SEO sounds like a great idea, isn’t it?
The prospect of seeing your favorite keyword at the top of Google search results is your brand ranking sexy. You will definitely be proud to be proud of your friends.
“Hey Chris, Google this keyword and tell me what you see … yes, it’s me. ”
From a business point of view, you would have a material advantage over your competitors. From a personal point of view, it would be an emotional thing. Coming to the first place with everything is accompanied by a sense of pride, twisting the ego by a notch or two.
It makes a person feel as if they have an innate sense of business that is inaccessible to the average Joe.
And because of this emotional attraction, people are willing to take a big risk in SEO. But the problem is that they do not understand the extent of the risk. They approach SEO with the same mindset as an optimistic gambler walking to a blackjack table – they imagine victory, never a torturous loss.
They never go to the table, knowing they have already lost before they even sit down.
In most cases, SEO does not work. Stop. But it’s not for whatever reason you think, like:
“Doing SEO properly requires too much money.”
“Only the best SEO agencies can do SEO right.”
“We work in the super niche industry, so our SEO has to be special.”
All these assumptions that I have heard countless times are dead wrong. The correct answer is actually quite remarkable in its simplicity: you can only not a winner.
Imagine watching the Olympics on TV. You can see 30 competitors descending hundreds of feet from the ski ramp to find the perfect flight path and land. Only 3 of these competitors will succeed; the rest go home empty-handed.
SEO is exactly the same thing.
But instead of 30 competitors, you can face hundreds or thousands of competitors, all competing for the same keyword.
For example: by Google keywordData center power“The result is 2.25 billion pages. Prizes for this keyword from the 2,250,000,000 websites competing 400 times a month will be distributed as follows:
- Position 1 takes 20% of the win (80 clicks).
- 2nd position takes 11.4% of the win (46 clicks).
- Position 3 takes 5.9% of the win (24 clicks).
The rest of the competitors on page 1 are fighting desperate searchers for incorrect clicks.
In fact, it is no result in excess of position 7 will require more than 4 clicks per month. The rest of the Page 1 farther competitors practice their best version of “Oliver Twist” in the porridge line.
Any results that exceed position 5 can hardly be described as “SEO success”.
If we agree that there can be only a few winners, the vast majority must, by definition, be the losers.
Zero Sum Fight
SEO doesn’t work for most people for the same reason that most people fail in their quest to become a professional athlete: there are only a few posts available among the countless competitors, and some of the tops reap all the benefits.
The search market available for your industry is a fixed number, no more and no less. The largest market share is controlled by elite SEO and content experts.
Google sets them apart from hundreds, thousands, and millions of competitors, all of whom have bought their lottery tickets, eagerly and completely waiting for the big win.
Elite experts do not buy lottery tickets. They are working for their victories.
Why does SEO work for the elite?
The truly elite SEO experts I have met refrain from best practices because everyone follows best practices.
They burn the house down, providing a more inventive and creative design.
They treat searches as an art form, seeing music in page numbers and codes. Because without art, there is no creativity or curiosity, and all layers of possibility merge into uninspired confusion.
They are competitive with their personality, which never lets them rest. SEO elite experts must win. It is a tireless need to fix something that is broken.
An SEO elite expert brings skepticism and thoroughness to everything they analyze. They value the potential of SEO in the same way that a C-Suite manager would value a significant business investment, relating SEO to its true business value, not just web metrics.
The SEO elite understands how to create the most comprehensive and effective content on the web, while creating business value for the organization.
They fasten their boots and go to work.
So where are we going from here?
SEO success is increasingly avoiding the average competitor as more players continue to reach the field. Their odds are sliding further and further to the south, but their false optimism remains.
Therefore, a casual SEO expert may continue to find success by allowing and even encouraging false optimism from clients, but the house will inevitably win.
The new SEO elite brand understands the odds stacked against it. He burns down the house and rebuilds it. And he won’t stop construction until it’s perfect.