SEO (search engine optimization) and Blog communities what Quicken’s Willmaker has done to Estate Planning Attorneys.
Say What? We’ll come back to this in a second.
According to Mr. Randfish, one of the world’s foremost SEOs (search engine optimizers), in order to be successful on the web three things are required:
- Keyword Selection
- Search Optimized and Friendly Web Site
So you have your keywords selected, you have a nice new site, and now you need links.
How do you get links?
According to Rand’s most recent blog posts and videos you have to target the “linkerati!” The linkerati are the few people on the Internet capable of providing links. In one of his latest videos “whiteboard friday vidcast” Rand asserts:
the thing about links is, not everyone on the web is able to provide them…. most [people on the web] are [just] users…. most people are not what we call people who could do the linking
And he makes a terrific point, most people ARE incapable of providing links, most don’t want to create a web site or blog and spend time and money on maintaining it. As a result targeting the linkerati, no matter what your industry, no matter what demographic your product or service targets, is important.
So how is Social Media like a box of software that helps me protect my family should I leave this earth?
Well… what happens if we lower the entry fees (time, money, expertise) to getting some kind of web page up? MySpace, Facebook, and countless other social sites have scaled the size and complexity of the average website down to an individual basis. When you create a profile on a social network you are in essence creating a mini web site, often times seasrch-able and indexable by search engines.
Social Media sites have lowered these entry fees.
Within these social media systems adding content about your life, opinions on the products you use and links to their sites is not uncommon, and is a great way to help web sites rank, both in terms of direct links (that help search engine traffic) as well as direct traffic (friends, colleagues, visitors read your opinions and visit the site).
In a way (because of the way a majority of the search engines are constructed) Social Media is bringing back power to the majority. No longer will a select few bloggers, web site owners, the linkerati, control the scope of everything we see and read, control the rankings and traffic of web sites. Soon my grandmother will log in to neighbor connect, make a post about her recipe that included some fine olive oil and send a valuable link someone’s way.
So is our work, as SEOs, or WVO’s (website visibility optimizers), or whatever you want to call it, in jeopardy?
If everyone has the power to do their own keyword research, create their own site (using some kind of out of the box system), and garner their own links where does that leave us?
..in a great position
Tire kickers will always want to kick tires, and the pair that hold software systems and DIY web systems are very nice, and very kickable. But, for those looking for a complete package, looking for keyword research, a really well made web site AND link campaigns, the abundant information and DYI products on the web only underscore how complicated and beneficial the process as a whole is.