{"id":4808,"date":"2024-08-05T13:59:41","date_gmt":"2024-08-05T17:59:41","guid":{"rendered":"https:\/\/beomniscient.com\/?p=4808"},"modified":"2025-12-11T08:38:34","modified_gmt":"2025-12-11T13:38:34","slug":"chicken-bones-in-the-garbage-disposal","status":"publish","type":"post","link":"https:\/\/beomniscient.com\/blog\/chicken-bones-in-the-garbage-disposal\/","title":{"rendered":"Chicken bones in the garbage disposal"},"content":{"rendered":"\n

When you work with enough clients, you learn that a lot of good SEO work starts with un-fucking bad SEO work that happened in the past (pardon my French). <\/p>\n\n\n\n

Internally, we refer to it as plumbing. <\/p>\n\n\n\n

Growth (of revenue usually) is the main goal and it\u2019s what we sell<\/a>; but you often need to unblock some pipes first. <\/p>\n\n\n\n

A friend of mine whose family runs a large real estate company told me a story once of a family who continued to, despite their chiding, deposit all of their chicken bones in the garbage disposal. While convenient for the family, it really messed up those pipes (and cost quite a bit to repair them). <\/p>\n\n\n\n

It can be tempting to take shortcuts. But thus far, I\u2019ve encountered very little free lunch.<\/a> <\/p>\n\n\n\n

Steroids are bad for your heart. Plagiarism or falsifying data can destroy<\/a> your professional career and reputation. Doordash fees add up (among other concerns<\/a>). AI comments on LinkedIn posts don\u2019t make you look as smart as you think they do. <\/p>\n\n\n\n

Look, I love clever solutions. After all, I read Growth Hacker Marketing<\/a> in 2014 and subsequently BECAME a growth hacker (we don\u2019t call it that anymore, but still\u2026)<\/p>\n\n\n\n

Part of good SEO is not only making Chart Go Up, but also making sure Chart doesn\u2019t precipitously fall and leave the client \/ company holding the bag. <\/p>\n\n\n\n

Sugar high; sugar crash<\/strong><\/h2>\n\n\n\n

You probably already know the story of the SEO Heist<\/a> and the subsequent downfall:<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Image Source<\/a><\/p>\n\n\n\n

The gist is the guy scraped a sitemap of a competitor and used AI to mass produce a bunch of weak content (thus, \u201cheist\u201d), bragged about it on LinkedIn, and tanked the site. Textbook Icarus story. <\/p>\n\n\n\n

Which is fun, because a lot of people got to feel Schadenfreude and moral superiority. But I\u2019m not writing this to gloat. If this type of thing worked and was low risk, I would certainly do it, too.  <\/p>\n\n\n\n

Thing is, most of the time we just see the chart go up because that\u2019s when the case study is written. And sometimes people get away with it for a long time. But many times, the cost supersedes the short term benefits and the crash leaves you worse off than when you had started. <\/p>\n\n\n\n

Everyone reading this is in the business of driving growth for real companies with real money invested in them and real risk. And we have to be mindful of risk and downside potential, not just upside. Doing the equivalent of YOLO\u2019ing a bunch of money into penny stocks and meme coins is fun if you\u2019re a degenerate gambler; not if you\u2019re running a fund of other people\u2019s money. <\/p>\n\n\n\n


John-Henry Scherck\u00a0shared another one recently on X<\/a>. A bit more innocuous, but essentially an over-optimized site and an overplayed hand:<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

And I\u2019m not throwing rocks; I know about this stuff first hand. Here\u2019s my personal website – before, during, and after I wrote a bunch of affiliate-link listicles using a ton of AI in the creation process:<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

What to Do Instead: Marketing as Investing<\/strong><\/h2>\n\n\n\n

Am I indignant that my personal site lost so much traffic? No, though I do miss the passive affiliate income. <\/p>\n\n\n\n

I\u2019m happy, in a sense, that I tested this in what is essentially a riskless sandbox – the equivalent of taking 2% of your net worth and trying some really crazy stuff just to see \u201cwhat if.\u201d Some call it gambling. I call it experimentation B)<\/p>\n\n\n\n

So how do you avoid an SEO sugar crash?<\/p>\n\n\n\n

You know the obvious stuff like cheap spammy backlinks, content mills, and most tactics cooked up by info-product marketers. <\/p>\n\n\n\n

