Sometimes when reading TechCrunch I feel like I am watching the History Channel, and that there is a regularly scheduled show called WWII Wednesdays (or something like that). Ironically there was even a junk TechCrunch post about killing the hype cycle. But they know the truth on manipulation - they wouldn't have a profitable product without it.
So often marketers highlight how *this changes everything*
I just saw an article about how the Facebook like button kills SEO, promoting some white paper.
Perhaps it gets the white paper opened, and pre-qualifies prospective customers as ignorant corporate types who are willing to pay big bucks for misinformation, but it seems online marketing is so saturated that we have to act comical or absurd to pull in attention. And then make revisions a week later stating "my bad."
Promptly followed by "...but this changes everything..."
(or hope that the sea of noise is so loud that people forget yesterday by the time tomorrow happens)
"The most important idea in advertising is new. It creates an itch. You simply put your product in there as a kind of calomine lotion." - Don Draper
Part of the reason I have decided to post less is that I decided I would rather not participate in that. At some point it helps to believe in what you sell, even if another path is more profitable. :)
I want to make sure we highlight what is new and interesting, but a lot of online marketing is just blocking and tackling ... the basics. A few months back I wrote "its the boring stuff that makes the money" largely because that which is boring has been refined, is predictable, and can scale.
New Twitter might change everything. But then next week Facebook will. And the following week the sun will come up from the west. And everything changes once more!
Though those changes will likely be slow and gradual. In aggregate, the impact of Google Instant is not as extreme as many thought (outside of a few edge cases). IE9 also puts some interesting wrinkles in the search space - particularly for domainers. When the address bar becomes a search box with search suggestions in it, how many people will type in undeveloped URLs? Though I suspect that change will also be gradual. After all, Yahoo! is still doing well in spite of all their blunders, brands creating their own media, the tectonic economic decline, and the US being functionally bankrupt.
Gain a Competitive Advantage Today
Your top competitors have been investing into their marketing strategy for years.
Now you can know exactly where they rank, pick off their best keywords, and track new opportunities as they emerge.
Explore the ranking profile of your competitors in Google and Bing today using SEMrush.
Enter a competing URL below to quickly gain access to their organic & paid search performance history - for free.
See where they rank & beat them!
- Comprehensive competitive data: research performance across organic search, AdWords, Bing ads, video, display ads, and more.
- Compare Across Channels: use someone's AdWords strategy to drive your SEO growth, or use their SEO strategy to invest in paid search.
- Global footprint: Tracks Google results for 120+ million keywords in many languages across 28 markets
- Historical data: since 2009, before Panda and Penguin existed, so you can look for historical penalties and other potential ranking issues.
- Risk-free: Free trial & low price.