Once upon a time…
…arguably, like humans ourselves and the parts of the world we can lay claim to having created; the internet was a kind of easier place. In its very being both alien and robotic, we had preconceived ideas about the way it worked, and in its infancy, we could program these ideas in its memory.
Search engines, those newly born sponges they were at the time, were easy to fool with the ‘art’ of SEO. Back then, it was hardly an art; stuffing keywords into content, which was barely legible and certainly not entertaining, but it didn’t really matter. No-one read it anyway, apart from the machines. Which we’d created.
In many ways SEO was a game: the quicker content was released, the more swollen with target phrases, words and repetition, the easier it was to win. We were writing for robots and we were winning. But remember; the internet itself was a robot: a mysterious collection of wires that somehow connected us to parts of the world we’d only read about in books.
A cold, alien space many of us could not comprehend; like all new landscapes a terra incognita, a myth.
With the passing of time, we created social networks, and established digital marketing, optimised branding and organic results. We’ve turned the internet from a frigid hinterland into a fresh and friendlier place. Google rolled out responses, which have levered the cumulative effect of ridding that barren landscape, dominated by machines; of the manipulative practices of game players. Like our closest friends, Google is intuitive to our search wants and needs.
The internet evolved to be less alien and, rather like R2D2 from Star Wars once was and Jibo, the friendly robot, today; it has won its place in our hearts and as part of the family. Along with this has come brand friendliness too. So SEO, naturally, has matured into a friendlier, more human orientated art form. Creating and maintaining friendships, relationships and trust by aligning content with your audience’s intentions. And being in it for the long haul.
Ultimately, what this means is that success can only be merited when you try to achieve your goals through meeting your clients’ needs. And herein lies the ancient art form of storytelling. Better know, in trendier circles as #contentmarketing. Like all good robots, Google wants to mimic its masters. It does this by tracing your online behaviours and using the gathered data to create a kind of customer prototype.
Your branding needs identity. Your identity must reflect that of a typical member of your audience. If content is king (and these days, it really is), then research is queen. By creating an ideal customer, you can build an idea of where they hang out, which channels of communication they use and what their daily obstacles are. And how your content can help them overcome them.
Just as you do in a real friendship, understanding this prototype, this ideal buyer; their desires, their needs, their questions; and supplying gripping, well researched and high value content will create meaningful relationships.
Just as robots are a serendipitous by-product of evolution, an anthropomorphic creation; the ramifications of this process are that you will naturally build up the keywords and phrases that improve your organic search ranking.