Succeed As Your Own Boss

ENDING SMALL BUSINESS FAILURE

  • Home
  • About
  • Book Melinda
  • Consulting
  • SBL Store
  • SmallBizLady University
  • Subscribe to Podcast
  • #Smallbizchat
    • Be a #SmallBizChat Guest
  • Blog
  • Contact
    • We’re Hiring!
You are here: Home / Guest Articles / How To Game Google to Improve Your Search Engine Rankings

How To Game Google to Improve Your Search Engine Rankings

April 24, 2012 By Melinda Emerson 2 Comments

Feel free to share...Share on Facebook
Facebook
Tweet about this on Twitter
Twitter
Share on LinkedIn
Linkedin
Pin on Pinterest
Pinterest
Share on Reddit
Reddit
Email this to someone
email
Print this page
Print

Online, it’s the best of times, it’s the worst of times. Google seems to be a great partner one moment, and the next it makes a change that turns it into your worst enemy.

That’s the challenge facing today’s online marketers. bloggers, webmasters…whatever you call us. While we all want to be at the top of Google search results and for Google to be our BFF, we have to remember, it is a giant, for profit corporation, beholden to the almighty dollar and shareholder. We are at their mercy and there is really nothing you can do about that. Or is there?

Let’s back up 12 months or so. Prior to Google’s “Panda” update to its search algorithm, if you searched for almost any company, you were often presented with review and complaint sites. Companies struggled to deal with the negative publicity and, for most, the real problem was that minor complaints were ranking higher than their own site. Many companies went head to head with these sites by creating review sites of their own or by writing fake reviews that painted a more positive, and possibly more accurate, picture of their customers’ experiences. Reputation management was certainly a hot topic.

Then Google’s Panda update fixed many of those issues by degrading the PageRank of those sites. Now Google is reportedly making a new set of changes to how they rank sites. These would penalize companies for being “over optimized.” So while you put in tireless hours of refining titles, perfecting meta data and working on back link strategies…apparently now you can overdo it. Remember, it is Google itself that tells us how to optimize sites in its Search Engine Optimization Starter Guide.

So the real question is: what works? And, will it keep working next week, next month, next year?

The simple answer and the “Golden Rule of SEO” is to be authentic.

Google’s goal has always been to give you the most relevant recommendations but since day one everyone has been jockeying for the lead position, trying to game results. (see Googlebombing for a great example). Individuals and companies will do almost anything to gain an advantage over their competitors, at any cost. Google’s actions have been toward combating this type of activity.

Be authentic, be personal, be local and get others who like you to link to your site.  This is the best way to gain organic search referrals for your company. This not only puts you in line with Google’s own goal of providing relevant site recommendations, it also improves the overall economics of your site. How?

Think through the alternative. Imagine you sell specialized gold pencils and you optimize your site to bring all pencil traffic to your site. Seems logical right? Wrong! All pencil buyers are not your target. If a #2 pencil buyer finds your site, at best they are only costing you money as they utilize computing and bandwidth resources navigating through your site for good ‘ole #2s. At worst, they convert to a lead and you immediately have your top sales person call them up and spend time trying to sell them that coveted specialized gold pencil. No sale.

Authentic content will optimize your site and bring you the prospects searching for your product. Be an expert and highlight that expertise through your site content, social networks, videos and blog posts. Rally behind the specialized nature of your business to target the right buyers so your sales process is efficient.

So how can you increase exposure without being penalized? As mentioned before, Google is a for profit corporation and right now it is trying to combat Facebook, Twitter and others who are taking traffic away from Google properties. Your marketing methods should be in line with Google’s own corporate goals. Right now social is king at Google. So much so that its own employee bonuses are geared toward success in social. So by all means use Google products, especially Google+ and YouTube. Help them move traffic back to Google properties by actively using and engaging in discussion on these sites. Do a Google search for almost anything these days and you’ll find results from Google + and YouTube at or near the top of the page.

About Russ Fordyce:  Russ is managing director of the BIG Awards, a business awards program, and a B2B marketing veteran with over 15 years of experience helping companies connect with buyers. As a veteran of the dot com boom and bust, Russ has learned first-hand how technology can improve the connections between business buyers and sellers. Follow him on Twitter @russfordyce or on LinkedIn.

