Social media, SEO and content
I have been posting on various topics pertaining to SEO and social media. In some cases I have lost the thread and in some others I have a feeling that my emphasis has not been so very emphatic. I want to quickly gather my thoughts and then move on to more exciting topics.
Who said linking out is useful?
There are many articles and blog posts suggesting that we must link to the outside world. Seemingly it does no harm to your search engine ranking. But let me tell you that no self respecting web site owner will allow such a thing unless: 1. It is a must.2: S/he wants to commit hara-kiri. One must realize that the main aim is to first attract traffic and then convert this traffic into clients. This is the primary, secondary and sole aim of a web site designer. And what does an outbound link do? Take your traffic away from you. Once again this proves that SEO guys have to be business savvy and understand the dynamics of internet. Unfortunately, inexperienced guys (those who have no real web experience) try to become SEO experts. I have been in the thick of it and know the pressure under which we have to perform. If there is no traffic, there is no conversion – no client- no revenue and then there is no website to promote. That’s why I insist that SEO should start at the grassroots. First understand the dynamics of a web based business and then talk SEO. There is too much of hype about links and keywords, very little on traffic and conversion.
Content is king
I have dedicated one post on this. But I can tell you that that even if I write a hundred posts it will not be enough. (By the way I increase the value of my blog each time I write) We have moved from the days of keyword stuffing but have reached a world of rewrites. It is difficult for a search engine to differentiate between relevant content and fluff. But Google is trying to overcome this and soon. It is developing the next generation search where websites will be ranked as per relevance. How will the whole thing work? I really don’t know. There are others who are working on this. There is a strong wind pointing in the direction of change. Ranking of sites may not look the same in future. So, what are the lessons? Create relevant interesting and readable (human) content now. This will safeguard your interests in future- whatever shape search engines take.
What happens to websites who have nothing to say? This is an interesting topic. Let me illustrate with an example: I am a web hosting site who provides servers. What kind of content do I create? How do I make it relevant? Is it necessary to add content where there is no need? Possibly, I can start from the history of servers and go on to explain about the technology- I think you can grasp the problem now. Does creating content make sense?
Social media and the motorcycle man
When I was a kid there used to be this stunt with a motorcycle man going round and round a well (I am not sure but it used to be called the death well or something). The guy could not stop else he would fall down. Social media is like that,. You have to keep going round and round else your campaign would collapse. Often when I talk to the business suits, I have to explain this paradox to them. One time effort is not sufficient .You have to keep at it day in and day out. The day you miss out you are out. But this is not new to the marketing world. If McDonald does not advertise ,they will be wiped out from the memory of common folk. That’s why even established brands have to spend millions every year just to remain visible. A social media campaign will only work if you have a strategy in place. You must be clear about your objectives and the purpose of your social media campaign. If it is public relations don’t try to sell your stuff.
The world of social media has great potential. It is a wonderful world we are living in: a world with tremendous potential. Even small entrepreneurs can expand into a global empire. All this has been made possible by the internet and more so by the social networking environment. Facebook alone has over 100 million registered users and MySapce is not far behind. Just think of the possibilities if you can get across to these groups. It only requires a sharp brain and the desire to make a mark in this wonderful world of possibilities. Hope I have not been carried away by my poetical vision. In the next few posts I will delve into some of the interesting action being played out inside the social media arena.
