Three questions for you:
- Do you search the Internet less than you used to?
- When you use a search engine do you already know where you want to go?
- When is the last time you “surfed the ‘Net?”
If you are like most people you probably answered this way:
- I can’t remember that far back
People haven’t stopped looking, but they’re doing it less. Why? Because they don’t have to search for content as much anymore. It comes right to them. Content is being discovered and pushed to them by their friends, family and colleagues on social networks.
Why randomly search the Internet when content that has already been vetted and “liked” by your social circle is popping up on Facebook, Twitter, LinkedIn, Pinterest and a plethora of other places?
Would you rather search for an article on Google or read the one that has been given a thumbs up by more than 1,000 people on Reddit?
Looking for a funny video? Trending on YouTube is probably the best place to look.
Want to read a good book? Why not ask your bibliophile buddy on Facebook for a recommendation?
Need a restaurant recommendation? I’d choose Yelp or Yahoo.
I “Google” news and trends with much less frequency these days. There is no need. My friends are pushing me more stories, videos, articles and recommendations than I can possible get through every single day.
I actually use Google as more of a “Favorites Bookmarking Service” now. Why? Because usually it is easier to quickly type the website name I want to get to into the Google box than it is to click on my actual Bookmarks tab and scroll through my favorites.
That’s why the new frontier is no longer SEO (Search Engine Optimization). The new frontier is sharing – and figuring out how to optimize sharing. The art of writing content and crafting short headlines (tweets and status updates) that trigger the sharing impulse and make people want to click-through is where we are headed.
Keywords and SEO are still with us and will be for a long time. But the good news is that creative, bold, insightful and smart content will win in the new environment of sharing.
Brands on the forefront of content creation – of inventive and innovative content – will be the winners in the new world of sharing optimization.
So ask yourself. Is your content worth sharing?