Whether you know anything about Twitter or not, Twitter’s “Resonance” shapes the future of your brand value and Resonance is the prime candidate to replace easily manipulated search engine optimization or SEO.
Twitter’s Resonance approach moves your brand beyond the influence of search engine marketers and social media experts who stand between your customers, your brand and the products or services you offer.Whether you advertise with Twitter or not, their Resonance approach delivers insight into the stories that ‘resonate’ with people in São Paulo, Seattle, London and anywhere 140 character Tweets sing out from mobile phones, laptops or desktop computers.
Twitter is to SMS as RIM was to email–fast, easy and valuable.
Brands Must Resonate
Everything reasonates at a unique naturual frequency–people, objects, places and time, and your brand must resonate with your customers or they would not value it. While it possible for your customers buy products or value a brand that doesn’t resonate closely with their values, it is probably only because they haven’t found anything better, yet.
What is Resonance?
Wikipedia says–In physics, resonance is the tendency of a system…to oscillate with larger amplitude at some frequencies… the system’s resonant frequencies (or resonance frequencies)…even small periodic driving forces can produce large amplitude oscillations.For Internet marketers this portion of the Wikipedia take on Resonance is worthy of careful consideration;
Resonance and Internet Marketing
Resonances occur when a system is able to store and easily transfer energy between two or more different storage modes…Until the Resonance of your brand stories and promotions resonate with the people, places and time where you place them you will unlikely achieve any sustainable form of success or even modest return on investment or ROI for your efforts. Twitter knows this.
Resonance and Search Engine Optimization (SEO)
Resonace is ‘the word’ or rather words in your content that describe your products or the content that you used to help people or search engine spiders find your brand or the content you employ to help people learn to do things better or innovate.Up until late 2008 words or rather ‘keyword phrases’ were used by directories like Yahoo and search engine spiders unleashed by Yahoo and Google to help people find your website that held content that proclaimed the value of your brands and products.
Social Media Conquers SEO
Since the inception of the internet as most people know it today, the World Wide Web or W3, entrepreneurs have used as a source of income. While there are many ways that internet spaces help people profit, the most obvious that I have seen is ‘keyword phrase’ arbitrage where an entrepreneur ‘buys’ a domain name like SpeedSynch.com, creates a web site and posts content with embedded backlinks so that if anybody searches for ‘SpeedSynch’ their site would rise to the top of the SERP or search engine results page whether they had anything to do with ‘SpeedSynch’ as a brand or product. Once people ‘click’ on the entrepreneurs ‘top ranked link’ they arrive at a site where they are offered products or advertisements from one of the many advertising networks who pay the entrepreneur if people click on their links or simply to run ads for viewing. These are what I call the ‘link theives’ even though the process abides by the ‘rules’ it may deceive the people looking for ‘SpeedSynch’. This has happened to my brand and it is probably happening with your brand too regardless of the size of company you run or where you work. Search any brand that you know and you will find Wikipedia, Amazon, EBay and at least 3 or 4 ‘entrepreneurs’ ahead of you on the links offered by the search engine spiders. Your brand has been hijacked though Resonance is about to comeback with a vengence because of Twitter where backlinks expire when stories are no longer Tweeted and they slip off the Twitter Trending list.
Search Engines shift from SEO to Semantics
As linear time moved from 2008 to 2009 the internet was transformed by people who shifted to Social Media sites as the place to start their quest for meaning. In early 2009 over half of internet searches started in Social Media sites and bloggers had learned that quantity trumped quality for created ‘backlinks’ that were used to determine the rank of ‘answers’ provided to searchers by search engines.
Google had beaten Yahoo in the search engine game by counting backlinks and bloggers would created more backlinks than brand owners or manufacturers to attract the searchers to their sites instead. In response mid-2010 Google ‘shook their algorithms’ in an effort to displace these ‘entrepreneurs’ and webmasters worldwide attempted to ‘stick’ with Google and stay on top of the SERP rankings. Google went further by purchasing Metaweb an ‘open source’ organization that used semantic meaning to determine if content ‘Resonates’ with searchers and semantic meaning will be key driver for search engine spiders that will move beyond the use of ‘alternative words’ or thesaurus definition in an attempt to shake off ‘link thieves’.
Use Google, Yahoo or BING and enter “any words used in similar spaces share meaning” for examples of semantic meaning.
Semantic Meaning and Resonance
Googles rush to Semantic meaning is part of a larger initiative to increase their revenue by offering searchers higher quality answers to their questions and in the past millions of links made searchers happy, today they prefer fewer links and would rather not having to wade through ‘link spam’ by ‘link thieves’.
While Google uses semantics Twitter concentrates on the ‘shelf life’ of backlinks or Resonance.
Resonance and Twitter
There are a number of perspectives on the value of Resonance created by Twitter though here is a simple practical explanation.
- Tweets carry content and links
- The ‘longer’ or ‘farther’ Tweets travel the greater their value to advertisers
Tweets or short 140 character blog posts in Twitter are quite different that regular blogs as they have a shelf life and ‘disappear from view’ because of the millions of Tweets that come after them, unless they are ‘Re-Tweeted’ by Twitter users. Re-Tweeting creates a copy of the original Tweet and places it at the top of a queue. Other Tweets that follow the Re-Tweet push it down and the Re-Tweet or copy of the original Tweet sinks again. There are no backlinks possible as the Tweet or Re-Tweet is both content and backlink.
SEO is not possible in the conventional sense and this foils the ‘link thieves!
Search Engines Strike Back at SEO Link Thieves
Google, Yahoo, BING and the other search engines are shifting to Semantic meaning and in our opinion their backlink assessment algorithms will shift to comparing the Resonance of the content or source of the backlink to the content to which it is directed. For those of you unfamiliar with the use of backlinks search engines use them to determine how to rank content links to the thousands or millions of links offered to searchers when they enter a ‘keyword phrase’ into a search engine box.
Twitter is Cooler, Faster and Better
Twitter on the other hand doesn’t intent to charge advertisers for searchers that ‘click’ on their links as today the ‘conversion rates’ to this type of advertising is typically well below 5%. Rather Twitter currently allows advertisers to ‘Re-Tweet’ one of their own Tweets and charges according to their own algorithm. How long the Tweet ‘floats’ or stays visible and potentially how far it travels and the bridge Tweets provide to advertising landing pages are potential elements.
Two significant differences in the Twitter model is that advertisers expose their brands or events without fear of draining their budgets caused by people who click on advertising links and do nother. The other significant difference that Social Media influencers are easier to identify with Twitter. whether the influencer is an individual, a group or event type.
Twitter appears to be pulling ahead of SEO in Brand influence and understanding how Resonance can help you with Twitter or enhance the value of Search Engine Marketing call us or join our events listed below, on our web site, blogs or on Twitter.
Nick Trendov is the Producer of SpeedSynch internet marketing software.
SpeedSynch software employs Semantic meaning to map content relationships internally and externally from a corporate perspective and in mid-September will host five corporations in a working group to evaluate Resonance based customer profiles.
Twitter has stepped up to introduce Resonance as the driver of its advertising model and the an alternative to the eroding value of SEO and PP or pay per click advertising.
Resonance and its application to internet marketing is highlight at these two blogs; http://isemanticblog.wordpress.com and http://speedsynch.wordpress.com