It’s hogwash top to bottom, thinly connected dots meant to look like an evil plot. Apparently some people who were involved in Casa de los Amigos in Mexico City later donated to Democratic campaigns and Casa later rented office space to a migrant rights organization in 2012 and… well, that’s pretty much it. Proof that the “international Quaker movement” is the organizers of the refugee caravans aimed at the “destruction of U.S. borders.”

The language is florid in the manner of rightwing conspiracies. They specifically call out Brigid Moix, a former Casa de los Amigos director and well-respected Quaker peace advocate who Friends Journal published just last month. She was at Casa the same time as some guy who wrote something rather obvious about immigration that sounds like something rather obvious other people have since wrote about immigration. Oh and the one guy is now a Mexican ambassador to Greece. And someone was on a conference call. And there’s a group in San Diego. Seriously, there’s not even an attempt to draw a coherent thread. It’s just one non sequitur after another bridging together randomly Googled trivia, all carelessly run together because the author obviously assumes Daily Caller readers don’t read past the headline.

This would all be laughably obtuse in its overreach except that these conspiracies are getting less and less funny every day. The AFSC regularly gets conspiracy webs spun around its work in Palestine but I haven’t seen much trying to tie Friends to the biannual conspiracies around immigration. Hopefully it will fade away and Kassam will find some other bogeyman. The only stitch of truth can be found in the comments. There, buried near the bottom of all the knee-jerk crap you’d expect, is this, left un-ironically I suspect:

Word! SEO gets people to your site. Usability keeps people on your site. @brianksullivan #dfwwp #uxblog

— Rani Monson (@RaniMonson) March 23, 2013

To translate, SEO is “search engine optimization,” the often-huckersterish art of tricking Google to display your website higher than your competitors in search results. “Usability” is the catch-all term for making your website easy to navigate and inviting to visitors. Companies with deep pockets often want to spend a lot of money on SEO, when most of the time the most viable long-term solution to ranking high with search engines is to provide visitors with good reasons to visit your site. What if we applied these principles to our churches and meetinghouses and swapped the terms?

Outreach gets people to your meetinghouse /
Hospitality keeps people returning.

A lot of Quaker meetinghouses have pretty good “natural SEO.” Here in the U.S. East Coast, they’re often near a major road in the middle of town. If they’re lucky there are a few historical markers of notable Quakers and if they are really lucky there’s a highly-respected Friends school nearby. All these meetings really have to do is put a nice sign out front and table a few town events every year. The rest is covered. Although we do get the occasional “aren’t you all Amish?” comments, we have a much wider reputation that our numbers would necessarily warrant. We rank pretty high.

But what are the lessons of hospitality we could work on? Do we provide places where spiritual seekers can both grow personally and engage in the important questions of the faith in the modern world? Are we invitational, bringing people into our homes and into our lives for shared meals and conversations?

In my freelance days when I was hired to work on SEO I ran through a series of statistical reports and redesigned some underperforming pages, but then turned my attention to the client’s content. It was in this realm that my greatest quantifiable successes occurred. At the heart of the content work was asking how could the site could more fully engage with first-time visitors. The “usability considerations” on the Wikipedia page on usability could be easily adapted as queries:

Who are the users, what do they know, what can they learn? What do users want or need to do? What is the users’ general background? What is the users’ context for working? What must be left to the machine? Can users easily accomplish intended tasks at their desired speed? How much training do users need? What documentation or other supporting materials are available to help the user?

I’d love to see Friends consider this more. FGC’s “New Meetings Toolbox” has a section on welcoming newcomers. But I’d love to hear more stories about how we’re working on the “usability” of our spiritual communities.

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