Well, Google is a moody creature, despite all the mathematical equations and regulations it is based on. You see, it runs regular updates, and your website might suddenly jump from page three to page one -- or other way round… Not to mention the major updates, such as Penguin, Panda or Hummingbird. While they were designed to separate the good websites from not so good, and worked out best for all, but eventually they did harm hundreds of websites and affected numerous livelihoods. Do you really want to wait till last minute for another blow like that?
I have been selling online since 2007 and have seen my websites changing the position in the search results overnight, sometimes it was for better, but more often than not, quite contrary. It costed me plenty of sleepless nights and a loss to revenue, when I was selling online.
Now I know not to rely on Google; not to take it into consideration when structuring the marketing campaigns. I don’t want to be in this situation again. In fact, search engines send only around 3% of my total traffic.
What do I do instead?
I send regular newsletters [on a daily basis], which drive majority of my traffic [35%], I am active on social media, post regularly on Facebook, create YouTube videos and I’m an active member of few selected discussion groups in my niche. This is working very well, and while I haven’t been psyching over optimizing my website ever since I launched it in December 2015, I tend to hover around 2nd - 3rd page on Google in some of the searches [the phrases were not targeted by me, they were derived from the content on my website: blog posts, pages etc.]
I encourage you to do the same: stop relying on Google alone when driving traffic; diversify your traffic sources and build your mailing list.
Have you already got a strong marketing strategy that doesn’t include Google? Tell us about it, how do you currently drive traffic, and what works for you? Leave a comment below!
Freelance Content Strategist. Helping brands find a right voice, one story at a time. Passionate about animal onesies, meaningful conversations and well-spoken people
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