"Forbes": SEO Dead Social real-time content is a big way

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Tencent Science and Technology (China Tao) Beijing time July 24 news, the United States well-known financial magazine "Forbes" recently published marketing expert Ken Crogg (Ken krogue) Analysis of the article said, the traditional sense of the Search engine optimization (SEO) practices have become obsolete, in the SEO industry after the transformation, has now to social, Real-time content is a great way to go.

The following is the full text of Kroger article:

This March, I had lunch with Utah State, an industry renowned SEO expert Adam Tokilderson Adam Torkildson. What he said at the time made me very shocked: "Google (Weibo) has been doing to make SEO outdated, seo industry will die in the next two years." ”

I posted this view of Kilderson on my personal blog and immediately attracted a lot of comments. Many of these commentators are Tokilderson's peers in the SEO industry. These people in my blog message content, roughly divided into the following five categories:

1, I think Tokilderson speech is very great (or untrue) to express their views;

2. Promote themselves;

3, accusing me is to "link bait" (links bait) and wrote a blog post;

4. Claims that Tokilderson's views are untenable.

5, agree with Tokilderson view, and the SEO industry's follow-up development to express their views.

I often cite the words of bomber pilots in World War II: "When you fly over a target, the fire is most intense." "There is no doubt that Tokilderson's further elaboration of his views is reasonable. I will summarize these explanations and add some background information.

The so-called "SEO" is "seo" (Search Engine Optimization) The first English letter abbreviation.

SEO and internal seo and external seo points. Internal SEO about 15% of all SEO processing activities, which require web designers to design their own web sites, and to follow Google's corresponding requirements, so that these sites can be in the Google search rankings to enter the front position. External SEO involves writing articles, releasing press releases, writing blog posts, commenting, embedding keywords, and "backlinks" content. As a result of the development of SEO industry, the current external SEO processing also includes social media strategies.

From the previous operating methods to see, SEO is divided into "white hat" and "Black Hat" seo. As the name suggests, "Black Hat" SEO refers to the use of some illegal methods, so that their website can be in the rankings of Google search in the front, and Google does not want to see this phenomenon. and "White hat" SEO use of methods, "evil" traces are not so obvious, or means more sophisticated.

So what is the end result of Google's hope for SEO? They want to get a highly relevant and authentic Internet content that meets the needs of netizens ' information inquiries. If Google can't bring you the most relevant content, it means they are not doing a good job.

This shows that, in terms of SEO, it means that each external site "competition", so that their most valuable content can be Google search engine (or other search engine) crawl, otherwise you published content, will be forgotten in the "Corner" of the Internet.

After one months of Tokilderson's comments, the corresponding measures taken by Google have also confirmed the Tokilderson view from one side. Google said that for those who use the "trick" to improve the search rankings of the manufacturers, Google released the development code for "Penguin" (Penguin) of the latest algorithm, the corresponding rankings of these vendors will be "degraded." In addition, Google also decided that SEO focus from "reverse link" to social media love, sharing, Twitter information, re-editing and "1+" button (1+ nature most favored by Google) and other indicators. In other words, Google has focused on followers, comments, and opinions in social media.

So what does Google's shift mean? Google previously believed that if you were linked to someone on the internet, it meant that those people had valuable content. And Google's current attitude seems to be: if you promote something in social media, Google will consider these content to be more relevant and less likely to be false.

The ultimate goal of all SEO activities is only one: by writing, designing, publishing videos, and so on, so that those who conduct search activities can see the most relevant information.

If you make some content and publish it anywhere on the web and link any other Web site to your content, your content is clearly suspected of being false (in fact, either white hat seo or black hat seo is essentially the case).

Obviously, it is those marketers who are too aggressive in their marketing strategies that make it impossible for everyone to "play" according to the original rules of the game. We might as well recall that before ... False advertisers, telemarketing, junk faxes and spam, and now it's time for SEO.

"All Marketers are liars," says Seth Godin, a leading American marketing expert Seine Godin. I am a marketer myself, so I know the truth. I think in the marketing process, if you want to convince the object of the promotion, you have to make the target to be "around Halo". All kinds of TV commercials and even the U.S. presidential election are the same.

Tokilderson said that the current SEO is no longer linked to the link, but with the marketing site user participation is closely related.

In other words, SEO is related to "sharing", and Web sites are not able to fake it (at least the forgery process is not easy to achieve). Google adjusted its ranking algorithm because the company knew that its familiar users were turning to social media, and they were able to tell which people were false accounts. In fact, Facebook can understand these things. As a test, Tokilderson created 1000 false accounts a year ago, and these accounts are now blocked.

I asked Tokilderson how his false accounts were "seen through"? Tokilderson replied: "I'm not sure about that, that's why they're recruiting PhD students, and why Google buys Twitter user data." Google had hoped to buy Facebook user data, but they relied on Facebook's internal APIs (application programming interfaces). Now that social media has become an important part of Google's algorithms, I've seen them use this kind of data. ”

So what do we do?

"The strategy that HubSpot puts forward is that premium blogging content can bring a lot of social network followers," Tokilderson said in a waiver. That is, your insidesales.com published in-depth research report, can arouse the concern of the industry. This is also the oldest PR science. It's just a PR study that made a 180-degree turn. My major is PR science. And now is the ultimate in PR science: It's about what you really know, what people are talking about. How much value you provide to the community, and how much you get in return. ”

I summed up the above statement: "That is to say, although the content of the king, and the community of the active followers of the direct birth of the King Tokilderson?" my friend Snappconner PR Chelier (Cheryl) will rule the world? "

Tokilderson replied: "The general principle is right." Dell is doing a good job on this. They only opened an account on Twitter and had 1 million followers. The Dell team is responsible for answering all the questions from their community, and is therefore leading the brand and corporate image issues. ”

I asked, "So what's the impact of the latest changes in SEO on yourself?"

Tokilderson replied: "We have basically no longer carry out the old SEO business." Although the original SEO processing can still bring some results, but compared with the previous has been greatly different. Google has taken steps to provide users with more relevant search results. Google will cancel those false rankings. Only authentic, valuable content is now reliable and requires community and interactive features. ”

So what is the impact of the transformation of the SEO industry on entrepreneurs and business executives?

The solution is also simple: invest in content that users are genuinely interested in, authentic, and highly relevant. Make these content more appealing so that users are willing to talk and share with others.

Although this is a simple truth that everyone knows, just "easier". Actually I did it myself. That's why I first met Tokilderson.