that have received Simply Business we have found that people and businesses believe the product is useful.
This allowed the Business to Simply make a decision about the continuation of creating this kind of content, investing additional time and money. Today, using the initial concept of the MVP, they develop leadership with the addition of videos of own production, such as Guide to WordPress for Small Businesses (Guide to WordPress for small businesses).
For SEO schnick MVP can be a great way incredibly fast to obtain feedbacks on their assumptions. In this particular case, Distilled believed that there was potential demand for the user associated with social networks. Applying the basics of MVP we can start to get rid of unnecessary expenses and use the resulting feedback will help us in the organization of future advertising campaigns. This feedback will give us clues about where we might want to make a turn (rotate-pivot will be described later).
At the conference LinkLove 2012, will Crichlow spoke on Mediocre To Great (from mediocre to great) (full video you can watch on DistilledU). He touched on the principles mentioned in the book The Lean Startup (leanstartup) that we use when focusareas for some particular work, and they are called "The Five Whys"(Five "Why"). Here will explains the meaning of Five "Why":
This does not mean that "why" you need to ask five times, sometimes three or four times may be enough to determine the right direction and identify the source of the problem.
The main idea of the Five "Why" is to focus on eliminating the most problematic symptoms.
In the book The Lean Startup (leanstartup) describes how application of the Five "Why" IMVU has prompted the creation of in-house training. Imagine this situation, they begin to receive complaints about its new product:
What seemed in the beginning a purely technical issue, turned into a human error, and the root cause of this error was the lack of training. IMVU could just fix the technical error and to terminate. However, if the next update does this engineer again could cause problems. Revealing the source of the problem, we can try to prevent the repetition of the same mistakes.
When you ask Five "Why", it is normal that something can go wrong and the results can be unexpected. People have invested their time and effort into this project and all this with good intentions. This can cause them to take a defensive position; they may try to shift the responsibility to another Department or find some other reason.
To avoid such "ambush", make sure that when identifying the source of the problem, all the people she touched were in the same room. This can be a daunting task, in view of the incredibly loaded schedules of the participants, however, this is very important because the absent employee can easily become a scapegoat. When all charges will be performed, it is important that the most senior (ex-officio) member of all has calmed:
Remember that the purpose of this process is to identify the source of the problem, not of the guilty employee or Department. The aim is to develop a system that would prevent repetition of the same mistakes and that will not allow you or your client to be in a similar situation.
The benefit of using the Five "Why" in SEO is not necessarily limited only to finding sources of problems and their solutions. They can become assistant in project planning, whether an article for a blog or something more ambitious. Application of the Five "Why" can be an excellent way to confirm and justify future decisions.
The last thing I wanted to mention today, is at what point when working on a company you say, "didn't work"? What if the reward for previous efforts is not far off, or what if the rewards never will?
Eric ries sums up this decision, making the following statement: "If we don't change the direction of our business model, we are not progressing. It is a sure sign that it's time to turn".
Us SEO schnick, lucky that we are surrounded by a large number of information and analytical data that can be collected in the shortest possible time. We can see what works and what doesn't. This allows us to make wise decisions, noting the positive and negative impacts from the start, and to make the necessary turns to adjust our strategy to meet the requirements of the users of Google and our customers.
It is important not to jump from one point of view is quite different. The result is only unnecessary overhead. Do not neglect the previously obtained experiences, instead use it take turns, and, using this informatsiia improve your future products and strategy.
We have been doing similar turns (perhaps unconsciously). We always have to make turns because of the changes made by Google in their search algorithms. Gone are the days of rewriting and various network directories. We had to change our strategies and focus on providing quality content, making the Internet a place full of pages who really want to see!
I sincerely believe that we can all be more productive and to help our customers become more productive by applying at least one of the following methods.
The translation is done in the framework of the summer school start-UPS Tolstoy Summer Camp and project MetaBeta.
Article based on information from habrahabr.ru
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Reading the book The Lean Startup (leanstartup) I asked myself why Distilled recommended me this book and how it relates to SEO?
What is The Lean Startup (leanstartup)?
The Lean Startup (leanstartup) — this book, written Eric Rice, which includes advanced methods for product development and business development that have been applied by companies worldwide, such as Kodak, Toyota, Dropbox and own company Eric Rice – IMVU.
In the book The Lean Startup (leanstartup) refers to the enterprise productive through the use of non-standard methods, resulting in business success.
After reading The Lean Startup (leanstartup), I decided to check whether some of the principles Distilled here, and they can help you in SEO.
the Power of makasarili
Working in small batches is a great way to increase productivity and avoid future problems in the production chain. They create the conditions under which the problems can be detected early, and in which further progress is impossible until a solution is found to these problems.
