WordPress Joins the Content Creation Wars
Apart from acting as a virtual gathering space Social Media software platforms quickly learned that their communities want to create content, and the faster the better.
I built this blog post with the WordPress ‘QuickPress’ user interface and have looked at others including Posterous and Livejournal though WordPress is the most comfortable so far I have just downloaded Typo3 and will look at it over the next week or two.
The Content Arms Race
My sense is that all of the Social Media software sites provide the content creation tools in an attempt to keep their ‘community’ close and members are critical to the valuation of software platforms and ultimately critical to the exit strategy of the founders and venture capitalists who fund them.
The connection between content creation software, a content arms race, a good ‘valuation’ and selling for maximum profit is astraight line and clear as a bell.
Why do you Blog?
With all of the content creation systems out there and not enough time in the day a simple question surfaces quickly, why do Social Media software users blog? This question has many answers that include convenience, attention, entertainment, though the biggest reason may be that since early 2009 or late 2008 over half of searches started in Social Media software platforms.
Blogs, Backlinks and Search Engine Rank
Almost everyone covets a top rank on a Google or BING or Yahoo search engine results page or SERP as #1 means profit. People look there and depend on the information there to make a buying decision and typically jump from top ranked links to a purchase transaction. If they buy something after visiting your top ranked site you earn a commission, Amazon (or other resellers) earn a commission and the manufacturer earns less as they pay the commissions.
Backlinks are a form of voting where you benefit from the content of internet users who then mention and link to your site. Backlinks may be created by posting good quality content to blogs with links to your site and you may see contrived posts that are note humanly readable with links.
Google “SpeedSynch” and you will see what looks like sites with a photography conversation that seem to reference all types of variations of “speedsynch” or “speed synch” or “speedsync”. While the blog posts appear to use industry specific jargon, let me assure you that no one would ever string a sentence together in that fasshion.
Indeed you may have found a site that looks for search traffic and is created with the sole objective of standing in between a search engine and the traffic generating site, speedsynch.com
Now unless you blog then the ‘photographer’ sites rise to the top of Google and they get the ‘searchers’ looking for SpeedSynch.com. While this would have made a huge difference five years ago, over the past three years it means much less and since last year it means not much at all.
Most of the traffic to SpeedSynch.com comes from Social Media sites and searches related to SpeedSynch.com focus on specific comments, SEO Reports, answers on how SpeedSynch internet marketing software creates semantic resonance maps, the same resonance championed by Twitter, or how SpeedSynch internet marketing techniques may be applied to competitive analysis or to deliver fast learning to self-directed adult learners.
The ‘photography’ blogs the posts include links which battle for the #1 spot when anyone searches for ‘speedsynch’. Try searching on any brand that pops into your mind and find out who stands between you and the brand that you wish to find.
Faster Content Creation Means Higher Rank
The correlation between rank, content and links is pretty straight forward and generally known.
Creating new content faster appears to be necessary in order to rank higher to get more profit or attention.
Can Google Save SEO?
The process of ‘improving’ page rank is called search engine optimization and consultants will show you how to rank higher or will do the work for you. The work, because of the nature of search engines, involved content backlinks and directly or indirectly depends on content creation.
The relationship between searchers and content used to be simple, both were performed in the Google software interface or search engine box. Social Media has since enticed over half of searchers to start in their platforms and so Google’s ‘search share’ may be less than 35% given the numbers and other search competitors. Indeed this trend may have been the driver for Microsoft’s significant Facebook investment a few years ago–the writing was on the wall, SEO was going down.
Google has fought back to protect the concept of SEO by innovating and corporations like Amazon also stand to lose large if SEO deteriorates as ‘affiliate marketing’ represents a large portion of their revenues. The more SEO ‘crews’ that stand between you and brand owners the more transactions go to Amazon or similar re-sellers. If manufacturers could estabilish a direct relationship then their profits and possibly your cost would go down too.
On the innovation side, Google may actually speed up the decline of SEO with Android. After all how many links on a page will searchers view? Likewise the Google ‘Instant’ feature appears to ‘guide’ searchers past the ‘links’ that might have distracted them right to the big brands. All the work of the SEO ‘crews’ may have been spoiled. Semantic SEO or semantic algorithms introduced and soon to be augmented by Googles’ purchase of Metaweb will take searchers away from viewing pages even faster.
Twitter is the fourth horseman of SEO’s apocolypse as Twitter doesn’t even rely on conventional backlinks. Twitter is the future of marketing from our perspective and accelerates SEO’s decline further.
Search, Profit and Time
SEO appears to be failing Google just as Social Media is rising in popularity and this is because of the huge amound to content that millions of people can generate.
But do people have time to fight content wars?
Yes and no. Posterous and WordPress’ QuickPress, where this post is being created, helps people quickly generate and distribute content–more bad news for Google as if I was the corporate advertiser with the big budget I would ask hard questions about why I shouldn’t just create my own content in the spaces where people gather. Why do I need a broker when Social Media is where the action is?
WordPress has ramped up their content creation capabilities as it rushes to its exit strategy, just like all of the other Social Media platforms.
Now lets see what Google does next.