SEO Overhauled: It’s not about links, it’s about promotions!

Written by: admin Date of published: . Posted in Blogging News, Google News, SEO News, Social Media News, test

Rather than overreact to rankings alone and scream the sky is falling, for the past 15 months we have been quietly testing new strategies that can withstand the likes of Panda (a quality control classifier) and Penguin (a thematic link sniffing filter) that demotes websites with excessive inbound anchor text  i.e. “unnatural” link signals.

SEO Overhauled

It's Not About Links, It's About Promotions

Keep in mind suspicious or contrived link signals could imply a wide variety of possibilities, such as:

  • Unnatural link velocity (building or losing links too fast).
  • Excessive anchor text, i.e. a high percentage of the same or similar anchor-text.
  • Links from mixed-fruit / atypical websites that lack genuine/natural signals such as (1) supporting / thematic inbound links (2) traffic and engagement or (3) social signals (which is why many generic link networks failed to get past Penguin).

It’s no secret that two Google algorithm changes (Penguin and Panda) nearly eradicated SEO as we knew it, however,one thing is certain about SEO, the fact that it’s always adapting or in a state of flux.

Adaptation in this instance implies (a) understanding the entire keyword climate for all educational or promotional key phrases that consumers are using while progressing through the sales cycle (b) using that language strategically in titles, on page content, in your promotions (content, images and links) and (c) in the social graph as hooks that all drive traffic back to your branded promotional properties or your primary website. Expanding this process systemically facilitates perpetual conversions.

Is SEO Dead As We Know It?

Have the rules changed? Absolutely! Is SEO dead? In its previous embodiment, to a large extent, yes!  So, the bottom line is (1) what now? And (2) how do I broadcast my brand and my message instead of merely churning mediocre content or fiddling with low quality backlinks?

Watch the videos below and learn how to quickly create your own thematically relevant “personal broadcast network” using WordPress, DWS and our plugin amply named “The Silo Blog Builder”. Afterwards, make sure to  watch the webinar (further down the page) for an in depth overview of the new DWS 4.0 online promotion paradigm.

Put simply, if your primary website lacks traffic or sales, then no amount of outdated SEO (circa. the Google Penguin update April 2012) will make a difference. It’s not just about rankings; it’s about how scalable your traffic sources are and how adept you are in extracting relevant traffic on demand.

Spoiler Alert Regarding Blog Networks!!!

Do mixed-fruit blog networks still work? No! or at least until a filter weeds them out. However, theme relevant networks still pass ranking factor (and can serve as a branded broadcast beacon for extended promotions), which means a link from site B to site A must be theme relevant (have the same topic) and use the appropriate anchor text along with related synonyms (a.k.a. the DNA Braid) to avoid overoptimization filters or being smacked / deindexed.

If you are creating a beacon/site, it also helps to create stellar content (worthy of social media) and syndicate that content (to build links to your links) and ensure the longevity of your “broadcast channel”.

The new paradigm suggests to look past rankings and think of each site or promotional property as a beacon, broadcasting YOU (your brand), All the Time, Right NOW!

It’s Not About Links, It’s About Promotions!

In a competitive online environment, using obsolete legacy metrics (such as search engine rankings and only using one website to compete) is defunct as a viable strategy.

The imperative metrics to consider are (1) how scalable are your personal broadcast networks? and (2) how theme relevant and extensive are your syndication sequences for generating traffic which is the only metric that matters.

Learn how to create a proper promotional campaign, including:

  • which keywords to use
  • how much those keywords are worth to your business
  • how long it will take to get ranked
  • how to use website silo architecture  to build your website
  • which content , synonyms and type of promotions you need to drive traffic
  • knowing which social media sites, RSS directories, video sites or press release
    sources to use and having a project management suite to coordinate your team.

Take The Next Step: Watch the DWS 4.0 Webinar!

Sure, on page SEO is still important, however quality content and engagement is a metric you simply can’t afford to overlook, and about that “off page SEO thing”, yeah, over optimization is real, but just keep in mind, now, it’s not just about links, it’s about promotions.

Allow me to explain!

