SMO Success Secrets or the Social Media Law of Disparity:
The number of social media references required to gain superior exposure in organic search results is totally dependent on the history of the human creating the reference.
Throughout 16 year career in Outsourcing SEO, (and now SMO since they are basically the same thing), one of the most difficult aspects has been how to answer very broad questions with very specific answers. One of the most common questions to illustrate my point is
"How do I get to #1".
The difficult in answering that involves the SEO Law of Disparity. That is basically that every #1 is dependent on a diverse variety algorithimic disparities. The answer for each question like this is
For what keyword?
Which site?
Which page?
What is the page rank?
How many inbound links?
How many of those are trusted?
What is the age of the site?
How is that compared to the #1 site now?
How is your title structured?
Is the URL optimized?
What is the results of your anchor text analysis?
That is just for starters. The disparity comes from the fact that there can be a website at #1 for your desired keyword that appears very similar to yours but when you look closer you find the site is older, more inbound links, better url structure or any one of hundreds of other minute factors that make up the overall algorithms. AND since about 2003 you can factor in geo targeting! The location of the searcher impacts the results. Then since about 2006 personalization comes into play meaning that the search history AND the location of the searcher impacted results. And finally now we have social media + personalization + location. A little overwhelming huh?
Well, it's not as daunting as it may seem if you can wrap your mind around a basic concept.
The Law of SMO Disparity Basic Concept #1.
With each of the factors that create the Law of Disparity, the weakness of any one factor can be overcome by the strength of another factor.
If you think of an algorithm as a group of factors each having a numeric value and the total of all factors equals 100 BUT each factor can have its own value independent of all the other factors. So we end up with something perhaps like
Keyword in title = 10 pts
Keyword in meta tag = 1 pt.
Human linking to you in social media = 15 pts
Human known to have expertise and/or first hand knowledge of the topic at hand = 50 pts.!
{Disclaimer} the above scoring table is used for illustration only and in no way is intended to reflect an actual scoring system of any known algorithm
So, if #1 is determined by the site hitting closest to 100 points, then you can see that if you have a weak title, then you need 10 times the keyword in the meta tag OR 1 human linking to you from social media or 1 person who the search engines knows is an expert on the subject of your target keyword links to you, it doesn't matter much what your title says, you will starts beat most of your competitors.
The Law of SMO Disparity Basic Concept #2.
This means is that you always have the opportunity to capitulate on the Law of Disparity by simply targeting your demographics better. If you are competing against Wal Mart, Pottery Barn and Bed Bath and Beyond, you can still beat those major brands even though they have 750,000 likes compared to your 75.
IF YOUR 75 LIKES CAME FROM PEOPLE WHO ACTUALLY HAD SOME HISTORY INDICATING A LEVEL OF EXPERTISE WITH THE TOPIC COMPARED TO 750,000 PEOPLE OF WIDELY DIVERSE HISTORY, (LIKE SEO'S).
Peach Y'all
Bob Massa, CEO Techndu Internet Services, Pvt Ltd
Proud Parent of Blikini - the Social Media SEO Management Machine
Social Media SEO, Marketing, Metrics and Management


03-Oct-2011
Admin
2 comments:
not only does the law of disparity allow you to capture competitive keywords VERY fast, (we've been doing in less than 24 hours!), it also builds authority status for your other target terms. Remember, authority status is only 1 part of the algorithm so again the Law of Disparity kicks in BUT it is an important part of the "sauce". massa
Social Media is the only medium which allows even the smaller businesses or individual stand face to face with large firms or celebrities. Social media actually shrinks David and Goliath on one platform which is again social media. Facebook, twitter and LinkedIn are the best medium to promote online business.
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