Search Engine Optimisation became a bona-fide industry in the late 90’s and was huge throughout the 00’s. It was built on building back links, finely tuned keyword placement and SEO based copywriting.
Unfortunately this hyper-dependency on back-links made many web marketers search out highly unrelated links in an effort to game the system. These so-called black hat techniques gave the SEO industry a really bad name especially after Google spoiled the Pirate’s Party with it’s Penguin and Panda updates.
All of a sudden that apparent ranking ascendancy popped like a huge bubble. Thousands of high profile sites that relied on those suspect techniques plummeted like a Wall Street crash.
Then the Hummingbird algorithm appeared soon after giving sites with creative content and semantically-dense content far higher rankings than they ‘d previously experienced
David Amerland’s recent book SEO describes an industry has expanded far beyond search positioning
So unfortunately the acronym for SEO is not the all encompassing term that it once was. Now it only relates to a single part of the picture, i.e for search engine positioning or primarily for organic ranking on Google search.
Yet web marketing goes far wider than that now. Semantic data is being disseminated and recorded nearly everywhere we go in the digital world. It’s not about being _first past the post_ anymore it’s about serving the most relative semantic data that relates to you everywhere on the net. It also has a huge effect on quality scores within Adwords marketing for instance.
So what if you could ultimately control what your semantic footprint was through your pages, your posts, polls and even through your comments on social media.
What if you had access to delineate your own semantic profile so that you could enhance your online persona at will.
Bill Slawski has done a great job in explaining what the value of building a semantic entity is about from the patent perspective. David Amerland has isolated the key elements in this The terms SSO and SO have appeared but have not gained much traction at this point. Semantic Marketing is probably a contender,
What we need to do now is take hold of this insight and build better entities. Semantically rich entities that are not only engaging but self-propelling.
This simple shift in perspective allows us to perceive the future of online marketing far more clearly and proceed to take the right steps to make it happen
So what’s your idea for a good acronym for this brave new industry? Because it definitely needs one!