mercoledì 8 agosto 2012

La morte del SEO e gli esperti tra le mosche cavalline


La morte del SEO: chi tra gli addetti ai lavori non leggerebbe un articolo con tale titolo, magari accompagnando la lettura da opportuni gesti apotropaici?
E infatti il testo di Ken Krogue ha scatenato una marea di commenti e, per dirla con linguaggio da addetti ai lavori, tanto, ma tanto buzz. Va bene, + popolarità= + interventi pubblici= + potenziali clienti: bravo Ken! Ma dove sarebbe la novità?
Sono anni che si parla di marketing attraverso i contenuti e Krogue ci ha ricordato che con il recente "Penguin release" Google ha migliorato il suo algoritmo per penalizzare le aziende che utilizzano vari trucchetti di Search Engine Optimization e dare più peso ai giudizi degli utenti sui contenuti in base ai Like, ai retweet, agli Share e via socializzando.
Per Krogue i contenuti sono questione di aggettivi: devono essere "valuable" oppure "great". Chiaro no? Peccato che il web è pieno di ottime idee dimenticate e di stronzatine diventate celeberrime. E peccato anche che il buon Krogue si dimentica di spiegarci chi, come e quando qualcuno considera grande o valido un contenuto.
E invece, visto che ci sono tanti utenti che distribuiscono in giro Like e Share e Retweet con la stessa frequenza delle deiezioni di mosche cavalline in una stalla, forse aggrapparsi a un criterio quantitativo non ci può più aiutare granché. E' vero che in democrazia ogni cittadino vale un voto ma nel web non è così e bisogna iniziare a puntare su quegli utenti i cui giudizi o segnalazioni, per prestigio, competenza, autorevolezza e seguito, valgono incommensurabimente più che un qualche altro utente che spara un Like prima ancora di leggere un titolo solo perché lo ha postato un amico (e alzi dalla tastiera il mignolo chi non lo ha mai fatto).
Allora non si tratta neanche, come fa Krogue nella seconda parte del suo intervento, di fare la solita lista (molto statunitense) delle cose da fare per creare contenuti interessanti: quella la troviamo da anni con qualche modifica in decine di post e di libri sull'argomento (segnalo, tra i tantissimi, Content rules e Inbound marketing) e sinceramente sappiamo tutti molto bene che una ricerca può diventare una presentazione in slides come anche una infografica, così come un intervento in un conferenza può diventare un podcast o un più tradizionale articolo di rivista. Il punto semplicemente non è questo.
A mio avviso il punto è capire oggi quale è, nel settore dove operiamo, la audience esperta, ovvero le persone capaci di lanciare un tema o indirizzare un dibattito perché altre persone esperte li considerano dei riferimenti.
Disseminare il web di contenuti come se fossero secreti dei succitati ditteri è una strategia che può forse consentire di raggiungere una discreta visibilità ma che non ci garantisce un'ottima reputazione se quei contenuti, oltre che essere originali ed efficaci, non sono anche approvati, garantiti e sostenuti da soggetti realmente competenti e dal seguito altrettanto reale. Domandiamoci anche se sappiamo cercare e trovare questi soggetti competenti e se sappiamo offrire loro contenuti non ordinari.
Se i contenuti sono spesso rappresentati come ami bisogna forse iniziare a passare dalla pesca a strascico a una più selettiva, capace forse anche di proteggere l'ecosistema del web da una montante iperclonazione di contenuti banali.

35 commenti:

Alessia ha detto...

Non ho letto il libro, che sicuramente dopo il tuo post inserirò nella mia lista di "to read"...
Nonostante ciò, posso commentare la provocazione dicendo che il SEO non è morto, ma è in continua evoluzione. Basti pensare ad esempio al fatto che Google ormai inizia a penalizzare fortemente anche il link building creato dalle media relations...
Per questo risulta ancora più fondamentale fare una "pesca selettiva" degli utenti. Tanto più se si pensa anche all'evoluzione di Search Plus Your World e al rel=author/publisher.
Non si rischia però in questo modo, di ricadere nella rete dei social (utilissimi per la "pesca selettiva")?

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