Is Google organic search losing ground in 2018?

With all different forms of driving traffic in our arsenal, is being on the first page of google still as important as it has always been?

The simple answer is, “No”. With so many options ava8lable for driving traffic (social media, ppc, email marketing, etc), Google’s organic listings have become less important – especially if you’re prepared to put your hand in your pocket and pay for some traffic – I do know of some very profitable companies that solely work with paid traffic, and turn over 6 and 7 figures as a result.

(As a side note, the topic of “is there such a thing as free traffic?” is being covered in a few days.)

The slightly longer, but more accurate answer is, “it depends”. Without seeming like I’m wanting to cop out, as with a lot of decisions these days it’s not as clear as black and white.

If you don’t have a list or social media following, and you can’t “afford” PPC, then the organic listings are your saviour, and you will need to invest time and effort in order to grow your traffic through the search engines.

This leads on to the more involved question of “how?”…

One post won’t cover all the aspects of organic rankings (and even if it did, it would probably be outdated in a number of days), but needless to say the broad brush strokes are:

1. Consistency of content generation
2. Quality of content
3. Value given to the reader
4. Authority earned by the website over time

Essentially, the google algorithm is designed to offer the highest value content to the user searching for it. It has some really completed metrics looking at trying to establish user intent and it then delivers content from sources that have proven they’re trustworthy.

The consequence of this is that, by its design, Google doesn’t deliver content from one hit wonders. You can’t write a single blog and expect it to rank well in google. Likewise you can’t populate your website and then consider it finished. It doesn’t work like that anymore.

In summary, Google still holds the monopoly of organic search, however depending on your business model, the importance of this to your business is now more questionable than it ever has been before. The decision is yours…

View the full series of the #12BlogsOfChristmas.

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