Over the past five years I have worked first hand with a rich and eclectic mix of authors and editors, covering a diverse mix of topics, digital media formats and voice needs. Of all the takeaways during this time, when there has been an inevitable shift in the needs of digital media coverage, I believe this is now what truly matters. Maintain quality at all costs, don’t dilute or expand where you cannot offer unique insight and expertise, and don’t under any circumstances hang your hat on SEO as the be-all blueprint for success.
We are assuming the “Search” provides accurate results from authentic, unique and reputable sources. This is a big assumption when we have yet to see a stable search platform that caters to the searchers’ needs – without showing rogue or scraped results – on a consistent basis.
We are assuming the “Engine” works as it was intended and without bias. This is not a popular viewpoint because search providers have an uncanny knack of giving preferable placements to sites and materials that serve their own needs, regardless of whether such results provide the user with the best search “experience." After all, that’s what they always say they are trying to achieve – ahem!
We are assuming the "Optimization" element is driving every search result, yet why do so many results show an acute inability to filter out scrapers, low quality and regurgitation? If search results are being driven by algorithmic analysis of quality, reputation, uniqueness and social signals, then it’s pretty head-scratching when you see garbage infiltrate the top of your search results so often.
These algorithms are a Jedi Knight or a Phantom Menace, depending on your viewpoint. While revealing nothing is obviously important to prevent "gaming of the system," it does add an element of skepticism. Here I refer to a nice quote I recently read from Dave Kerpen, CEO of Likeable Media, ”In the social media age, transparency is no longer a choice. Embrace it." I think that rings very true for SEO too. Transparency, or at least a hint of non-bias and firm action taken against scrapers, duplicators, and fluff would really help searcher confidence.
I am regularly asked this question, "Can we trust search, can we trust the engine?" Personally I don’t think so; though it is getting better. I’ve just seen too many pieces of content get pushed and pulled, deleted, archived, updated and recreated, simply to fit into an algorithmic mold the search engine “likes.” Why? We should want to please the audience, NOT the search engine, but in order to even get seen by that audience – or at least some of it – we need the search engine to like us. What a conundrum.
But I digress – I recently read an interesting news item regarding search engine forecasting and the collaboration between Microsoft and BrightEdge, “the leading global SEO platform provider.” It highlighted some eye popping revenue figures that are being lost in the retail, finance and technology areas, all because of poor search optimization techniques and passive attempts to integrate them into business. The numbers, for scare mongering purposes: Retail $51 million, Financial $51 million, Technology $5.4 million.
That’s unrealized sales to the tune of $112 million because of poor search driven strategy. That's a figure that will turn a few heads, especially at executive level and in advertising circles, where finding accurate, predictable ROI for SEO is like finding a needle in a haystack. It has long been chimed, “Where is the proof?” … “How are these numbers quantified?” … “How do you really justify this on the balance sheet?” So when I read, “BrightEdge analyzed terabytes of page rank, social signals, keyword, backlinks, ranking and CPC data," I like that for three reasons.
- A statistical analysis, diving into terabytes of pages, quantifies a deep data mix.
- Relevant factors of searching page rank, keywords, backlinks and ranking cover the quality barometers of search results.
- Media engagement via social signals are fast becoming THE key benchmark for quality, not just an afterthought for SEO purposes.
This combination quantifies what is truly happening. Key questions, therefore, can be answered: Trusting the data, where it is coming from and what it is pointing to. Now we have the full gambit for representative forecasting that means something, and not just in terms of the search engine, but social too as a pivotal component in its own right.
In terms of search, I have always frowned upon complete solutions and the theories of “experts” offering insights they can’t back up with proven results. Many are too hung up on principles and methods based on flawed data and old ideals. It’s implausible across a digital media landscape that changes at the whim of a search engine’s algorithmic tweakage and the social behaviors of online readership.
For now, let’s look at the ability of brands to stay ahead of competition by maximizing their position with search optimization and social engagement. That involves being perceived as a market leader and utilizing social networks that are seen by relevant customers and clients. Simply, where are the biggest gaps and opportunities for brands to make an impact within their niche? That is a considerable challenge, not only to get off the ground, but also to remain fresh and engaging.
As you build a portfolio of content you don’t want poor or outdated legacy material dragging down the good, topical and current. Microsoft is an excellent case in point here. While it obviously has a larger portfolio of digital content than most, its infinite need for quality and throughput makes it difficult to coordinate when and where to archive, retire, delete or refresh existing content. Also where do gaps exist for new materials, and where does duplication have the distinct possibility of dumbing down or diluting the good with the bad? This entire work flow is expensive and time consuming to assess, create, recreate or store relevant content – for Microsoft, let alone the small to mid-sized business. Couple that with content life cycles that differ by industry and media type, we can appreciate the need for serious strategy and dare I say a "formula." But, at what price?
An SEO effort requires building a framework that sees opportunity in the analysis of your customer or client base. It shouldn't simply cater to the search engine. Meet the needs of your audience, reach out to them and embrace the social signals they are giving off about you – be they local, national or global in recognition. Many have become seduced by the “keyword phrase.” In my experience, I have seen people employing a strong technique using keyword data and analysis to pick low hanging fruit. That works great but it’s not scalable. As soon as you start trying to be bold, go too broad with hugely popular but ultra-competitive phrases, you need more, MUCH more than just an ability to find a phrase and optimize it within your brand or site. You need a solid reputation as a source of real quality, flawless content, slick navigation and a buzzing hive of social connectivity.
We often hear, and with fair substantiation, that page rank, keyword backlinks, bounce rate and cost-per-click play crucial roles in SEO analysis. But extensive involvement in both the creative and strategic process of content delivery leads me to believe it has so much more to do with having a robust view of the social signals you are giving off and the social relevance you possess. Creating the right content type, format and depth of coverage for a particular searcher, and really having an identity as a brand, makes all the difference. Newsy or evergreen? Conversational or instructional? What does your audience want to see? Content that is represented in search results is much more about social habits, networks of trust and patterns of behavior than traditional keyword focus, which is stats-driven and formulaic in approach.
Maybe it’s time for an upgrade, what about SEO 2.0… Social Engagement Optimization!
Social awareness has totally changed the landscape of SEO. While not dead, SEO as a formula using tools and techniques garnered from databases and SEO experts applying “tried and trusted methodology” has to be balanced with social impact. When the algorithms started to look at what we originally assumed were intangibles – social indicators of trust, respect, loyalty, readability and voice – we saw a cultural shift in what was meaningful for the SEO analyst, content curator and searcher as a whole. The experts had a wake-up call; their knowledge base has to incorporate a far broader social mix. Embracing it is what will separate the wheat from the chaff.
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