There are two bulls standing on a hill overlooking a pasture full of cows. The younger bull, eager, but lacking experience, says to the old bull “Hey, let’s run down there and f@#k ourselves a cow.” The old bull, who has spent season after season in this pasture, turns to the younger bull, chuckles, and replies “Nah, how about we walk down there, and f@#k them all.”
Now, anyone who’s ever heard me speak at a seminar, or who’s scheduled a consult with me, knows I’m a BIG FAN of analogies. They’re a great way to take a big and complex idea and break it down into something more manageable. At Generations Beyond, not a week goes by without the phone at the studio ringing, and on the other end is a client who’s just “heard of a trick” or “found a great tactic” to increase their rankings within Google.
With the recent headlines about Google’s “massive update,” and the way it punishes those it labels as “cheats,” (JC Penny is an excellent example of a company that was swatted down in the ranks for violating Google’s sense of “fair play”) we feel it’s a good time to reiterate the fact that Google does have a method to its madness. Google’s stated goal (aside from “Do No Evil”) is to sift through every corner of the Internet and find the most important, relevant Web sites and to deliver those results to the Google user. It’s simple, if your Google searches end up giving you irrelevant, or useless results, you’re going to stop using Google. It’s in their best interest to ensure that the people they label as “cheats” aka Black Hat Service Providers (or what some clients or “young bulls” in the story would consider providers of hot SEO “tips”) fail. It may not happen today, or even tomorrow, but sooner rather than later, the company that you’re paying good money to in order to “cheat” Google is going to be discovered and those “hot” tips will go ice cold in a hurry. A good rule of thumb for “tips” like these is that by the time they trickle down through the grapevine, it’s not going to be long before Google shuts them down.
This takes us back to our bovine buddies on the hill. As the old bull in the story had clearly learned, slow and steady wins the race. Rather than rush out and try to steal a small success, it’s almost always better to take a steady and focused approach to your goal. In almost every facet of life, and certainly in every facet of growing your business, this is what will reap the greatest rewards. This is what our philosophy relating to SEO is built upon. The slow, steady and quality growth of your website, with new, and quality content, is THE key to building a solid search ranking over time with Google. Sure, the young bull in all of us wants to run to the finish line and reap the immediate benefits, it behooves us (no pun intended) to take a step back, survey the pasture, and know that with experience comes knowledge, and a little planning, and a little finesse, will always garner the best rewards.