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Archive for January, 2013

What SEO can learn us

The notion that content is king is a myth, because it’s based on a fallacy, namely the following:
‘If you build something good, the customers will come themselves’.

If that would be true, marketing wouldn’t be necessary.

Content is important, but it’s not everything. Some people believe the consumer is king while others believe that the media is the most important aspect. I disagree, and I think we can learn a lot from the way Google ranks it’s search results, and the way it works is this:
If people say it’s good, Google thinks it’s good.

The algorithm is pretty complex I reckon (and secret) but in simple words, the more mentions a website gets, the higher it’ll be listed in the search result. It’s very democratic when you think about it, and it has little to do with the quality of the content, but everything to do whether people think it’s worth sharing.

That’s the way you find content on Google.

So I reckon there’s a lot to learn from the way Google priorities search results, as it’s metaphorical to the way we receive content.

Let’s analyse. There are many systems on which to catagorize SEO but I’ve choose these three basic components:

Content
For Google, webpages are the content.

Audience
For Google, internet users and other websites are the audience, as they mention other webpages.

Technical means
For Google, it’s their own website, with their servers.

So now let’s apply those three things on this photo of a man who is King, unlike content.
Martin Luther King is the content. The famous ‘I Have a Dream’ speech is his message.

Audience
The few people behind him and the 250.000 people who stand in front of him, plus the ones at home, behind their televisions, are the audience. They will go on and tell others to take note of Martin Luther King (assuming they think it’s worth sharing).

Technical means
All the microphones, the television broadcast and this picture itself are technical means that helped to spread his message.

Now, I believe these three key elements are equally essential. Would you take away King, then there would be no message. Without an audience, nobody would hear him and without the means nobody could hear him.

I can’t target anything specific to be the new king – and I won’t. What’s essential though is the mix of elements. That’s how we get noticed, whether it be on Google or anywhere else.

Thiago Christo

thiago

For anyone working in a creative team, collaboration is key, so that’s why I wanted to interview a photo retoucher, as they’re very essential in nearly every project. Thiago Christo, from Brazil, is one of the friendliest I know, plus he makes amazing stuff. He’s doing it for over 10 years, so enough reason to ask him a few questions. His blog is nice to check out too, to see what he does.

Could you tell us a bit about yourself?
I’m a graphic designer and inker, specialized in retouching 2D and 3D images for advertising and decoration. I’ve graduated in Marketing & Design at CONTEC, Espirito Santo, in 2000. Today I work in partnership with communications agencies, photographers and other companies, creating images for advertising and decoration.

Why did you ever become a photo retoucher?
My childhood dream was to work with images and I began restoring photos on the computer. Well, now I work for advertising and decoration.

Do you retouch your own personal photo, e.g. on Facebook?
I don’t retouch my personal pictures. I only do that for with professional photos for advertising.

Do you have a lot of freedom to choose how the final result is going to look like?
I have no freedom, because my job is to imagine what the art director has thought. All I do is adjust the picture to make it better.

What’s key in the relationship between creatives(artdirector/copywriter) and graphic designers/retouchers/photographers/etc?
The key is to be humble, willing to participate, get involved with the project as a whole, from the the creation to the production and the finish. Have commitment.

For you, what makes a good advertisement?
A good advertisement is made with good creativity, passing the message directly to the consumer audience.

What’s the best advice you can give to students around the world, who are trying to get into the business of advertising?
Focuses on your dream. A phrase that I love, is “só não existe o que não é imaginado“, meaning “there is nothing what cannot not be imagined.