Affiliate marketing icon Sugarrae posted a rant knocking Google and Matt Cutts off their conjoined high horse. Near the end of her post is this brilliant little gem:
From here on out, you work on generating traffic. From here on out, you work on generating branding. From here on out, you work on obtaining customers.
There’s more. You’ll have to excuse the profanity, but you should read the post. I’ll add this caveat:
This is really nothing new.
Your job has always been to build traffic and brand. That hasn’t really changed. The problem is, many online marketers got away from the real goal and started focusing on search engine rankings. Rankings are nice, but they’re not an end in themselves. They’re not the end goal. They are a means to an end.
With personalized search, Google+, and other late great algorithm changes, you can’t predict search rankings.
You might have a page rank #1 for a search phrase only to later in the day rank #10 for the same search phrase. There are a number of reasons for this. One reason is because different searchers have different search profiles and Google is tracking them. You can’t control that. That’s why you shouldn’t focus too heavily on ranking in Google.
Online marketers now have a lot of reasonable avenues for attracting new traffic to their websites. You have:
- Niche websites
Focus on building your brand and traffic through a variety of online promotional means. If you do that, rankings will take care of themselves – as long as you don’t get too spammy.