Digital Marketing

Where does white hat seo stop, and black hat begin?

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wow.

MediaPost Publications Search, Social Move BrightEdge To Create New SEO Tool

… if this does what it says on the tin, it’s reverse-engineering Google’s search algorithm… maybe not 100% deconstructing it, but sufficient that a bank of smart, search literate offshore analysts can understand social’s impact on search, write friendly content & plug it through social channels… and analyse the impact of their input.
Pretty much in real time.

On one level, it’s the ultimate white hat seo tool – optimising the production of content to make sure it’s found for the right reasons.

On the other hand, there’s the clear potential for that optimisation of content & maximisation of traffic to take the normal reach of a site far beyond white hat seo .

HT to @JanetParkinson & @leeodden

the standard new york – Google Search

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at long last, it looks like Google has fixed search.

You didn’t think it was broken before?
Well, try searching for an Hotel; you’d find dozens of sales agents & review sites before the hotel’s own website showed up.
Which was plain wrong.

And things were much worse in other areas, where sites recycling/harvesting/churning/stealing content (pick your metaphor!) obliterated the originators.

This has to be good for the businesses that make, sell and service their customers.

We’re all guerrillas now

Rory Sutherland, thnx TheGuardian

The Institute of Direct Marketing invited Rory Sutherland to talk to his meme, Behavioural Economics  [video here: kudos to the IDM 😉 ] It’s worth 90 minutes (yes, *minutes!* of any marketer’s time), so I won’t rehash his subject matter here. The audience was left hanging, wanting more; and asking themselves what they might do differently.
[Rory’s excellent & extensive reading list ]

Here’s a thought: think like a guerilla. [ See Ries-Trout’s Marketing Warfare for more on Guerrilla Strategies ] Not the majestic mountain creature – rather, think like an opportunist. Where niches appear, and can be taken on quickly & profitably, then do. Go get those sales. (& then bug out when the opportunity is gone)

And that thinking applies equally to major corporate brands as it does to sme organisations.

Diamond Shreddies isn’t a long-term product – they’ll be gone from the shelves after the sales bubble deflates – as did green Heinz tomato ketchup, and the myriad of Marmite variants. [hate it]. These are not just products that happened “because we can” – they’re the product of a fertile imagination, that encourages purchase with raw emotions – fun and being different, for example.

Half-hearing a radio debate on the inability of sales promotion to affect long-term brand loyalty, I’m left wondering how often brand managers calculate the impact of a campaign that puts value into their product, by changing the shape, colour or taste of their product – for a limited term – might not be a better use of budget.

In this social media era, maybe it’s better to spend money on adding value & interest to a product, so that it fans promote it through their personal, social media.

Trusting Communities

It’s not where you’d expect to find a perspective on our digital world, but Thought for the Day on BBC Radio 4 today gave just that.

Neatly encapsulating how eBay works: “we buy from people we don’t know, paying them up front, and believing in the best of human nature, wait for them to send our goods.”

Given that this is how the vast majority of e`bay transactions proceed, without dispute, it’s more than fair to describe eBay as a trusting community.

breakthrough 2009: cultural shift in social marketing

Ze Frank on Breaking the Metaphor of the Web
There’s momentum building here, towards a watershed. In recent weeks we’ve seen VRMWorkshop, big forward steps from Dataportability, Facebook‘s adoption of those principles… I’m sure there’s more – there’s certainly thinking about the problems created by social media

So is 2009 going to be the year in which we get a technical breakthrough, that changes Web 2.0 from being a technical achievement into being social & commercial?