Thought it was interesting to see the new models of businesses that are slowly changing the way we view… well, Business2.0.
I was particularly struck by how “privacy is dead” and how that opens up new opportunities for business (the PatientsLikeMe.com model) – it really blows the mind. Think about it: people willingly divulge their own patient records (the secrecy of which remains a cornerstone of ethical behavior in the medical profession). Personally speaking, I think this is a transitory phase before we reach the end of the pendulum swing and face a backlash (in fact, on Facebook there seems to be a backlash!).
Anyway, here are the 10 models for your consideration:
Got this from that free e-book on what should the hub of your social media marketing be, which I recently read. Although the person quoted, Mike Sweeney (managing partner, Right Source Marketing) didn’t exactly phrase it as a “web asset strategy”, it’s still a great way to view how best to use your web assets.
Our website tells people what we do.
Our blog tells people how we think.
Our presence n social media properties – Twitter, Facebook, LinkedIn, etc. – serves as a distribution engine for the content produced on both the site and blog.
I just read Steve Rubel’s commentary on Google’s recently launched “Google Instant” which basically allows you to see search results as you type. According to Google:
Google Instant is a new search enhancement that shows results as you type. We are pushing the limits of our technology and infrastructure to help you get better search results, faster. Our key technical insight was that people type slowly, but read quickly, typically taking 300 milliseconds between keystrokes, but only 30 milliseconds (a tenth of the time!) to glance at another part of the page. This means that you can scan a results page while you type.
Steve zeroes in on the “Smart Predictions” feature as a matter of concern for marketers and SEO practitioners:
Smarter Predictions: Even when you don’t know exactly what you’re looking for, predictions help guide your search. The top prediction is shown in grey text directly in the search box, so you can stop typing as soon as you see what you need.
Steve also goes on to highlight that Google is saying to expect traffic fluctuations around organic keywords.
While I’m still not sure I agree wholeheartedly with Steve that this might end up “making SEO virtually impossible” – I can certainly rally around the fact that this changes the game quite significantly. If anything, I can see this changing the emphasis from mere search-ranking obsession to more quality content marketing efforts – i.e. creating great content that people will want to search out. If it’s awesome, the word-of-mouth buzz generated will happen both online and offline (because human beings still meet up face-to-face!).
Some of the comments to his post are also quite enlightening. These are the ones that caught my attention:
- Gabe Taviano: I’d have to disagree with the “no one will see the same web” thought. Like books, good content will always be needed, and searched for. When people find good content, they share it. Just because the search is faster doesn’t mean that good content won’t be indexed.
- Kate Reuvers: People haven’t been seeing the same results for years – personalized search ring a bell? This in no way equals the death of SEO, it just has the potential to add another level. If you’re an SEO that purely focuses on rankings then you’re not doing your job properly.
- Brett Tabke: It makes SEO INFINITELY more possible. SEO’s are licking their chops over this. We can now rank for ‘letters’ instead of just words. It opens the door to a whole new type of optimization.
- graubart: I agree in part as users will see results to partial searches. BUT the auto-complete aspect of Google Instant means that there will likely be fewer distinct searches, so more users will cluster around certain searches.
For example, suppose I was going to search for mergers & acquisitions. In the past, I might have typed “merger and acquisitions”, “mergers”, “mergers and acquisitions”, etc. Now, as I type merger, I’ll see “mergers and acquisitions” pop up and I select it. So, there will be fewer variations in similar searches
Cory Huff: uh…Steve, you’re a smart guy, but I think you’re off base here. Google has previously said that about 25% of their search queries are unique, but that means more than 70% are repetitive. People search for the same stuff. Not only that, but Google has to index content and suggest it to people, and there are factors that Google will use to determine those suggestions.
What do you think? Is this the end of SEO? Or is Steve missing something?
Currently trending on Mashable is an interview article on How Coca-Cola Created Its “Happiness Machine” where Global Senior Brand Manager for Coca-Cola, AJ Brustein, Definition 6 Director of Interactive Strategy, Paul McClay and Definition 6 Creative Director Paul Iannacchino talk through the making of Coke’s “Happiness Machine.”
It offers great insights into the anatomy of how a brilliant idea can go viral. I especially enjoyed the various practical tips interspersed throughout the article:
Found this over at the American Express OPEN Forum – “How To Customise Your Twitter Background“. Great “how to” for those who believe that customizing your Twitter page’s background is a key move for overall branding (whether personal or corporate branding).
I subscribe to that… but reading through commenter ileaneb’s blog, here’s another point to ponder: It’s possible to put too much effort into customizing your Twitter background… why? Because, seriously, how many people check out Tweets via your Twitter page? Most of us (myself included) use all sorts of Tweet aggregators and Twools to follow Tweets – never once bothering to venture into one’s Tweet page.
So, my conclusion is this: Do spend some time customizing your Twitter page’s background, but don’t put up too much hope that it will become a serious lead generator or such.
How to customize: