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7 Opportunities For "New School" SEO 
By: Todd Malicoat 2007-02-23 The "SEO being bad" debate is almost as tired as the blackhat/whitehat debate now. I'm not real excited about defending the virtues of SEO - I know how fantastic it can be, and to explain it properly...
...it would require a proper understanding of the history of search, and mainly unwritten history of the dynamics between optimizers and engineers. I told a friend today that I will now forever be marketing consultant from the SEO school of thought. I consider practicing SEO an honor, and while I'm sure there is probably better terminology, I'd rather be working than addressing folks that don't "get it". So for those that do - here's some ideas of things to watch, and poke at if you're not already. I'd call it SEO 2.0 - but that would defeat the concept of staying ahead of the curve on things. 1. Onebox optimization There is a lot of opportunity for folks to jump to the top of the SERPS in local, product search, and other niche areas. I have really been lackadaisical on this myself, but there is plenty of opportunities to poke at the onebox. See Brian Mark's site for inspiration. 2. Social media marketing SMM is NOT social media manipulation - it is learning what social communities online are looking for and giving it to them (so hard that they BLEED) - quoting DaveN 3. Video promotion There's this little site called youtube that 90% of corporate drones waste 50% of their 40 hours per week on. There not ALL watching drunken litesaber fight videos - okay, well maybe they ARE - but if that's what they want - GIVE IT TO THEM - just put your URL in as a watermark. 4. Community participation Everybody is looking for answers on the web. Find where you're the expert, and become more so. Credibility is not a commodity, and there is a LOT of value to it. 5. Reputation management The new public relations - Google is the new http://, and everyone's got MINIMUM 5 spots to defend. Those that are proactive will not be sorry. Knuckleheads that buck the trend probably will be (best free advice ever given). 6. Media piggybacking Not seeing urls on superbowl ads makes me cry. Search traffic may still only be a small percentage of overall exposure - what old school marketers still don't get is that it's the GOOD percentage of the exposure (the BEST customers that are interested and take action) - Someone with lots of patience has gotta continue to explain this. 7. Ideas and execution As Aaron says - ideas are the currency in our economy, and executing on them is the next best thing to creating them. There is a lot to be said for being the first to market. Okay, you caught me, this one isn't really an opportunity, it's more of a philosophy and a reminder to pick something and run with an idea that you have confidence in, and see it through to fruition. Don't pick an idea that sucks. Each one of these areas has a ruleset to play by. The SEO school of thought teaches us to learn the rules, and cater our content, site, or product for the most optimal results within the given ruleset. SEO's are the folks that push the limits, and force the rules to evolve (think of athletes like Shaq that dominated so much the rules had to change). SEO is more than a process. It is understanding what OPTIMAL really means to the point of perfection, and knowing when striving further towards that perfection has hit a point of diminishing returns. Comments Tag: SEO, Search, Google, Marketing Add to  Del.icio.us |  Digg |  Reddit |  Furl Have a bookmark! -  About the Author: Todd Malicoat aka Stuntdubl made his first horrible looking website full of animated .gifs in 1997, and after fours years of failure and experimentation ended up in the world of SEO and internet marketing in early 2001. He is currently an independent marketing consultant from the SEO school of thought. Todd earned a bachelors of business adminstration from Northwood University in 2003 while running an web design and consulting firm Meta4creations, LLC. Todd is a speaker at both Webmasterworld and Search Engine Strategies conferences. |
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