I didn’t question the name of the meeting room when I started at iThinkMedia; I just accepted it. But after a couple of months here, I’ve started to wonder exactly what inspired the ‘Heskey Suite’.
Maybe my colleagues were huge Liverpool fans (they’re not), maybe he helped them on a previous project (don’t ask how), or maybe – just maybe – there’s a deeper, more insightful reason.
What if I was missing something obvious – something that could shake the SEO industry to its core? What if Emile Heskey is the key that unlocks Google’s mysterious search algorithm?
Let’s look at the evidence…
Heskey the Target Man
Heskey was feared by the even the toughest Premier League defenders. His size, balance and composure – ok, just his size – made him the perfect target for desperate last minute, long-ball attacks. Imagine having that much focus on your website’s content.
Imagine having your entire audience scrambling to find it and your competitors powerless to its success. You can do more with one single piece of high-quality big content than you can with countless quick ‘Top 10’ blog posts.
Follow Heskey’s example: be the target man
Heskey the Hold-up Man
Give the ball to Heskey and he’ll hold on to it. In fact, he’ll hold onto it for so long that the opposition wins it back. And therein lies the problem and the opportunity – nothing flows through Emile Heskey – nothing at all. He’s the personification of a no-follow link
It’s a fact that Google hates the principal of link building; how dare you publicise your website? Stay in their good books and keep your backlink profile as natural as possible. Just like Heskey, a no-follow link can still have value even if it provides no obvious benefit.
One of the easiest ways of improving your range of natural links is by using social media. Links shared on most social networks, including Facebook and Twitter, are not followed and easy to come by. Even the great man himself knows this: https://twitter.com/EmileHeskeyUK
Tip: Links shared on Google Plus are followed and can also positively influence your rankings.
Heskey the Club Man
Heskey retired from international football in 2010 after scoring an incredible seven goals in 62 England appearances – that’s one goal every 8.9 games. Prolific.
Some say he retired because he realised he’d never be picked again – that he jumped before he was pushed – but we know better. The real reason he retired was to focus on the domestic game. Heskey went local
Granted, he now lives and plays in the Australian A-League, but nobody said he had to stay local to England. The emergence of mobile search and personalised results has pushed the issue of location to the top of many SEO agendas.
If your business or organisation has a real-world presence, optimise your Google Places account
for regional customers and take advantage of its increasing prominence on search results pages.
Heskey the Cult Hero
Despite plying his trade over 9,000 miles from home, Heskey continues to dominate popular culture in the UK. Heskey has become a brand
But before you rush out to buy a bottle of Eau de Emile
for Christmas or pick up a copy of his 2014 wall calendar, take a look at what this means for your business.
Throughout his career, Heskey has been consistent – consistently poor and underwhelming, that is – but consistent nonetheless. People know what to expect; they know what he stands for. Heskey has an identity, a character and a purpose.
For your customer to understand your brand and engage with your messages, your marketing – whether online or offline – must be trustworthy and consistent. Your blog will lose readers and your Facebook page will lose likes if you change your focus.
Know your audience, know its segments, know how to target them and most importantly, know yourself.
I think you’ll agree that’s pretty conclusive. The mystery of the meeting room has finally been revealed and Google’s secret weapon uncovered. Emile Heskey is the SEO equivalent of the Higgs-Boson particle
So with this invaluable new knowledge, what could Heskey mean for the future of SEO? Here are our predictions…
The Heskey Algorithm
Substitute Search Results
Not happy with the with the top three results for your search query? Swap them with alternatives from a digital subs bench and save your preferences for future visits.
Be careful with your mouse cursor. Even the slightest touch on the wrong search result will cause it to fall straight to the bottom of the page and be carried off on a stretcher to Bing.
Decrease in search accuracy
We laughed in the face of Heskey’s scoring record earlier in the article but it’ll come back to haunt us in future. Forget page one, you’ll have to scroll through a full 8.9 pages for the best results once Google Heskey takes effect.