Welcome!

Microservices Expo Authors: Pat Romanski, Elizabeth White, Liz McMillan, Christoph Schell, Matt Brickey

Related Topics: Microservices Expo, Java IoT, Cognitive Computing , Agile Computing

Microservices Expo: Blog Feed Post

RIP SEO, Broadcast, Email, PR and…Wait What?

It’s become incredibly in vogue to classify different marketing channels as “dead”

It’s become incredibly in vogue to classify different marketing channels as “dead.”  Sounding the death knell for traditional media was first, whether that was 30 years ago with the rise of cable TV, or more recently with content streamed online, to multiple devices, on demand. The press release has been metaphorically buried over and over again, only to rise from the grave. More recently, digital channels, such as email marketing, have been called dead (despite data to the contrary), and the latest earnings reports have people putting Facebook (and social media altogether) on life support.

The most recent target seems to be Search Engine Optimization (SEO), as an article on Forbes.com last week stirred the pot with the attention-grabbing headline,The Death Of SEO: The Rise of Social, PR, And Real Content. Journalists/soothsayers seem to be particularly enthusiastic about pounding nails in coffins, and it was only a matter of time before SEO got the treatment.

In my eyes, much of the talk of the “death” of any of these channels – whether it’s the press release, PR, or broadcast, revolves around misunderstanding the way they work, and what each vehicle’s  goals are.  Take broadcast TV for a moment. NBC has taken considerable flak this week for tape delaying most of the Olympics, including the opening ceremonies.  And yet, the Olympics are off to a record start from a ratings standpoint.  So, while there have been issues around revealing results on the same station that hasn’t even shown that event yet, the fact is that NBC’s goal is to maximize viewer audience and sell profitable advertising time to those viewers.  And, on that they are delivering.  Of course there are kinks to work out, and live streaming of events, mobile and tablet viewing, and social media/broadcast integration are still in their very early innings, but NBC’s primary job is to maximize the return on their investment of broadcast rights to the Olympics, and for them it looks like a success thus far.

The reported “death” of SEO follows much the same pattern, in that there is a lack of full understanding of SEO and how it works.  Let’s turn again to the Forbes article for a couple statements, starting with this excerpt, with which I mostly agree:

But what does Google want? They want relevant, real content on the internet that people want to read and tell other people about. If Google doesn’t bring you the most relevant content when you search they aren’t doing their job.

Pretty straightforward, right?  Google’s (and the other search engines’) job is to provide you relevant results for your search, either through their organic listings, or by serving you relevant ads that match what you are looking for. The key part is relevant results, because if search engines didn’t give you this, you will eventually stop using them. So far so good, right?   The bottom line is to create relevant and  good content that people want to share.  This is exactly what we preach to our clients, and do for ourselves.  However, it’s the next part where I differ from the author:

So by definition even the word Search Engine Optimization (SEO) means to “game” the Google search engines (and others) to get your valuable content ranked higher than it would be if left alone to the forces of the Web.

Here’s where I disagree: there is still enormous value to SEO, despite efforts like overall inbound links being given somewhat less weight (but not dropped as a factor) by Google.  SEO isn’t just rote link-building where the most links win, it’s far more complex than that. SEO includes researching the keywords that will go into your content, developing your site or blog with search engine readability in mind, as well as building qualified (non-spammy) links to your site so that your content can be found by visitors and weighted by Google. This is a big distinction from saying all SEO efforts are “gaming the system.”  Keep in mind that over 90% of Google’s profits are driven by pay-per-click ads, which if you want to talk about “gaming the system,” is predicated on the fact that this ad may be more relevant, or better placed on the page, than the organic content.

