If we were in law school and had a question about first degree murder, we could simply pop open a book and learn that it consists of 3 elements: intent, deliberation and premeditation. And, if we were studying geometry and wanted to find the length of one side of a right triangle we could read up on the Pythagorean theorem. But, when it comes to algorithms running the internet marketing world today — search engines & Klout — we’re shaded by a veil of secrecy that Mulder himself would be proud of.
As online marketing professionals, it’s up to us to set the course of action and research, strategize then implement Social Media and SEO campaigns. There’s no book written by Google that explains every aspect of their algorithm, and Klout isn’t about to spill the beans on the ingenious social influence algorithm they’ve been perfecting for a few years now. For me, this is the fun part — I love it.
Over 10+ years of search engine research, and around a year for Klout, I have found a variety of similarities between the two robust algorithms. Though they’re totally different aminals (sounds better spelled this way), they are connected in so many ways. The amount of active followers one has (True Reach) can correlate to website traffic generated by targeted SEO, Network Influence created by actions of one’s audience is similar to receiving quality backlinks from reputable sources, and the list goes on and on. The two are intertwined like two peas in a pod. Like two lovebirds on a sunny day. Like me and BBQ.
Nowadays, the truth is that SEO alone will only get you so far, and the same holds true for Social Media. To be a true internet marketing professional in 2010 and beyond you must have Klout and SEO expertise, or at least working knowledge of such algorithms. The goal is not to be an expert in every single thing you do, instead it’s to be a well-rounded, focused individual that draws on a breadth of knowledge to achieve specific goals.
In conclusion, if you’re a Social Media guru that’s clueless about SEO, get your rear in gear. And, if you’re an anti-social SEO extraordinaire, live it a little.
Aaron Schoenberger is Founder of The Brainchild Group — a digital advertising agency that specializes in revolutionary Search Engine Optimization (SEO) and Social Media Marketing strategies. He’s known for his work with celebrity clients, top restaurants, professional athletes and Fortune 500 companies.
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