Amazon’s Cloud computing service issues not withstanding it is a fact that everything is now moving to the Cloud. Cloud computing is still in its infancy and it is going through the same stages as website presences did in the beginning.
We see, for instance, people being impressed by a presence in the Cloud, in the first instance, followed by then being impressed by a service and finally, once the Honeymoon period is over, getting to the point where what counts is professionalism in the services offered and that includes the ability to find a website easily.
Just how, however, do you optimize for the Cloud? Bear in mind that optimization for the Cloud does not necessarily have to do with your online business moving there. Rather it is the result of entertainment services, news, information and services moving to a mobile, Cloud-based platform.
This means that if you have a website, an application, news content, entertainment or anything at all, which you want people to find, you now need to take into account far more than just the web and its search engines.
1. Establish a plurality of presence. Do not assume that just because your content is available on a particular channel it is enough. A book sold only from Amazon, for example, is only reaching a portion of its target market. If it also available on Kindle, iPad, Sony Book Store and just about any other online sales platform you can find, it will get more sales. Similarly a video distributed only through YouTube limits its exposure and cuts itself off from a large mobile video population who use Hulu.
2. Optimize content for each delivery channel. Each platform has its own rules regarding categorization of content and how to get your information to be indexed by the platform’s service, best. Follow this in detail. Cloud optimization offers no shortcuts, but the rewards are great in terms of individual platform profiling. By following each platform’s guidelines explicitly you are also making sure that it works best in order to promote your content through the web.
3. Make usability a central point. Each platform has end users who are constrained by the platform itself. A book read on paper, for instance, would look odd with line breaks between paragraphs. A book read online would look odd without them. Similar constraints and changes are imposed by mobile devices, smartphones and Tablet PCs. Whatever you are distributing make sure that when it is accessed by the end-user it does not end up frustrating them. Quality is important but the best quality in the world comes to nothing if the end-user experience is bad. So learn to compromise for the best possible combination there.
4. Brand your content not your platform. Right now, we are still operating in the day when a website delivers a central point online and everything revolves around it. But we are all now caught up in the evolutionary timestream. We really do not know how far it will take us or how fast. The advantage of Cloud computing is that the emphasis is on the data rather than the platform itself, which may mutate and evolve at any point. So work to make sure your data and your brand are what is recognisable and durable. SEO for a website, for instance, may at some point become totally unremarkable and completely useless, particularly if the semantic web really comes along. SEO of some sort however will always be necessary and as our systems evolve it will only be more so. The emphasis has to be on optimization as a service rather than optimization offered from a website.
Follow these four principles and you will ensure your content is as Cloud computing optimized as it is possible to be.