People Hemmed up in Panda and Penguin Algorithms Typically:

  1. Got a bit too greedy with off page SEO (link metrics) and churned out as much content to build links as possible (without thinking of quality).As a result, Google struck back with their quality control algorithms which comprised stricter filters, classifiers and relevance signals, (i.e. social signals, engagement time, bounce rate, thematic relevance of the link graph for the target and refering site) and 200 other fancy smancy words that translate to “if your website sucks, then good luck finding it in their SERPs”).
  2. People hemmed up in the Panda / Penguin Algo had a tendency to get a bit too lose with quality control on their promotional content and found out that regardless of the traffic source – you MUST have something useful to contribute.Otherwise, your content will simply be skimmed over for something useful and ignored vs. starting with a solid foundation of engaging contnent and promotional content to begin with.
  3. Websites drastically afftected by Panda or Penguin often relied too heavily on one metric (such as links)  because it was working and thus became complacent in regard to seeking viable alternatives or finding new ways to reach their ideal consumer.

Remember, Google is merely one traffic source; a very popular one, but not  every consumer uses or purchases exclusively through their link/traffic/ sales funnel. This means, there are a myriad of alternate traffic funnels that you can leverage systematically to reach your audience contextually, socially or otherwise.

A consumer’s impulse to purchase is either active or dormant, yet if that dormant spark of desire is enlivened through curiosity, a clever headline, utility or impulse, then conversion is merely a few clicks away. Conversions (making a sale) is not exclusive to Google, in fact, conversions can occur from a multitude of sources.

For example, a conversion could occur from:

  • playing a game online and being lured by an enticing banner
  • during social interactions on Facebook (or other social platforms) from banners or contextual links
    being lured from teaser “check this out” social media content or images in their various clever iterations
  • from reading articles and clicking the contextual links (after social proof is established).

This process, setting up the sales funnel should not be left to happenstance alone. In fact, when we map this phase of a campaign for a new client, we use what Russell Wright brilliantly coined as the IS-DNA. The letter “I” in “IS-DNA” stands for Invention/Innovation/Industry and the “S” stands for “Solution”.


Understanding Promotion as a Stackable Process

When we speak of “DNA” in our material we simply mean “components of” or “building blocks of”.

So “IS-DNA” translates into the “building blocks” of your innovation or invention that you have provided to your industry.

The purpose of the IS-DNA process is to align your market’s FAQs (frequently asked questions) with your market’s SAQ’s (should ask questions) by drilling down and getting to “the questions behind the questions”, or “the pain behind the questions” which will be used later to create highly converting articles and videos using the PAM (painkiller article method).

Remember that we are giving you a highly profitable stack-able business process, and the IS-DNA may very well be the most important part of the entire process, because it is the BASE of your PLMM (Perpetual Lead Magnet Machine) System and Pyramid. Get this wrong and you may end up using the wrong language to talk to the wrong market!

The IS-DNA set’s the stage by creating a matrix of market questions in order to help you select the most effective language that can reach your target market because you (and your team) will truly understand the problems and pains that have been solved for them by your product or service (innovation or invention).

Once you have mapped out “the pain in the market”, you can tactfully craft “pain killers” (PDF Download) in your content, videos, social media and/or promotions to transcend traffic-dependency (such as Google) to devour your entire market. To thrive, you’ll have to escape the grasp of one simple traffic funnel to flourish.

Whenever you rely solely on a for profit business, that business (potentially) has the ability to endanger your bottom line. Just as the “eggs in one basket” adage comes to mind, the question is, are you still in Google’s pocket? Or have you considered a long-term contingent strategy diverse enough to flourish (if Google or your most lucrative traffic source simply stopped providing traffic?).

To avoid putting your business at risk you must hedge your primary property with branded social media and third-party websites (just in case). Consider Google’s last algorithm change Penguin. Many who were unprepared suffered, as their once profitable websites spigot of traffic got shut off, forcing them to find alternatives – rather than diverisfying and being prepared (as if Google never existed) in the first place.

In order to do that, you must change the way you think, which means instead of thinking about backlinks and on page optimization, replace on page SEO with “genuinely engaging content” and replace backlinks with the idea of “broadcasts” and “promotions” and broadcasting your brand (across hundreds of traffic-bearing sources) using a stackable / repeatable process that YOU control.

Remember, backlinks are merely a byproduct of promotions if you don’t have anything worthy of sending traffic to, then visitors will simply bounce in search of better content; so, there is no need to put the cart before the horse.

Call to Action

Does Your Content Have a Clear Call to Action?

After seeing the image above, did you want to buy something? Ok, perhaps not this time right? It’s obvious that the image/message and timing doesn’t coinside as a strong call to action.

