Introduction: Lee on “UnGoogleing” via SMO
Recently, Lee Odden posted a unique perspective towards Social Media Optimization (SMO) on “UnGoogle Your Marketing with Social Media“:
I think one of the ways you can sum up the idea of social media optimization and marketing is: â€œtraffic alternatives to Googleâ€. As great as Google is, marketers are increasingly looking for alternative and/or additional channels for content distribution and marketing and consumers for sources of information and interaction.
Whatâ€™s interesting is that more and more of our clients are asking for what amounts to alternatives to Google traffic. Theyâ€™re doing great on Google and the other major search engines, but want other sources of â€œfreeâ€ traffic. SMO/SMM provides that augmentation. These include MySpace, Digg, YouTube and other viral tactics. For an excellent list of such opportunities, check out Randâ€™s list.
Organic Traffic Optimization – An Agnostic Approach to SEO?
Lee hits on a thought I had exactly this morning when waking up (yes, I think about search marketing in the mornings). I believe that eventually search engine optimization (SEO) will be succeeded by simply “Organic Traffic Optimization” – optimization that is agnostic to where the traffic comes from, but is limited to the organic (natural and unpaid) side of things.
This touches on what Gord Hotchkiss of Enquiro mentioned in “SEM Has No Future“:
Search engines, and the form of marketing weâ€™re currently familiar with, will disappear in the next 5 to 10 years. But hereâ€™s the good part. The act of a user requesting information through a query, either implicit or explicit, will pervade everything online.
Here, Gord is hitting at the fact that SEM will evolve to focusing on marketing on query done online no matter if its in a search engine or its on any other online tool.
SEO may follow the same path. Optimization for increased organic traffic no matter if its from social networkings/media sites (SMO) or search engines (SEO).