SEO for Lower Google Rankings

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April 23, 2017
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You might think that SEO is all about getting higher Google rankings. Here's why I think the opposite is a better approach to take.

SEO for Google rankingsWhy the Best SEO Strategy is Based on Lower Google Rankings

SEO is all about getting good rankings in search engines (ie Google). Right?

So the fundamental aim of any SEO campaign is to build up content and links so that you’ll see a steady stream of traffic from your multiple top Google rankings.

Giving you a healthy business model and a reliable source of income for the future.

Right?

Actually, throughout my own experience with SEO (see my history of search marketing blog post for more), I’ve always believed that the fundamental aim of any truly successful SEO campaign is to ultimately get rid of the need to be bothered about search engine rankings at all.

We all know, of course, that the first thing most people do when they want to find something online is turn to Google.

So you’d think that having a good ranking would be the ideal scenario for capturing the most traffic – particularly when you get your rankings through white hat methods that come with in-built longevity.

But let’s not forget that – just because you play by the rules and have a site with great content and all white hat links – everyone else is trying to achieve the same thing.

So even if you have a site that “ceteris paribus” should be in the top 3 today – there’s no guarantee you’ll remain there tomorrow or next month, as your competitors will be trying to beat you at your own game.

Which is where the idea of having multiple traffic streams works even more in your favour. As you slip down the rankings, it may be that some of your traffic sources do, too – to be replaced by other sites that are ranked higher in Google than your site.

Which could actually become a great source of traffic for you anyway – ie if the sites that replace you in the rankings are the type of sites you can generate a direct link from through a guest post or similar.

Intriguingly, this approach can result in an ironic situation whereby you end up getting the majority of your site traffic from sources other than Google – each of which in themselves may actually be getting lots of traffic from Google due to their own good rankings!

One thing I’ll point out here as well is that it’s often forgotten that when people suggest how dominant Google searches are, an enormous number of these searches are carried out by people looking for specific websites.

What this means is that, just because they originally went through Google to get to a particular site, doesn’t mean they were performing a ‘search’ in the conventional sense. They already knew the site they wanted to get to, they just used Google (or their search-enabled browser) as a staging post on the way – searching for the actual name of the site, rather than a more generic term.

{I’m quite old school myself in this regard, and almost always type the full URL or domain name I’m after directly into the browser address bar – even on a mobile. But I’ve long since stopped shuddering as I observe the way other people perform this same basic task by typing the general name of the site they’re after into the Google search box}.

And to look at the original point from a different angle – getting traffic to your own site through a Google search is all well and good, until the next algorithm update that destroys your rankings.

Which means there’s a lot of logic behind the idea of using SEO as a means of weaning yourself of your dependence on search traffic.

And as a happy side effect – in the period before your rankings tank – if you build a site that provides genuinely good value content to your target audience, you’ll benefit from good rankings anyway!

Which seems like a pretty good Win, Win to me.