Forbes: The rise of social media to make SEO desperate

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Lead: Ken Crogg, a writer for Forbes magazine, wrote last week that, with the rise of social media and the reform of Google's search algorithms, the SEO industry is starting to lag behind and will die in two years.

The following is the full text of the article:

This March, I had lunch with Adam Torkildson, one of the top SEO consultants in Utah State and the United States Adam Tokilderson. What he said at that time surprised me: "Google (Weibo) is let the SEO industry began to fall behind, SEO will perish in two years." ”

Later, I will Kilderson's comments on my blog, immediately attracted a lot of comments, many of them from the Tokilderson in the SEO industry peers. These people commented that:

1. Give my opinion on the idea that Tokilderson is great (or crazy);

2. Promote themselves;

3, criticized me for "link bait" (links bait) wrote a blog post;

4. How absurd is the claim that Tokilderson's views are;

5, agree and analyze the impact of Kilderson's views on the future.

I like to quote a word from the Second World War bomber driver saying what I think about it: "When you are on top of a target, the fire will only become more violent." "Tokilderson to the SEO industry outdated explanation is of great significance." I will summarize these ideas as soon as possible and add some background knowledge.

SEO is the first English acronym for Search Engine Optimization (Engine optimization).

SEO is divided into internal SEO and external seo. Internal SEO in the SEO optimization activities accounted for about 15%, designed to design the site, so that it follows best practices, and then in the search rankings in Google ranked the forefront. External SEO involves writing articles, press releases, blog posts, comments, and so on, the content of embedded keywords "reverse link" to the site. Today, external SEO also includes social media strategies.

Traditionally, SEO is also divided into "white hat" seo and "Black Hat" seo. As the name suggests, "Black Hat" SEO refers to the use of improper means, so that the site in the rankings of Google search in the front position, Google obviously does not want this practice. Compared to "Black Hat" seo, "white hat" SEO methods more difficult to detect.

But what kind of SEO does Google want to do? They want content on the Internet to be relevant and authentic, and to help others query information while satisfying some people's need for reading. If Google can't bring you the most relevant content in your search, it just means their job is "incompetent".

So by definition, the word seo means "game". In this game, the Google search engine (or other search engine) will make your important content rank more forward than if you are randomly scattered around an internet corner.

One months after Tokilderson's comments, Google launched a new service, "Penguin" (Penguin), to prove his view was correct. "Penguin" is the latest algorithm of Google code, for those who improve the search rankings of vendors, the service will be a "downgrade" penalty.

In addition, Google also decided to focus on SEO from "reverse link" to social media "praise", sharing, Twitter messages, re-editing and "1+" and so on. In a digital media world, Google has gradually begun to focus on new trends such as threads, comments and ideas.

What does this mean for Google? Google used to believe that if you connect with someone on the internet, they must have high-value content. But Google now seems to think that if you use social media to promote content, Google may think the content is more relevant, the likelihood of forgery is lower.

But in fact, all SEO activities are forged, rather than encouraging us to write, design, record or photograph real and related content, and to benefit those who search for content. If you make some content and publish it everywhere on the web, and create links to your specific content on the site, it is clearly false. (This is basically the status of SEO, whether it is white hat seo, or black hat seo.) )

I've done it myself. That's why I first met Tokilderson.

It is those overly aggressive marketers who are always messing with the rules of the game. Let's take a look at it: false advertisers, telemarketing, junk faxes and spam, and now it's time for SEO.

"All marketers are lying," says Seth Godin, a leading marketing expert Seine Godin. I am a marketing person myself, so I understand that. I think that means that if you have to change people's awareness by putting in a lot of advertising, then it's possible to get dizzy. No matter whether it is a fruit or vegetable advertisement or the current presidential election, none of them is following this rule.

Tokilderson told me that the current SEO is almost no longer related to links, but with the marketing site user participation data related.

In other words, SEO is related to "social sharing", and you can't easily cheat. With recent changes to policy, it is clear that Google will know which people are turning to social media and who are false accounts. Facebook already knows. Tokilderson a test a year ago, creating 1000 false accounts on Facebook, all of which are now banned.

I asked Tokilderson how Facebook "saw through" the trick. Tokilderson replied: "Although I am smart, but I really do not know, this is why they recruit doctoral students, it is also why Google buy Twitter user data." Google, though not gaining access to Facebook's user data, relies on Facebook's internal API (application programming Interface). Now that social data has become an important part of Google's algorithm, I've found that Google is using such data. ”

So what do we do?

Tokilderson smiled, saying: "According to the strategy proposed by HubSpot, quality blog content can attract a lot of social media followers." Your insidesales.com method has also aroused concern in the industry. It's a traditional pr. But PR has changed 180 degrees. My first major choice was pr. PR is now the ultimate, because it's about who you really know and what you create. How much value you provide to the community, and how much you get in return. ”

In this regard, I conclude that: "Although the content of the king, but the fan community has created this king?" my friend, Snappconner PR Cheryl will rule the world?

Tokilderson replied, "Basically that's it." Dell is doing well in this area. They only opened an account on Twitter, and they had 1 million fans. The Dell team is responsible for answering all the questions from their community, and because of this, their brand influence and reputation are in the industry leading position. ”

I asked, "What impact did this have on you?" Tokilderson replied: "We basically no longer carry out traditional SEO activities." Although SEO activities still produce some results, they are different from previous. Google is trying to provide users with more relevant search results. They will expel the counterfeiters. It must now be real, valuable content, and the role of community value and interactivity is obvious. ”

What impact will this trend have on entrepreneurs and executives? The answer is simple: invest in the real, relevant content that users need. Make these content so appealing that users can't help talking about it and sharing it with others.

Although this is common sense, it is not an industry practice.