SEO sounds like a good idea, isn’t it?
The prospect of your brand ranking at the top of Google search results for your favorite keyword is sexy. You will certainly feel a wave of pride when you brag about it to your friends.
« Hey Chris, Google that keyword and tell me what you see … Yeah it’s me. »
From a business standpoint, you would have a material advantage over your competition. From a personal point of view, that would be an emotional thing. Coming in first, with anything, comes with a sense of pride, cranking up the ego a notch or two.
It makes a person feel like they have an innate sense of business acumen that is unattainable to the average Joe.
And because of this emotional appeal, people are willing to take a big risk on SEO. But the problem is, they don’t understand the extent of the risk. They approach SEO with the same mindset as an optimistic player heading to the blackjack table – they imagine victory, never excruciating loss.
They never approach the table knowing that they have already lost before they even sit down.
The excruciating loss
Most of the time, SEO doesn’t work. Complete stop. But that’s not for one of the reasons you think of, like:
“Doing SEO well takes too much money. »
“Only the best SEO agencies can do SEO the right way. »
“We work in a niche industry, so our SEO has to be special. »
All of these assumptions, which I have heard countless times, are completely wrong. The correct answer is actually quite remarkable for its simplicity: it can only be a few winners.
Imagine watching the Olympics on television. You see 30 competitors launch themselves hundreds of yards from a ski ramp, looking for the perfect flight and landing path. Only 3 of these competitors will be successful; the rest will come home empty-handed.
SEO is the exact same thing.
But instead of 30 competitors, you could be up against hundreds or even thousands of competitors who are all vying for the same keyword.
For example: search on Google for the keyword « Data center power»Generates 2.25 billion pages. Out of the 2,250,000,000 websites competing for this keyword which is searched 400 times per month, the prizes will be distributed as follows
- Position 1 will take 20% of the earnings (80 clicks).
- Position 2 will take 11.4% of the earnings (46 clicks).
- Position 3 will take 5.9% of the earnings (24 clicks).
The rest of the page 1 contestants will be fighting for the pieces of stray clicks made by desperate seekers.
In reality, any result beyond position 7 will take more than 4 clicks per month. The remaining contestants languishing beyond Page 1 will practice their best version of “Oliver Twist” in the porridge line.
Anything beyond the 5 position can hardly be described as “SEO success”.
If we agree that there can only be a few winners, then the overwhelming majority, by definition, must be the loser.
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The zero-sum struggle
SEO doesn’t work for most people for the same reason that aspirations to become a professional athlete don’t work for most people: there are only a few positions available, among countless competitors, and the top ones. collect all the rewards.
The search market available in your area is a single landline number, no more and no less. The elite of the SEO elite and content experts will control the largest market share.
Google separates them from the hundreds, thousands and millions of competitors who all bought their lottery tickets, eagerly and fully anticipating a big win.
Elite experts don’t buy lottery tickets. They work for their earnings.
Why SEO works for the elite
The real elite SEO experts I have met shy away from “best practices” because everyone follows best practices.
They burn the house, envisioning a more inventive and creative design.
They see « research » as an art form, seeing music in the numbers and code on the page. Because without art there is no creativity or curiosity, and all the layers of possibilities blend into an uninspired mess.
They have a competitive bent on their personality that never lets them rest. Elite SEO experts must win. It is a tireless urge to fix something that is broken.
The elite SEO expert brings skepticism and thoroughness to everything he analyzes. They assess SEO potential the same way a C-Suite executive would assess a large business investment, linking SEO to actual business value, not just web metrics.
The SEO elite understand how to create the most comprehensive, impactful content on the web, while driving business value for the organization.
They put on their boots and get to work.
So where do we go from here?
SEO success will elude the average competitor more and more as more and more players continue to enter the field. Their chances of falling further and further south, but their false optimism will be preserved.
Because of this, the casual SEO expert may continue to be successful by allowing and even encouraging false optimism from clients, but the house will inevitably win.
The new mark of the SEO elite understands the odds against them. She will burn the house down and rebuild it. And she won’t stop building until it’s perfect.