Trends And Truisms Day Two: The Importance Of Being Universal
No self respecting search marketer could escape endless conversations about universal search in 2007.
While the topline definition of universal search involves the combination of all aspects of search engines (video, images, shopping etc.) in one index, the implications of universal search move way beyond the search results page.
With broadband adoption at an all time high, and the ability to produce content becoming as simple as it is to consume it, the world of media is growing at an exponential rate.
While this is not based on actual statistics, I would venture to guess that there will be more universally accessible content produced in a single day in 2008 than there was produced between the years of 1950 and 1970.
What does this mean for the marketer?
- Consider content production in your media plans. No, really!
- Hire an SEO practitioner to work with every piece of content
- If a tree falls in a forest and no one is there to hear it, did it really fall? If content is uploaded and the proper meta data is not applied to it…(you get the idea)
- Think of RSS as Really Serious Stuff
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- We have all been hearing about the importance of RSS from a consumer standpoint, and many people have noticed the lack of adoption by the masses. Don’t let that fool. If your team does not have working knowledge of RSS, and is not familiar with its powers, you are in a lot of trouble (and your clients will be calling me soon enough
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- We have all been hearing about the importance of RSS from a consumer standpoint, and many people have noticed the lack of adoption by the masses. Don’t let that fool. If your team does not have working knowledge of RSS, and is not familiar with its powers, you are in a lot of trouble (and your clients will be calling me soon enough
Tags: RSS, universal search, broadband, branded content, SEO, syndication, search, search marketing
Jan 03, 2008
Great points, especially the importance of a sound RSS strategy – this is already paying big dividends for many of our clients.
Jan 03, 2008
I think it’s sad that this even has to be said or thought about. Creating a blanket with content should be a given; second nature. A web site was never meant to be a once and done deal like so many have become. It’s living, breathing, growing, consuming and being consumed. Beyond the web site, the epicenter of any marketing initiative, every touch point needs to be optimized, watered and cast into the belly of the internet beast.
SEO is so vitally important for any content regarding a brand. RSS adds the findability and accessibility of said content.
To us it seems like a no brainer, but why is it so difficult to spoon feed this to clients?
I truly hope this new year sees a greater understanding of value and acceptance of content development, search engine optimization and RSS offerings.
Sorry, i totally had to wheeze the keyword juice on that sentence! Haha
Joseph Szala
Vigor – an interactive branding strategy firm
Those too.
Jan 03, 2008
Adam,
I believe that there is no doubt that 2008 is going to be the year that the tipping point is reached in interactive marketing. We are about to witness (and participate) in an exponentially accelerated paradigm shift from traditional media into digital. Those who have lead this migration over the past several years have demonstrated that terra firma does exist at the end of the digital rainbow. These quantifiable results held the keys to the floodgates. With sites like The New York Times and Facebook learning lessons for all in a very public arena I believe those less progressive in there leanings have the precedents in place to commit large budgets to online channels.
In addition to the digital bandwagon becoming the preferred mode of marketing transportation, the entire digital landscape continues to realign itself to affect greater efficiency. Redundancy is lethal in the marketplace and those ventures that have yet to successfully articulate their value will continue to be consumed by those who have a defined vision and understanding of the future. This is a winner take all arena.
I enjoy reading your entries and I appreciate the effort you employ in these endeavors. I look forward to your analysis over the next twelve months and am excited over all of the possibilities that lay before our industry.
Keep up the good work.
Jan 03, 2008
Joe
No worries about going for some SEO value with the anchor text there
We will see just how much original content is actually produced by brands this year. While I know many larger brands are adopting high cost content production, I would love to see smaller brands take advantage of low cost, high quality content creation.
Jan 03, 2008
Thanks Eric.
I will do my best not to let you down!!!
Jan 04, 2008
Hi Adam,
First: you get Post of the Week so far. You nailed it.
Let me play this backwards:
1) RSS rocks, and is the most seamless way to get syndication ever. “Steal my content” is awesome.. especially when it leads them thar visitors back to our client’s site(s).
2) Universal search (in all its forms: Blended Search, 3D Search, Unified Search) is definitely the future of search visualization. ASK.com has it down the best so far, but Google is not one to let some little wonk like ASK eat their lunch. I see big changes for 2008 in Google results page design.
3) I LOVE your “not based on actual statistics” line. Watch some SEO forum quote that as gospel… or Fox News. Or Colbert. Definitely Colbert.
We’ve invested the last 2 years creating a Universal Search media optimizing and broadcast platform. It’s definitely something we ought to have you try. You might appreciate the nuanced Keyword engine and partner site rotation based on Page Rank, Alexa Score and keyword results for that site on a given month.
Have a phenomenal year, Adam, and thanks for keeping the ideas flowing.
best,
Mark Alan Effinger
RichContent Corporation
Jan 04, 2008
Wow, what a nice thing to say, totally appreciate it!!!!
It is refreshing to hear that more and more people are learning the power of “steal my content, just make sure it leads to my site” and fewer and fewer numbers of people are still obsessed with owning content everyone it winds up. LET THE CONTENT GO!
I will definitely take a look at your product. If you want to send over some slides, I would be happy to share them with the readers of A Media Circ.US. We love new products that help us in our marketing efforts.
Thanks for the thoughts!