Feel free to share...Share on Facebook
Facebook
Tweet about this on Twitter
Twitter
Share on LinkedIn
Linkedin
Pin on Pinterest
Pinterest
Share on Reddit
Reddit
Email this to someone
email
Print this page
Print

Filed Under: Guest Articles, Melinda Emerson @SmallBizLady, Technology Tagged With: Google, Russ Fordyce, search engine optimizaton, SEO

Fix Your Business Now!

Order SmallBizLady's new book Fix Your Business, 90-Day plan to Get Back Your Life and Reduce Chaos in Your Business. It includes the 12 Ps of Running a Successful Business and readers will finish the book with a new strategic plan to take their business to the next level.

About Melinda Emerson

Melinda F. Emerson, “SmallBizLady” is America’s #1 Small Business Expert. She is an internationally renowned keynote speaker on small business development, social selling, and online marketing strategy. As CEO of Quintessence Group, her Philadelphia-based marketing consulting firm serves Fortune 500 brands that target the small business market. Clients include Amazon, Adobe, Verizon, VISA, Google, FedEx, Chase, American Express, The Hartford, and Pitney Bowes. She also has an online school, www.smallbizladyuniversity.com, that teaches people online marketing and how to start and grow a successful small business and publishes a blog SucceedAsYourOwnBoss.com. Her advice is widely read, reaching more than 3 million entrepreneurs each week online. She hosts The Smallbizchat Podcast and is the bestselling author of Become Your Own Boss in 12 Months, Revised and Expanded, and Fix Your Business, a 90 Day Plan to Get Back Your Life and Reduce Chaos in Your Business.

Comments

  1. Kim says

    April 24, 2012 at 1:41 pm

    Be authentic, be personal, be local. Words to live by. Love your blog. 🙂

    Reply
  2. Mike Arnesen says

    April 24, 2012 at 1:53 pm

    My pet peeve: Posts that recommend using Google+ yet don’t have a +1 button.

    Regardless, great post. Game Google by being authentic. Classic.

    PS: Not sure if I should have addressed this comment to Melissa or Russ. It’s a bit confusing.

    Reply

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Let’s Connect

  • facebook
  • instagram
  • tiktok
  • pinterest
  • linkedin
  • twitter
  • youtube
  • feedburner

We’re proud to be part of the Mediaplanet Empowering Small Business campaign! The COVID-19 pandemic brought hardship and ruin on the nation’s small businesses, but there’s now reason for hope. Learn about the resources, support, and tools available to help your small business bounce back and grow stronger than ever by picking up a copy of the campaign in USA Today and reading it online here.

Get a FREE Chapter of SmallBizLady’s Book,
"Become Your Own Boss in 12 Months, Revised and Expanded"!

Become Your Own Boss

Sign up for the SmallBizLady Buzz Newsletter by Clicking
the Button Below:

Most Popular Posts

>Seven Ways to be More Profitable in Your Small Business
> 7 Ways to Attract Customers to Your Small Business
> 6 Tips for Managing Small Business Finances
> How to Run a Successful Multilevel Marketing Business
> 10 Ways to Grow Your Small Business With Instagram
> How to Sell on Facebook
> How to Get Over the Fear of Starting a New Business

Featured Videos

Bloomberg News Interview
How to Support Small Businesses During the Holidays

“12 Principles of Highly Profitable Businesses with Melinda Emerson” from Sonia Dumas
October 2020

MSNBC Interview
Top Tip: Never Let a Customer Down

National Speakers Association
Winter Conference 2016

Fox 29 Philadelphia
'Small Biz Lady' gives best advice for starting a new business in the New Year

