Someone once said:
“Don’t put all your eggs in one basket.”
Whoever that person is, he or she deserves a high five of life.
There’s been so much “senrenre” about SEO – keyword research, H1 tags, getting backlinks etcetera shmetcetera.
And rightly so.
But it seems too many bloggers focus solely on SEO and forget that SEO is just a tool in the toolbox.
With my recent experience with Google, let’s just say my eye don clear.
One thing is certain – Google is not your friend.
One Panda or Penguin update can cancel all your SEO.
Don’t believe me?
Well, keep reading and you’ll see why:
Google Gets Better And Your Rankings Get “Worse-er”
Since the beginning of time, updates have been a constant feature for web-based companies.
After all, the world keeps changing and technology should not only change with it, but should also drive the change.
That’s all well and good.
Except every time Google changes, some webmaster somewhere in the world wants to scratch their eyes out.
Granted, some of these webmaster’s hands no pure, but at the end of the day, once Google penalizes your site because of a violation you may or may not have been aware of, you might never be able to bounce back. Ever.
We can say (out of our ignorance) that those sites were doing Black hat SEO or whatever but at some point, a single algorithm update can take a white hat SEO and paint it black.
What is White Hat SEO today could become Black hat SEO tomorrow.
And there really is nothing you can do about it.
Google holds all the chips at this Poker game.
And now they brought out a “Fred” update. God help us.
And it’s not their fault, really…
It’s easy to blame Google and get mad, but the fact of the matter is this:
Google is trying to do their job as best as they can.
Yes. Like it or not, Google is a business.
And their business is indexing and ranking pages based on how relevant the content on those pages is to the user.
Sure, they use complex algorithms to do this, but at the end of the day, they’re doing their best to win at a guessing game older than the internet itself.
They’re trying to give the people what they want.
They never asked to be the #1 Search engine in the world. That just happened.
They never asked people to become dependent on them for their livelihood. That also just happened.
They never asked you to depend completely on them for traffic to your site. That also just happened.
So you can’t blame them for doing whatever it takes to keep their top spot.
Google is running a business, and the minute Google stops doing as Google should do, Bing or one of those other search engines will come through and knock their block off.
So What’s A Webmaster To Do?
The fault isn’t with Google. It’s with us. So we have to make the changes.
I’m going to use the lyrics of a Daddy Showkey song to lay out my plan of action:
#1. “Shine your eye”
Google is not your friend so stop expecting them to be.
Enter into the relationship with both eyes open and you won’t be disappointed when Google does as Google does.
This involves not depending on Google for your bread and butter. Stop focusing solely on SEO or any one means of attracting traffic.
This goes back to the “eggs and basket” line earlier.
Use social media, SEO, SEM, grow your list and build real contacts in the offline world so just in case any of these goes away, you’ll still have a business.
#2. “Look yourself well well”
Check yourself out.
Is your content really changing the conversation? Are you bringing anything valuable to the table?
Google is anal-retentive about ranking great content.
As long as you focus on giving the people what they want and need, Google will love you.
I saw this on a blog somewhere on the web (I can’t remember right now, otherwise I’d have linked to the source).
“Stop focusing on search engine optimization. Focus on human eye optimization.”
Let’s face it.
Search engine web crawlers won’t read your blog, subscribe or buy your products. Humans will.
Therefore optimize your content for your readers, and then consider search engines after.
Don’t count on Google being your friend and you’ll never be disappointed. Embrace Google as your friend at your own risk.
What do you think about my plan of action, does it suck or rock?
Let’s talk in the comments.
Keeping it 500,
Author: Tomi Joshua
Tomi is a case.
A bit brash, at first blush. But ultimately, he means well. There are very few things he won’t say or do in the presence of tolerant company (especially when it could make for a good story later).
Tomi is a Doctor, writer, certified inbound marketer (Shout Out to HubSpot), Digital Hustler, and online business addict.
He is most likely to be found dancing to the beat of his own drum, even in accapella.