Seven years ago, I founded adroyt just as social media was exploding as a form of expression. Within a few years, the architects of the hottest platforms steered their products toward marketing models, causing drastic changes in the promotions industries. Along the way, the wholesale belief that social marketing would be the end all/be all has lost some of its luster with the most forward-thinking communicators who now see SEO as the wisest investment for their energies.
Developing Legendary SEO
Organizations like the American Marketing Association are now noting what I’ve been experiencing as an SEO strategist for quite some time now. “The rules for effective SEO have shifted seismically over the past few years,” wrote Christine Birkner in an AMA blog post that goes on to say, “Marketers are beefing up their investments in content, but to leverage those investments, they’ll also have to put some time and effort into learning the new rules for SEO. The days of driving traffic to your site by packing headlines with keywords are long gone, experts say, and the new SEO strategy revolves around another big-money marketing focus: experience.”
This is music to my ears, of course, as I have recently realized that I had the vision for where we now find ourselves as early as 2010 but I needed search engine sophistication to catch up with me. There were few content creation rules when I began testing and measuring my way to relevancy—black hat SEO (the keyword stuffing Birkner mentions above) was still flourishing, and we were several years away from the beginnings of the Panda, Penguin, Hummingbird and Rank Brain algorithm debuts and tweaks. Hindsight makes me realize that I didn’t know just how early I was to the game.
What’s Creative Writing Got to Do with It?
In his now infamous speech “Marketing is Dead,” Kevin Roberts declared Ideas are currency, not strategy. In an adroyt world, that’s only partly true. We immerse ourselves in strategy every day, though not of the ilk he deems lacking in buying power: the DNA of my strategy is always infused with storytelling. We come at the discipline of strategy as creative writers and not many people get how important this distinction is—the fault is mine, actually, as I have not been making the message clear. That’s about to change.
In the old days of winning the SERP game, the click was king. Once the hovering cursor activated the link leading a person back to your site, the work was done. Now, the mission Google has charged content creators, SEO strategists and webmasters to embrace involves pleasing visitors to the point that they stay on a site for as long as you can keep them there and they view as many pages as you can entice them to visit. Nail these two directives for yourself or your clients, and the reward is the new ace in the hole: relevancy. There are so many working parts to this puzzle and that’s why SEO fascinates me. I not only get to use knowledge I’ve developed by studying what is happening each time an algorithm tweak goes live, I am able to spend my time writing.
The Relevancy Movement
I think it’s time I made something clear so that potential clients who land here understand how Adroyt is different. A person who deems himself (or herself) an SEO pro who understands how to code in all of the different aspects of content that makes a site “buttoned up” is a different creature than I am. I do very little coding. My skillset is creating content for every field of a site to create a lush and satisfying experience for those who visit a site or a blog, which is tremendously important to our very visual tribe—the design and lifestyle industries.
We’ve been honing the knowledge that puts us at the forefront of the Relevancy Movement for quite some time now but our particular brand of germane content is difficult to explain to the uninitiated so we’ll be rolling out a series of posts to “show you, not tell you” during the next few months. These are creative pieces using historical figures who want to rank in various ways. I think the storytelling will help take the “deer in the headlights” aspect out of the subject and illustrate some examples of legendary SEO moves.
Get ready for the “Cheeky Chick’s and Charismatic Chap’s Guide to Being Special”; it’s going to be quite a fun ride! We will explore fascinating questions such as: How would continual algorithm tweaks by Google benefit Marie-Antoinette? How might Emily Dickinson’s campaign for Poet Laureate be carried out? How could you be the lucky cosmetics company who snagged Madame de Pompadour as a spokesperson? How might you be the drapery manufacturer to win the claim to fame of furnishing the curtains for the Chambre Bleue, the noted salon of Catherine de Vivonne, the marquise de Rambouillet, who held her gatherings in her fabulous blue bedroom in the seventeenth century in France? We’ll look at how some of history’s legends would have developed outstanding SEO habits to cement their notoriety.
Text of Welcome to the Relevancy Movement © adroyt, all rights reserved. Unless otherwise stated, the adroyt blog is written by adroyt’s CEO Saxon Henry. If you haven’t seen our initial launch of our knowledgebase tutorials on adroyt LABS, we offer self-learners quick and easy lessons that can be downloaded, the first one free of charge. We’ll be debuting more of the interrelated subjects in the months to come.