Fox Business
Starting a Business

MSNBC
The importance of job mentoring for women

#SmallBizChat Live
National Small Business Week: Q&A

Good Day Philadelphia
Expert Shares Tips on How to Become Your Own Boss

Google
Best Practice for Social Media

Testimonials

Become Your Own Boss is a must read if you’re thinking of launching a business of your own.
Jean Chatzky, Bestselling Author of Money 911 and Financial Editor of NBC’s Today Show
Great step-by-step advice for anyone looking to start their own business.
Andrew C. Taylor, Chairman, Enterprise Rent-A-Car
Melinda Emerson has written a remarkable book. It is essential reading for anyone seeking to make the transition from working girl to successfully working it, as an entrepreneur.
Cynthia McClain-Hill, Past President, National Association of Women Business Owners
The perfect companion for those planning to go out on their own. Melinda delivers firsthand practical advice on how to be the successful entrepreneur. Read it if you want to get it right the first time.
Kenneth L. Shropshire, Professor at the Wharton School of Business, University of Pennsylvania
If you are looking for a versatile speaker who can talk about how to grow small businesses or get started with social media, look no further.
Heather Van Sickle Executive Director, National Association for Community College Entrepreneurship (NACCE)
Her wit and depth of subject knowledge were entertaining and empowering. Melinda is definitely on our short list of seasoned entrepreneurs and business leaders we look to invite back in the near future.
Tennille M. Robinson Senior content & Event producer for Inc. magazine
Melinda Emerson, “SmallBizLady,” is an engaging and witty speaker and a great addition to any conference. Her terrific presentation and compelling delivery give people the information they need and want to become their own bosses and grow success… Read more
Laurie Dalton White Conference Director, Pennsylvania Conference for Women
Melinda Emerson has been a fantastic small business and social media resource for the Pitney Bowes team. Not only is she personable and easy to work with, but she also has an innate understanding of the small business audience. My marketing programs … Read more
Justin Amendola, Former VP, Global SMB Digital Strategy, Pitney Bowes

Latest #SmallBizChat

The Art of Successful Lead Follow-Up: Tips and Tricks Featured Image

The Art of Successful Lead Follow-Up: Tips and Tricks

As a small business owner, you know that generating leads is only the first step in the sales process. Following up is essential to turn them into paying customers. Lead follow-up is often neglected, yet it’s critical to converting leads into sales. This article will discuss why lead follow-up is important, different follow-up methods, and […]

Fix Your Business Q&A Video

Recent Posts

  • The Art of Successful Lead Follow-Up: Tips and Tricks
  • The SmallBizChat Podcast: Bringing in Industry Experts to Go Further Faster with Jy Maze
  • 20 Email Marketing Tips for Small Business Owners
  • March 2023 #SmallBizChat: What Your Customer Wants and Can’t Tell You
  • The SmallBizChat Podcast: Building and Running a Strong Family Business with Christine Noh

Categories

  • 10 Things Lists
  • 12 Things
  • 15 Things Series
  • 31 Ways to Boost Your Small Business
  • Ask Smallbizlady
  • Become Your Own Boss Tips
  • Branding & Marketing
  • Business Inspiration
  • BYOB2011
  • Cash Flow & Finance
  • Customer Service
  • Featured Post
  • Featured SmallBizChat
  • Fix Your Business
  • Grow Your Business
  • Guest Articles
  • How to Start
  • Leadership
  • Melinda Emerson @SmallBizLady
  • Mompreneurs
  • My Recommendations
  • Pink Slip Entrepreneurs
  • Q & A Interview
  • SmallBizChat
  • SmallBizChat Live+
  • SmallBizLady Recommends
  • SmallBizRadio
  • Social Media
  • Solopreneurs
  • Special Reports
  • Starting A Small Business
  • Teams
  • Technology
  • Telesummit
  • The SmallBizChat Podcast
  • Uncategorized
  • Women in Business
  • Your Small Business

#SmallBizChat

  • SmallBizChat Archive
  • @SmallBizLady

Business Advice

  • How to Start

SmallBizLady Store

Products

Free Chapter

Get In Touch

  • Write For Us
  • FAQ
  • Be a #SmallBizChat Guest
  • Contact Us
Copyright © 2023
Quintessence Entertainment, Inc
PO Box 280
Drexel Hill, PA 19026
(610) 352-0680
Privacy Policy · Refund Policy

Let’s Connect

  • facebook
  • instagram
  • tiktok
  • pinterest
  • linkedin
  • twitter
  • youtube
  • feedburner