How To Get Into Googles Head

At the conclusion of a recent presentation of the SEI Tool, I called for any final questions and here's what I got: 

"So…does Google have a memory?"

Socks blown. This is one of the best questions I'd ever had in a session like this. And it’s certainly one I will NEVER forget!

At the time, the answer was surprisingly short - but the concepts that I rolled out in my explanation sent my head into the matrix for days.

At a technical level, the historic Google leak in May told us that all sorts of interesting stuff, including that

1. Google keeps at least 20 versions of each page for comparison; and
2. Google seems to prefer sites that have Analytics installed.

So “yes” - it does have a form of memory.

However, my first internal response was MUCH less technical. It was based on the fundamental concern I have had about online marketing for years - a concern so deep that it led to the development of SEI):

“FFS, could we get over the endless SEO tech head obsession with out-gaming the latest Google algorithm updates!”

(I THINK I was more polite in my actual response ;) but my internal frustrations can sometimes bubble to the surface)

I'm perturbed by the broader industry's preoccupation with the mechanics of digital marketing and the latest hypotheses about the latest algorithm release. Amidst the white noise of zeros and ones, people often forget that what we’re talking about is fundamentally MARKETING - a process where a buyer finds a seller who solves a problem for them.

This means that WHATEVER the latest algorithm does at a technical level, it’s attempting to connect PEOPLE more effectively with other PEOPLE.

 

SEO sucks sometimes

Since SEO emerged in the mid-90s, it has largely been a super-technical game focused on understanding Google and its ever-changing algorithms. Experts worldwide have been trying to outplay Google at its own game for decades. 

However, time has shown this to be a surprisingly futile (and often expensive) exercise, with at least 200 signals used to rank a brand online and thousands of algorithm changes every year. 

As a result, the game called SEO has tended to be a transactional and often manipulative practice - one where tech-heads set out to game Google - and get businesses to pay them to do it. 

That can be useful for some businesses - especially bigger businesses - but it shouldn’t be the only game in town.

That’s why we built the Search Engine Influence (SEI) tool - to help SMEs to put an integrated digital marketing strategy together in ways that create a more human online experience and a more sustainable marketing growth strategy for their WHOLE business.

 

The limitations of SEO

As I said in the introduction one of the core limitations of the tech-head approach to SEO is what it forgets - which is that….

Fundamentally, Google exists to connect PEOPLE (your customers) with PEOPLE (your business) in order to solve problems.  It does this OVER the Internet USING computer software.  Creating this connection effectively enables Google to sell advertising - which is how they make money.

The technical processes that Google uses in order to try and do this job are massively complex - and use massive amounts of data.   (The recent Google leak confirmed that they use over 14,000 individual attributes to evaluate and rank your website.)

SEO has been an equally complex, technical  process that “fights fire with fire” - so SEO tools and services find themselves constantly “gaming the SEO algorithms”.  The endless technicalities of this process tends to lose sight of the fundamental game of marketing.  So the even more fundamental underlying process of  “connecting people” tends to get hidden behind a growing cloud of technology.

Search Engine Influence is about re-focusing on HOW people connect with people in our massively global online marketplace - stepping back from the algorithms to consider CONNECTION - connecting through quality content, quality backlinks, quality websites.  

It’s a single approach to connecting more effectively with your market AND connecting more effectively with the Search Engines themselves.

What’s under the SEI hood is still massively technical - because it has to be. However the tool itself is designed to give strategically minded SMEs who want to reach their customers the same straightforward guidance they get from their car dashboard.

 

The Power of Consistent, Quality Content Creation

A fundamental key to “getting found” over the long term is the ongoing, consistent creation of quality, helpful, engaging content.

 

Why Consistency Matters

Regular content updates signal to Google that your site is active and relevant. This consistent activity helps establish your site as an authority in your niche and benefits from the longevity of evergreen content that remains relevant and continues to attract traffic over time.

 

Consistency Builds Authority and Trust

Consistently producing valuable content helps build your brand's authority and trust with both users and search engines. Quality content that meets user needs and answers their questions fosters engagement and loyalty.

 

Longevity of Evergreen Content

When you focus on creating quality, evergreen content then you ensure that your website remains a valuable resource over time. This type of content continues to draw traffic long after it's published, contributing to a steady flow of visitors and sustained relevance in search results.

 

The Importance of Diverse Traffic Sources

Creating quality content gives you multiple ways to attract traffic to your business from diverse sources.

Diversification

Relying on a single platform - especially just content ON that platform - doesn’t reward you with long traffic and resultant ranking improvements.   Using multiple traffic sources (organic, social media, referrals) to drive traffic to your website is crucial. 

Diversified traffic sources that connect to your website make your online presence more resilient and less vulnerable to changes in any single platform or algorithm.

 

SEO and Social Signals

Social media activity can indirectly impact SEO by increasing engagement and driving traffic. Integrating social media into your marketing strategy can enhance your overall visibility and influence.

 

Backlinks and Referrals

Acquiring backlinks from reputable sites builds credibility and enhances SEO. Backlinks serve as endorsements from other sites, signaling to Google that your content is valuable and trustworthy.

 

Focus on Quality before Quantity

Focusing on the quality of content and user experience is more effective than outdated SEO tactics like keyword stuffing. 

High-quality content that genuinely helps your ideal customers users will always be favoured by search engines AND bring you more of the right visitors.

 

Build quality relationships with Google PLUS quality relationships with your market by using SEI

Getting good online marketing results - and a good return on your website investment - about building two sets of relationships:

1. Relationships with search engines and their bots
2. Relations with the humans who are your target audience

What a lot of SEO pushes to the background is actually the best long term strategy for getting found online - working to be relatable to the humans you want to become your customers.

