#14 – SEO – 20/03/2013
So apparently there has been another Google update…
There will have been a few SEO’s going into last weekend worrying about whether they will be getting a bollocking about their clients come Monday. A few of the more dedicated of this bunch probably completed a few ‘keyword’ searches to see whether their sites had bombed or not. These poor fuckers are going to be up against it. I mean after all the quality work they’ve been doing recently how will they be able to explain this to their clients?
Lets be honest (for once) and say that the majority of SEO agencies have probably got used to explaining indifferent results to their clients over the last couple of years. So one more panda update won’t really make a massive difference. Will it?
This thought process led me down a foggy road, one where I thought “Would an SEO agency rather ‘strive’ to get #1 results for their clients than actually rank for them?” Yes, an SEO campaign is more about traffic and conversions these days but the fundamentals of organic traffic comes from rankings (I feel I have to add this because some idiots usually comes out and say that rankings don’t matter when they quite obviously do.)
So lets think about this for a second. SEO agency A are currently ranking #1 for their clients priority terms. What sort of things will they probably consider?
- Forever checking ranking results to see whether they are still ranking 1st for their “priority” term(s).
- Shitting themselves every ranking update regardless of how white hat their campaign has been because of the unpredictability of Google.
- Running out of sources to get organic traffic.
- Frustrated clients who will soon get bored of the same results (however good they are).
Now you work for SEO agency B and you’re striving to be #1 for your clients priority terms.
Striving to be #1:
- The results above us are spam… We could easily replicate them but it’s not a good idea for you in the long term.
- We create quality content that gets plenty of social shares and links, we’re just waiting for the links to pass authority.
- We get quality links from websites with high authority, we’re just waiting for the links to pass authority.
- “We are looking to offer a risk free organic search campaign that has your long term business success in mind. We wouldn’t want to ruin this by building links too quickly or poorly, like your competitors”.
I can imagine a large number of SEO suppliers who are currently striving for the #1 spot because they are either:
- Too afraid to do anything to drastic (especially around anchor text)
- Don’t actually know what it takes to rank a site in 2013
- Have been penalised by Google and are trying to get back or have taken a client on in a similar situation.
- Are miles behind the competition but will lie about the clients chances of ranking to keep the money coming in.
But business wise there are benefits to this, we may pretend that there isn’t but we know it to be true.
Selling the idea to a client that they will rank once Google changes their algorithm to reward ‘quality’ is currently a utopian one. Let’s ignore the fact that we can’t seem to define quality content. Have you ever really believed that Google will be able to do this, let alone choose too?
I aim to create the best content to get more shares, more links, more visibility and my client out there. Not because it might one day help me rank better. If this ‘tactic’ helps me in the future then so be it.
One things for sure though, you can bet your bollocks this ‘quality algorithm’ anticipation has been and will be coming out of the mouths of agencies around the world in both selling to prospective clients and keeping clients happy. I know that at the end of the day any supplier that tries to do something like this and doesn’t back it up by traffic or conversions will be caught out in the end and likely binned but it won’t stop some agencies from providing a sub par service in the name of risk management, being clueless and/or being afraid to try.
Sorry I’ve got kind of lost here. Time to stop typing I think. Any thoughts are as always appreciated.
Oh yeah that’s it. We’re looking to accept guest posts here at The Saloon. Ideally some of you guys that don’t normally post on your own blogs let alone anyone else’s. We are after fresh ideas and voices within the industry (even if this post proved otherwise). If your down to write get in touch with one of us.