But also, anytime you get that \u201ctoo good to be true\u201d feeling, at least take a step back and work to understand the risk involved. Also, define your own risk threshold. <\/p>\n\n\n\n

Remember also that LinkedIn is almost like Instagram for business. People naturally showcase more wins than losses, and no one is writing about the boring, inconclusive or marginally successful stuff (which is what happens most of the time). If you\u2019re not careful, you can start to feel anxious, like everyone else is driving millions of monthly visits (though they never talk about revenue) with these 5 Easy Steps. <\/p>\n\n\n\n

Above all, think of your SEO program, and really, your broader go-to-market strategy, as a portfolio of bets and investments, some aggressive and risky, some safe and slow. Everyone has their own risk threshold. Figure out what yours is. <\/p>\n\n\n\n

Some shortcuts are fine and effective, some incur debt<\/a> that needs to later be repaid, and some are risky at the level of going bust. <\/p>\n\n\n\n

Risk is always a factor in decision making, and there\u2019s no such thing as 100% certainty. But a good rule of thumb is Ray Dalio\u2019s quote here: \u201cMake sure that the probability of the unacceptable (i.e., the risk of ruin) is nil.\u201d So don’t play Russian Roulette, no matter how lucrative the prize may be. <\/p>\n\n\n\n


There\u2019s a reason we named our podcast\u00a0The Long Game<\/a>, and why one of our\u00a0company principles<\/a>\u00a0is \u201cplay long term games with long term people.\u201d It\u2019s a constant reminder to ourselves and to those we work with not to get tilted by FOMO, enticed by instant gratification, or to be swayed.<\/p>\n\n\n\n

<\/p>\n\n\n\n

Want more insights like this?\u00a0Subscribe to our\u00a0<\/a>Field\u00a0<\/a>Notes<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

When you work with enough clients, you learn that a…<\/p>\n","protected":false},"author":3,"featured_media":6634,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[24,184],"tags":[],"wf_post_folders":[],"class_list":{"0":"post-4808","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-content-strategy","8":"category-field-notes"},"yoast_head":"\nChicken bones in the garbage disposal - Omniscient Digital<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/beomniscient.com\/blog\/chicken-bones-in-the-garbage-disposal\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Chicken bones in the garbage disposal\" \/>\n<meta property=\"og:description\" content=\"When you work with enough clients, you learn that a lot of good SEO work starts with un-fucking bad SEO work that happened in the past (pardon my\" \/>\n<meta property=\"og:url\" content=\"https:\/\/beomniscient.com\/blog\/chicken-bones-in-the-garbage-disposal\/\" \/>\n<meta property=\"og:site_name\" content=\"Omniscient Digital\" \/>\n<meta property=\"article:published_time\" content=\"2024-08-05T17:59:41+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-12-11T13:38:34+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/beomniscient.com\/wp-content\/uploads\/Field-Notes-086.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1536\" \/>\n\t<meta property=\"og:image:height\" content=\"864\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Alex Birkett\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@beomniscient_\" \/>\n<meta name=\"twitter:site\" content=\"@beomniscient_\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Alex Birkett\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/beomniscient.com\\\/blog\\\/chicken-bones-in-the-garbage-disposal\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/beomniscient.com\\\/blog\\\/chicken-bones-in-the-garbage-disposal\\\/\"},\"author\":{\"name\":\"Alex Birkett\",\"@id\":\"https:\\\/\\\/beomniscient.com\\\/#\\\/schema\\\/person\\\/163f626994fa8a754f56bc9bdf747249\"},\"headline\":\"Chicken bones in the garbage disposal\",\"datePublished\":\"2024-08-05T17:59:41+00:00\",\"dateModified\":\"2025-12-11T13:38:34+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/beomniscient.com\\\/blog\\\/chicken-bones-in-the-garbage-disposal\\\/\"},\"wordCount\":932,\"publisher\":{\"@id\":\"https:\\\/\\\/beomniscient.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/beomniscient.com\\\/blog\\\/chicken-bones-in-the-garbage-disposal\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/beomniscient.com\\\/wp-content\\\/uploads\\\/Field-Notes-086.png\",\"articleSection\":[\"Content Strategy\",\"Field Notes\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/beomniscient.com\\\/blog\\\/chicken-bones-in-the-garbage-disposal\\\/\",\"url\":\"https:\\\/\\\/beomniscient.com\\\/blog\\\/chicken-bones-in-the-garbage-disposal\\\/\",\"name\":\"Chicken bones in the garbage disposal - 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