Over at the Click the Toad Blog, the Chief Toad explains how the MLK Jr. official legacy site was outranked by white supremacists with a good grasp of SEO:
My hands are shaking with anger as I type this. A sick, cowardly, and racist website (hereafter referred to in insult-laced bold type) that trashes the legacy of Martin Luther King Jr is outranking the official Martin Luther King Jr website on Google. I will not provide a link to the racist site, as I will not directly contribute a single visit to them. However, I will show exactly how the official Martin Luther King website (found at http://www.thekingcenter.org) got beaten in the SEO (Search Engine Optimization) battle. My dream to improve The King Center‘s SEO and Google Rank may not be as lofty and inspirational as Martin Luther King Jr’s, but I do have a dream. [...]
One of the best ways to beat a web competitor is to look at their metadata and their successful keywords… and then outdo them at their own game. So here is what The Racist Pukes have going on for their SEO (and the official Martin Luther King Jr website could simply borrow and improve upon all of these):
Racist Pukes’ Homepage Title: Martin Luther King Jr. – A True Historical Examination
Racist Pukes’ Meta Description: The truth about Martin Luther King: Includes historical trivia, articles and pictures. A valuable resource for teachers and students alike.
Racist Pukes’ Meta Keywords: Martin Luther King Jr, Civil Rights, Black History, Slavery, Reparations, Kwanzaa, Anti-Defamation League, ADL, anti-Semitism, racism, bigotry, hatred, prejudice, bias, Holocaust, Israel, democracy, terrorism, militia, Jews, Jewish, diversity, anti-Semitic incident, racist, discrimination, Holocaust denial, neo-Nazi, Nazi, Nazis, tolerance, civil rights, Black, extremism, extremist, hate crimes, skinheads, Middle East, Islamic Extremist, education, White supremacy, minority, bias, religious freedom, tolerance, religious right, Martin Luther King Jr., free speech, MLK, school prayer, religion, justice
We often talk about the legacy of civil rights being hijacked to suit the needs of those who would undo those gains in a heartbeat – this is a literal manifestation.
Activists need to up our tech game. Because this is just ridiculous.
(Spotted on Chris Rabb‘s facebook wall)