The point remains that regardless of the website a consumer is frequenting, conversion is merely a matter of enlivening synchronicity (between their needs and desires to your perfect solution via a product or service) to facilitate an impulse to purchase.

This fact was often overlooked entirely from SEO practitioners prior to Penguin who focused solely on fabricating lackluster content and flinging it in a thousand directions in an attempt to get links. Content farms thrived, comment spam, forum links and network sites were the rave.

The truth is, most SEO practioners missed the boat from taking short cuts with their primary and promotional content. The notion that people would actually consume or be persuaded by fodder (lackluster content) and purchase is ridiculous. Don’t make the same mistake…tap the web, not just Google as a source of revenue.

Why Has Our Blog Been So Quiet for 3 Months?

In case you have wondered why the 3 month silence on the SEO Design Solutions Blog, On April 8th, I survived a horrific motorcycle crash avoiding a minivan that took my lane while I was riding my Ducati 996 at 90 MPH. It resulted in tumbling twisting and sliding nearly 900 feet on the Freeway (like a bowling ball).

Although the bike is totalled, I have multiple broken bones and some bumps and bruises (which are all healing now), thankfully, I survived with no brain injury or spinal damage.

However, during the last 90 days, we have continued to make updates to SEO UltimateThe Real All-In One SEO Plugin” and The WP Ultimate Theme – our sleek, flexible, WordPress Theme Framework (designed to give existing WordPress frameworks a run for their money).

Also, later this month our lead developer John Lamansky plans to release an updated video for all the SEO Ultimate features from version .5 to present (which includes dozens of tips, updates and tweaks).

Shortly thereafter, we will release our beta version of WP Ultimate for suggestions and tweaks for the final version. Until then, thank you for your patience and welcome to the new paradigm and it’s herald and summary – it’s not about links, it’s about promotions.

Related Posts

  1. How Many Links Does It Take to Get In The Top 10?
  2. On Page SEO: Managing Links in to Links Out!
  3. Other Ways to “Build Links” for Your Website

Google’s Greatest Fear

Written by: admin Date of published: . Posted in Blogging News, Google News, SEO News, Social Media News, test

With millions of business owners, webmasters and affiliates spending thousands of dollars on SEO and countless hours spent optimizing their websites (only to have Gogle organic search results shaken up or completely whisked away due to vaccilating shifts from new algorithm changes) is genuinely creating feelings of anger, frustration and disdain.

Google Greatest Fear

Google’s greatest fear is you not using or needing to use Google…

As if running a business wasn’t hard enough, business owners are now forced to deal with the rise and fall of search engine results (knowing that at any time aside from ruthless competitors targeting their most coveted positions that a new algorithm change could come along and potentially sweep all their progress under the rug) without warning.

The only solution is to either (1) conform or (2) diversify your traffic sources to become less dependent on any one source of visitors, however, most are either unwilling or unaware of their options, so they continue to run on the treadmill in hope of stability.

For large or small businesses alike faced with overhead, cash flow and competition; conforming or overly depending on any one traffic source (Google) is not a viable solution for creating long-term stability.

Faced with violent shifts in rankings and either posting record profits or losses based on where you rank is a type of traffic-dependency. That dependency can be weaned and replaced if those same business owners took their searches or paid search budget to other viable search engines and / or traffic sources to funnel traffic.

Objectively, it’s time to see things for what they really are; the fact that Google (not surprisingly) is a business model motivated by profits. Despite the “don’t be evil” motto which once brandished a blind eye from most, with recent allegations of privacy concerns, changes in Adwords policies (which left thousands banned with no explanation) and the constant organic search algorithm shuffle, at some point users will come to terms with this and act accordingly (and ignore Google).

The Pervasive Threat of Google Penalties

Recently Google informed untold numbers of webmasters that they were in violation of their terms of service for unnatural link activity. Needless to say, the fear of loss is a great motivator. When people are told to conform, most will to avoid going against the current of the status quo.

However, the audacity that webmasters should conform to a terms of service (considering they didn’t opt in in the first place) based on Google’s limitation on determining the value of the link graph (paid link, intentional link, unintenional link, etc.) is preposterous. It’s not like anyone in their index ever received a request asking if it was ok to crawl your content and include it in their index?

Does CNN, New York Times, USA today or other massive authority sites add rel=”nofollow” tags to every outbound link or risk getting deindexed? No, they do not… Then why should you have to?

