Shun SEO for Sustainable Profits!
Twitter’s move to a Resonance based advertising model is the main driver behind moving the SpeedSynch web and social media sites away from an old SEO keyword design to a sustainabile Resonance micro site design built with Semantic meaning. Sustainability is the key.
Like any other business we don’t do anything unless it is linked to serving our customers or improving our competitive position in the market and Resonance allows us to avoid unsustainable SEO models and offer unique Social Media value to our customers.
We review SEO and sustainability at detail here though in summary the ability of almost anyone who generates enough content to confuse search engine spiders and become more visibile that the manufacturer of a product means that buyers pay more for a product and the market efficiency promised by the internet is patently false.
Once you consider that currently SEO adds to your cost of buying almost anything and the cost of selling almost everything on the inernet it becomes obvious that there must be a better way and Twitter has apparently found it with Resonance.
Resonance Rules Value
Resonance is created by content, whether it is in the form of a blog post, Tweet or product content used by searchers to help them find what they need or learn something they value. Searchers interact with content and SpeedSynch measures content and behaviours to create Resonance maps based on Semantic meaning rather than SEO keywords used in PPC advertising and marketing.
Content must ‘resonate’ or engage searchers to deliver real value to people and if the content doesn’t help them accomplish their objectives then resonance fades very quickly. The search-engine-optimization or SEO advertising models don’t concern themselves with user value and they charge customers according to how may people ‘touch’ or click on the content regardless of its value to people. Twitter understand the SEO model is not sustainable and spent a consideable time exploring options before moving to Resonance.
SpeedSynch internet marketing software measures Resonance so we can aligns content to customers for:
- Navigation or Wayfinding value
- Learning for operational improvements or innovation
Semantic Meaning and Resonance
Google or BING “any words used in similar spaces share meaning” and you will find practical resources for semantic meaning which we use in assessing Resonance. From a searchers perspective any content that helps refine a question or refine an answer resonates with the searcher. The content is relevent or has high quality and value. From a buyer’s perspective the products that fit the objectives or needs of the buyer resonate closely with their current assessment of value. It is important to note that a searcher’s or buyer’s assessment of value changes quickly for different reasons and we accomodate this simple truth with the persona concept.
Does your content Resonate?
Understanding closeness of meaning or affinity of purpose gives you a good idea of whether two things resonate.
This his how we measure Resonance very quickly in the SEO space as SpeedSynch;
- Maps content relationships of concepts or keyword themes rather than keyword phrases
- Allows you to assess the value of the keyword themes according to your perspective
Content and Products
Content, whether it is text, images, audio or video, is often confused with the value it delivers which is in turn determined by its format, location and it’s facility of interaction with products and people. Content can be used to describe products or it may be used as a wayfinding tool to help people find other content or products.
Describe vs Prescribe
Content that is crafted and delivered well allows people to define questions that they are not sure about and perhaps refine their understanding as they learn during their search. Content also helps people understand what is needed to achieve a goal, how or what to do or where something that will be pruchased, returned or repaired. Often people refine questions or answers at the same time as they look for and find content during a search and once they know their answer, they will go out an find a product. Content helps describe questions, answers and assists people to self-prescribe the products they need.
People and SEO Marketing
SEO marketing is a fairly simple concept. Web sites and blogs are the spaces that hold content so that it may be explored by people that search for answers or products. It is still believed that people search by entering word combinations or keyword phrases into a search engine in order to find the content that will lead to the products or services that they will eventually buy. SEO marketers devote considerable resources to balance their desire for high volumes of potential buyers with relevency which attracts the right type of people they wish to serve. Getting many people to a product is useless if they don’t buy because it is irrelevant to searchers.
Content is tasked with ensuring that search engine spiders rank their web or social media sites highly, ideally on the first search engine results page or SERP. Being number one is the ultimate goal and closer to the top of the first SERP means more profit. However after 18 years marketers have devised their own ways to entice search engine spiders to their sites. Indeed in early 2009 more people start searches in social media sites like Twitter, LinkedIN, WordPress and Facebook than entering keyword phrases into Google. There is a simple reason for this and content is the answer.
