The Times They Are A-Changin’
Come gather ’round people
Wherever you roam
And admit that the waters
Around you have grown
And accept it that soon
You’ll be drenched to the bone
If your time to you
Is worth savin’
Then you better start swimmin’
Or you’ll sink like a stone
For the times they are a-changin’.
– Bob Dylan
Marty Note – Why The Future Converts Better
I love this infographic. Google’s Panda and Penguin changes were seismic for me. Once Google created penalties for playing the game the old way even the most obstinate SEO had to admit something new was afoot.
The “new thing” isn’t one thing but a stew of things it is possible to summarize as a search for greater relevance. Even relevance is a funny bird since its bar continues to rise rapidly as any market matures.
The web doesn’t “mature” as much as it builds, destroys and then builds again. I’ve often compared the Internet to weather and the houses we build to sand castles on the beach with a hurricane making landfall every 18 months or so.
These new hurricanes are built to wipe away the inconsequential. If your site isn’t changing all the time, becoming increasingly relevant to more and more faster and faster then you have a problem. Implications of the new relevance include:
* MUST have a content strategy.
* MUST have a storytelling strategy.
* MUST have sophisticated segmentation and personas (across web not just email).
* MUST have link strategy.
* MUST have social strategy.
* MUST have a SoLoMo strategy (and think Mobile First).
* MUST create more, faster and better.
Yes the times they are changing and ever more rapidly.
See on www.briansolis.com