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What Will Happen if Google Stops Ruling SEO?


What Will Happen if Google Stops Ruling SEO?

What’s wrong with us?

Everyone is trying to get on the first page of Google as if that’s all there is to internet marketing. But have you ever stopped to think about what Google really is? It’s a website. Of course, they have Google+ and YouTube and a ton of other influential platforms online. But think of all that money you’re investing in getting on the first page of Google. What will happen if another search engine knocks Google off their high place over the next two years?

It could happen, and when it does, what will happen to your web traffic? Maybe Google will be around for a long time. Maybe they’ll eventually rule the entire internet. But it’s unlikely, so it might be smart to prepare yourself for what might happen if Google becomes second (or third) in the SEO game…

Authority Trumps Visibility

This is the most important thing to remember in SEO. If you become a known authority in the mind of the public, you’ll never have to worry about what’s happening with Google. Do you think Apple is worried about where they rank in the Google search results? What about Disney, McDonald’s or Starbucks? These giants are more interested in where they rank in the mind of the public. They’re creating authority and credibility with ALL their marketing practices. Your dedicated audience can carry you through SEO trends as long as you treat them well.

I doubt any of those famous brands will bat an eyelid if Google goes down in flames. So how about you? Are you more concerned with getting to the first page of the Google search results than you are with creating an authority website? If so, it might be time to change your priorities. It might be time to stop worrying about what Google is doing and start trying to creating the best possible experience for the people who land on your website.

If you do this, you’ll get higher Google rankings AND you’ll be less dependent on them because your customers will bypass Google and go directly to your website.

Google is Just a Messenger

Google is really just a media company. They bring people credible content and that’s why they stay on the top of the heap when it comes to search engines. If this ever changes, or if someone comes along who does a better job at delivering quality content than Google, Google will be replaced pretty quickly. Just look at how quickly Wal-Mart ousted K-Mart. Look at how fast Borders bookstore went belly-up because of Amazon.

Of course, Borders tried the online thing, but they didn’t stand a chance against Amazon because they didn’t’ give the public what they wanted. The same thing is happening to eBay now… more and more people are buying on Amazon because the site is easy is to use and delivers great prices on new and used materials. Facebook took over MySpace and forced them to become a network for musicians instead of a social media hangout space. How many other stories can you think of where the king of the mountain was brought down by a newly emerging company? What did all those little David's have in common against Goliath? They knew where to throw their stone for maximum impact; they knew how to deliver to their customer base.

In the new economy, things can change in the blink of an eye. Google is no exception, so remember this when you’re working on your online visibility. Focus on authority and on connecting with your loyal visitors and getting more of them. SEO is good to keep in mind, but some of this will come naturally if you focus on visitors. If you focus on your authority, you’ll never have to worry about Google, or anyone who takes their place in the future.



How to Make 2013 YOUR Year for Search Engine Optimization

Well, we made it to 2013. The Mayan apocalypse was a dud and we managed to keep the 2012 election from turning into the next American Revolution. Time to stop digging the bomb shelters, close down the prayer vigils and get back to PPC marketing, search engine optimization and attracting loads of traffic, leads and new sales.

If only it were that easy right?

If you’re anything like the rest of us, you need to get to Google page one if you want any prayer of attracting floods of organic traffic to your site using search engine optimization. But ascending to the summit of “Mount Google” is no easy task. You’ve got competitors pushing their way up and you’ve got Google’s menagerie of Pandas and Penguins up there rolling snowballs down on your head.

And what does Google have cooking for 2013?

Thirteen is supposed to be the unlucky number, so maybe this is the year for the “Abominable Snowman Update.” Maybe the “Tasmanian Devil Update” will whip through cyberspace like a raving tornado, ripping websites from their positions in the search rankings and tearing the dreams of hundreds of online marketers asunder.

Regardless of what monsters Google plans on unleashing this year, one thing is sure…

By the end of 2013, some websites will sit at the top of the search results while others will sink into the cesspool of junk sites, never to emerge again. And every time one site falls from a slot on Google page one, another site gets rewarded with that spot.

That’s a mathematical certainty my friends, I’ve never seen a “reserved” spot in the Google search results. Sites don’t just get brushed carelessly off of page one, they get replaced. This is going to happen in 2013 just as it has happened every year. It’s simply a matter of whether YOUR website will be rewarded or reprimanded.

