2010/08/08 Leave a comment
Social Media Content swamps Corporate Brands
By almost any measure in early 2009 Social Media platforms were where most people start searching for things which caused a considerable amount of distress to corporations and the search engines that served them. People had learned that if they posted enough content, almost regardless of quality, then the search engine spiders would be distracted from the focused corporate sites and rank quantity first, and this is what happened. Let’s explore how we might be able to exploit this trend.
Sometimes its easier to make a point by showing rather than telling so lets have a look at any brand or product that you can think of and see who’s content the search engines believe is the best for you. Type any product or brand word into Google, BING, Yahoo or another search engine window and you will probably see somewhere in the top 5 links though not necessarily in this order; Wikipedia, Amazon and three links totally unreleated to the product or brand. These are bloggers, usually entrepreneurs who make considerable money when you click on their links because they provide you value whether it is information from content or the ability to buy something faster than manufacturers or their partners that deliver the products to market in older business models.
Brands and Link Thieves
Your brand value is being erroded by link thieves today. Se how link thieves affect my SpeedSynch brand and search on your brand to see how your brand value is being erroded by link thieves.
Copy the Best
Blogs and bloggers discovered that search engine spiders depend heavily on backlinks or links from blog posts connected to content that they need to evaluate in order to compare and rank content from different web sites, social media or corporate. Once the ranking is done it is offered to searchers according to word combinations that they enter into search windows. Bloggers started creating links and backlinks by the billions and corporations by the tens and hundreds. Its no wonder that corporation rank quite low even when they search for their own products and brands. What did they do?
Social Media Gold Rush
Corporations did what the bloggers did, they copied the best and essentially use blogger tactics in Social Media sites, not creative but effective. This however causes considerable stress for advertisers in old media and no the search engines as they didn’t have visibility in social media and the owners of the popular social media software platforms made millions and soon billions.
Now the pendulum swings back as the content generated in the social media platforms chokes their ability to provide useful content to their own users and the bloggers actually need the search engines to create value for the content they generate. If one fails they both fail and now the search engines are tinkering with their algorithms so that they control results but don’t kill the blogs and for this they intend to use semantics.
What is Semantics?
Wikipedia defines Semantics though everyone else, like in th commentary above, defines it their own way for their own profit. Here is a semantic seo report map created by SpeedSynch to illustrate how bloggers use content for visibility. SEO professionals will note the keyword stuffing totally unrelated to semantics and by accident this map illustrates the battle between blogs and corporations.
* Click once or twice to expand the map or use the zoom feature on your broswer after clicking once…
Smenatics and Searchers
Semantic meaning is important as all three players in the battle for words must deliver value to searchers or visitors to blogs, corporate sites and search engines. They have a common benefit and semantics will deliver a common value if it is done from the perspective of searchers or visitors.
Perspectives and Behaviours
Look at the semantic SEO reports map created by our SpeedSynch internet marketing software above and you will notice how different people with unique perspectives can find value by looking at the graph and keyword themes.
SEO vs Semantic SEO
The last sentence above is a mouthful but my SEO consultants told be to optimize on “internet marketing software” and “SEO reports”. So I ensure the terms are in post, on the image tags and categories and I start blogs with names like “iinternet marketing software”–note that on WordPress “internet marketing software” was already taken so I added another “i” as the search engines disregard it giving me the visibility I need. This is old school SEO which is quickly losing value and being replaced by Semantic SEO.
Semantic SEO is creating content, like this post, that the spiders can read and determine that it matches the semantic meaning which is probably useful to a searcher based on how other searchers have defined semantic meaning for words entered into a search engine window. Now the old school SEO folks will say, “no change”, but there is a change and it is subtle and the subtly is why there is so much pain if the webmaster forums that are attempting to ‘decode’ Google’s “Caffeine” algorith.
Subtly often requires time to study and careful consideration before arriving at realization, learning and insight and Semantics will be a process rather than a formula.
My future posts will show how SpeedSynch.com moves from the old schoold SEO design to Semantic SEO almost like a reality show and why I believe Japan should win the Semantics SEO battle.
- Semantic Maps including semantic SEO report maps of Twitter feeds at http://www.twitter.com/speedsynch
- Backround at http://isemanticblog.wordpress.com and https://speedsynch.wordpress.com
Apparently search engines forcus on titles and text that is either bold or italics– we will see!