Create Your Own SEO Serendipity
My Twitter is @billsebald, and I hope every one of you follow and communicate with me. Read on and find out why.
Sometimes you have to make your own luck. You don’t win the lottery if you don’t buy a ticket. You won’t win a marathon if you don’t get out of your chair. And you don’t make friends if you don’t communicate with people. We’re wired to grab at opportunities that seem obvious, but we don’t typically pause for serendipitous moments.
The more SEO evolves, we find ourselves stretched thinner and thinner. There’s a lot of noise – it grows faster than the tools we create to carve through. Our focus is rarely pinpoint, while our attention span needs to be wider. It can get scary and overwhelming. It’s the fright that drives a bigger swarm of rabid land-grabbers to the same obvious relationships. Whether you’re a link builder or in PR, you know you’re fighting in a mosh pit of like-minded peers after the same prize.
I love networking. Not necessarily through the traditional kind of awkward meet and greet, name-tagged, stuffy network events. I’ve always liked digital networking. Since I can remember, semi-anonymous communications to people on Myspace, mIRC, chat rooms, Listservs, BBS, etc., was always more comfortable for me. Like most of us, I used to hide behind usernames before truly branding myself. I’m a social butterfly though only on the web. You can imagine why I’m a Twitterholic.
I get many calls for consulting work. If I were consulting full time I wouldn’t be hurting for clients. Many are from old co-workers, old client referrals, current client referrals, and friends I’ve made on Twitter or LinkedIn. By being helpful, being generally kind, and not being afraid to give something away for free, I’ve seen returns. I’ve created great friendships just by chance communications on Twitter.
A relationship that sits above the business deal is huge. I know for a fact some major agency deals are made because of past relationships and current friendships (I’ve been in the room!!!). I’ve seen companies go through the whole RFP dog and pony show as part of procedure, when in actuality the vendor was already chosen based on prior relationships. Keep and eye out for luck and you have this: Serendipity > New Contacts > Nurture > Friendship > Opportunity. You define friendship.
Twitter is amazing for this. I respond to everyone who ever sends a note to me. It’s not that hard because I don’t have a Rand or Danny following and schedule (now that would be difficult!). I’ve blogged about relationship nurturing on Twitter, and how the SEO industry should maintain the practice of supporting each other without labels/levels/titles or any other ego. But I also think the same friendly quality should go to everyone you communicate with on Twitter and Linkedin (or any other digital network), including those outside your industry. You’re creating more luck.
Here’s a recent case where the serendipity could have worked for someone in our industry. I was working lightly with a client who needed a specific function of SEO, something I just didn’t have the bandwidth to handle. Concurrently, I followed an SEO who occassionaly tweets about this niche. I sent him a few tweets to feel him out. They weren’t, “hey – are you free to take this client?” It was more of me trying to jump into the conversation where I thought I could add value, and just see what kind of warmth I would get. I got no response, while I was looped out in the continuing conversation.
Another topic came up a few weeks later and I tried to add some color again with the same SEO. Still no response. Eventually, since I was still thinking about him for this opportunity, I sent a public tweet directly to him asking him a question related to his niche. Still no reply.
Takeaway: Perception Is Reality
There was a chance for this SEO to strike up a conversation with me, to where I probably would have DM’d him with the opportunity. For whatever reason, he didn’t take the chance of communicating, and I lost interest in him. Later when I was pruning my “following” list, I apparently made a semi-conscious decision to cut him. Now he’s completely off my radar.
I don’t know if he’s looking for work or not, but it’s still a missed opportunity. And I have the perception of him as a “not so warm and fuzzy” guy because he didn’t get back to me. True or not, perception is reality. This is where some people say, “it was never meant to be.” That statement drives me crazy. Of course it’s not meant to be if you don’t nurture serendipity.
I was looking for information on creating a firepit in my yard. I thought a homemade firepit might be fun to build, so I hit Google. I found an article on a website that I wouldn’t normally visit, but it was coincidently a niche my client serves in. While reading the article (and enjoying the warm tone of the blogger), I decided to write her a note telling her I liked the article, asking a follow up question, and then giving a subtle link pitch. We had about 3 emails back and forth before the link pitch was reintroduced. Not only did I get a link, but I got a glowing review, completely unprompted. I also found out she has some other sites I was interested in, and that she and I grew up in the same town. I added her on LinkedIn, and sure enough, got a surprise SEO referral from her 2 weeks later. All because I squeezed everything I could out of a firepit post.
Takeaway: Take Time To Learn What A Person Has To Offer
When you come up to someone’s front door with a vacuum cleaner in hand, you look like a vacuum cleaner salesman. The door won’t open. Understandably serendipity isn’t scalable, but you’ll get things out of it that the other land-grabbers are probably not getting. Once luck hits, I like to romance the connection.
1n 1998 I started hanging out in a local record shop. The owner wanted to take his music shop online (which back then mainly meant selling through eBay), so I offered to help him out for a couple bucks while I was in college. One of our customers wanted a direct connection to get first dibs when new CDs came in. I didn’t mind sending him emails when something I knew he liked came in (I could have blown him off). I did this for years, and we started having great musical discussions through his prodigy email address. It turned out he worked for Atlantic Records, and started getting me backstage passes to shows when they came through Philadelphia. With all the access to rock stars, I got inspired to interview them and post it online. Two years later I had an online music magazine, amazing experiences, and was introduced to search engine optimization. I wasn’t seeking any of this initially.
Takeaway: Good Will For All
My SEO career started by chance because I was a music fan, and was willing to look into an opportunity instead of sitting on my ass. I took chances, tried things without worry that I wouldn’t like it, didn’t sit around thinking too hard about everything, and just positioned myself for opportunities. By putting myself out there and doing favors, it paid off and led me down a path I’m incredibly thankful for.
Hopefully this gives you something to think about while we all do this SEO thing together.