Not only is free search traffic not free but it's totally unreliable because it's completely outside of your control. No matter how good you are at SEO, or how much money you spend on your website, Google can slap you down a few pages on a whim, or remove you from its index altogether.
SEO used to be a very important part of any online marketing strategy. But if you base your entire marketing strategy around SEO and hope that Google will send you free traffic forever, you’re doomed to failure before you even start.
Google can put you out of business in a second, without any notice, and there’s bugger all you can do about it! Remember this above all else – YOU CAN’T BUILD A BUSINESS ON FREE ADVERTISING!
And that is not to mention that most websites aren’t even set up to deal with the avalanche of traffic promised by SEO companies. So, even if these smooth talkers delivered the holy grail of traffic, most business owners would fail to optimise because they don’t have an opt-in and follow-up system in place to convert these visitors into customers.
The problem here is ego. Website owners want to be #1 to one-over their competitors. For a lot of these folks, being seen as #1 appears more important than actually converting visitors to customers!
Not to mention: just being #1 on Google and getting slammed with traffic does not necessarily mean an increase in more customers or more sales. In fact, it rarely happens in most industries, primarily because the free traffic on Google and other search engines is of such a poor quality.
And even if those top ranking spots were secure and dependable high-traffic positions, SEO companies couldn’t be relied on to get your website there even for sexual favours … Because the top 4 spots are now always taken up by PPC (Pay per Click) ads – this has been the case for a while, so I’m not sure how these guys still get away with their claims.
This means that #1 on the organic listings is actually #5 on the search page. A convenient lie you’ll hear from SEO companies to ease your mind on this is that “no-one clicks on those PPC ads.” Oh, really? Is that why Google makes billions of dollars every month from people clicking on those ads?
In fact, I recently tried an experiment with a small group of clients at one of our meetings. I watched them run a search on Google, click on PPC ads, and then later deny point-blank that they clicked on the ads at all! It’s very subliminal. If the message is relevant to the search, most people will click on the PPC ad without even thinking about what they’re doing.
If you want to cut through the bull, stop thinking about “more traffic” and instead start thinking about “higher conversions.” It has become virtually impossible nowadays to get an immediate sale from a first-time website visit, so don’t try to sell anything at first. Instead, focus on becoming a problem-solver for your visitors.
The secret of success is to use your online page as a tool to build a database of prospects. To do that, your website must be designed to convert visitors into prospects, and then you need qualified traffic. From there, you can build trust by providing quality information so that they will be more likely to buy from you when the time is right.
SEO Is Dead
I predicted back in 2014 that ‘SEO’ free traffic days were numbered. In the future, virtually all of Google’s “free” listings will become pay-per-click. The shaded area behind the sponsored ads has disappeared, removing the main distinction between sponsored ads and organic listings.
The Google Adwords system has become very sophisticated, and Google now has much more control over the quality of the PPC listings than the organic search listings. PPC ads must meet strict criteria, and merchants are not allowed to advertise porn, gambling, or get-rich-quick programs.
Your website has already been given a quality score by Google. Your click-through-rate (CTR), quality score, ad relevance, and website landing page will determine not only how much you pay per click but whether your ads will be shown at all.
All of this is actually good news for Google’s customers (users searching Google for information), as well as advertisers who know what they are doing. And Google stands to make billions of dollars in profit, so it’s great for the company behind it all too.
The point is that no SEO company can guarantee you results, or even guarantee you financial results if they do get you ranking results, and yet you still have to pay the work they do if you buy their pitch. Save yourself valuable time, money, and frustration and forget about SEO. The “free traffic” days are coming to an end
25 years sales and marketing experience rolled into one blog. James works with world's top marketing experts such as Dan Kennedy, Matt Lloyd, Perry Marshall and Chris Cardell.