I’ve spent a lot of time thinking about this topic over the past 17 years of being in business. And the past 6 months, in particular, have been a real eye opener in the analysis and understanding of what SEO really is and where it fits into the marketing mix. And my latest thought development is that:
"It’s in every business’ best interest that we see the demise of SEO."
So, I wanted to share the top three reasons why it’s in business’s best interests to stop doing SEO.
The Top 3 Reasons to Stop Doing SEO
1.
‘Doing SEO’ is a lazy person’s marketing
When you ‘Do SEO’ the only person you are trying to impress is google. You are trying to make the algorithm see you as more important, more relevant and more authoritative in your chosen field. That’s actually not marketing, that is:
- Manipulation: What you’re actually trying to do is manipulate the algorithm – nothing more. You’re trying to find the easiest way of performing better in organic search results, without actually earning respect the hard way.
- Lazy: Truth be told, this is actually a lazy approach to something that is hard, but worthwhile. Outsourcing or ‘Doing SEO’ is not about communicating the right messages to the right target audience – that’s what marketing is.
Good marketing is hard work!
Good marketing takes a lot of time and investment, a lot of smarts, and a lot of trial and error. It is about building a great asset that drives long term revenue growth. And that’s what Google wants to see – it wants to see you marketing your business well, not trying to short cut its algorithm.
Good marketing is what Google rewards with better organic search rankings.
2.
When Marketing is done well, there are no SEO tasks to do!
The simple fact of the matter is that every single SEO task I have ever seen (and I have seen a lot), only needs to be done because other people haven’t completed their job well enough (and that’s for a whole myriad of reasons). Ultimately SEO tasks are done to clean other people’s mess, mistakes and laziness up. For example:
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If you build a great website…
There would be no need to do any on-site SEO work. It would load quickly, it would have the right headings and titles on the content, everybody and everything can navigate seamlessly and easily through the website with great intuition and user journey.
- This just ticked all the boxes of the SEO onsite work.
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If you get your foundational web presence up to scratch…
You would have a good listing on all the main business directories such as true local, womo etc. You’d have all the online maps set up well (google my business, apple maps etc…) and be on relevant industry websites. You’d also be part of your industry association and have a good listing on their site.If you build a great website…
There would be no need to do any on-site SEO work. It would load quickly, it would have the right headings and titles on the content, everybody and everything can navigate seamlessly and easily through the website with great intuition and user journey.
- This has ticked all the foundational backlink SEO tasks right there!
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If you market your business well…
You would be building and generating content that your target audience engages with. You’ll be sharing this information on social channels and building relationships. Your loyal band of followers will do the hard work and share this information with other people for you, producing the viral effect that google loves so much.
- This has ticked the content SEO box.
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If you’re a thought leader…
You will be leading your field with information, ideas, advice etc that promotes the betterment of your industry and those you seek to serve. This will be approved by your peers and the wider media and will be rewarded accordingly in trade and industry magazines. This is digital PR and will win hearts and minds accordingly.
- This has ticked the backlinking SEO box.
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If you deliver on your promise...
Marketing is a promise that the rest of your business needs to fulfil. So, if you deliver exactly what you say you will, you’ll have happy customers. Those happy customers will reward you by referring more customers to you and writing great reviews about your business. They will become your brand ambassadors that we all want sharing great stories with other potential clients.
- This just ticked the online review SEO box.
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And there is nothing else to be done!
There is absolutely no other task in the SEO world that needs to be done. Just do good marketing and Google will reward you accordingly. In fact, let's strive for great marketing and Google will reward you beyond your wildest dreams (as will your queue of leads and customers wanting to work with you).
3.
It’s just not ‘Googlieness’
I love that show, “the interns”, such a funny show. But the interesting take away is the idea of “Googlieness” – meaning in the spirit of Google. Doing SEO is definitely not in the spirit of google (and the company has come out and said so!)
Google exists to – Index, categorise and rank information. When somebody types something into the Google search box, Google tries to show the most authoritative, expert and relevant website first and so on down the list.
When do you SEO – You are not demonstrating any of these characteristics. You are not showing how you are an expert in your field, you are not answering valuable questions that your target audience are looking for, you are not being a thought leader in your space.
You are not showing any ‘Googleiness’
So, the simple solution is – let’s build your Googleiness. Let’s communicate the expert that you are with great marketing. Let’s turn you into the thought leader that your peers revere. Let’s answer every conservable question your target audience are searching for.
So, Just Do Great Marketing…
And Google will reward you accordingly. Do SEO and peril at your own laziness!