SEO Marketing and Content
Blogs generate far more content that corporations and I review the main reasons in my Semantic Blog in WordPress. In an interesting twist the desire for corporations to set up and forget websites has allow bloggers to divert the search engine spiders so that blogging content impacts the visibility of all brands and products worldwide. While this is obvious it was Adobe, considered a slow moving dinosaur by both Google and Microsoft, that acquired Day Software to provide corporations with content generations factories to fight the content war currently being won by the social media platforms.
Google Fights Back
Google did some acquisitions of its own acquiring Metaweb and accelerating the move away from SEO keyword phrases to semantic themes. While the old guard SEO marketers and promotors will argue how many years this will take it is very easy to see how many SEO experts where brutalized when Google’s algorith changes in May and June 2010. If you listen carefully you will hear how SEO marketers adjusted by creating more links and backlinks and adjusting the infrastructure of their SEO sites but the writing is on the wall. Backlinks are created when someone like the content they find on a site and notes or sites the site in a blog post or on a web site–people link back to the content that is valuable to them. We believe that Google is currently applying semantic algorithms to content and working quickly on backlinks which are the lifeblood of SEO marketers. By measuring how the sites that carry the links to the content being evaluated by search enging spiders Google, BING and other search engines will know the value of the backlinks according to semantic relevencyof the searcher. A link originating from a coffer grower will have more relevancy as a backlink to content about coffee on a site that discusses or sells coffee than the same link on a site focused on baby clothes where mothers blog about needing coffee while shopping because they are sleep deprived.
Google currently does this with keyword phrases and the use of semantics will take it to a much higher level where it is possible to attribute different semantic meaning to the same content and also the relevency of backlinks. We will show how this is possible with SpeedSynch and how SpeedSynch may be applied to understand current and future customer perspectives and behaviours which we call Neuropersona.
Changing Relevency and Customer Behaviours
The simplest measure that shows how quickly things change in internet marketing is that from month to month searchers use only 50% or half of the same keyword phrases to describe the same objective or problem. This change is consistant and causes marketers to constantly change how they describe products, services and the content used to help searchers find the products they need.
Quite simply searcher perspectives change so quickly that the relevence of content and backlink naturally errodes and must be updated or switched in accordand to new searcher perspectives. Old backlinks should not have the same weight or value for search engine spiders or people. This becomes a huge problem for old school SEO marketers who thrive on just backlinks or believe that the more backlinks the better.
Not only does customer behaviour change with search but it is also possible for searchers to change their behaviours in another way that causes marketers even more stress. Consider the case where someone in the same househld buys items for other members in a household three times in one day. Is the buyer a man, a woman or a child? Did the buyer buy because they had to replace the item and will contine the buying pattern? Did they buy a gift? Did they buy to replace an item borrowed from a neighbour?
Our solution to this dilema is to apply the concept of persona behaviours where we place content on a site to serve allow of the questions or objectives above regardless of the demographic or psychographic make up of the buyer. Indeed we believe that peopel can switch persona behaviours at will and so as not to confuse our notion of persona to how user interface experts or programmers apply the term we call ours Neuropersona. Neuropersona are describe on www.neuropersona.com
EPISODE ONE: Blogs and Twitter Alerts
So now we have a little background on SpeedSynch, SEO, Semantics, Neuropersona and now it is time to move on to the first episode where we move from a focused single page site that is part of a larger microsite on www.adscenario.com to a five page blog based micro site on a WordPress platform with a tight Twitter connection for alerts.
In order for us to achieve our goal of creating an internet asset to attract both search engine spiders and people that become satisfied customers we start by creating SEO reports of our Twitter feed because it is there where we reached out to customers first with the stories that we found relevent according to feedback.
Here is the semantic SEO report of our last 10 Tweets on our Twitter feed:
* Please click once or twice to enlarge or alternatively work with the enlarge option on your browser…
Twitter Feed Semantic SEO Report of SpeedSynch
Twitter is a critical element in communication today because of it’s realtime and because most tweets or posts in a Twitter feed link to or act as backlinks to web sites or other social media sites. This is the case with SpeedSynch where the Twitter semantic SEO report above is a map of 10 tweets. It is the last 10 tweets and the associated blog posts that indicate where our customers are taking us and where we intent to go.
Our next post will highlights Google’s fast push away from SEO keywords to semantic meaning.