Some good discussion this morning on what actually SEO is and where it needs to focus. On SERoundtable, Barry posted:
Google’s John Mueller said it is wise to think long term with your web site and build a site that is so fantastic that if Google isn’t ranking it well for relevant queries that Google would consider it a bug. Thus Google would have to update their algorithms to rank your site for the relevant queries.
I would go a little further even. Build a site/business model which Google’s customers expect at the top of the search results.
When I presented once to the CEO of eBay, he asked why Amazon was at the top of Google’s results for so many competitive queries. I told him:
“From a technical SEO perspective, Amazon is doing a lot of things right. However
,whatis more important, Amazon has become the defacto ecommercesite in the US ,whichmakes Google’s users toexpect it to rank at the top of any ecommercequery. Even if Google is competing with Amazon, they will have to put them inthetop. If they don’t, it makes Google less relevant, and their search resultswillbe seen as less accurate”.
It’s not always about building a good site, it’s much more than only the online presence. It’s your whole business model, your branding, the way you treat your customers if in e-commerce your shipping time…
Dr. Pete clever as always commented on my Facebook comment:
Be a multibillion-dollar brand — got it
Joking aside, while it’s not helpful SEO advice, I think it is essentially the truth. Google, more and more, is going to model the real world as it is — bias and all. That means companies with major offline dollars will perform better in search, because that’s what searchers expect.
To his point… eBay was “struggling” vs Amazon in SEO. Both were multi-billion dollar brands at the time. Wil Reynolds did an excellent presentation on Mozcon comparing the VRBO strategy ranking for Vacation Rentals vs Airbnb. When I came at Airbnb, it was already a billion dollar company, but not a billion-dollar brand. Now searches for Airbnb eclipse searches for Vacation rentals. Wil was right in his presentation… what’s more important!
The best SEO is a product that doesn’t suck. Otherwise it’s just manipulation.