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Why Focusing On Google Is Like My High School Relationship




Once upon a time, my life revolved around my high-school boyfriend.

Looking back, I want to hug insecure and super-needy Heather. I was so focused on if my boyfriend liked my hot spiral perm or my tubular neon pants, I didn’t focus on what worked for me.

I unknowingly cut myself off from so many options because I was so laser-focused on grabbing another person’s attention.

I tell this story because the latest Google news is giving me some 1980s-level high-school flashbacks.

Here’s the thing…

I know getting in Google’s good graces is like landing the hot person in high school. It’s tempting to do anything you can to get noticed and “beat out your competition.”

And once you DO have their attention — well, you do everything you can to keep yourself number one. 

Often, this means casting aside the real priority (what works for YOUR site and YOUR readers) — and instead focusing on the ever-changing whims of a mercurial partner.


It’s exhausting. And long-term, it doesn’t work. And it cuts you off from other options that could help your site traffic grow.

I’m not saying you can’t have a healthy Google relationship. On the contrary, you can have it all — great Google positions and a well-rounded marketing campaign that includes email, social, and PR.

But that means you can’t exclusively focus on Google’s whims at the expense of your readers.

For instance:

You don’t need to worry about fake ranking factors (including deleting a blog’s publication date to make it look like new content.)

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You don’t need to shove a bunch of keywords in your URLs.

You don’t need to delete older articles because they’ll “hurt your SEO.”

You don’t need to follow a funky Title formula “for Google.”


In fact, Google representatives have stated site owners should create high-quality content that gives readers good information. Not follow some sort of weird formula or “updated hack for 2021.”

If you find yourself racking your brain for the next Google hack, why not try something different that your readers will love (and may even boost your conversions).

Some ideas are:

  • You could comb through your existing email nurture series and see how you could make it better. Or, if you don’t have an email nurture series, this is a great time to create one!
  • You could review your sales landing pages and see how you could squeeze out a conversion rate boost.
  • You could write thought-leadership content that you could repurpose (and yes, get Google rankings.) But more importantly, the content would position your company as a leading resource — and provide tremendous value.
  • You could finally go all-in on ONE social platform rather than splitting your efforts and doing a haphazard job.

The point is, there’s always something you can do that has nothing to do with Google — and still has everything to do with your readers (and your bottom-line.)

You just have to remember that there are other marketing tactic fish in the sea.

(And no, I’m not posting a photo of my old-school spiral perm. That photo is locked away in a very special folder, far away from my other images.)

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What do you think?

Are you way too into Google? Maybe it’s time for you to see other marketing platforms. Leave a comment and let me know.


Source: Heather Lloyd-Martin


Reach Success With The Future Of Ad Exchanges [Podcast]



Reach Success With The Future Of Ad Exchanges [Podcast]

Constantly looking for ways to optimize your ad spend? Dreaming of a high-ROI paid advertising future? We’ve got great news — The future is now.

Big changes are on the horizon, and we know how to amplify your ad potential into high-quality leads.

John Lee, Microsoft Ads’ Head of Evangelism at Microsoft, joined me on the SEJ Show to talk about the future of ad exchanges and their ability to supercharge your potential to thrive with high-performance, low-resource programmatic advertising.

People do hop, skip and jump around, so there are all kinds of opportunities to target consumers throughout their decision journey, and Microsoft advertising is a significant piece.–John Lee, 11:25

When people think Microsoft, a big chunk of the time, people assume enterprise business, B2B, and that’s the tried and true. While that’s still a significant portion of the bottom line for Microsoft, the consumer matters greatly, whether that’s gaming or devices.–John Lee, 22:46

There’s this shift in behavior online. We’re seeing effectively a new persona emerge. –John Lee, 46:05

[00:00] – A little about John Lee.
[05:35] – How does the Microsoft advertising ecosystem look like?
[07:25] – Where to find traditional advertising beyond Bing?
[09:38] – What you can find in the display component of Microsoft.
[12:02] – Targeting in LinkedIn with Microsoft advertising.
[17:13] – Are Microsoft advertising ads shown within the X-box experience?
[23:52] – Important & growing vertical industries that Microsoft has focused on.
[31:22] – Are people still scrolling down and clicking on organic links in the SERPS?
[37:45] – How important are images in search advertising?
[45:26] – The new emerging personas.


Resources mentioned:
Viva Goals –
Microsoft Game Pass –
Bing Webmaster Tools –
Shutterstock –

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All of these other developments, these feed-based elements are new flavors and additional flavors to make an amazing user experience. Whether you’re talking SEO or paid ads, all of it is working together to create an on-point user experience on the server, whether that’s Google, whether that’s Bing.–John Lee, 34:28

There’s a lot happening in the verticals space, and that’s really just the tip of the iceberg. –John Lee, 28:22

Just as a reminder to all of you out there that are SEOs and are running websites. All of your sites do have a feed. It’s called an XML sitemap. Make sure it’s updated. Google is able to fetch it and not serve errors. All of these engines work off of feeds. Also, don’t be afraid to submit your RSS feeds for your blog categories into the search console as well. Mimic that within Webmaster Tools on the Bing side too. Search engines have gone very feed friendly. This is the way to go. It’s also the way to go from an advertising perspective.–Loren Baker, 33:08

For more content like this, subscribe to our YouTube channel:

Connect with John Lee:

John Lee’s enthusiasm for digital marketing is infectious, and he has the knowledge to match. He’s been at it for years, and he knows how to get results—both as an entrepreneur himself with Clix Marketing (which he co-founded) or in his current role as Head of Evangelism at Microsoft Advertising.

He has a great deal of experience with search engine marketing, display advertising, and social media marketing–Content creator, speaker, trainer, and fan of all things digital (marketing and technology).


Connect with John on LinkedIn:
Follow him on Twitter:

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Connect with Loren Baker, Founder of Search Engine Journal:

Follow him on Twitter:
Connect with him on LinkedIn:


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