Sign up for weekly recaps of the ever-changing search marketing landscape.
Successful SEM Means Original Thinking
There are literally thousands of SEO blog posts made every day. Sometimes it is hard to sound original or write something remarkable, particularly if you spend too much time reading too narrowly. It sets in a sort of tunnel vision that makes you think it has all been done. As the web grows richer and deeper more successful ideas will be driven through recycling.
Direct recycling typically does not work too well as most smart people will be able to locate the original source if the idea was successful. What does work well is to take up a related idea and add it to your site. There are recurring themes and stories that will work in any market. Just look at the magazines in the checkout line and notice how little the headlines change from month to month and year to year.
Being remarkable often means grabbing a new spin on a well worn story. Forrest Gump ran across America numerous times. Are you opening a thin classified site for low priced cars? Why not buy a car from your site and drive your beater cross country, while contacting relevant media outlets along the way.
There are a lot of human beat boxes that make weird sounds (to me anyhow). It is not my cup of tea, and yet today a friend sent me a link to a video posted on Facebook where there was a video (from Google) of a human beat box who also played the flute. The same guy probably would not have been remarkable enough to get millions of viewers if he didn’t add the flute to his repertoire.
There are dozens of formats you can use to publish content and thousands (maybe millions?) of effective marketing strategies. Nothing is going to guarantee success, but each day the web provides more free market research & examples of what has worked in other markets.
If you ever run into the limits of your industry and feel everything has already been done then all you need to do is pick up a book on another topic, read the news (outside your industry), or tie your other hobbies to your industry to find an interesting angle that has not yet been done. Some people might think your analogy or strategy is ridiculous, but you don’t need the approval of everyone to be citation-worthy to some.
Not everyone is able to ride a bicycle across a fence or off a bridge, but it is remarkably viral and linkworthy when someone does. Push the boundaries of your market, but try to stay out of the hospital! :)
Some opinions expressed in this article may be those of a guest author and not necessarily Search Engine Land. Staff authors are listed here.