Stop Trying To Cheat Google

It amazes me how many people spend energy and time trying to find workarounds to getting found or a sale rather than doing the hard work characteristic of those that truly pay the price. It’s almost like watching someone who is a cheat that would be better off getting a job. The latter would provide better and more predictable revenue.

Maybe there’s some other psychological kickback that comes from trying to cheat Google. However, here are the problems I see:

  • Google is smarter. They have paid millions for their talent. They are extremely talented and insightful.
  • Google is always changing. Their algorithms continually change, especially to thwart cheaters.
  • Google is in control. They control what search results come up based on criteria in their algorithms.
  • Google can create consequences for you. You may find it even more difficult to get found.

If you insist on looking for workarounds or paying some SEO company for so-called optimization, then your work could not only be wasted, but your future efforts may be harder.

Here is the way we look at getting found online when billions of searches are occurring for goods, services and information:

  • Build information assets. There is a compound interest effect if you have a volume of information. It lives and persists online forever. It is an asset. Adwords and pay-per-click are fleeting. You get a click and pay a lot of dollars. You still don’t have an asset.
  • Create valuable content. It is not good if people land on your pages and find your content worthless. The foundation for truly getting found is around having something real and valuable to share.
  • Join the conversation. There are conversations online in legitimate places. Other authors, social media and sites can endorse you as legitimate thereby creating valuable equity for your online assets.
  • Continually innovate. Thinking that someone will set up your SEO and you are done is naive. You have to be committed to being continually relevant and current. This requires innovation. It is today’s business. It’s not very different than seeing a bricks-and-mortar business and their continual maintenance and innovation. If they stop growing, they are opening the doors for failure.

The truth is that you have to be smart, hard-working and substantive. It’s honest and fair. Google rewards such behaviors as you can see from your own searching and consumption. Avoid the gimmicks. Pay the price and do the hard work of being truly valuable. You can find out what Google rewards and penalizes here.

What do you think?

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