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The Web is a Social Medium

The Web is a Social Medium. By: Aaron M. Wall. Mechanical SEO is Dead. Google has filters for … Duplicate content Excessive reciprocal links Excessive low quality links Anchor text abuse Google does not want to filter… Great information and conversation

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The Web is a Social Medium

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  1. The Web is a Social Medium By: Aaron M. Wall

  2. Mechanical SEO is Dead • Google has filters for … • Duplicate content • Excessive reciprocal links • Excessive low quality links • Anchor text abuse • Google does not want to filter… • Great information and conversation • Real brands recommended by real people • Easier to succeed giving Google what it wants • Sustainable SEO revolves around spreading ideas

  3. The Tipping Point • Buy Malcolm Gladwell’s The Tipping Point today • Mavens • Share because they love to learn and share. • Know their industry better than anyone. • Connectors • Good at promoting others. • Much like public relations. • Lee Odden is always helping someone out. • Salesmen • Turn ideas into profit. • Really get people to believe in something. • Customers, brand evangelists, affiliates, etc.

  4. Cumulative Advantage • Just being popular makes you more popular • More subscribers see your story faster • More subscribers link to your stories quickly • High authority & more links = quicker indexing and higher rankings • More comments on your blog • Social proof of value also makes others more likely to trust you • Read more on cumulative advantage

  5. Publishing Models • Some people only talk about themselves • Eventually they lose market momentum from participatory narcissism. • Popular sites with sustainable growth are platforms • Highlight other people & brands • Offline Paris Hilton is a good example of this • Gawker does not pay much per pageview • Author needs many pageviews. • Creates rapid fire posts. • Need to be first with the news (or have a contrarian view) to make that model work sustainably. • If you know what they like, it is easier to get referenced than you think.

  6. Example of Knowing Link Target • I sent a 10 second email to ValleyWag about Mahalo publishing a spammy page • They posted it right away, even though they screwed up my name! • They didn’t know me, but I knew what topics they liked

  7. 50,000+ SEOs? • But probably less than 1,000 read the Google documents that were leaked • All SEOs who read it have an advantage over those who did not. • Those who took the time to read it could relate it to the broader market.

  8. Predicting Trends From Past Markets • Del.icio.us popular list • Digg homepage • Blogger’s old content • Subscribe to blogs and learn their biases • A few years back I read so many SEO blogs I could virtually predict who would link at something, and write specifically for their link

  9. Bias • We are more receptive of reinforcing communications • People who subscribe to your site often share your biases (at least on some level) • We are all really interested in ourselves • Advertise on sites you want to be related with • Hire people who you want to be related with • Interview and promote each other (connectors) • Ask for help from those you helped when you do a big launch

  10. Best Photographers EVER!!! • Awards work!!! • But this guy screwed it up

  11. Political Blogs http://research.microsoft.com/projects/blews/blews.aspx http://www.blogpulse.com/papers/2005/AdamicGlanceBlogWWW.pdf

  12. What Happened to the Dollar?

  13. Publicize Your Publicity

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