Permission, SEO, and Blogs

In his podcast, Akimbo, Seth Godin teaches us how to adopt a posture of possibility, change the culture, and choose to make a difference. Here are my takeaways from the episode.

  • Anticipated, personal, and relevant messages are more likely to resonate with people than spam, day by day and week by week. The goal is not to reach a lot of people, but rather to reach the right people. To reach them in a way, they are glad that you showed up.
  • An anticipated, personal and relevant message also means that they would miss you if you did not show up. That is the definition of permission. Permission is where you earn the privilege of showing up with a message that people want to get, drip by drip and day after day.
  • Ideas that spread win. What we can do is to serve a small group of people with the idea that they want to share. They would want to share because we were telling them something they already believed, that they already wanted to be true and wanted to share. Our job is to deliver the idea in a way that makes it cogent and easy to share. If that shared idea resonated with some other people, they will likely join in.
  • The Internet is the biggest haystack in the history of the world, and each of us who wants to be found was a needle. We cannot trust that our needle is going to get found in the haystack. We cannot trust that any generic word or term we can seek to own. If we are not on top of the generic term search list, we might as well be invisible.
  • The alternative is to win when someone searches for us specifically. As we enter this post-Google age, the answer for standing out is to make changes. By making the changes, the people we engage so much with will want to tell other people. They will want to tell other people in a specific way and not in a generic term.
  • The mission, therefore, is to write things, to create things, to post things, and to engage with things that people choose to share. We need to earn the permission from those people and those they shared, with the permission to follow up, the permission to teach, and the permission to engage. Subsequently, we share some more and do it in a way that people will share it again, thus earning more permission each time. Trusting the middlemen on the Internet is a dangerous game.
  • Also, we must figure out how to engage with a platform that has an obligation to us. The platform needs to be run by a party who had our interests at heart. We need to pay for it as a customer, not as a product. Our job on that platform is to make it easy for people to find us. The people will look for us specifically, allowing us to earn their attention, their trust, and for us to keep a promise.
  • Have a blog not for exposure but because of the discipline. By blogging day by day, we will begin to think more We can make predictions and assertions, and we can begin making connections. We want to take the narratives inside us and make them external for others to see. They may or may not choose to share the narratives, but we have demonstrated that we have cared enough to share.
  • Someone needs to win at every single noun anyone could search on, but it might not be us. It probably won’t be us because the odds are against it being us. We must figure out how to bypass the generic Google search, and instead reach the smallest viable audience. That is the group of people we seek to serve and to connect those people with each other. By connecting the ideas and the people inside the tribe, we become the specific, not the generic.