E-MarketingStrategy: Read This Article Before Putting Anything Else on the Internet!
The world of content discovery has changed. As I explained in my last article, Content Discovery Optimization [CDO] has replaced Search Engine Optimization [SEO] as the best way to make sure your books and content are discoverable online. Where SEO focused on the technical aspects of search engine manipulation (keywords, link-building, etc.), CDO emphasizes quality content, sharing and community interaction.
The tools we use to find content are changing and becoming more intelligent. Google can now distinguish between content that people find actually useful and content that has been perfectly optimized to game their system. Obviously, it is in Google's interest not to be gamed. Their goal is to return the most useful Web pages to searchers. CDO is on the right side of Google. SEO is on the wrong side. In fact, during a panel discussion during South by Southwest Interactive in March, Google's Matt Cutts revealed that the search engine now has plans to begin penalizing "over-optimized" Web pages. Of course, "over-optimized" is a fuzzy term, and I'm confident that anyone reading this article is not in danger of "over-optimizing" any Web pages—but, the move makes clear Google's feelings about SEO.
Content is the key element in effective CDO. So, with that in mind, I've put together a list of the top five questions you should ask yourself before posting content to the Web—whether it is original content, content from a book you're publishing or an article from an author. Print these out. Pin them up beside your computer, next to the water fountain, and in each intern's cubicle. Take a photo of these five questions hanging on the wall and tweet me (@jsmcdougall) the images. I want to see that you've done it.
1. Will anyone care?!
There are a few ways to ask this question. I prefer the abrupt, "Will anyone care!?" But, you could also ask, "Is this useful to anyone else?" Or, "Is this more content than it is marketing?"