This year’s Mozcon was nothing short of spectacular. For those of you who didn’t watch the live web cast, or view the slides, I’m going to sum up the top takeaway of the conference, and bring the Mozcon experience to you, through this post.
When Rand first took the stage on day one, it was clear that, as an industry, we need to change; we’re not moving fast enough.
Here’s Rand’s top five points
• Web marketing is becoming brand dominated.
• The Internet is growing, and becoming more crowded.
• The social sector is fragmenting, yet search isn’t.
• Now more than ever, there is a concerning increase in data hoarding.
• We’re live in an ever-growing multi device world.
As an SEO, what does this mean for you?
It means that it’s time to stop gaming the system.
We need to become aficionados of providing end-to-end value and a sense of belonging across all devices.
As SEOs we too often focus on Google and meaningless ranking positions. We need to start caring about the people who actually drive the sales, who pay the money for the products and services.
The real question is, why don’t we care about the whole experience for the user? After all, they’re the ones who keep us all in business.
Google Is Tired Of Crappy SERPs
Google’s tired of crappy SERPs that lack value because the algorithm is being gamed; they’re doing something about it. There are eighty-five new features to be exact, most of which take away visits and value from our sites.
(For a full break down of all the changes I recommend that you watch beyond ten blue links.)
So what does this mean for us?
How To Not Die a Painful, Slow, Black and White Mammal Filled SEO Death
Become transparent, with everything.
Transparency allows our companies and clients to focus on what they do best; providing an unmatched user experience, through products or services to keep our customers coming back, time and time again.
That’s not even the best part.
If we’re transparent with everything consumers might possibly be worried about, product related, service related, or other, they’ll talk about it. Please remember, this is the Internet, people share their opinions. Just give them the channel to do it.
Problem Two Solved: Building A Community Online
Just like that, we’ve incentivized customers to interact with our brands outside of buying a product or service.
We need their feedback; it will make our brands better. It will make our customers feel like they actually matter, and they should. We’ll be providing them with a sense of belonging because they’ll help craft the very products and services that they love!
Problem Three Solved: Getting Google To Love Our Brands
Now, instead of focusing on building a ton of keyword rich links, or putting out loads of “Unique” crap content everywhere, Google will see that we’re actually building a brand, that we’re actively involved with a community, and that we’re actually doing real company shit.
Real Company Shit Dominating The Future Of SERPS (#RCS)
As Google continues to push forwards in being more proactive in understanding what you need before you ask for it, it will take brands and their reputable communities into consideration first; not the first ranking for “Pay Day Loan” or “Buy Cheap Viagra”.
Let’s just be honest, I can’t wait for the day when Google weeds out the entire fly by night businesses and scam sites on the Internet. They’ll actually be returning results that are driven by valuable community interaction and brand transparency, not some SEO gaming the system.
Argue all you may want, comment with all your hatred of the new 85 features; but can we really be mad at Google for these changes?
These changes actually provide great value to the user, collectively, something that SEOs and Online Marketers suck at.
*Illustration by Ghergich & Co.