SEO value decline and privacy toxicity highlights opportunities #IN Mobile Internet Marketing
2010/12/06 Leave a comment
The apparent decline in the perception of value and privacy toxicity of SEO may be very good for Mobile phone makers and internet marketers as the mobile phone has become the Social Media and internet website interface of choice by billions of people globally.
With the rise in its Resonance Advertising model Twitter may benefit the most from the popularity of mobile phones globally and the steady decline in the value of SEO. Tweets or posts on Twitter are repeated or Re-Tweeted and the amount of times this happens combined with the distance the Tweets travel are a simple measure of Twitter Resonance. The other perspective needed to explore the opportunity in Mobile is the concept of wayfinding and how the fall of SEO will open the door for mobile marketers.
Let’s look at the decline in SEO.
USA FTC May Stomp on SEO
The Federal Trade Commission’s proposed privacy mechanism could cause a major shift in the online advertising industry, as companies that have relied on consumers’ browsing history try to make up for what could be billions in lost revenue. — The New York Times
One has to wonder the amount of pressure placed on the FTC by the public to even think about going up against the Silicon Valley entrepreneurs and the Google and Amazon business models based on Search Engine Optimization or SEO, though our belief is that SEO is flawed to the benefit of advertisers who bitterly complain that the search engine companies are the real beneficiaries.
SEO Flaws Fuel Social Media Rise
The obvious flaws in SEO are easy to notice as advertisers and ambitious content creators impact SEO by standing between manufacturers or brand holders and the people that want to buy their products on the internet. The promise of decreased costs by having more options may not have been realized as companies like Amazon and organizations like Wikipedia exploit their ability to influence search to rank high in SEO results with products and ideas by the nature of what they do, inventory words.
Oddly enough since 2008 people have shown that they prefer to find answers to their questions from other people in Social Media platforms like Twitter, LinkedIn and Facebook rather than from the search engine spiders and the advertsers that feed them. Facebook like SEO faces a pretty big dilemma around privacy initially exposed by the Canadian Privacy Commissioner a few years ago and which may be brought back into the light by the looming FTC decision around SEO privacy.
Social Media Rise and Wayfinding Dilemma
Now that Social Media platforms command over 50% of searches the people that go there are being challenged to wade through all of the content that is available, content that once provided a great value has become awkward to navigate by its size. Wayfinding has become an issue and Content Resonance, recently championed by Twitter in its Advertising Revenue Model, is the answer.
Finding things on the Internet or a product catalogue or across a network full of digital files is a big problem that adds tremendous costs to people and business. People go to Social Media platforms and search engines to save time but businesses have a bigger problem as they can’t rely on billions of people to organize content and offer answers to their questions or help them refine their questions to reflect important issues that help them respond to their customers or markets.
One simple and very costly example is the impact caused by ineffective wayfinding which amplifies the cost of E-Discovery or the identification and analysis of digital content related to civil law suits. Not understanding how to quickly get to the content that ‘resonates’ with the issue at hand compels lawyers or the companies that serve them to find every ‘bit’ of data that they feel may be remotely connected to the prospective legal action. Naturally this is a windfall for the vendors but not the participants in the dispute or even the lawyers who are now forced to cut costs while providing high quality services to their clients.
Lawyers have been among the slowest professions to explore the possibilities of Social Media in their practices and have been slow to examin how Social Media innovations may speed up learning and facilitate content wayfinding to cut E-Discovery costs.
Mobile Rise accelerates SEO Decline and Mobile Opportunity
The popularity of mobile telephones as the on-ramp of choice to Twitter, LinkedIn and Facebook means that fewer people use desktop browsers and that Google can no longer return 3,000,000 ‘hits’ or URLs for us to examine before finding where we want to go. Fewer hits means less advertising dollars and I personally would not like to see more that 10 or 20 good options of where to go to find answers when using my mobile phone.
Oddly enough the wild success of Android will kill SEO faster and the growing number of Android APPS or application will kill Android as few people will know which are useful and fewer Android publishers or developers will make money without playing the privacy card or looking for private user data, in our opinion.
RIM Amps up their Game
David Yach at RIM was kind enough to meet with me a number of years ago to talk about my idea of a KnowledgeAura which evolved into the SpeedSynch Resonance Maps we take to market today and it was good to see what I thought was a missed opportunity is more about timing than the value of ideas or innovation.
Just as we go to market with a rich Content and Predictive Analytics value proposition David welcomes TAT their latest acquisition–
Today we are pleased to confirm plans for The Astonishing Tribe (TAT) team to join Research In Motion (RIM). We’re excited that the TAT team will be joining RIM and bringing their talent to the BlackBerry PlayBook and smartphone platforms.
– David Yach, Chief Technology Officer at RIM
Now that we see the value of SEO declining, Mobile may be the place where innovators can focus, create and deliver value to businesses and people that suffer in an internet landscape that pokes at their privacy and offers solutions that are force fed by advertisers to internet search engine spiders.
The next three months will be interesting and we invite you to see how we use SpeedSynch Resonance Maps to align people, products and content for faster wayfinding or learning. For the business folks out there please note that we use common and effective Business Intelligence technologies, yours or ours, to take what SpeedSynch Resonance Maps show us and enrich Predictive Analytics rather than have you depend on planning your future based on what happened yesterday.