Since I’m guessing you want to be farther up Mount Google than you are right now, I’d like to shed light on some iron clad SEO strategies that you can use to climb to the top in 2013. Who knows, maybe you can roll some snowballs down on your competitors while you’re at it….

SEO 2013 Tip #1: Author Rank Is Here to Stay, Are You?

I could an entire 5,000 word article on why this “Author Rank” SEO phenomenon is more than just a flash in the pan. But I’ll spare you the verbosity and give you the undeniable facts on why you need to take Author Rank seriously starting yesterday:

1.       FACT: The online marketplace is jammed with questionable information, consumers are sick of it. They don’t want to waste time pawing through junk articles to find out what’s trustworthy and what’s not.

2.       FACT: author anonymity might help marketers, but it hurts consumers. It makes it impossible to separate genuine experts from self-proclaimed experts. It makes it hard, if not impossible, to make smart buying decisions…and that makes ANYONE uncomfortable.

3.       FACT: the quickest, easiest and most trustworthy way to verify the credibility of an article, a blog or a social media post is to check the source…to check the author.

4.       FACT: author rank solves all three of the above problems, that’s why Google is doing it.

5.       FACT: Google’s goal is to solve credibility problems by providing credible content, they’ve found a way to make that happen and you better believe they’ll stick with it.  

I dare anyone to challenge these facts with a reasonable argument on why Author Rank is going to flop as Google’s new credibility plumb line. Maybe this makes some marketers uncomfortable, but that’s too bad. As professional business people, we need to follow where the consumer’s needs lead us.

Right now, consumers need credible information. As more and more of your competitors start to build their online credibility using author rank, consumers will come to expect high author rank as the norm for filtering out credible content writers.

So if they even find your content in 2013 and beyond, they’re unlikely to believe a word of it if they have no idea whether it came from an expert or from some freelance writer working for $5 an article to write about topics they’re not even getting paid enough to do thorough research on.

Bottom line, set up your author account on Google +, link it to your blog and start publishing at least one well-written, insightful and entertaining blog or article a week. If you don’t have time, hire someone great to do this for you. Make sure it’s someone you feel 100% about hiring to write YOUR content. If you aren’t writing your own content or you don’t have someone like this working for you, expect to be buried by the competitors who do.

SEO 2013 Tip #2: Back linking Isn’t Dead, But Your Current Back linking Strategy Could Be

Is back linking still effective for SEO in 2013?

It all depends on what you’re doing. It’s always depended on that. The only difference today is that there are stricter penalties for the people who don’t do back linking right. Sure, some marketers slipped by with junk back link building strategies for quite a while. But they also got hit a lot harder during the Penguin update because they’d spent more time building up junk links.

If we’re honest with ourselves, there are only a few back linking strategies that stand a chance of surviving the future Google updates:

1.Creating link bait.

2.High value directory submissions (Yahoo, Dmoz etc)

3.Guest post writing (on quality blogs only).

4.Social sharing (on authority sites).

As for profile link building, automated blog commenting, high volume social bookmarking and directory submission, kiss them goodbye. 2013 is not the year to stop doing those, 2008 was. The question isn’t whether back linking is dead. The question is whether you’re killing your website’s credibility by trying to build up as many links as you can, assuming that the more links you have the higher your site will rank.

Sorry, that’s a dead SEO strategy these days…has been for a while.

Take that $100 you’re spending on getting thousands of junk links a month built and reinvest it into a strategy that will get you even two or three quality links. MSI can help, our phone number is on this website. But for goodness sake, stop doing all those things that stopped working a long time ago. The companies who advise those strategies are usually the same people who sell you those junk linking services.

Bottom line, SEO in 2013 will have zero tolerance for mediocrity in the realm of link building. If you’re treating back link building like a numbers game, stop. If you’re still outsourcing your back link building to overseas SEO firms, stop. If you’re blasting your site onto hundreds of directories that no one has ever heard of before, stop.

Junk back link building is like building a time bomb right under your business, starting the counter and watching it tick away in denial about what’s going to happen when the clock hits zero.

