Ian talks about the importance of "Earned Influence" for a sustainable business and online presence. This Hacker Moment is straight from Ian's SEI (Search Engine Influence) playbook. Earned Influence makes the world go round whilst "Bought Influence" is a bit of a fake it to you make it situation.
"Today I'd like to talk about earned influence versus bought influence.
Advertising is a critical piece and building brand awareness. Don't get me wrong about that. But you need to back it up with an organic and a sustainable online presence. That's just how it is these days. And you probably don't need me to tell you that businesses have been relying on advertising since day one. The thing is, though, in this heavily distracted modern world, it's just not going to work on its own. This whole advertising thing is in a state of flux. It's changing. And people are starting to mistrust what's put in front of them. Can you blame them?
When it comes to search engine...