The fact is that websites with that extent of authority simply don’t need Google (because they already have an established brand) and users will go directly to their website instead of using Google as an intermediary (which is essentially all they are).

And how “relevant” would Google be if a user typed in CNN in Google and couldn’t find CNN (or any large brand for that matter), which makes brands essentially immune to being banned from their search results.

Yet, for small businesses, entrepreneurs, affiliates and others forced to compete daily in search engines to funnel traffic to thrive and survive are constantly pummeled by the vague terms of service which essentially means you cannot promote your website (unless it’s done according to Google’s promotional policy).

Google’s Stance on Links is Dated

Sorry, the last time I checked links were not exclusively designed to manipulate PageRank, links are just links, the are simply how people move from page to page and website to website. Just as freedom of speech exists, the freedom to link to who you like when you like exists in the same vein.

The only difference (mind you) is intent and links are either designed to deliver visitors from Page A to Page B or to promote – it’s that simple. And people are going to promote their business by necessity in order to create a profit so, I don’t see links going away any time soon, so, Google you will simply have to adapt (and stop penalizing webmasters) or they will simply move on to other traffic funnels.

The point I am making is, if Google were losing money due to their massive operation, do you think they would have the time, energy or resources to keep “shaking things up” in the organic search results in the name of search quality?

Would they have time to ban countless advertisers (since they collectively are not worth the time to service compared to fortune 500 and up clientele)? – I think not.

Is Google’ Greatest Fear Competition or Complacency?

With Facebook (the social giant) and Apple (the mobile giant)  both considering entering the search engine space, Google could potentially have some SERIOUS competition ahead (unlike Yahoo or Bing) and which suggests that…

Google biggest fear is:

1)      They will become obsolete as the preferred organic search engine and lose their monopoly (and profit).

2)      Paid search will fail to deliver (since organic search is no longer “the cats meow” for disgruntled users) and the organic traffic base will diminish.

3)      The curve will change (which is the most likely) meaning that new technologies, platforms, methods and/or solutions will emerge and people will simply move on from typing keywords in to search engines and use alternative methods such as apps, HTML5 or other alternatives to have media or commerce delivered on demand.

The cycle of emerging innovation (from BBS, to directories, to search engines) followed by user adaptation which now borders on user complacency has already reached the point of consolidation.

This implies that the cycle is ripe for change and a new potential curve (such as Apples Siri) or other alternatives to search could make the previous achievement obsolete (e.g. pagers, cassette tapes, VCR’s, the Yellow Pages).

However, at the time (back in the day) few were looking past the phase of user complacency and would still be using Pagers, cassette tapes, VCR’s, etc. if new innovations and curves had not usurped them, now making them obsolete.

While most people didn’t know (or care) what a search engine was 10 years ago, fast forward 10 years and they may not even be able to remember.

Keep in mind, the market is fickle and here today gone tomorrow can happen faster with the acceleration of communication and new emerging technologies.

The Take Away to Remeber

1)      The very data in Google’s index that they attempt to police and enforce does not belong to them, it belongs to the others (those who wrote it) and the web at large who are generous enough to share. Google does not create the content their index, you do and how you promote it is up to you.

2)      The web is bigger than Google and you decide Google’s fate every time you search on their platform or choose another search engine you cast your vote. There are thousands of traffic funnels to drive visitors to your websites aside from search engines (investigate them for viability to your business).

3)      Google telling people to jump through hoops (in fear of a ranking penalty or removal from their index) is a Pandora’s Box they should leave behind (or they might be left behind on the next emerging curve from those same banned/penalized users).

In closing, Google’s greatest fear is you not using them and while their business model is brilliant, they’re the most successful company in history to profit from (1) using content created from other websites via crawling and indexing technology (2) create a synergistic advertising model as an accessory to their organic search results and (3)  getting paid to send traffic away from their own site as an authoritative intermediary – this curve, put simply, has  its limitations, particularly, if any of the aforementioned metrics change, (such as Google having to ask permission to crawl your data).

Fortunately for us (based on previous experience), we know that consumers are fickle and at any time they could opt-out and frequent other websites which have more emotional, funcional or curb appeal than Google. Google started as one website and can potentially be reduced to that if people choose not to use it.

This means you, the users hold the key to just how much power or control you wish to allow it to have over you or your business.

Feel free to share your thoughts below…

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