From the perspective of SEO, each domain requires a different type of tact, depending on where it is in the cycle of developing authority. However, SEO is only one channel or traffic source. To transcend, you need social appeal and scalability.
Nexus – Marketing Meets The Economy of Scale
Keep in mind that websites that are gargantuan as we know them, started with one page. When you think about some of the online giants such as Google (which was just a website), Amazon.com, Wikipedia, Facebook and dozens more – the common thread that unites them all is scale.
Scale is the game changer, essentially if you can create more relevant content on a topic, get more feedback, involvement or peer review than the next competitor or have the ability to create a community or dynamic base strong enough, you can effectively scale your relevance model indefinitely.
Relevance or Impulse, Which is More Powerful?
Consider what relevance is; relevance is an emotional impulse satisfied by its sympathetic conclusion. For whatever impulse it was that sparked the initial impulse, that emotion and its desire to achieve fulfillment is the driving force behind information-foraging, consumption and online commerce (in short, the reason why you search, consume and click).
Combine that with the fact that tangential surfing (what we deem a click-tangent) can start from an innocent email, a banner, contextual link, a blog post, press release of dozens of other mediums.
Regardless of the impression, if an individual takes action and clicks a link to find your web property and that person converts into a sale, lead, or future customer – then the only consideration is building a bigger funnel to reach more visitors that could potentially take the same action (based on your offer, call to action, value proposition and appeal).
Scale allows you to take a mere thought, create a fuzzy sense of belonging and pass it on to others which can ignite their participation like a chain reaction. It’s not the first time scale has been under-valued remember Myspace, the first instance of Twitter and how so many individuals failed to grasp the power of numbers and how it can impact the bottom line?
Creating content is not cheap, at least creating quality content (which is the tapestry the web is woven from). Authoritative sites are an apex in a given arena and many have the ability to transcend one theme and encroach on any manor of topic (such as Wikipedia).
Structured Content or User Generated Content?
The driving force behind many of these collective social- economic models is the collective contribution from users. In short, user generated content in tandem with moderators or self moderation is essentially an unstoppable force if cultivated properly.
If you can arrive at the apex of the various nodes of relevance contained in keywords, context and conversation, the web is your oyster with priceless pearls of consumers, and destinations.
If you can leverage that flux through buying or selling traffic, understanding how to craft the messages that move others to take action and simply give people and search engines what they want, there is no limit to what you can accomplish.
Using SEO you can pierce a common theme / root phrase as a thread of relevance and braid conversion funnels by appealing to the most common internal impulses that emotionally manifest as outward expressions.
The reality is that human nature has not changed very much in the last few thousand years modalities like comfort, vanity, survival, entertainment, and other genetically programmed behaviors are vital aspects built into the very fabric of our existence.
Having a sense of “belonging” and “community or Camaraderie” is also built within that psychological framework; which is what platforms like Facebook, Twitter, Reddit and other “social media/online environments” are based upon.
Success is NOT Defined Solely by Rankings
When you understand that the success of your business is NOT about rankings, but on the contrary success is about people, traffic and traffic sources – then you can see the mediums for what they are, drops in the bucket in a sea of potential.
The next milestone in scaling an operation is to find the emotional triggers needed to encourage others to take action and join the collective / natural conversion objective (regardless of the business model, website or subject).
Yes, it is a numbers game, but with the scope of the web and its border less reign throughout the collective, there is always someone looking for something online.
You just have to think outside the box enough to position your property, advertisement or impulse in a manner that intersects with enough of those people virally to facilitate ROI which creates surplus to reinvest into the process of facilitating an enhanced relationship or life time value for continuity, conversions or a platform to reach more prospects (through them referring you business).
The good news is, there is always a tipping point of momentum; and when you swing past the point of resistance, the upside is unparalleled.