Let’s take it into the offline world for a moment and imagine that you are selling your house. With the goal to have as many potential qualified buyers as possible come through and enjoy your home, you replace the old carpet, paint a wall, plant a new tree and do some other things to present your house in the best way possible to potential buyers.  You clean up the house, make sure everything is set up right, and then host your open house or have buyers take individual tours.  Is this gaming the real estate system?  I don’t think so, it’s making sure you present your home in the way the market has told you potential buyers expect to see a home.  Google is the same way, they are pretty clear about what you should and should not do, and sticking within these parameters is a primary guideline for SEO. If you aren’t optimizing your online properties for search engines and for buyers then you are missing out – in the same way that if your for-sale home doesn’t look great, good luck making that sale.

Lastly, from the Forbes article:

The bottom line is that all external SEO efforts are counterfeit other than one:

Writing, designing, recording, or videoing real and relevant content that benefits those who search.

As I wrote about previously, Mediocre Content is Costing You Business.  So, I agree with the core takeaway that creating real and relevant content is critical for anyone because without it, none of your other SEO efforts work.  But just as Content Marketing is Not the New SEO because it impacts so much more than SEO, the strategy to just create content, and anything done to market that content it is viewed as “counterfeit” is misguided.  “If you build it he will come” is far more appropriate for fictitious cornfields in Iowa than it is as a marketing strategy.  Marketing the content isn’t “counterfeit”—it’s critical.

I’d amend the author’s statement to something more akin to:

Writing, designing, recording, videoing, and SHARING with your audiences real and relevant content that benefits those who search.

Like email, broadcast, the press release, and other channels that have been given a premature death, SEO isn’t dead, it’s just changing.  Content is indeed at the core, but marketing that content is just as important.

Get both easy-to-digest quick tips and more detailed approaches from Right Source and other industry experts in our free content marketing eBook: How to Grow Your Business with Content Marketing.

Learn even more about creating a successful content marketing approach in the webcast: What if You Build It and They Still Don’t Come?

And of course, feel free to drop a comment below or contact me directly with your questions or challenges.

Image Source

Read the original blog entry...

More Stories By Will Davis

Right Source Marketing helps organizations build their marketing strategy, organize the structure to accommodate that strategy, and deliver the specific services to execute that strategy. We do this through a unique model that provides senior level strategic consulting as well as specific services that cover every area of an organization’s marketing plan.