 

Do you need to understand Google’s algorithms - or understand Google’s users?

There is no one “right” answer to this question - because it depends on your objectives and your timeframe.

You don’t have to understand the internal combustion engine to drive your car - but you do need to understand some basic principles.  They’re principles that will help with your overall marketing as well as online.

If you’re a SME with long-term intentions and limited time for complex digital strategies, then using SEI to meet the needs of Google’s users is a sound, sustainable, long term strategy.  The seven elements of SEI will give you the guidance you need.

If you’re new, doing a launch, in a tearing hurry and/or need to stand out TODAY, then you’ll probably get extra impact from investing in understanding Google, its “technology” and its limitations.    

 

Understanding Google's updates

Staying informed about Google’s algorithm updates and working with their analytics can help you in adjusting and fine-tuning your digital marketing strategies proactively. By understanding and adapting to these updates, you can maintain and improve your online presence in the short term.   

However, if you haven’t invested in the fundamentals that feed all Google’s algorithms (distilled into the SEI tool and its seven elements) then all the time-sensitive “tricks” in the world won’t help.

 

It’s a bit like the work of bodybuilding

You’ve got to build the right muscle in the right places to look your best - by doing the work in the gym.   That’s the process that the seven SEI elements will guide you through - so that you build the right muscles in the right places.

When it’s time to compete, then “getting ripped” - by absolutely maximising your SEO and fully leveraging your analytics - will show off what you’ve built from years of hard work. 

 

Make Data-Driven Decisions 

“In God we trust - all others bring data” - W Edward Demming

Establish a process driven by data to guide your digital marketing process.  You definitely need to understand what works and continuously improve your strategy based on evidence, not guesswork. 

For solid, long term results - results that won’t backfire and wreck your rankings because someone tried to “hack” the latest Google version - focus on the fundamentals with guidance from the SEI Tool.

Where you need every bit of ‘zing’ you can muster, then add in other data sources - like Google Analytics - to further refine your strategy.

Whatever you do, do it with direction and intent - guided by the right tools and expertise.

 

Practical Guidance from the SEI Tool

The SEI Tool uses just seven fundamental elements to strategically direct your online marketing.

Our goal is not to blind you with science or drown you in numbers.   We’ve distilled the core success factors of Search Engine Marketing into these practical, straightforward SEI ELEMENTS that guide you towards increased online marketing impact.

Trust

People prefer to  do business with people they know, like and trust.   Search engines work on that principle.

How do search engines work out something as squishy-human as “trust”?

Google trusts you more if other websites trust you enough to backlink to you. 

By acquiring high-quality backlinks from outside sources online, you signal to Google that your site is authoritative and trustworthy.   This demonstration of higher “trust" contributes to boosting your rankings.

 

Relevance

Creating content that addresses user queries directly and thoroughly will enhance your site’s relevance and improve search engine rankings.

Google measures “relevance” based on the accuracy of your keyword selection -  and how well your keywords and your content aligns.   They’re also interested in how well your keywords connect with the searches that their users attempt.

 

Consistency

Are you regularly and consistently creating content with the intent of helping your visitors? 

Are you providing content that meets their needs - presented in ways that ensure they understand who you are, what you do, and how you help? Regularly updating your site with relevant, high-quality content keeps users engaged and returning.

 

Engagement

How many people actually stay and explore your website once they land on a page?   Or do arrivals bounce off using the <BACK> button as soon as they land.

How many people are engaged enough to scroll down,  let alone to click through a link, or to comment on a post or do a download?  

High engagement levels signal to Google that your content is valuable. 

Encourage interactions through comments, shares, and other forms of engagement to boost engagement.   

Use other resources including great copy, excellent high-converting design, interesting content and helpful information to get people to stay.

 

Reputation

The reviews your customers give you matter - how do you stack up in their eyes? 

Customer reviews and testimonials play a significant role in establishing your online reputation. 

Positive reviews (particularly reviews from external platforms) can enhance your credibility and attract more visitors.

 

Identity

Your identity is your brand - look and feel. 

Search engines measure this by evaluating the experience visitors are likely to have on your website.   They constantly measure factors such as page load speed and image size, along with Engagement

Ensure your site is fast, user-friendly, and visually appealing to reduce bounce rates and enhance user experience.  The SEI Tool will give you an independent measurement of how your site performs.

 

Longevity

How long have you been around on the web? The age of your domain and the history of your online presence contribute to your site’s credibility. 

Maintaining a stable, long-term presence can positively impact your rankings.  (Anyone seriously considering doing business with you will check your blog post frequency and currency.)

 

Make a plan, work the plan - and KEEP working it

Building a sustainable online presence is like ANY serious marketing process.  It requires ongoing effort, regular measurement and strategic planning. 

When you shift from a purely SEO-focused approach based on “gaming the algorithms”  to a more holistic SEI mindset based on Search Engine Influence (SEI) principles, then your business can create lasting relationships with both your audience AND search engines - without excessive duplication. 

A straightforward strategy where you apply the SEI methodology in order to

1. Understand the key success factors,
2. Experiment with your marketing strategies, and
3. Measure your results effectively you’re getting professional about your online marketing. 

This shift not only makes the complex space of digital marketing more accessible - it also ensures that your efforts are meaningful and impactful in the long term.

 

  Author: Ian Hopkinson 

    Digital Madman, Founder of Terminology and Mad Scientist Digital

    Socials: Instagram / / LinkedIn 

    Websites: Terminology / / Mad Scientist / / Hopkinson Creative