On the other hand, if you’re not investing time and money into creating link bait, start. If you’re not consistently working on getting guest blogging opportunities on authority sites, start. If you’re not building up your social presence so that those social shares which you’re posting attract real traffic to your website, start.

Stop spinning your wheels with things that will sabotage your long term success in 2013. If you want to build a profitable online business, you want to stop doing what doesn’t work and start doing what does work.  If you’re still unclear on this, either call MSI now or type in your primary keywords and check out what your top three competitors are doing and do your best to duplicate their approach.

SEO 2013 Tip #3: SEO Get Your Bounce Rate Down & Your Click Through Rate Up

Bounce rates have been a factor in SEO for several years now and with every single update, they’ve become more and more important. That ought to tell you where to focus your energy. If your bounce rate is higher than 80%, stop worrying about off page SEO and publishing more content and get obsessed with figuring out why people are leaving your website right after landing on it.

Go to your analytics account and look at your “visitor stream.” You want to look at which pages your customers are going to immediately after they land on your home page. This will tell you what information they want to see first. If they go directly to your portfolio page, that’s the page you need to give the most attention to.

You might want to consider putting links to your portfolio in a more conspicuous place on your home page. You’ll also want to look at your portfolio and see if you can improve it by making your samples more relevant. If your visitors are going directly from your home page to your “about us” page, go to that page and see if you can find out how you can get them to stick around longer.

Is your about us page giving them the information they’re really after?

Does it include specific credentials that demonstrate who you are and why your visitors should trust you as an expert?

Do you have credible reviews for each of your team members to demonstrate your good track record?

Is your about us page making you look big and credible or small and “fly by night?”

Are you being completely transparent with your visitors and making it easy for them to connect with you?

These are all questions that your visitors are asking when they click on your about us page. If you don’t answer them quickly and clearly, you’ll have a high bounce rate and your site won’t rank well in the search results.  

Site load speed is also important when it comes to optimizing your bounce rate and many marketers slow down their load speed with features that don’t do a damn thing to help them get more customers.

For example, does your website have fancy flash features or video and audio features that slow down the load time? If so, exchange the flash presentations for static images; take the audio and video off of auto play. If these features play an important part of your sales and lead capturing strategy, have your webmaster program them to start playing after the page had loaded.

Have your designer check the size of your graphic files and have them export your styling features to an external CSS file (they’ll know what you’re talking about when you ask them to do this).

Have your web programmer export any java scripts to external files. See if they can rework your PHP coding to make it more “object oriented” and to reduce code bloat (again, they’ll know what you’re talking about).

There are dozens of ways to speed up your site, and while some of them only make a minor difference, they can add up over time. Not to mention that when it comes to site load time and the average attention span of the typical web visitor, milliseconds can make the difference between a visit that lasts several minutes and a visit that ends in one or two seconds.

But the MOST important factor contributing to your bounce rate and click through rate is relevancy. Are you giving your visitors exactly what they expect when they land on your site? If you’re missing the target by even the slightest bit on this, you can expect a high bounce rate. One thing to check is your meta description and how it displays in the search results in comparison to what displays when they click on your page.

How many times have you seen something that looks interesting in the search results, only to click on it and NOT find what you expected? How fast did you bolt away from the site? I’m guessing pretty quick.

Your visitors will do the same, so it’s important to be 100% relevant by having rock solid, unmistakable continuity between your meta data and your page content.

SEO 2013 Tip #4: SEO is STILL About Content

If you’re still struggling with SEO, there’s a 99% chance the problem is with your content. These days, you need to be either providing amazing content OR you’re helping your visitors connect with other people. If you’re not doing one of those two things, sorry, but you’ve got nothing to offer. Bad content has never been good for SEO, but in 2013 and the years to come, it’s going to be harmful, so it’s time to get serious about this.

Here’s a quality checklist you’ll want to put your website content through right now:

1.       Is it laser targeted & relevant to your search terms?

2.       Does it get right down to business in telling your visitor how you can meet their present need?

3.       Is it well-written and easy to understand?

4.       Is it entertaining and engaging?

5.       Is it well-researched and glowing with expertise?

6.       Is it promoting the author as an authority instead of using a generic author?

7.       Are you publishing on a consistent basis?

8.       (Most important) are you getting positive responses from visitors?

