Econsultacy wrote again a wonderful article.
1. SEO is dead
The most wantonly aggressive of the six.
Used: Whenever the surrounding context suits the demise of SEO: usually if it’s in the interests of an alternative or opposing service that should probably be rationally supplemented by SEO anyway.
Used by: This line is especially common, mainly used by bloggers and anyone not involved in search, but it’s also used by quite a few SEOs who try to make the conflicting point that SEO isn’t actually about search engine rankings anymore (why is it called SEO then!!!?).
Should be: Spammy and isolated SEO is dead (but then it probably should never have existed anyway).
2. Content is king
Can confusingly sound like an unwanted outburst of expletives.
Used: When the extremely simple point of making content ‘good’ needs to be expressed in a far grander and wiser way than the basic idea.
Used by: A wide range of bloggers and titles, but probably before a contradictorily-bland infographic is rushed out in the hope that it’ll then go ‘viral’.
Should be: Genuinely imaginative and well executed ideas are king (and this is far easier said than done).
3. They don’t get ‘social’
One of my favourites. I do genuinely like hearing this one in a perverse way.
Used: When a social media marketing pitch or key meeting has gone badly.
Used by: Anyone suffering from cognitive dissonance after either of the scenarios above.
Should be: We didn’t manage expectations or explain the purpose of the project clearly enough.
4. Social media ROI can’t be measured
Said with increasingly shaky conviction and self-doubt.
Used: When a highfalutin excuse is needed for a nebulous engagement strategy (or – more excusably – before analytical tools of any social-media-measuring nous were introduced).
Used by: The people selling the strategy, internally and externally.
Should be: Social media ROI can now (just about) be measured.
5. Let’s link SEO & Social (or PPC etc.)
Sometimes garnished with an intense stare and a joining of fists gesticulation.
Used: When a strategy or campaign ‘needs’ hastily tacked-on appendages from other departments and areas.
Used by: ‘Visionaries’ within agencies who have grander ideas than the layman.
Should be: Let’s make sure that everyone has a broad enough skill-set so that this doesn’t actually have to happen in such a clumsy way.
6: We should engage with key influencers
Annoyingly difficult to fundamentally disagree with.
Used: Whenever (another) piece of content for Steve’s Miniature Bonsais needs to be promoted to Mashable and TechCrunch.
Used by: Anyone involved in promotion or strategy.
Should be: We should find people who’ll realistically be interested and approach them authentically.
I was also going to include a seventh about content curation, but still don’t understand what it means despite barking the term at clients and colleagues on many occasions.