Sunday, December 30, 2012
Search engines are paying more attention to content substance than just to link popularity; good for small publishers?
The PR Factor offers an article (Aug. 9, 2012) on “AdAge”, by Yarom Galai, about how search engines (especially Google’s) are placing more emphasis on uniqueness and depth of content rather than just links and popularity. The title is “How Google’s ‘Penguin’ update will change publishing, for the better”, link here.
Is this a good development for people who like to publish for any audience? The article says “focus more on Facebook than Google”. Does that mean to focus content on specific lists of audiences who know you? I would think it’s the opposite. I would say, offer original content for all, but try to add something new and original with each posting, rather than just aggregate the work (and links) of others. Try to say something constructive that you don’t think anyone else has said in that next movie or book review. Also, try to focus on specific points or details that you don’t think that many other speakers have yet covered, but that you think others are going to want to know about soon. (I can see how the “Fiscal Cliff” could generate those opportunities for writers.)
There is an obscure way that tax negotiations in 2013 could affect small publishers and their relationships with big service providers. That is, the “carve out” for small businesses using S-corp filings and the like. There could develop more concern (both within the iRS and within service providers themselves) in determining just which publishers are “profitable” in an accounting sense, than in the past.
Somehow this PR article showed up on my smartphone yesterday when I was searching for stuff about the fiscal negotiations.