If you work in the field of SEO, you probably understand that Google controls everything. We constantly bend to its will and try to outthink it at every turn. Just as space travel is unpredictable because we haven’t yet experienced much of it, SEO is also a largely new frontier and we seldom know what to expect from our environment. Our environment, of course, is Google. But what if Google didn’t exist? Where would we look for sites? How would we get links? Your brain is probably boiling over with great ideas right now, and that’s the point of this whole thing—if we eliminate Google from the equation entirely, those paths that we come up with are almost completely organic.
Google is extremely popular with both the general public and with SEO professionals, but it often locks us inside of a box. At some point we’re not exploring the web on our own, and instead we are relying on an algorithm and some web spiders to explore for us. We can break out of this box and choose our own destination in a natural, organic way. Considering the question “what if Google didn’t exist?” is a great way to answer the question “where can I get more links?”
Playing “what if?” is a fun, but sometimes dangerous, game. It’s easy to get stuck down in the mire of negativity and use “what if?” to fuel your own pessimistic fire. If you use it correctly, however, “what if?” can be a great catalyst for ideas and innovation. For example, think about the popular post apocalypse genre of fiction, where a shovel might become the protagonist’s best weapon, best tool and best friend. Similarly, in a world without Google, a message board buried somewhere inside of a mediocre site with low domain authority might become an excellent research tool. After all, if all of these people are willing to brave an underwhelming site just to talk to each other and share about a topic, that means they’re passionate about it. Passion leads to great info, great leads on new sites and useful links. Google does exist, of course, but thinking outside of that box produces some interesting results.
It’s easy to publish a blog post, a tweet or a status update. Sometimes too easy. As a business owner (and bloggers are business owners, too) you have a responsibility to publish facts. Readers don’t come for fiction, or to be taken on a breezy diversion of gossip and rumors. They come to your blog and follow your social media profiles to learn something from you.
You can seriously damage your brand by doling out misinformation as if it’s accurate, so take your time to get it right. Be certain you’re publishing facts.
To Kill Your Credibility Fast:
1. Jump on a Non-Scoop Scoop
Ever heard of a Twitter death hoax? This all-too-common viral “scoop” works for a number of social psychological reasons, none of them useful in getting to the truth. A quick Google search reveals insight about them from highly reputable sources, including the TheNewYorkTimes.
Facebook scams work the same way. I spent no time at all cross-referencing independent sources about apps that claim to let you see who viewed your profile. I debunked them in no time here, here, and thisone even references Facebook’s own Terms of Use.
Did you hear about the false CNN and Fox News reports that the Supreme Court struck down the individual health insurance mandate? It was such bad reporting about such a big event that the mistake got almost as much attention as the real news! However, you aren’t a news organization. No one will talk about you for making a mistake. They just won’t pay attention to you anymore.
2. Reiterate Common “Knowledge” that isn’t True
Whatever your area of expertise, you probably hear about all sorts of myths that masquerade as facts. Living in the world of internet marketing, I witness countless assumptions about the Google algorithm being spun into “knowledge” all the time. This spring, as the Penguin update rolled out, SEO bloggers made up stories about what the Over Optimization Penalty means.
I don’t think they were trying to deliver false information, but they did. All they needed to do was read Google’sownblogpost on the subject. Often, the actual truth is less interesting than the general consensus about what’s true.
