Don't think (Only) on Google, think about your customers

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.

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.:

decreased web audience guillem recolons after talking about Google negatively

Analytics shows audience drop after negative comment to Google

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.


About me Guillem Recolons

Convinced that everything leaves a mark, I help companies to better connect with their stakeholders through personal branding programs (personal brand management) and employee advocacy (internal brand ambassadors programs).

Partner at Integra Personal Branding and Soymimarca, I also collaborate with Ponte en Valor, Brandergizers, MoreThanLaw, Noema Consulting, AdQualis Human Results and Quifer Consultores.

As lecturer, participated in the Graduate Social Media of UPF and UVic, in various programs at IESE and ISDI, among other. Advertising man, Master en Marketing. Grade student of Humanities.

My DNA comes from advertising 20 years in agencies: BBDO, J.W.T., Bassat Ogilvy, Saatchi & Saatchi, Altraforma and TVLowCost among others.

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7 replies
  1. Claudio Inacio
    Claudio Inacio says:

    Interesante post Guillem, at least by the case you mention of the fall by speaking "bad" from Google, it would be interesting to see the data in mid-January, because it is now normal for visitors to start falling to many on these dates…

    If it goes on like this then if it could be…although I have doubts.

    Already in another post that you wrote I mentioned this not going on Google. I still think we don't focus it well.. I'm one of those who recommend trying to position more specific keywords and that really attract sales.

    I don't think any company hires the first qualifiers on Google for Personal Brand, because when you get into your blogs you'll see that you don't do that. Now if they will hire who comes out as a "personal brand consultancy" "expert in…" etc.

    I think those are the contents that I would worry about if I came out in the first positions people who don't do that.

    But it's my opinion.. Here everyone who does what he thinks. And, the baton on Google already tired…I'm one of those who think we should look for alternatives to that and that's why thank you so much for recommending my post from other search engines ?. A hug

    • Guillem Recolons
      Guillem Recolons says:

      Hello Claudio, and thanks for writing. I must confess that, as I say in the post, my keywords are neither “Personal Branding” ni “personal branding”, because there's an absurd fight and little courage. I move more by “Personal Branding Empresa”, “Executive Branding”… But I still think that the one who wants to know about a subject, without knowing it thoroughly, search for very generalist keywords.

      The thing about the “Punishment” Google's is excessive chance. I've never suffered such an exaggerated audience drop, and it happens - coincidentally- when I question Google's naturalness in its search algorithm.

      Your alternative post “to the monster” it's fresh air. I send you a big hug!

  2. Gilead
    Gilead says:

    Good article. Google is a headache. But it is no longer necessary to repeat many times the kw in a post. He's getting smarter and he's looking at the semantic set of it to find out what you're talking about..

    “Person” as a tool is enough or the Book in English also believes it important?

    I'm reading Russell Brunson's bestseller from "Expert Secrets" because it seems that the Spanish-speaking market doesn't value it., but I consider it a jewel of marketing, personal branding and online sales.

    • Guillem Recolons
      Guillem Recolons says:

      Hello Galaad, thanks for write. I highly recommend Design Thinking for strategic innovation. Written by Idris Mootee. Posted by Empresa Activa. First edition, September 2014. A little gem. That Google is getting smarter, I still don't see it when I look for specialists and meet non-specialists., but I guess AI is moving forward and this company applies it. Thank you for your recommendation “Expert Secrets”, by these Christmas dates it always goes well. a greeting!

  3. Franklin Castillo
    Franklin Castillo says:

    Very good post Guillem, interesting your point of view. In this SEO, simplicity and complexity travel very close together and it is not easy to choose a single path.

  4. Mirka Plasencia
    Mirka Plasencia says:

    Hi Guillem,
    Once again you have come up with a post that touches me directly by the profile I have of commercial and customer service, for as early as now 22 years old . It's about, listen to our potential customers and those who are to follow them in the conversation process so as not to lose them or to go to the competition. I don't write for Google, yes I should do it to be found on the first page of St. Google!! I write for those people who are aligned with my values, the ones that have been following me for a long time and share what I write, I say and feel. I also write for those I affectionately call “cotillas” who see what I post but they never comment on anything or tell me anything (of those there are quite a few, why doesn't Google realize it? or if?
    I also say although Google doesn't identify me with the word detail and doesn't put me on the first page, if I can tell you that many people tell me: – I remember you when I hear or say the word DETAIL- and that to me is very important.. some good mark I've left then, no?

    We continue, and I share post!

    Greetings and happy week

    • Guillem Recolons
      Guillem Recolons says:

      Hello Mirka, you know I'm not an expert in digital marketing. I'm sure if we ask Cláudio Inácio will tell us that “detail” it's too generic a word to make it an element that attracts potential customers to your website. We often need to contextualize more. I seek to be found, for example, by words like “personal branding company” explaining what I do and who I do it for. A hug and thanks for writing!


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