As promised, we continue the series of articles related to the topics discussed within the Future of Media conference in December 2014. Today we have chosen a subject less addressed in our country until now, namely Online Audience Optimization, an idea presented at the event by Dragos Stanca, Managing Partner ThinkDigital Romania.
What is OAO?
OAO – online audience optimization – is a collection of techniques that publishers use to obtain and maintain a consistent audience on the site, beyond the audience gained through SEO techniques. In other words, OAO also uses SEO, but alongside it Social Media, content distribution, engagement mechanisms, branding. Here arises the controversy. Many of those who have written on this topic have concluded that SEO is dead, that OAO is the new SEO. Another important part considers that this new trend is just an extension, coming naturally after quality SEO. Others, on the contrary, consider that OAO is the generic term for everything that means optimization online. The truth lies somewhere in the middle.
The important thing is that this newly appeared OAO cannot and should not be ignored. Whether we call it that, Content Marketing, or SEO, OAO is based on a few simple principles that must be followed by everyone involved in online. Many have already done so, without giving it a special name.
How is OAO done?
Here are some things you need to do:
1. Attention should be directed towards the Brand. The brand is the key, so what is important for it, the words, beliefs, everything must be brought forward, highlighted, made known. What SEO uses on its part, OAO distributes further.
2. Social media. It is well known that this tool, used properly, can attract many visitors to the site and can bring great conversions. That is why social media is a very important part of OAO. The emphasis in our country should be on Google Plus (important especially for Google), Facebook, Twitter, YouTube, and Pinterest. I would also add Instagram.
3. At the same time, target the relevant target audience. The ultimate goal is not to have many visitors on the site, but that they do what you need, that is to buy, sell, bring you profit. Therefore, it must be considered that those who enter the site are interested in what you offer them.
4. Encourage participation, audience involvement. The audience must engage in dialogue with the brand. This can be achieved by creating surveys, comments, contests, shares, etc...
5. Mobile. The site in question must be optimized for mobile. Both to be viewed from mobile devices and to be easy to share and appreciated online.
6. Keywords are not a priority. If SEO was based until recently on keyword density, now it is no longer the case. And in OAO it is not an issue. What matters is the content, how it is distributed and appreciated. Content is the foundation, not a list of keywords and tags.
OAO – online audience optimization – ultimately comes down to people. We must address them where they are. Social media plays the main role, and communication with the audience must be natural, unobtrusive, and effective.
The conclusion?
No matter what we call it, this trend of reaching people through various means, involving them and making them partakers of our ideas and vision, of transforming the buyer into an integral part of the process of creating and presenting our product or service, is the trend that will manifest with extraordinary force in 2015, regardless of the name we give it.
