I'm often asked (And I wonder): Why don't the real experts in a subject appear until the page 4 or 5 de Google?
This is the fourth of the trends I pointed out a few days ago in the post Trends: 2020 Personal Branding.
- The first: The impulse of social conscience and personal brand
- The second: When facts are imposed on such
- Third: From influencers to influentials (a substantial change)
If you have a minute, I invite you to watch this video-summary:
Don't obsess about Google
Don't do it, why you'll lose freshness. Think about your customers. How to impact and create value through a natural message, more like a cafeteria conversation than a "elevator pitch online”.
If you follow SEO rules (Internet positioning) to the letter, they might find you on the first page, but also losing freshness and relevance.
We don't always have to write articles 2.000 words that start by defining a topic, what is such a thing? and then developing where is such a thing?, how is such a thing consumed?… It is not always necessary to mention 20 times the same keyword.
Google's "spider" (and other search engines) tracking articles doesn't seem to settle for the title to know what the subject matter is in a text. You need to find that word many times, in bold, in titles, in pictures... can you imagine us talking like that in real life?
Artificial intelligence lacks naturalness, that's clear
Google tries hard, but its algorithm is imperfect. Why don't the real experts in a subject appear until the page 4 or 5 de Google? Will we have to get used to going to the last pages of a search to find what really works well?
Those who are there, ahead of everything, are the ones who know the algorithm de Google, not the secrets of personal brand strategy. And that's why I think this seeker has to separate the grain from the straw, because those who are taking the cat to the water are not the ones who know more of something, are the ones who know Google best.
It's true that my keywords are more specific, as “Personal Branding Empresa“. So, that means we should educate those who seek to specify exactly what they want.
A punishment? A Casualty?
Maybe it's just chance., but when I advanced in the first post the tendency to go back to naturalness and not think so much about Google, I got this.:
Within days of publishing a text containing the words "don't think about Google, think of your customers" it happened that the audience of my website started to plummet, going from an average of 750 unique daily visits to just under 200.
I'd rather think it's not a Google punishment, but it's a suspicious coincidence. This reaffirms to me in the need to return to a certain naturalness, And by, supposed, seek alternatives to a monopoly that doesn't admit criticism.
Some alternative formulas to Google
Seekers: A couple of years ago my colleague and friend Claudio Inacio posted on his blog a very explicit post: Is there life beyond Google? 17 web browsers you may not know. Here are many very good solutions as search engines.
Other alternatives: If we think of our customers, we can do without search engines and go to social media, to face-to-face events, use the phone.
One of the platforms I usually recommend is Linkedin (at B2B is unbeatable). Especially, because it's a CRM that allows you to easily find people, find high-quality content, write on his blog (without Google affecting visits) and measure all of this with great ease.
Of course, if your business is B2C things change. If you sell smartphone cases for teens is better Tik Tok. If you sell shoes, Facebook, if you sell cooking courses you might want to look at Instagram and if you sell a course for journalists you may need to go to Twitter.
Pure question of empathy. Think about your customers
There's a very handy Design Thinking tool to successfully reach your customers. It's called "Person”, and helps you understand all the data we need to successfully empathize.
We will understand what our customers' needs are and the sources they consult. Question. Ask again. And you see there, and create value, And it attracts, and convinces, and persuades, And it shines, and conquest
Let's hope that either Google humanizes its algorithm or other companies will appear able to do so. The Internet is still a hostile place for many, we deserve it to become more and more like real life. Think about your customers. Not in search engines.
Possibly, after publishing this article I will download even more visits to the web. If that happens, I'll know I'm playing with fire.
Stock Photos from RMinerva Studio / Shutterstock
Personal Branding Lab Day 2019
Last 14 December the webinar of the 5th edition of the most important congress in the world in personal brand took place, yes, Personal Branding Lab Day.
If you missed it, Here are the 8 hours of presentations and roundtables. And in the channel of YouTube by Personal Branding Lab Day you can also see the contributions of 30 experts in short videos of 3 minutes.