E-Media Tidbits

According to SEObook.com, "If you are not an AdWords advertiser, are not in universal search verticals (like news and video), and are not Wikipedia, then you don't have many organic search results that you can rank for on the first page."

Mainstream news publishers probably will be happy about this. And some blogs may still get surprisingly high ranking because they're more search-friendly than ordinary sites -- and also because Google may be indexing your blog as part of its news search. But this news isn't particularly comforting for people who value access to diverse voices. Also, the wider move towards mainstream results that keep you within Google doesn't look particularly healthy.

This image makes this phenomenon clearer.

Here's what SEObook.com suggests:

• Get in the news vertical. If your site is fairly close to what it takes to be considered in some of Google's verticals (like Google news), then consider upping your game a bit. Submit an inclusion request.
• Offer video. This strategy won't work for everyone, but most sites could use some video. The competitive bar with video is much lower than it is with text -- although I wouldn't expect it to stay that way for more than a couple years.
• Promote your linkbait. If you have some top rankings that are bouncing around, consider focusing on promoting that content again . When stratification occurs, you'll be better off focusing on owning a few topics rather than being average (or slightly above average) for many topics. Top-ranked sites also benefit from self-reinforcing rankings. Read up on cumulative advantage if you have not yet done so.
• Get your data! Usage data (and/or brand searches) may become a big part of future algorithms. Get ready for that. Learn about BrowseRank, then invest in advertising, branding, and user experience.

The only upside? With this strategy, Google may be making itself less relevant -- and more open to competition.