A lot of articles on SEO make me cringe, because they tend to have the attitude that Google (and it’s always Google) owes them traffic because they jumped through all the right hoops, and how dare they ever change what those hoops are!

It’s refreshing to see an article by someone who recognizes that Google’s job is not to give websites high rankings, but to show readers what they’re searching for. Their algorithm is a way of measuring how closely you match that goal, not the goal itself.

Doing your SEO solely by targeting today’s algorithms is like only studying what you know is going to be on a test: it might work for this test, but it won’t help as much on the next one…or when you get out into the real world.

People aren’t looking for backlinks and keyword density. People are looking for content. In the end, no matter how tricked out your SEO is, it’s compelling content that keeps people coming back.

We attended Planetfest in Pasadena yesterday. It’s still going on now, a two-day event by the Planetary Society timed to match tonight’s landing of NASA’s Curiosity space probe on Mars.

Inflatable mockup of the Curiosity Mars rover.

I wasn’t really sure what to expect, but it was basically a bunch of space enthusiasts and people in the industry. SpaceX has a mock-up of their crew capsule, and other sponsors had exhibits with things like space plane mock-ups or geological drills. There was a life-size inflatable model of the Curiosity rover. There was a single track of programming with speakers on topics from the actual science of Martian exploration to the question of just why we explore space in the first place. Katie caught the Sally Ride tribute while I walked J around the exhibits, and we both watched Bill Nye’s talk about “Our Place in Space,” which he finished up with a fun science demonstration featuring liquid nitrogen marshmallows, gas toruses, a candle, and Robert Picardo.

SpaceX crew capsule mock-up.

The exhibits for “kids of all ages” turned out to be for kids from 4 on up. J wasn’t really interested in the Martian soil uplift demo, or the dirty snowball CO2 comet demo, but he liked watching the Xbox Mars Lander game, and he was fascinated by the robot that picked up and tossed basketballs. He had fun hanging out with grandma and grandpa, at least, and playing with a magnetic meteorite. (The tiny fragment of verified Martian meteorite was carefully mounted on a slab with plastic wrap to protect it from skin oils, but they had a couple of non-valuable rocks that you could pick up and hold.)

A robot that plays basketball.

A family friend invited us to the after party at the mall across the street. It was divided into two main areas: the sci-fi-themed dance floor out on the plaza, and a set of tables on the terrace above for the sit-and-talk crowd, where the main event was a participatory art project: A group had set up one blank postcard for each day of Curiosity’s journey from Earth to Mars, and was asking attendees to draw what they imagined the probe would write home about.

Planetfest party at Paseo Colorado in Pasadena

Someone once asked me if my food allergies — the ones that require me to carry emergency medication so that I can keep breathing if I eat something with peanuts — could be all in my head. I pointed out that they can be diagnosed by a blood test, and asked how my head could influence the results of a test on a vial taken to a lab three states away.

ShareThis is rolling out a tool for “frictionless sharing.” That’s the term for those apps or widgets that “let” you broadcast everything you do on a site to your social network. I suppose it sounds great for publishers, because your content gets shared more, but…

As someone who reads stuff online, “Frictionless sharing” is a privacy disaster waiting to happen. Undo is nice, but in a world where updates are pushed instantly, you can’t count on it.

As someone who follows social networks, it’s just more noise. I don’t want to know every article you read in your latest wiki walk. I’ll tune it out, or I’ll tune you out. What I want to know is which articles, photos and videos you think are worth sharing.