SEO And Your Digital Marketing Strategy
The service or product you are providing must be great; with real potential. Now, Ray-Ban I’ve heard of: they’ve spent years building a reputation of high quality eyewear, so I clicked that result even though it wasn’t #1. Now brand recognition, trust and reputation trump the SEO authority of the other two sites, so I think many small businesses ought to spend far less time on SEO tricks and a lot more on building the reputation of their brands.
When I think ‘Google friendly’ these days – I think a website Google will rank top, if popular and accessible enough, and won’t drop like a f&^ing stone for no apparent reason one day, even though I followed the Google SEO starter guide to the letter….. just because Google has found something it doesn’t like – or has classified my site as undesirable one day.
In truth, if I knew nothing about SEO and wanted my website to rank better, there’s a good chance I’d sign up. There’s also a good chance I’d massively regret the decision, like many others who put their trust in these so-called SEO agencies only to be very disappointed later.
Well, nobody knows exactly how Google calculates popularity, reputation, intent or trust, outside of Google, but when I write about domain authority I am generally thinking of sites that are popular, reputable and trusted – all of which can be faked, of course.
However, you only need to look at Seth Godin with his tiny 300-word posts or at Brian Dean from Backlinko who has less than 50 posts in total on his blog (each of them is like a small SEO Bible), to find examples of extremely successful content marketers who break this rule.
It is important you spread all that real ‘PageRank’ – or link equity – to your sales keyword / phrase rich sales pages, and as much remains to the rest of the site pages, so Google does not ‘demote’ pages into oblivion – or ‘supplemental results’ as we old timers knew them back in the day.