@MicroservicesExpo Stories
"DivvyCloud as a company set out to help customers automate solutions to the most common cloud problems," noted Jeremy Snyder, VP of Business Development at DivvyCloud, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
There is a huge demand for responsive, real-time mobile and web experiences, but current architectural patterns do not easily accommodate applications that respond to events in real time. Common solutions using message queues or HTTP long-polling quickly lead to resiliency, scalability and development velocity challenges. In his session at 21st Cloud Expo, Ryland Degnan, a Senior Software Engineer on the Netflix Edge Platform team, will discuss how by leveraging a reactive stream-based protocol,...
DevOps at Cloud Expo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 21st Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to w...
From personal care products to groceries and movies on demand, cloud-based subscriptions are fulfilling the needs of consumers across an array of market sectors. Nowhere is this shift to subscription services more evident than in the technology sector. By adopting an Everything-as-a-Service (XaaS) delivery model, companies are able to tailor their computing environments to shape the experiences they want for customers as well as their workforce.
If you read a lot of business and technology publications, you might think public clouds are universally preferred over all other cloud options. To be sure, the numbers posted by Amazon Web Services (AWS) and Microsoft’s Azure platform are nothing short of impressive. Statistics reveal that public clouds are growing faster than private clouds and analysts at IDC predict that public cloud growth will be 3 times that of private clouds by 2019.
"Outscale was founded in 2010, is based in France, is a strategic partner to Dassault Systémes and has done quite a bit of work with divisions of Dassault," explained Jackie Funk, Digital Marketing exec at Outscale, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
"We focus on SAP workloads because they are among the most powerful but somewhat challenging workloads out there to take into public cloud," explained Swen Conrad, CEO of Ocean9, Inc., in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
"I think DevOps is now a rambunctious teenager – it’s starting to get a mind of its own, wanting to get its own things but it still needs some adult supervision," explained Thomas Hooker, VP of marketing at CollabNet, in this SYS-CON.tv interview at DevOps Summit at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
For over a decade, Application Programming Interface or APIs have been used to exchange data between multiple platforms. From social media to news and media sites, most websites depend on APIs to provide a dynamic and real-time digital experience. APIs have made its way into almost every device and service available today and it continues to spur innovations in every field of technology. There are multiple programming languages used to build and run applications in the online world. And just li...
If you are thinking about moving applications off a mainframe and over to open systems and the cloud, consider these guidelines to prioritize what to move and what to eliminate. On the surface, mainframe architecture seems relatively simple: A centrally located computer processes data through an input/output subsystem and stores its computations in memory. At the other end of the mainframe are printers and terminals that communicate with the mainframe through protocols. For all of its appare...
Your homes and cars can be automated and self-serviced. Why can't your storage? From simply asking questions to analyze and troubleshoot your infrastructure, to provisioning storage with snapshots, recovery and replication, your wildest sci-fi dream has come true. In his session at @DevOpsSummit at 20th Cloud Expo, Dan Florea, Director of Product Management at Tintri, provided a ChatOps demo where you can talk to your storage and manage it from anywhere, through Slack and similar services with...
"Peak 10 is a hybrid infrastructure provider across the nation. We are in the thick of things when it comes to hybrid IT," explained Michael Fuhrman, Chief Technology Officer at Peak 10, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
Data reduction delivers compelling cost reduction that substantially improves the business case in every cloud deployment model. No matter which cloud approach you choose, the cost savings benefits from data reduction should not be ignored and must be a component of your cloud strategy. IT professionals are finding that the future of IT infrastructure lies in the cloud. Data reduction technologies enable clouds — public, private, and hybrid — to deliver business agility and elasticity at the lo...
"At the keynote this morning we spoke about the value proposition of Nutanix, of having a DevOps culture and a mindset, and the business outcomes of achieving agility and scale, which everybody here is trying to accomplish," noted Mark Lavi, DevOps Solution Architect at Nutanix, in this SYS-CON.tv interview at @DevOpsSummit at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
"As we've gone out into the public cloud we've seen that over time we may have lost a few things - we've lost control, we've given up cost to a certain extent, and then security, flexibility," explained Steve Conner, VP of Sales at Cloudistics,in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
"I will be talking about ChatOps and ChatOps as a way to solve some problems in the DevOps space," explained Himanshu Chhetri, CTO of Addteq, in this SYS-CON.tv interview at @DevOpsSummit at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
DevOps is often described as a combination of technology and culture. Without both, DevOps isn't complete. However, applying the culture to outdated technology is a recipe for disaster; as response times grow and connections between teams are delayed by technology, the culture will die. A Nutanix Enterprise Cloud has many benefits that provide the needed base for a true DevOps paradigm. In their Day 3 Keynote at 20th Cloud Expo, Chris Brown, a Solutions Marketing Manager at Nutanix, and Mark Lav...
"NetApp's vision is how we help organizations manage data - delivering the right data in the right place, in the right time, to the people who need it, and doing it agnostic to what the platform is," explained Josh Atwell, Developer Advocate for NetApp, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
Five years ago development was seen as a dead-end career, now it’s anything but – with an explosion in mobile and IoT initiatives increasing the demand for skilled engineers. But apart from having a ready supply of great coders, what constitutes true ‘DevOps Royalty’? It’ll be the ability to craft resilient architectures, supportability, security everywhere across the software lifecycle. In his keynote at @DevOpsSummit at 20th Cloud Expo, Jeffrey Scheaffer, GM and SVP, Continuous Delivery Busine...
"We do one of the best file systems in the world. We learned how to deal with Big Data many years ago and we implemented this knowledge into our software," explained Jakub Ratajczak, Business Development Manager at MooseFS, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.