The Lean Startup (leanstartup) demonstrates the power of makasarili through experiments, in which letters are distributed on one hundred envelopes. Each envelope must specify the address, stick a stamp to put the letter and seal. There are two ways to do this:
-
the
- to Roll all the letters, then fill in the addresses on all the envelopes and then stick stamps to put letters in envelopes, and finally seal all the envelopes. the
- to complete all actions with one envelope before proceeding to the next (single piece flow).
The second method is illogical way to do the job. Our instincts tell us to do the job using the first method, with the belief that we will achieve greater efficiency through improved performance of simple repetitive actions. However, when working with large amounts of our intuition does not take into account the additional time required for sorting, stacking and moving this huge pile of papers. In the experiment, illogical method proved to be faster, and this applies not only to the test, but also to the subsequent examples.
One of the last stages of this process was the attachment of the letter in the envelope. However, that if at this stage we discover that the envelopes are too small? Turns out that we lost a huge amount of time on the instruction addresses and sticking stamps on one hundred envelopes. In the case of single-piece flow, we would have discovered this problem after the first envelope!
Use small batches instead of large quantities
One of the main problems with which we, as SEO specialists, may face is to get stuck at some stages of the production line. To wait when one person will finish the previous quest, while we're waiting for drawings from designers or data from researchers, and all we waiting for so long suddenly comes to us all at once. This creates periods of high and low productivity, the opposite of a uniform working process.
For example, I have a client — owner bluewidgets.com; he wants to create a landingpage localized (special start page) for all of the cities where they sell their products.
The content list consists of the top 200 cities to buy bluewidgets widgets, and writing this content is given to the freelancers. Written statement and, together with the list of cities goes to the copywriters. A couple of weeks later my Inbox is overloaded with descriptions of the 200 cities, each of which consists of 400-500 words. On closer examination I find out that they misunderstood my instructions. Perhaps this instruction was unclear, however, requires a huge amount of effort to edit all the material.
So how can you avoid such problems? That's where we can use a one-piece flow. As in the previous task with the envelopes, it may happen that this method will require more time and effort, however, we already know that the process overall will become more effective.
Originally send freelancers less work, perhaps even just one article. Once this article is finished, it returns to the edit. Feedback on this article is sent back with requests that need to be considered in the next article.
Despite the fact that this system is in the early stages may be more dependent on time, every cycle will be corrected minor bugs, creating an environment in which they are less likely to be repeated in the following articles. Overall, due to lower percentage of mistakes, increase the speed of creating, editing and making content as the result of a more efficient system.
Minimum Viable Product (MVP) for SEO
Minimum viable product, thanks to the validation of the assumptions, helps to begin the process of gathering information as quickly as possible. Instead of spending huge amount of time developing product features or advertising companies, just to when they start to learn that there is no demand, we can produce a simplified version and gather feedbacks real consumers in a shorter time and thereby avoid possible losses.
Not so long ago Distilled made a small diagram for Simply Business, called Simply Business Step-by-step Guide to your Social Media Success (step-by-Step guide to successful promotion in social networks from the Simply Business). This is a great example of how we SEO person can use the principles of MVP.
If we rigidly adhered to the principles of MVP, it is possible that our initial action was to conduct a smoke test (smoke test). The idea of the smoke test is to determine whether the product users or not. As quickly as possible to start receiving information, we could start with a survey of a group of small businesses, "You could use a manual describing the best methods of advertising campaigns in social networks?" It can be a really useful method of obtaining feedback on assumptions that you made in relation to your product before you invest extra time, effort and money. However, the answer would be a categorical "no". It would stop us from writing this guide?
It is very important that when you create a MVP, he had a chance to succeed. In the survey, small businesses may not be representation of the depth of this content, for this reason, making false assumptions with respect to our product, they may not understand its essence.
Create! Estimate! Learn!
Guide to successful promotion in social networks was MVP for a possible series of similar products. Distilled have continued to use lean approach in relation to the product, and as MVP, he had created for himself of the content, answering the questions of business representatives. In the end, we have created a catalog of really great content that we believed was necessary to the business of for successful advertising campaigns in social networks. We have produced guidance that was convenient to use and which freed customers from having to conduct their own research.
Obtained in the course of the development of this content feedback was subsequently used to improve future products. First, from the data collected we learned that people really need this kind of information. Secondly, from the comments and feedback that have received Simply Business we have found that people and businesses believe the product is useful.
