5. The Nuclear Football

Within my company, a certain strategy has been bantered about for years, usually in secret. We regard it as the ultimate way to dominate the search results. It was only recently that we started publicly offering this service to our clients; before that, it was considered a trade secret. This concept never had a name until one day when I was having a conversation with a colleague and he called it our nuclear football. And right then and there, I knew I had to borrow that name, for it was only fitting for the greatest concept in Google optimization.

Before I go into the nuclear football, I should address a question that every good, skeptical marketer or CEO should have: Why am I sharing this? The reason, reader, is that ...

Get SEO Made Easy: Everything You Need to Know About SEO and Nothing More now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.