Lee Odden hit a nerve with his last post.
“The [seo] challenge comes from a combination of:
- The need to create new content that travels and that others are motivated to link to
- Convincing web site owners that they need to create and promote content on an ongoing basis outside of their brochureware corporate site or online product catalog
…. “Long term, promotion of content that attracts relevant links from those empowered to publish will win. The act of linking is performed, unsolicited, by individual publishers.”
One undercurrent effect here is that there is a shift in responsibility for the success of a site from the SEO (with his bag of tricks, magic levers and dials) to the site owner (producing relevant, domain specific content worthy of links.) It also may spell a major shift in the role of SEO to content producer for some companies, and not a lot of SEOs will be able to deliver on this.
I’ve seen, time and time again, that getting a company to assign (talented) resources to the production of content is very difficult. Either because of laziness or lack of long-term mindset, there is a rift that develops between the consulting SEO’s recommendations and the company’s willingness or ability.
So, the clients nod at the ‘you’ll need to produce quality content‘ task discussion, when time comes, nothing gets done. Either they will avoid the task altogether or they’ll assign “an intern” or someone that’s already doing 3 jobs to the work… and the output hardly counts as link worthy.
That rift causes huge levels of stress and can be interpreted as a lack of ability on the SEO’s part. Saying “but you’re producing crap content” hardly mends the issue. It will be the responsibility of the skilled SEO to not only identify and recommend the content production, but also in educating clients on the value of this activity.
Image: Mikel Ortega