If you have doubts on ANY of these, take action! Don’t wait until the next Google update puts YOU under the microscope and stamps a “Bad Content” seals right on your  forehead. Remember that there’s no way you can go wrong by investing more time, money or energy into providing your readers with great content. 

I mean just imagine going to the Google webmaster guidelines and seeing this:

“Google has decided that websites which consistently publish well-written, insightful and entertaining content will find themselves in opposition with the Google webmaster guidelines.”

A snowball has a better chance of surviving in an incinerator than that has of ^ happening. You can go wrong with your back linking, article spinning, mass blog commenting or junk directory submission or social bookmarking to sites that get no traffic.

But you can NEVER go wrong by investing your time and/or money into consistently publish well-written, insightful and entertaining content. If you don’t yet have a rock solid, dependable content writer who you can trust to get your website on the map again, call MSI right now. If you’d done that 12 months ago, your site might be sitting on Google page one right now.

But it’s better late than never, and every day you delay in tightening up your content marketing strategy is another day lost.

SEO 2013 Tip #5: SEO is STILL a Tortoise and a Hair Race

Are you in a big hurry to get to the top of Google page one?

Of course, we all are. Just don’t let that urgency get the best of you in 2013, or ever. SEO still is, and always will be, a marathon. The sprinters are the ones who lose. They let their internal sense of urgency override their self-control and they start taking shortcuts. But in SEO, a shortcut is the quickest path to the bottom of the search engine results…down there with all the other spammy muck that no one EVER sees or wants to see.

 I still believe that two of the best SEO practices are brutal honest and Zen-like patience. The brutal honesty part is looking at your content, your site structure and your back linking strategy and asking what YOU would do if you were Google.

Would you risk your reputation by putting YOUR site on page one and proclaiming to your BILLIONs of users that it was the most authoritative site for that topic? If you’re honest with yourself in answering this question, you’ll discover exactly why your site isn’t’ ranking higher than it is. Again, take action. Find the weak links in your marketing chain and strengthen them.

Then, it’s time for the Zen-like patience…the waiting game, the part we ALL hate. But remember that getting to the top of SEO is like running and winning a marathon. If you think you’re going to hop up off the couch after spending the past 5 years eating junk food and watching reality shows and still trounce the runners who have been training for years, you’re wrong.

It’s the same thing with SEO. THOUSANDS, possible even millions of other marketers are scrambling to reach that top page of Google. To get there in today’s competitive marketplace, you have to be the best of the best of the best…and that takes work.

And just imagine, if just one year ago today you’d made a “no matter what” commitment to take your SEO slow and to commit to a process that’s trustworthy and consistent, you’d probably be getting two or three times the traffic as you are today.

So where do you want to be next year?

Reading another article like this, struggling to find the “magic option” to skyrocket your site to the top of the SERPS?

Or, do you want to be getting two, three or four times the traffic as you area today?

If I’ve learned anything about SEO over the past 15 years, I’ve learned that patience and persistence does pay off. But being in a great big hurry is a wide and broad road to Google penalties and anemic profits.

Finally, remember that once you become an authority and stick with the principles that got you there, your rankings become100% secure, regardless of what Google does with their algorithm. How many authority websites got permanently sunk by ANY of the past Google updates? If you can find one, please post it below this blog and tell me why you believe it’s an authority website.

That’s all I’ve got for now, but I’m betting you’ve got some work to do. Here are the facts again about what’s going to work in 2013 ….

SEO 2013 Tip #1: Author Rank Is Here to Stay, Are You?

SEO 2013 Tip #2: Back linking Isn’t Dead, But Your Current Back linking Strategy Could Be

SEO 2013 Tip #3: SEO Get Your Bounce Rate Down & Your Click Through Rate Up

SEO 2013 Tip #4: SEO is STILL About Content

SEO 2013 Tip #5: SEO is STILL a Tortoise and a Hair Race

Do you see anything you can’t start doing RIGHT NOW?

I don’t, but you can certainly keep doing what you’re doing…just don’t’ expect different results.  It’s up to you to decide to STOP tracing trends, gimmicks and rumors and aligning your marketing with the principles that drive the online marketplace.

