SEO is Dead! Well, maybe your Google SEO
Why is SEO important? Because the majority of people search on the Internet to find thingsâ€¦reviews, contact numbers, shopping etc. But what is Search? Google? Yahoo?
If youâ€™re search engine optimization campaign is targeting Google, then what are you doing about the â€œsearchesâ€ on Del.icio.us, Technorati, StumbleUpon, Yelp, Wikipedia, Oodle and even Digg? Maybe those searches are not for the mainstream (yet), but it maybe where the Linkerati, the savvy â€œInfluencersâ€, go?
Is your SEO really just â€œGoogle Search Optimizationâ€? Have you brainstormed with your marketing team to see if your company, product and/or service needs to do more?
The Linkerati: Where Are They?
Rand Fishkin has made much about how SEO folks need to make sure their linkbait (and ditto for Viral/WoM campaigns) needs to cater to the Linkerati audience, the savvy online influencers who create and forward content.
But moving beyond finding what appeals to the Linkerati, is the need to find out where are they online, We need to diversify our thinking on 1) how where/how they create content; and 2) how they find content.
Recently, ValleyWag noted that while the number of active blogs tracked by Technorati has stagnated â€œpersonal publishing is still growing, but the fastest growth is occurring on social media propertiesâ€, such as MySpace, Digg, Yelp, and Twitter. Indeed, a recent study suggests that â€œ40% of all social networkers said they use social networking sites to learn more about brands or products that they likeâ€.
Questions to Ask:
- Where are my customers? Who are the influencers within those circles?
- Where do they search?
(Do they search on Yelp, Technorati, Digg or Del.icio.us?)
- Have I distributed my content there?
(E.g. Placement of Yelp, Blog on Technorati, Content on Digg, Bookmarked on Del.icio.us)
- Is it searchable? Or, simply, Findable? Is it â€œoptimizedâ€?
Counter Point: Who needs the Linkerati? Web-2-What and Big Seed Marketing.
There is the question of how important the Linkerati crowd is in shear physical numbers and how important the Linkerati and influencers are in general.
In Mayâ€™s Harvard Business review, Duncan Watts and Jonah Pertti proposed the idea of â€œbig-seed marketingâ€ as opposed to “Influencer”-based viral marketing, which:
combines viral-marketing tools with old-fashioned mass media in a way that yields far more predictable results than â€œpurelyâ€ viral approaches like word-of-mouth marketing.
big-seed marketing harnesses the power of large numbers of ordinary people, its success does not depend on influentials or on any other special individuals; thus, managers can dispense with the probably fruitless exercise of predicting how, or through whom, contagious ideas will spread.
The Tiny Linkerati
According to a Pew Internet May 6 study, 49% of the US audience are those that have â€œfew “tech assets” and limited use of technologyâ€. The survey goes on to show how little of the US audience are among the Web 2.0 Internet savvy. They are so little of them. Is it worth the effort on being on Yelp, Twitter, Digg, MySpace etc to appeal to them?
Of Course, It Depends
It is important to understand that you can create online marketing success without getting caught in the buzz about about “influencers” or the Linkerati. It depends what market your client and your customers are in. Of course, innovation carries risk – but this is not to forsake the long-hanging fruit for risk taking and vice-versa. You need both.
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