Content producers need to work on DEO, not just SEO

|David Sasson

A very good and interesting article by Ben Elowitz on today on why a past emphasis on SEO should begin shifting to what he calls SMO, or “social marketing optimization’ for content producers. I’ve been thinking along these lines for a while now as I see publishers struggling with formating their site for search engines versus writing it for people. High bounce rates from search traffic going into content is a well known issue and, I think, it’s partially due to an over reliance in site design on what’s best for Google, not what’s best for audiences. It’s also the nature of the medium: searchers want an answer, not a full blown reading experience.

Here at Outbrain we talk a lot about how there needs to be a movement for DEO– or discovery engine optimization– which will soon be more important than SEO. This is probably our version of Ben’s newly coined “SMO”. In the content world, what’s important is constructing quality content in a way that helps people discover it in areas where they are in read mode:  Facebook and twitter are certainly part of this landscape, as are other peer publishers and bloggers who will happily link to quality, interesting content (and who are heedless of keyword games used to fool bots). After all, how do people search for great content on a search engine if they don’t know it exists? They can’t. Search provides wonderful answers to specific questions but it is not the place people go to find something fresh, new and interesting.

Nice post Ben, looking forward to reading more.

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David Sasson

David Sasson is the Chief Operating Officer at Outbrain. Prior to joining Outbrain, David was COO of Quigo Technologies, Inc.... Read more

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  • Kilerloopkg| November 19, 2010 at 1:01AM

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  • Affiliated Contents| December 23, 2010 at 7:19PM

    This is very good information!

  • Powerfly| December 31, 2010 at 2:02AM

    It will be a new and helpful platform to reach out to people

  • SEO Generation| January 6, 2011 at 4:16PM

    I kinda agree with you but not sure If this makes real sense “After all, how do people search for great content on a search engine if they don’t know it exists? They can’t.” People search for content because they don't know if it exist or not.At times great and fresh content will surface irrespective of links from bloggers or publishers.

    • Davids| January 18, 2011 at 3:15PM

      Thanks for the comment-

      Agreed that there are times people are searching for content, especially when they want to know more about a specific topic. However there's a lot of content produced that doesn't answer a question, and is not reference material….an expose, an opinion piece, a short story, etc. It's this kind of content which will rarely be explicitly searched, for but which many people would love to read if they know it existed. That's where DEO comes in.

  • ภาษาเกาหลี| April 28, 2011 at 8:08AM

    what is deo ?

  • tommyg| August 12, 2011 at 6:18PM

    looks like you need to update your own site… 7 months since last blog is not current content

  • cool websites| September 30, 2011 at 12:12PM

    Discovery engine optimization? You mean like WolframAlpha?


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