Closed loop sites are sealed speaking mostly to themselves about themselves. Since selling and marketing require a relationship with others built on conversations talking to yourself about yourself won't pay bills.
Big Boys Don't CryOne would think large, well branded players in the competitive red ocean of business intelligence would know how to create SEO rollups. They don't (for the most part). Rollups are a website's ability to "platform a space".
When you "platform a space" you play by Google's new post-Panda and Penguin algorithm rules. Google changed their algorithm to "see" and eliminate false relevance. Ever notice how, for a while there about three years ago, almost every website at the top of Google's Search Results Pages (SERPs) was a "link farm"?
Link farms don't make anything, sell anything (other than traffic) and they became a blight on Google's prime directive - send searchers to relevant webpages. Link farms arbitrage traffic adding an extra click to most searchers use of Google. Google's engineer Navneet Panda sped up Google's reading and indexing of websites.
Suddenly Google could see how messy our rooms (websites) have become.
Our rooms became messy because SEO became MEAN and END. We divorced consumer engagement for sexier SEO. We attended conferences, read books and got sucked into the SEO Industrial Complex. The SEO Industrial Complex became a colossus growing more unmanageable daily. An army of vendors depended on the SEO Industrial Complex.
When mortgages and kids' college educations were on the line people got SEO STUCK. Every minute Google let the game they created become about something other than creating awesome and increasingly relevant content.
SEO RollupsWhen every website in a keyword vertical is closed loop (or semi-closed loop) there is an opportunity to "platform". Platforming has several pillars including:
- User Generated Content is solicited, rewarded and encouraged.
- There is a gamification layer rewarding specific desired behaviors.
- Social shares, likes and links are requested and rewarded.
- Leaderboards monitor and create competition (in specific behaviors).
- Users can create and maintain publicly viewable profiles.
- Users can follow, interact with and reward each other.
- A class of 1% are identified and given jobs to help create and monitor UGC.
- Platforms become "hubs" increasingly and exponentially fast.
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