Since the end of May, Google has continuously pissed me off (excuse my language). I think all of my fellow “clicksters” can agree. Yes, we’ve figured out the changes in the algorithm after the Penguin 2.0 update but it seems to me like Google seems a bit lost. Nothing is consistent and the reality of it all is that fundamentally and morally the updates make sense, but I can’t say I love the way they are going about executing the changes.
Keeping up with Google used to be a fun game that I was obsessed with. Now, every week I feel like I have to change our ways of marketing our clients. I love that Google is pushing for search to be more natural but if that’s what you’re looking for, back it up in the results. Past efforts that once helped our clients are now a waste of time. I just want to do what is best for them.
No longer is it my objective to sky rocket our clients to the top of Google. I know this is the easiest way for them to see that we are doing our job and delivering results but with the unreliable changes that seem to be coming from Google, like an indecisive teenager jumping on every popular fad that comes along, I can’t rely only on just being able to fight our way to number one.
Don’t get me wrong, this is still important and that’s one of our main goals in delivering results but it’s time to start looking at those results in a different light. For some businesses it doesn’t matter if you are at the top of Google for a popular search term.
Take “web marketing” for example. We have been number one for this phrase for as long as I can remember, which we love to brag about, but I can’t say that it brings us the most viable leads. Most of the leads we get off of the web are tire kickers, people who are just price shopping and are not looking for the best possible service. No, we don’t offer the lowest price in our industry, nor do we wish to. We know that our services are worth every penny of what we charge and we have hundreds of happy customers that can back us up on that.
Back on topic: After looking at our own results from the web, we decided to take a closer look at the behavior of the traffic that is coming to our site. (Which we recently remodeled and you should check out if you haven’t yet.) Being visible in the rankings is working for us but traffic is coming from other places as well and some of that traffic spends more time on the site and visits more pages, making it more likely that those people are really interested in us, and what we do.
This is now what we are trying to do with our clients. We focus on SEO but also on web marketing as a whole. There are plenty of other places online that are great for gaining exposure and leads that are going to be more valuable in boosting your business.
In my mind, it all comes back to the, 80/20 rule. 20% of the customers that a business gains are going to be the ones that are the most worth it. If those 20% come from other places on the web other than Google, so be it. Even if those 20% come from efforts off the web, we can help each of our clients harness what is best for them.
My ultimate conclusion comes down to this: I would much rather see a client of ours receiving excellent traffic and leads than to see them at the top of Google. Go ahead, gasp because you think I’m in the business of pleasing Google, but I’m really not. I’m in the business of helping our clients grow and thrive because of our services.