From now on, « SEO » Will Stand for « Stop Endagering Optimisations »

Google has been making SEO a lot harder. SEOs are now getting less opportunity due to Google’s smooth SEO moves. Google is not losing market share nor is it receiving any fewer searches. But this last update has made SEO a tad harder.

For instance, Google has introduced aggressive “answer” boxes, and instead of featuring a snippet that could generate a potential lead, Google simply answers your question themselves. Or it provides the searcher with a list that may answer their questions and eventually be eliminating the need to click-through your website.

Google has also been moving into aggressively commercial spaces. Google is basically saying “ You shouldn’t bother clicking anything else. Your answer is right here.” Jobs, flights, and hotel searches have seen a tremendous decline in terms of click-through rates. Thanks, Google!

Local SERPs have been getting more aggressively tuned in order to exclude the need to click the website. In fact, it has been made harder for both mobile and desktop versions to find the website you’re looking for. Instead of clicking through the website you want to click, Google will display your favorite Italian place in their local pack. Google is making those more and more aggressive and they’re usually more forward in the SERPs.

A potential solution:

Yes, even if Google is taking away this opportunity, there are some solutions that can make you compete and provide value for your intended audience.

[dt_quote type= »blockquote » font_size= »big » animation= »none » background= »plain »]You can invest in demand generation, rather than just demand serving. The only thing you need to do is brand your product.[/dt_quote]

Here is why this can work wonders:

For example, you’re searching for toothpaste. What do you get? You get a list of results from Google with a variety of articles stating that these are the top toothpaste brands. It can even show a little card-styled box list result that shows different brands of toothpaste. Google is taking click-through rate opportunity from it. But if you search for Colgate, well then you’re getting Colgate. Google knows that, and its not going to take your ability to rank your own brand name.

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