When we published what we believe to be the most accessible book on the best coaches in NFL history by Patrick McCaskey we called it: Pillars of the NFL: Coaches Who Won Three or More Championships. Simple enough, the title delivers a great metaphor–just as the pillars hold up the structure of a cathedral so the stained glass light can shine in and make the worship more meaningful–the greatest coaches or “pillars of the NFL” held up their teams leading to greatness on the football field, making the games so much meaningful (and enjoyable) for the fans. It would have made sense to call the book The Ten Greatest Coaches in NFL History or something more direct like that, but we were inspired. The problem with inspiration is that it is not rewarded on the internet. Search engines are much more likely to call attention to something the exact way it is keyed in. People looking for information on the “greatest coaches in NFL history” are likely to see search results that list sites exactly that way or perhaps hit some of the more advertised sites. I guess we have to start thinking like machines, algorithms, and artificial intelligence if we are going to get ahead today. ESPN established a site called “Greatest Coaches in NFL History” while our Pillars book was about to launch. Once the ESPN was up, you can imagine where queries on the greatest coaches landed. When I key in terms now, the ESPN site does not show up first, but it is right up there. The lesson for me is that if you are writing a book about something that is straight forward you might want to consider a straight forward title that may give you more search results.
After working very hard on Pillars, I wanted desperately to draw attention to the book . I am sure I wrote about every chapter six times over and sent out a tremendous amount of information from the book. This was also based on an old internet adage, make sure your sites have a lot of good information. I probably doubled and tripled the information that should have drawn many viewers, but results were disappointing.
And yet what is funny about the pillars metaphor is that today it seems like it is very popular. It seems like every few days I see a new article on pillars–pillars as coaches, pillars as players, and much more. The metaphor is more popular that ever!
The ten pillars in our book are still the top ten coaches. Belichick has won a “few more games,” but the top guys are still on top and no one new is coming anywhere close to three championships. Who are the top, there names are listed on our book cover:
Halas, Chamberlin, Lambeau, Brown, Ewbank, Lombardi, Noll, Walsh, Gibbs, Belichick
Description of the book can be found under products on this web site.