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September 22, 2009 By splatter Leave a Comment

When it comes to the future of SEO, think small.

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The field of SEO was created by a need to optimize websites based on reverse engineering algorithims coming from the major search engines so that a website would rank higher on a search result page and be more findable on the Internet. The process by which SEO practices were (and still are) developed depends on which search technology is reverse engineered. Best practices rely on the ability to keep up with the latest technology offered by the major search engines. And those search engines who are in the top three don’t let you peek behind the curtain to see just how their algorithims function, so most of it relies on SEO experts who share information and build their own models that are later tested to see if they work. That means SEO is an ongoing, never-ending process that relies on expertise and on-going management. But as search technology becomes smarter and smarter, things like keyword density on a website becomes less and less important. Some may argue that the days of search engine optimization are over. In an informative article titled “The End of Search Engine Optimisation” writer Fran Molloy suggests that the sophistication of how search engines index content has made keyword density less relevant and contextual content more important than ever before. In the article, Kate Gramble, search manager with Bruce Clay Global Internet Marketing Solutions says,

“we discovered last month that the US site redsox.com ranked very well for “˜baseball’ ““ despite no use of this keyword on the site”

Does this mean SEO copywriters have their days numbered? Perhaps. But if history has a way of repeating itself, I believe SEO copywriters will still have a roll.  I have seen a similar trajectory within the world of traditional advertising. It was once common to repeat sales copy in a television commercial or radio ad repeatedly to get the message across for a particular advertiser.  This is known in the advertising world as frequency. In 1959, one little print ad changed that kind of thinking.  The advertising agency Doyle Dane Bernbach’s 1959 “Think Small” ad for Volkswagen proved that for the first time, a major advertiser could get your attention by content rather than frequency. Today, most advertisers use a mix of both content and frequency to get our attention. But that doesn’t stop some advertisers who rely on frequency only. Sham-wow and lowermybills.com are fine examples that frequency is here to stay. But alternatives that rely on the message can be just as, if not more than,  successful and more affordable to boot. I think this is what we are seeing in the world of SEO. We are just realizing that you can get the attention of the search engines via creative content. So will keyword density (frequency) still have a roll in helping websites get ranked in the future? It all depends on how small you’re willing to think.

Filed Under: SEO Tagged With: Bruce Clay, Doyle Dan Bernbach, Fran Molloy, Kate Gramble, Lowermybills.com, SEO, seo copywriting, Sham-Wow, The End Of Search Engine Optimisation, Think Small Ad, Traditional Advertising, Volkswagen

September 1, 2009 By splatter Leave a Comment

You got your digital in my print.

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Contrary to the phrase coined by Marshall McLuhan in the 1960’s, the medium is no longer the message. Take print for example, the once holy grail of advertisers is once again becoming a vehicle to deliver advertising to the masses but not in the form of ink. According to The Gaurdian,  Entertainment Weekly magazine is about to debut two video-in-print advertisements in the September issue of the publication for subscribers in the Los Angeles and New York areas. These auto-play videos will come in the form of tiny cell screens that will display short clips when the magazine is open to that page; similar to greeting cards that play a tune when you open them. Advertisers CBS and Pepsi will promote various products in the micro-video ads and are hoping to target their messages to people who enjoy getting their entertainment information from print. But are they going too far? Clearly the novelty of the medium can be a good thing and to be honest, I can’t wait to get my issue in the mail. But the message in these videos had better be pretty entertaining for readers like me not to get annoyed that advertisers snuck in a video in their favorite magazine. Recently I had the pleasure of going to AMC theaters to watch “Inglorious Basterds” and was not shocked to see television commercials being played before the movie previews. The first one was for Starburst and I have to admit, it was entertaining and funny, so I gave them a hearty thumbs up. The next two were pretty lame, which led me to direct my displeasure at both AMC and the advertisers. I say if you’re going to shove advertisements in front of unsuspecting faces, you’d better at least give your audience something more than a sales pitch. But I suspect that television commercials running before movie trailers will become the norm unless people start to complain about them, or ignore them. In regard to the micro-videos, Clickz says this may be a moment in history akin to the old VW lemon ad that supposedly marked a change in how advertising agencies got their message across to the masses. According to Clickz,  “We can start sprinkling interactive experiences all over the place.” I say, please don’t! We already have enough “sprinkling” of advertising out there. In fact, so much so sometimes I even step in it. Outdoor media companies like Clearchannel and CBS have a networks of digital billboards all over Los Angeles. Drivers and pedestrians rubberneck to see the scrolling ads that flash full color messages even in the light of day. Digital billboards are not new, but they are novel. Now, you can expect to see a proliferation of next-generation media coming at a (fill in the blank) near you. Will this mark a new era of in-your-face advertising? Or will it be accepted as the norm as advertisers continue to find innovative ways to get advertising messages in front of you? I believe it will depend not on the vehicles (billboards, in-print videos, etc.) but on how entertaining or interesting the ads are and if viewers get some kind of value out of them. Will advertisers give viewers something to ignore, or will they offer up something of interest? If advertisers want to continue their conquest of innovative media, I would suggest they focus on the latter.

Filed Under: Video Content, Viral Marketing Tagged With: AMC Theaters, CBS, Clearchannel, Clickz, Entertainment Weekly, in-your-face advertising, Inglorious Basterds, Marshall McLuhan, Pepsi, print advertising, Starburts, The Gaurdian, The Medium is the message, video-in-print, Volkswagen, VW

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