![\"Avocado](\"https:\/\/www.cornwallseo.com\/search\/wp-content\/uploads\/2015\/04\/avocado-upate1-compressor.png\")
<\/p>\n<\/p>\n
I sense a change in the search-space continuum.<\/strong><\/p>\n I think something big is afoot.<\/p>\n Something that will play out over a period of the next 12 months.<\/strong><\/p>\n I think search optimisation will change as we know it.<\/p>\n It already has grown men weeping into their pot noodle after their 1,000th disavow submission.<\/p>\n The SEO is now a glorified clerical worker. What is the name of the business you are trying to get traffic for?<\/strong> If not, the business is probably not worth ranking.<\/strong> Now we have to develop emotional relationships between our brand<\/strong> and ADD, caffeine fulled, sheeple<\/strong> who represent the human race on the internet. But change is coming<\/strong>, it’s in the wind, can’t you smell it. Are you ready for it?<\/em><\/p>\n Change is the only thing we can be sure of, and the change is getting faster.<\/p>\n The other day my iPad pinged me with a notification that someone was making a live video of a Waitrose avacado<\/strong>, using Periscope. So where does that leave marketers, influencer and persuaders?<\/strong> The Avacado Update<\/strong><\/p>\n I present no objective proof to support this. Why would you need links if you had that?<\/p>\n The age of the storyteller is about to begin.<\/p>\n You can call it content marketing if you so wish, it really makes no difference.<\/p>\n So what should you do? NO!<\/strong><\/p>\n We are way beyond that.<\/p>\n You need a vision.<\/strong><\/p>\n Not a goal, a vision.<\/p>\n It is those who have the vision who will tell the brightest, strongest stories. 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.<\/p>\n In fact, this fanatical behaviour<\/strong> is already happening.<\/p>\n It makes perfect sense that these waves of discourse will drive the search of the future.<\/p>\n It really is not as simple as “get people to talk about your brand”.<\/p>\n 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.<\/p>\n 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.<\/p>\n Now, who do you know who can do that?<\/p>\n
\nBad link yes.
\nBad link no.
\nSend off disavow file.
\nRepeat<\/p>\n
\nAre people searching for the name of that business?
\nAre they talking about it on social media?<\/p>\n
\nIt’s probably a shell of a website wrapped around a keyword.
\nAnd that used to work so well.<\/p>\n
\nAnd that’s OK for some of us, I for one have always said it’s people you get links from, not websites.
\nNow it’s going to be “the Conversation” which is going to decide who ranks.
\nWhy should Google count links to decide what people want to rank for?
\nYou do realise that Panda and Penguin were declarations of failure of that system, don’t you?
\nDon’t you?
\nThey are hacks, pure and simple.<\/p>\n
\nIt hangs in the air like the silence in an empty hall after a big show.<\/p>\n
\nLets leave aside the psychology of why someone would do this.
\nIt wasn’t an avacado, it was a Waitrose avacado.
\nDo you really think something like that is not going to get sucked up and noted.
\nAnd in some massive computer somewhere the relationship between the brand keyword, Waitrose and an avacado has changed ever so slightly in the positive.
\nIf 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.<\/p>\n
\nWell it’s actually quite tasty for those of us who like to persuade people to do stuff.
\nSome of us like the hustle and the inter=play between the crowd and the promotion of thoughts that end up in their head.<\/p>\n
\nMerely my thoughts on where this is all going and what I am seeing and what I feel.
\nIt 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.<\/p>\n
\nDo you need a content strategy?<\/p>\n
\nThe technology will be background noise.
\nA wrapper.
\nA 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.<\/p>\n