Technology advances. We can get everything cheaper, lighter, faster and sleeker than was previously possible: even SEO. MoreVisibility’s John Carcutt graced WebProNews with a visit during SES 2006 to speak a bit on small budget SEO.

PPC can yield tremendous returns and can (in turn) drain a significant portion of the budget. Experimenting on keyword techniques for natural search rankings can be time consuming and risky, spelling further expense. Why not lean towards the basics? Content and links seem to ever drive discussion and have proven successful in any circumstance. Yet, as the yin and yang of SEO, content and links depend on each other, each driving forward only while the other thrives. You won’t get links without good content and why create content if no one’s listening?

Carcutt seems to think that the perfect solution to this dilemma is in social communities. Why not participate, allowing relevant user-created content and sharing features on your site?

“[You] need to start building relationships with those communities… you’ve got the social bookmarking… the content repositories… the news submission sites… if you pick one of each of those and start building a relationship in those communities now, it’s going to pay off. It’s going to take time like anything in SEO.”

Additionally, nothing comes without a price… or a word of caution.

“You’ve got to approach this as a community, a participant… an active, welcomed member of the community to make any headway. If you try to game them, they’re going to catch on. There’s nobody better in the world than twenty-something computer geeks at catching deceit.”

Social communities constitute a large portion of our online experience. Participants are real people, empowered by technology to speak their minds… to destroy scams and dirty marketing ploys… to praise great products and services… essentially to make or break your business. Social communities are a force to tap… and to fear, therefore respect.

However frightening the frontier can appear, as an honest participant, nothing but success can come of the venture.

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