While we focus a lot Google’s good graces, it bears mentioning that there is life after Google. In fact, a lot of online business owners are quite successful at completely ignoring Google and still earn a good living. Depending on your particular business model, you can, too.
It’s true that Google uses your social media reach as one indicator of your site’s worth. But social media truly doesn’t care about Google. How your site ranks will have no bearing on whether your Facebook friends “like” your status or page, or whether your “pin” is “repinned” on Pinterest.
As such, it might be worth spending some time cultivating your social media reach. Build a Facebook page, start tweeting, reach out to other business owners on LinkedIn, comment on forums, and in general, make yourself known in your community. Personally, I have connected with more clients and potential clients on Facebook than through my website even though it is ranked on the first page of Google for several of our long tail key words. Once you build a solid fan base, you won’t have to worry so much about how Google sees your site.
Building a mailing list is another way you can grow your business while safely ignoring your search engine rankings. The “list” is still king! When you take the time to build a list of qualified, interested buyers, you can simply reach out to them directly – no need to hope for a top spot in the Google SERPs. Just send an email.
For information marketers and ecommerce site owners, there’s an easier way to drive traffic to your site than relying on search engines: affiliates. These independent sales people will – if given the right tools and incentives – not only bring visitors to your site but will also help you make more sales.
Should you ignore Google and the other search engines then? No. But as with most things in life and in business, it’s a good idea not to put all your eggs in one basket. That way, when things change (and they will) you will not be left scrambling to recover your traffic and your sales.