Brand will soon be everything in the Avocado Update

Avocado update

I sense a change in the search-space continuum.

I think something big is afoot.

Something that will play out over a period of the next 12 months.

I think search optimisation will change as we know it.

It already has grown men weeping into their pot noodle after their 1,000th disavow submission.

The SEO is now a glorified clerical worker.
Bad link yes.
Bad link no.
Send off disavow file.
Repeat

What is the name of the business you are trying to get traffic for?
Are people searching for the name of that business?
Are they talking about it on social media?

If not, the business is probably not worth ranking.
It’s probably a shell of a website wrapped around a keyword.
And that used to work so well.

Now we have to develop emotional relationships between our brand and ADD, caffeine fulled, sheeple who represent the human race on the internet.
And that’s OK for some of us, I for one have always said it’s people you get links from, not websites.
Now it’s going to be “the Conversation” which is going to decide who ranks.
Why should Google count links to decide what people want to rank for?
You do realise that Panda and Penguin were declarations of failure of that system, don’t you?
Don’t you?
They are hacks, pure and simple.

But change is coming, it’s in the wind, can’t you smell it.
It hangs in the air like the silence in an empty hall after a big show.

Are you ready for it?

Change is the only thing we can be sure of, and the change is getting faster.

The other day my iPad pinged me with a notification that someone was making a live video of a Waitrose avacado, using Periscope.
Lets leave aside the psychology of why someone would do this.
It wasn’t an avacado, it was a Waitrose avacado.
Do you really think something like that is not going to get sucked up and noted.
And in some massive computer somewhere the relationship between the brand keyword, Waitrose and an avacado has changed ever so slightly in the positive.
If search was to be accurate, or even improved this notice of a human being communicating evidence of sharing a branded avacado should make a difference.

So where does that leave marketers, influencer and persuaders?
Well it’s actually quite tasty for those of us who like to persuade people to do stuff.
Some of us like the hustle and the inter=play between the crowd and the promotion of thoughts that end up in their head.

The Avacado Update

I present no objective proof to support this.
Merely my thoughts on where this is all going and what I am seeing and what I feel.
It may take a few years, but all Google needs to know is everything the human race says in real time and the ability to process language in a correct semantic context which takes account of culture.

Why would you need links if you had that?

The age of the storyteller is about to begin.

You can call it content marketing if you so wish, it really makes no difference.

So what should you do?
Do you need a content strategy?

NO!

We are way beyond that.

You need a vision.

Not a goal, a vision.

It is those who have the vision who will tell the brightest, strongest stories.
The technology will be background noise.
A wrapper.
A device to enable the most wonderful of stories to be told and it will be those stories that people will talk about and it’s those stories that will build the content, that will connect the emotions of the crowd and the brand.

And the crowd shall be so fanatical and to hurtle down the hill with their credit cards brandished like weapons as if they were Iceni tribe were on a day outing in Rome.

In fact, this fanatical behaviour is already happening.

It makes perfect sense that these waves of discourse will drive the search of the future.

It really is not as simple as “get people to talk about your brand”.

The skillset needed will by that of not just a storyteller, but a creator with a deep understanding of the human condition and real time cultural knowledge.

If you can get a few million people to believe a 13 year old stole his Dad’s credit card to buy hookers, then you shouldn’t have a problem.

Now, who do you know who can do that?

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