Due to all the amazonfail / glitchmyass action, there’s been an abundance of boycotting initiative.
There’s plenty of talk about deleting accounts and canceling orders. But getting the most out of your online boycott efforts requires a bit of SEO 101. This list is written using Amazon as an example, but it’s applicable to all sorts of online boycotting activity.
The negative: One site is only as powerful as we the people make it. (To an extent, of course)
1) Stop Buying – The clear first step. If you don’t like a company, don’t send them your money. But canceling your orders isn’t enough.
2) Negative On-Site Reviews – Reviews on product descriptions can have a big impact on potential buyers. This seems to be going swimmingly with regard to amazonfail, seeing as how Amazon’s #1 Ranked work of bigotry has achieved a shocking number of nasty tags and reviews.
3) Negative Off-Site Reviews - Read something vom-tastic? Blog about it. And if you agree with someone else’s negative reviews, take the time to post your kudos in a comment.
4) Don’t Link – One of the reasons Amazon has achieved such renown is due to its recognition as a resource. When you link to something, you give it a nod for its relevance. So if you’re linking to illustrate a point, do so sparingly and consider the necessity. Search engines take links very seriously.
5) Remove Old Links – Really hate an organization? Go back through your blog archives and edit your links. Rerouting your reading recommendations to independent bookseller sites can give those sites a ranking boost – and subtract one from Amazon.
6) Disappear – A mass exodus of account-holders sends a big message. But another indicator of relevance is time spent on site. If you spent 4 hours feverishly searching Amazon the day amazonfail hit, Google won’t know it’s because you’re angry. They’ll just see that you visited 783 pages. If you hate something online, don’t grace it with your attention. This one is hard to balance with the posting of negative reviews and such, but it comes down to preference. You can do your dirty work, then make yourself scarce.
The positive: Everything else is only as powerful as we the people make it. (To an extent, of course)
1) Spread the Love – The price to you of Amazon’s convenience is its market dominance. It might take a few extra minutes or cents, but there’s a comparable alternative for almost everything online. There are 10 top spots (by default) in a Google search. There’s no good reason 10 companies shouldn’t share the wealth.
2) Positive On-Site Reviews - Take the time to review the things you love. This gives potential buyers more insight into what’s good about a product. And it lets vendors know which products will cause a stir if they’re removed.
3) Positive Off-Site Reviews – If you’re a blogger or creator of any other sort of online content, mentioning the things you love can give them more play in the online conversation. It can also help them receive more attention from the search engines.
4) Link Carefully – Whenever you create content, giving out links is one of the most powerful things you can do. If you love an author, make it a point to link to his/her website. And when you recommend a product, think carefully about the “buy it here” link. The vendor site you choose stands to directly benefit.
5) Be Present – If you love a site, make it a point to stay in touch. Even if you faithfully read the content you receive via RSS, your favorite sites will benefit from an on-site visit from time to time.
6) Click Ads – For smaller online players, on-site advertising can be a big deal. While ads are sometimes annoying, consider their importance. If you like a site, consider their ads. And if you really care, shop backwards. When you’re ready to buy, make it a point to begin the path to your purchase with an ad-click on a site you want to support.
7) Be Social - Linking to gush-worthy sites in your tweets, away messages, and e-mails can be good for them. When you’re just conversing, add a link. If a link is placed in an email and no one clicks it…
I’m a big-picture thinker. As such, I don’t really know whether a boycott of Amazon is necessary or advisable. I’m not personally boycotting or advocating for one. But if you’re going to boycott something online, you might as well make it worthwhile. Keeping these things in mind over the long term will make you a more aware shopper and a more effective, educated online consumer.