Make it a great year.



Direct Mail + Online Marketing: A Conversion Powerhouse

Imagine getting a direct mail offer that really grabs your attention. You’re interesting in buying the product or service. But do you call right away and give the company your credit card number? Probably not. You probably do your homework by searching for the company or the product online don’t you?

You might even check out some competitors to see if there’s a better deal. Of course you do. And that’s exactly what your customers will do when they get your next direct mail offer. This is why your company’s online marketing and direct mail marketing campaigns need to work together.

If you get this right, your direct mail campaigns could have twice the conversion rates. Get it wrong, and you could end up buying traffic for your competitors.

No joke, here’s how that can happen…

Your Online Reputation & Your Offline Marketing Are Tag Team Partners

Your online reputation can be the strongest or the weakest link in your marketing chain. But it’s definitely a link, and there’s nothing you can do to stop that. Even if you have no online presence, your customers WILL search for your company online after seeing your offline advertisements. If they don’t find anything, they’ll be less likely to do business with you.

If they find a ton of great reviews about your company, blogs written by your company on multiple sites (aka, guest blogging) and a strong presence on Facebook & Twitter, you’ve got a deal. This is how online marketing can boost your offline success. But what happens if they don’t like what they find? Then, you could do something worse than lose a potential customer. You could end up buying traffic for your competitors.

We’d Like to Thank the Competition (Fill in Your Company Name Here)

Are your competitors saying this when they get new customers?

I hope not. But without a strong online presence and a trusted reputation on review sites, you could end up buying traffic for your competitors without even realizing it. Just imagine, a customer gets YOUR direct mail piece, but then they go online to investigate. They search for your name. Your online presence doesn’t impress them. So they also search for your service type.

What will happen if they find dozens of positive reviews about your competition while doing their homework? That’s right. They’ll do business with your competitor, and your direct mail marketing piece will have just turned into a traffic generation tool for your competition.

Ouch. I’m guessing you’d rather not do that. So before you put your next direct mail marketing campaign together, do a quick search for your company name. Then, do a search for your product name and for the type of product or service you’re offering in your direct mailer.

See if your online reputation will hurt your offline marketing. If you have doubts, or if you want to build a power tag team of online marketing and direct mail marketing that knocks your competition out cold, request a free online consultation from MSI today.  




Search Engine Optimization for 2013: a Pop Quiz

Would you rather have $1,000 now or a GUARANTEED spot at the top of the Google search engine results 24 months from now?

Seems like a no brainer right? You’d take the number one spot at the top of Google and make that $1,000 look like a lost penny in a sea of gold bullion. But I challenge you to look at how you’re answering that question with your SEO plan for 2013.

Do you have your Google Author account set up and connected to your blog?

Do you have a social media strategy for getting more organic backlinks and social signals (likes, Twitter shares etc) to your blog posts and offer pages?

Are you firing the “1,000,0000,0000 back links for just $4.99” providers who are linking your website to spam sites and link farms?

Most important, what’s your strategy for getting your customers to write online reviews about your company, to comment on your blog posts and to co-promote your brand?

Do a quick search for your service type and see how many reviews come up in the search results. Some review sites like Yelp are probably ranking ahead of your website and your competitors’ websites.

With anywhere from 7 to 9 out of ten consumers consulting peer reviews before they make buying decisions, it’s no surprise that Google is making reviews more visible than websites in some search engine results.

What do you plan on doing about this in 2013?

If you don’t know yet, you’re already falling far behind. Even as you’re reading this, Google is winding up to throw another curveball at online marketers. What will they name the next update? The Kuala Bear update? The tree frog update? How about the gargantuan, 180 foot prehistoric squid that will wrap its tentacles around your website and pull it down to the abyss of spam sites and other sunken remnants of the SEO past?

Unless you like the sound of that, it’s time to discover what the “X Factor” is in your SEO playbook…

SEO, Diet Pills and The Biggest Loser Workout

You know how to lose 30 lbs of ugly fat?

I know, you’ve heard the joke “cut off your head” right?