This allowed the Business to Simply make a decision about the continuation of creating this kind of content, investing additional time and money. Today, using the initial concept of the MVP, they develop leadership with the addition of videos of own production, such as Guide to WordPress for Small Businesses (Guide to WordPress for small businesses).
For SEO schnick MVP can be a great way incredibly fast to obtain feedbacks on their assumptions. In this particular case, Distilled believed that there was potential demand for the user associated with social networks. Applying the basics of MVP we can start to get rid of unnecessary expenses and use the resulting feedback will help us in the organization of future advertising campaigns. This feedback will give us clues about where we might want to make a turn (rotate-pivot will be described later).
Be a child, constantly ask "why"...!
At the conference LinkLove 2012, will Crichlow spoke on Mediocre To Great (from mediocre to great) (full video you can watch on DistilledU). He touched on the principles mentioned in the book The Lean Startup (leanstartup) that we use when focusareas for some particular work, and they are called "The Five Whys"(Five "Why"). Here will explains the meaning of Five "Why":
the Idea is that when something goes wrong, to get to the source of the problem, you need to ask "why" five times, just like child. In fact, our outreachcampaign (company promotion) does not work. Why? No one answers our emails. Why? Because the content in question, located on the suspicious commercial domain. Why? In the end, you get to the source of the problem, solve it, and getting better. That is the idea.
This does not mean that "why" you need to ask five times, sometimes three or four times may be enough to determine the right direction and identify the source of the problem.
The main idea of the Five "Why" is to focus on eliminating the most problematic symptoms.
In the book The Lean Startup (leanstartup) describes how application of the Five "Why" IMVU has prompted the creation of in-house training. Imagine this situation, they begin to receive complaints about its new product:
-
the
- Release a new version of the product blocks a particular function. Why? One of the servers fell. the
- Why the server crashed? Because an obscure subsystem was used incorrectly. the
- Why it was used incorrectly? The engineer didn't know how to use it. the
- Why didn't he? Because it is not taught. the
- Why is it not taught? Because his Manager does not consider it necessary to teach beginners how he and his team are too busy.
What seemed in the beginning a purely technical issue, turned into a human error, and the root cause of this error was the lack of training. IMVU could just fix the technical error and to terminate. However, if the next update does this engineer again could cause problems. Revealing the source of the problem, we can try to prevent the repetition of the same mistakes.
Remember, this is Five "Why", not Five "You are guilty"
When you ask Five "Why", it is normal that something can go wrong and the results can be unexpected. People have invested their time and effort into this project and all this with good intentions. This can cause them to take a defensive position; they may try to shift the responsibility to another Department or find some other reason.
To avoid such "ambush", make sure that when identifying the source of the problem, all the people she touched were in the same room. This can be a daunting task, in view of the incredibly loaded schedules of the participants, however, this is very important because the absent employee can easily become a scapegoat. When all charges will be performed, it is important that the most senior (ex-officio) member of all has calmed:
If an error occurred, it is our common fault that we so easily let this happen.
Remember that the purpose of this process is to identify the source of the problem, not of the guilty employee or Department. The aim is to develop a system that would prevent repetition of the same mistakes and that will not allow you or your client to be in a similar situation.
The benefit of using the Five "Why" in SEO is not necessarily limited only to finding sources of problems and their solutions. They can become assistant in project planning, whether an article for a blog or something more ambitious. Application of the Five "Why" can be an excellent way to confirm and justify future decisions.
to Turn or continue in the same direction?
The last thing I wanted to mention today, is at what point when working on a company you say, "didn't work"? What if the reward for previous efforts is not far off, or what if the rewards never will?
Eric ries sums up this decision, making the following statement: "If we don't change the direction of our business model, we are not progressing. It is a sure sign that it's time to turn".
Us SEO schnick, lucky that we are surrounded by a large number of information and analytical data that can be collected in the shortest possible time. We can see what works and what doesn't. This allows us to make wise decisions, noting the positive and negative impacts from the start, and to make the necessary turns to adjust our strategy to meet the requirements of the users of Google and our customers.
It is important not to jump from one point of view is quite different. The result is only unnecessary overhead. Do not neglect the previously obtained experiences, instead use it take turns, and, using this informatsiia improve your future products and strategy.
We have been doing similar turns (perhaps unconsciously). We always have to make turns because of the changes made by Google in their search algorithms. Gone are the days of rewriting and various network directories. We had to change our strategies and focus on providing quality content, making the Internet a place full of pages who really want to see!
I sincerely believe that we can all be more productive and to help our customers become more productive by applying at least one of the following methods.
The translation is done in the framework of the summer school start-UPS Tolstoy Summer Camp and project MetaBeta.
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