“The job of any smart marketer is to enter a conversation that’s already taking place,
and channel existing desire for solutions and benefits onto a specific solution.” That’s a tip from Brian Clark of Copyblogger Media. He has a series of ebooks that talk all about Content Centered Blog Marketing. It’s a strange world we live in that the idea of emphasizing high quality content on your site or blog could be considered remarkable, but apparently that’s the case.
Gaming Google SEO was the rage for so long that many sites reacted very bitterly when Google introduced Panda to try and restore some quality control in site ranking. Clark doesn’t subscribe to the idea that SEO is dead, he just thinks that long term success lies in attracting people to your site that are actually looking for the service, product, or solution you’re offering. He refers to this idea of quality original content leading to genuine links to your site by those who benefited from what they found, as Authority. As the quote above suggests, Authority comes from researching how a target audience actually speaks and thinks. How are they framing their searches? What does this say about what they’re really seeking? They don’t want to wade through dozens of artificially ranked content farms and empty calorie sites. Try to pick up on the conversation that your audience initiated when they searched for an answer. If you’re not part of the solution to that, you’re part of the search engine problem. As Ned Flanders from the Simpsons put it, “Do I hear the sound of butting in? That’s gotta be little Lisa Simpson, Springfield’s answer to a QUESTION NO ONE ASKED!” BJP