Unless you’ve been living under a rock, you’d have seen news reports that marketing guru Seth Godin‘s Squidoo social networking site has been Google slapped in recent weeks. My friend, black hat marketer Howie Schwartz, interviewed Seth and in the process elicited a number of nuggets for social marketers from the Internet Marketing community.
In recent weeks, there’s been news coverage from the likes of TechCrunch that some Squidoo pages have seen as much as a 75% drop in traffic, due to lower rankings in Google’s Search Engine Results Pages (SERPs).
The reason? A number of marketers have been using Squidoo lenses as a parasite host for hosting pages for spam marketing purposes. [The Squidoo team lists their anti-spam measures]
With the drop in Google’s SERP positions, a number of marketers have since moved their pages over to Hub Pages (PR6, Alexa 3,220)
But does adopting a “nomadic” approach of shifting to another authority site solve the puzzle of generating a continual stream of traffic?
It seems more like a “slash and burn” forest clearing measure. You forage in an area, turn it into a wasteland, shift to the next plot – slash the trees, burn it to the ground – and move on.
Sure, there are a lot of “forests” on the Internet, but if we were to take the “Live Earth” idea of a sustainable, long-term and long-tail approach to Internet Marketing, wouldn’t it be better to master the dynamics of social networking and build a brand AND a business from there?
Howie’s interview with Seth provided a number of insights. If you’ve read Seth’s works like Permission Marketing, Purple Cow, the Idea Virus and All Marketers are Liars, the interview will reasonate with you and you’ll see the principles put into action.
Ã‚Â Master Marketer Seth Godin
If you’re not familiar with Permission Marketing, Seth provides a good illustration of the evolution of marketing from disruptive to a permission-based model:
Ã¢â‚¬Å“Marketing has become a consensual process. In other words, you can’t yell at people (on TV, on the radio, on the web) and hope that you can earn enough to yell more. As a result, the most successful marketers are the ones who have a product that people are eager to use and talk about (think iPhone). This is great news for people who have useful information to sell, because human beings are drawn to insight and knowledge and things that help them succeed.
Like Seer Interactive’s Wil Reynolds had mentioned at Affiliate Summit East, building a site optimized for humans, rather than search engines will bring you the biggest returns.
You may detect a bias towards “content development” and “content sites” in recent posts, but that’s only because “content IS king”.
As Seth skillfully illustrates:
Like the booth at the carnival that has a great barker outside bringing people in, but not much in the tent, at least as far as I can tell.
So SERP rankings can bring you so far, but you’d need (more…)