Platform Independent SEO & SEO 2.0
Platform independence is a term known from programming. In practice platform independent programming means that a piece of software does not depend on a certain browser, plug in or operating system. For instance the best feed readers work on all systems.
In SEO & SEO 2.0 we are very platform dependent. This dependence can make or break a business.
While at a certain point in time platform dependence might seem the right way to go like Google optimization today or creating a power profile on Twitter a few years ago in the long run being dependent on a single site or service is a recipe for disaster.
Any business that has lost a substantial part of its visitors and revenue due to a Google penalty or tweak in the Google algo knows what I am talking about. People who relied on Facebook and have seen organic traffic turn into a trickle for no apparent reason other than to make room for ads know it too.
“Make Money Online” wizard John Chow has shown that you can create multiple revenue streams on the Web without relying solely on one platform, here Google. He has been banned by Google for years and survived, more than that, he thrived.
Finally Matt Cutts had to reintroduce John Chow to the Google index in a win to win situation for both the search monopolist and John Chow. Google didn’t really manage to bully John Chow into submission. John just got more creative.
Platform dependency on Google is still common in SEO.
In countries like the UK, France or Germany where Google is the de facto search engine monopoly many people readily give up on their freedom by relying on Google traffic and ads. In SEO 2.0 this situation gets even worse. Many legit social media participants create power accounts on sites like
just to discover that they have been banned. I have also seen all kinds of legit power user being axed not only by first generation social media sites like StumbleUpon. Marketers (of course!) but also bloggers and even activists. Facebook has even banned gay-rights activists for not using their real names.
I’ve seen all kinds of bloggers being banned for “self promotion” even within the presumed guidelines of these social media. Not only SEO bloggers.
I’ve seen metabloggers (who blog about blogging), self improvement bloggers even green bloggers being banned and never reinstated, never even contacted by the staff who banned them. You have no rights whatsoever on social media sites. They can ban you on their whim. Being angry about it does not make sense. You have to prepare yourself for that.
How to prepare yourself for being platform independent in times when only a few sites seem to control everything, both in search as well as in social media?
- Make sure to collect your contacts internally, that is using CRM software or similar tools.
- Make sure to (be able to) connect with your peers using tools like Email, Skype or IM and NOT by using internal social media sites systems.
- Make sure not to publish solely on third party sites like Blogger, WordPress.com, Facebook, Twitter but make sure to have your own self hosted blog.
- Make sure to have several major traffic sources, especially focusing on returning visitors and subscribers.
- Make sure to brand yourself as a person or business. John Chow survived and thrived because everybody knew who he was. He wasn’t an anonymous “make money online” guy.
- Make sure not to rely on solely one ad provider, especially Google ads but try to get several revenue streams.
While I attempted to become independent from Google with this blog on SEO 2.0 I failed to do platform independent SEO 2.0. I invested much time and effort in some platforms like StumbleUpon that either failed or do hamper user interaction. For instance SU does not count votes by friends so it’s rather anti-social media as befriending someone actually hurts both of you.
From now I want to learn from my own mistakes and connect with my peers in a platform independent way.
Contact me via
- email: onreact at onreact.com
Or tell my your favorite way of communication in case you prefer another channel and tell me who you are how can I contact you in future independently from any social site.
Facebook, Twitter, Linkedin etc. are great but they own you.
Last updated: July 27th, 2015.