Actually, that’s not where I was going. Losing 30lbs just takes the right diet and a good consistent exercise program. We all know that, we saw the biggest loser. They didn’t use the cabbage soup diet or 8 minute abs. They didn’t sit around in circles chanting “oommm” and watching their belly fat disappear. They rolled up their sleeves and they paid the price…for weeks and weeks and weeks, and the results took care of themselves. They injected the missing variable that keeps a person from succeeding at anything, including weight loss and including SEO.

The “X Factor” is looking for the magic fix.

People who succeed at anything succeed because they STOP believing in fairy tales and they start making things happen. You say you’d rather have the top Google search result in 24 months, but if you’re willing to give up $1,000 for it, why aren’t you investing that into changing your SEO strategy for 2013?

If you’re reading this, chances are you’re not where you want to be. Most people are not where they want to be because they believe there’s an easy, low cost way to get there. Maybe that’s why the diet industry makes BILLIONS of dollars a year selling whacky diets like the “Fiji Ancient Seaweed Diet,” and pills that promise to melt body fat like butter sliding off a hot griddle.

But successful people don’t chase rainbows, they’re too busy making it rain dollar bills. If you want to get on top of the search engine results, maybe it’s time to stamp out the X Factor, roll up your sleeves and pay the price.

Of course the search engine optimization experts at MSI can help. If you’re ready to get serious about that position on Google page one, we’d love to hear from you. But even if you don’t call us right now, stop chasing rainbows and start doing what you know already works. 

Make it a great year.



Why You’re an “SEO Monkey” if You Don’t Make it to Google Page One

I have a confession to make.

 Search engine optimization isn’t that hard. All you have to do is consistently publish high quality content, build a user friendly site, submit your links ONLY to  high value directories, build links without spamming people and be 100% transparent about your policies and how customers can get in touch with you.

If you start doing this right now, I can almost guarantee you’ll hit Google page one in 12 to 18 months. So if it’s that easy, why are so many companies struggling to get ANY search engine traffic? It’s because they have too much in common with the monkey in this story…

Outdated SEO and the “Suicide Monkey”

Last weekend I was browsing through the bookstore, when an article in one of the magazines caught my eye. It was about a monkey that lives in South America (forgot the name, but hey, I’m no zoologist). This monkey has been hunted damn near to extinction using a simple and rather stupid trap…it’s a coconut filled with food.

The hunters carve a hole in the coconut just smaller than the monkey’s fist. The monkey then reaches into the coconut to grab a handful of food. But since the hole isn’t big enough for the monkey to draw its hand back out, it just holds onto the food, trapped. The hunters casually stroll up to the monkey and kill it.

(DISCLAIMER: no monkeys were harmed during the creation of this blog. END OF DISCLAIMER)

A lot of online marketers are like that monkey. They hold onto the old SEO techniques like mass back linking and even junk article spinning. They spray thousands of links onto spam sites like a kid throwing mud at a wall and seeing what sticks. They publish a few articles or blogs here and there and they toss a few dry posts onto Facebook or Twitter.

Then they wonder why “Google hates them.”

It’s not Google, it’s that old monkey on your back called “Outdated SEO.” The SEO techniques that used to work don’t work anymore. But marketers are still holding onto them right up until the “hunter” (Google in this case) sneaks up behind them and sends their website plummeting into the abyss of page the 2, 3, 4 (and beyond) search results.

So if you want to dominate your online market and rake in loads of traffic while your competitors sit by with gaping jaws, maybe it’s time to shake the old SEO monkey.

How to Stop Monkeying Around With SEO

Like I said before, I seriously believe you can get to Google page one by this time next year, or at least within 18 months. The easiest way is to do this is call MSI at the number on this page. We have plenty of clients on page one, and we’d be happy to put you there next.

The other option is to no-nonsense look at your SEO techniques and to let go of the ones that are making an “SEO Monkey” out of you.

Are you still outsourcing your link building to overseas?

Are you still posting content only once a month or hiring low budget writers to crank out bulk articles?

Are you holding onto your SEO budget because you’re too cheap to invest in a good content team or to outsource your link building to someone who knows what they’re doing?

Are you still blowing all your money on design and leaving an “Anorexic” budget for your marketing strategy?

If so, it’s only a matter of time before you end up in Google’s monkey trap. 

Don’t be a monkey.

Let go of what’s not working, invest in the long term success of your business. 



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