If you have read any of this years blog posts or online news sites that cover the online business and internet marketing arena, you’ll probably have heard a lot of talk about recent Google updates such as Penguin and Panda supposedly wiping out the ranking of websites that have their pages optimized to display highly in Google, not to mention the more recent “not provided” fiasco where Google are withholding details of where visitors to your site came from, even in Google Analytics itself.
Much of what has been written about the Panda and Penguin updates is simply hearsay (although “not provided” is very real), since Google actually keep the algorithms they use to rank websites in their search index very securely under wraps, so apart from the Google insiders no-one will be able to tell you exactly what changed in the Penguin and Panda updates. However what is known is that Google want to show valuable and relevant content to the users of their search engine, so they will always want to show the most relevant content with genuine value first, so if anyone has been hit by the Penguin and Panda updates it’s websites that Google term ‘Search Spam’. These sites attempt to game the Google system, but it’s no way to run a long term profitable internet business.
The most sensible thing you can say about the Google updates is that if you are relying solely on one form of promotion (i.e. S.E.O.) to drive traffic to a website, then that’s a shaky foundation for your business. You should never put all your marketing and promotion eggs in one basket, but so many small businesses do put a disproportionate budget into S.E.O .
The drivers of traffic to your website should be spread across a number of mediums not just Google. That way any changes that take place in one area of your marketing strategy will not unduly affect your whole business. If an offline business only took out one advert in a single magazine and relied on that solely for their revenue, should the magazine go out of business, it takes away all your business too. It’s crazy that in the online world so many people focus on Google as the only way to promote their business, and spend so much of their marketing budget and time on S.E.O. Search Engine Optimization should be part of your overall marketing and the bigger promotional picture, it’s a dangerous strategy to rely on it as your only promotion source.
If your product really provides massive value to it’s customers, and you genuinely offer valuable information on a regular basis to your website visitors, that is the most secure way of marketing through the internet to your customers to ensure they find you in the first place and then keep coming back time and time again.
More importantly the difference with the provision of value strategy over the futile race to keep up with Google updates is this; The ability to provide real genuine value to your customers is completely in your control, and the only one has any influence over whether this changes or not is you.
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