So you are wondering how to rank first in Google but the advice you found from online SEO experts hasn’t helped. Am I right? But you can’t figure out why. Their articles on SEO are ranking higher in Google than this one, for sure. You’re probably here because you clicked all the posts on the first five pages of search results, right? So what do I know? Well, I’d never call myself an expert but I do rank first on Google for some very specific search terms with this website, so I know how I achieved this and am happy to share how I did it.
Yeah. They know how to rank first. And they’re not telling you. At least, not for free. It’s funny how they all have a subscription product they claim is the best way to fix your site so you rank in first place on Google.
You might think you should give them your money because their free advice didn’t work and you’re desperate to rank first on Google. They might even have some dire warnings about how this year’s latest Google Algorithm is coming for your website like some bogeyman, ready to devour your content and throw it all onto page five thousand of Google’s search results.
Really handy, how these self-styled SEO experts claim to have an expensive and time-consuming solution to your problem. Or you can just pay them the price of a car to do it for you.
But a lot of what they are telling you is public domain information you can get for free, only they’ve turned that free advice into more words by hiring Fiverr ghostwriters.
And one thing I keep seeing is completely wrong. See, being an SEO expert is a hyper-competitive cock fight of guys (they are all guys) trying to outdo each other, stay relevant and rank number one in search engines. To do this, they have to keep creating new content in a very narrow niche. And let’s face it, there is only so much that can be said about search engine optimisation before you just repeat yourself.
It looks like they mostly got their information from the same source or maybe a bunch of them hired the same ghostwriter who cleverly re-wrote the same article for all of them.
Here’s the exact thing they are saying about Search Engine Optimization in 2020 and how it has changed from SEO in previous years:
Search Engine Journal claims SEO has changed with the latest Google algorithm update and they have quoted about a billion “tech professionals”. In some places, they have completely re-worded what the professionals have said to change the meaning behind their words. Here is the perfect example of a misquote causing misinformation about SEO in 2020:
As you can see if you read the quote, clear as day, Michelle Robbins says “staying successful in search marketing 2020 is the same as it ever was – put out good content…”
Yet the paragraph above her quote says the opposite. It says SEO has changed in 2020 and that you need to optimize your content for “users rather than search engines”.
Across other sites and articles about this same topic, I’m seeing the same phrase over and over “optimize for users rather than search engines.” While the above article actually goes into a lot of depth on a broad range of information (and man-in-the-pub hearsay that hasn’t been fact-checked, burying the nuggets of wisdom), SEO gurus are taking “optimize for users” out of context.
Here are the exact words Google used about their new update. I’ve highlighted the most important part that most SEO gurus are wrong about:
Google says focus on user experience, but adds “one of those users is a search engine.”
Here is the link to Google’s SEO guide. I recommend you listen to what Google has to say about SEO. Tune out the others. They’re just the blind leading the invisible.
That one article from Search Engine Journal, for example, has countless quotes from so-called experts who are outright incorrect, spouting nonsense that would have you spending hundreds of work hours chasing your tail doing all sorts of rubbish that won’t make a difference, such as this amazing example of absolute drivel:
“This type of approach to content is exactly what Google is looking for to satisfy user needs and represents the type of market investment that Google will likely never make, because Google is about doing things with massively scalable algorithms.”
Confused? You should be. Someone just threw a bunch of meaningless buzzwords together, tossed in the word “Google” three times for luck, and chucked them on the internet. Someone else, who was writing an article, blindly copied, pasted and attributed that amazing steaming pile of derriere-gravy to “Eric Enge”.
I’m sure he’s very proud of his word salad.
Another fabulous quote that could only come from someone utterly oblivious to anything going on outside their own navel, is this: “In 2020, the really smart SEOs will get up from their desks to talk to customers so they can find out what their audience really wants from them.”
This quote is daft for many reasons, let’s focus on two. First, it assumes “SEOs” (presumably they mean digital marketers… half the quoted people in this article seem to have no idea who actually does search engine optimization for websites) are corporate employees rather than people sitting at home writing SEO articles for companies on a freelance basis.
Usually their home is abroad in a country such as India because it’s really cheap to outsource content creation nowadays. Most content on the internet is produced this way then famous faces and bylines are attributed to the articles to make them seem more credible.
The second reason this quote is silly is because it implies the people doing search engine optimization are out of touch with consumers due to being corporate go-getters rather than because a lot of digital marketing content creators can’t afford an indoor flushing toilet on the money Corporate America throws at them.
English is not the first language of a lot of content creators. That’s what causes some articles to rank high while being extremely difficult to read. But no-one can go on record as saying that, because then they’d have to admit they knew about the racist exploitation of workers in third world countries. So instead they hide behind weasel words and the SEO “gurus” who make the big money from the work done by digital marketers are still peddling the lie that Google doesn’t care about keywords anymore.
It does. Google still cares about keywords. It just also wants fluent and coherent articles now.
So the real issue no one is talking about in SEO is that the thousands of content creators in India, South America, China and Eastern Europe who have been making good money writing simple articles with the right keywords are now going to struggle to earn a living.
Part of me thinks if it means the sloshy rubbish that makes no sense gets taken out of search results, that’s a good thing. But the human cost is quite high.
At least, it would be, if these SEO scare-mongers were correct. So it’s a good thing they’re all just blowing smoke in a desperate bid to stay relevant.
Luckily, Google ranks articles based on like a zillion parameters now. Not just this nebulous and undefinable concept of “user experience”.
You can also rank for long-tail keywords, site hierarchy (making sure you have a logical site map and that each post or page on your site is linked to properly), image optimisation (using the description boxes for images properly, which literally no one is doing), making your site mobile-friendly and checking how your work is going by using Google Analytics.
How do I know this? That Google article I linked to, above. It’s a long read, but the only SEO article you really need to pay attention to. It’s the only information all those wafflers on other sites have, anyway.
Want proof? Here’s the stats for two articles on my successful travel and beauty site, one article was written in 2015, the other was written last month. Both articles are about blue circles but they are targeting different keywords:
As you can see, the article (above) I wrote in 2020 has 14 views. The article (image below) I wrote in 2015 has had over 175,000 views. It’s still the second most popular article on my site. That is because good SEO from 2015 is still good SEO in 2020. If something had changed, if Google really valued the most recent content or the content written with the latest SEO buzzwords in mind, the article above should have eclipsed the article below. It has not.
Back in 2015, everyone was saying “content is king”. They meant, if you produced top-quality articles, people would find them on Google. It seems funny to me that all these SEO gurus are claiming things have changed when they very obviously have not. I’m a bit reluctant to say “build it and they will come” because it is debatable about whether this is true or not, and I’m erring on the side of it not being true.
So in conclusion, the things you need to focus on if you want to rank really high in Google search results are all the same things as before. Keyword stuffing hasn’t worked as an SEO tactic since about 2012. I’d like to see so-called “SEO Experts” and “SEO gurus” stop banging on about it and actually admit this:
Nothing has changed in SEO that will make any difference at all to a well-organised site with quality content, Google’s new update isn’t going to cast your website to the bottom of the search results, and the moon isn’t about to break free of the Earth and fly away.
So there you have it. With all the scary drama of Covid this year, the one thing you can still count on is that your online marketing strategy doesn’t actually need to change unless it wasn’t great to begin with, in which case you needed to change it anyway.