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Why SEO is Dying, and How to Win Anyway

December 16, 2012

In nearly every major logarithm change that Google puts out-generally about one per year, Google makes changes that drive Search Engine Optimization companies crazy.


  • Google is in the business of providing the best answers to people's questions.
  • SEO companies are in the business of promoting poor answers to questions.

These star crossed lovers were doomed from the start because they have exactly opposite long term goals!

In other words:

Traditional SEO Companies are in the business of breaking Google’s main product- still responsible for 94% of all of Google’s profits.

SEO firms that are in the business of reverse engineering and breaking Google’s search engine are in the business of breaking Google’s business.

Google does a good job of playing “nice” with their “frenimies,” the SEO companies.  But that doesn’t mean Google wants to make their jobs easy.

Google actually has lots of incentives to make the jobs of SEO companies HARD.

Making links is easy.

Generating unique, interesting and relevant questions is hard.

And this newfound hard work is, indeed, killing many SEO companies.

The question is- how do you compete if you can’t just throw money at traditional Search Engine Optimization companies?

You get smarter

You research what people are searching for, and not finding good answers for

Hubspot & SEOMoz

Are both great sources to do your own keyword research.  We want to find relevant terms that have few other answers, and, of course, the more searchers, the merrier.  Just because the term gets thousands of searches doesn’t mean it’s the right place to compete.  Many times those keywords are so competitive that “winning” those words is something only in the budget of the biggest, best funded companies.

You create content:  

Videos, articles, blog posts, cartoons and even collected sources of information are all great next steps.

In other words- you feed Google quality content- Google feeds you quality prospects

Example 1:   Fresh Lobster in Charlotte

Dan recently was searching for this exact term for his Christmas dinner.

Here’s what came up.


The one location that sells fresh lobsters you’ll note is from a Yelp review- luckily for the merchant, a positive one.  That’s also a brand new review.

Folks who suggest using the Google Ad-words tool to do this research would have come across a relatively expensive ad- as national shippers are relatively competitive on most variants on that phrase.

fresh lobster charlotte adwords image

This strongly suggests that Google doesn’t have any local fish-mongers that took the time to tell Google that they carry fresh lobsters.

It’s also true that fresh lobster in Charlotte isn’t an often searched for term.  But that’s ok.  Here’s the crazy statistic:

18% of searches done in Google have NEVER BEEN DONE before.

Even crazier-  that number is going up as consumers are becoming better Google users typing in longer phrases.

Need help evaluating your Search Engine Optimization Strategy?   Contact us at Leading Results for a free 45 minute Search Engine Optimization strategy call.

We will:

  • Review your current Search Engine Optimization results
  • Suggest smarter ways to get more hits to your website
  •  Suggest great bits of content to put on your website

And of course- our 45 minute marketing audits include a full no-money-back guarantee.


Written by leadingresults

Leading Results helps businesses stop wasting money on marketing and improves their business development results by putting POWER in their marketing. The POWER is the Processes, Organizational Support, Why (you do what you do), Expertise and Refer-ability. You get strategy, tactics and execution. We work with both individual businesses and businesses as part of a larger ecosystem. Be more profitable.

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