Technology has the strange ability to make us go all 'Black Friday' just to keep with the trends, knowing we will never leverage what we just bought. Maybe you have been heard bragging about your house that talked to you like Jarvis on 'Iron Man' only to know give it the silent treatment. Perhaps you were on the first boat in automation harbor telling your clients the trend is a serve robotic customer service because that always works.
There have been numerous trends in digital marketing that once sounded smart, which are now as dumb-sounding as a Kardashian addressing the Harvard Business Review. One evergreen trend has been people with a modicum of digital experience dubbing themselves as an 'SEO guru/ninja/major domo/grand poobah/wunderkind.'
Ask any of them what Google's Ad Blocker means to their digital paid strategy and see what happens. That would be the wind of change blowing through their ears.
It's been in the works for more than a year, and now that it has launched on Chrome, the nickname for Google's latest update is the "Ad-pocalypse." And you should be informed that it really is not the end of the world for your digital strategy.
The story from Marketing Land advises that Google is doing this largely because of the world of primary screen (aka. mobile). Nearly 60% of desktop users utilize ad blockers, and now, there are apps that block ads on mobile.
With Chrome owning market share in the 90s on desktop and in the 50s on mobile, the cyber whiz kids at Google had to respond and make a better UX that wasn't ruled by requests to learn more about some blender you will never plug in because you decide that juicing really isn't that important to you.
So, what are those aforementioned SEO eggheads going to do now? While they flutter through pages of blogs they have read and books they own, here are...
5 ways that you can ensure real search engine optimization in your digital strategy won't be hindered by Google's ad blocker update.
Optimize for the Right Keywords
The list is like a Dead Sea Scroll of the big businesses that believe optimizing "industry terms" are the way to master search. You know, those rarely used keywords like healthcare, technology, customer service, and finance. These are global keywords with high competition and very low potential. Besides, you have a local customer -- write for them! Learn the benefit of using long-tail keywords for a local search. Instead of "technology services" to describe your firm to anyone that will never find you, try "technology services in my hometown for small- to medium-sized businesses." Ad blockers won't stop a good keyword strategy.
Don't Buy Links
Remember those ninjas discussed earlier? Some of them think they are pretty slick by emailing some surreptitious ne'er-do-well website that gives them links for a nominal fee. Word of warning: Do that, and we can't be friends. Google is much smarter than that. These links are from spammy hubs of ill repute located somewhere in the dank corners of the Web -- very low authority, absolutely no quality, and full of broken links. And trust me, just because Google doesn't bust you and ban you off Survivor Island now, doesn't mean they won't soon. While you are it, use your social security number as a password. That is never a bad idea. It's strategic.
There is a Limit to Your Keywords
Ever heard that aphorism, "The squeaky wheel gets the grease"? It's a cutsy way to say whoever stands out the most, gets noticed. Think about this that "squeaky wheel" in your favorite forum or even at work (namely when the boss is holding a staff meeting). Yeah, no one likes that douchenozzle. Just because you write the same phrase over and over again in the same paragraph doesn't mean you are some Pulitzer Prize-winning author. In fact, it means you can't think of anything else to say until you beg Google for forgiveness. Keyword stuffing is poor writing and a very bad SEO practice. Put a cap on your keywords and make them count for a real content strategy.
Write Only Original Content (Without "Marketing")
You have been studying all day for some whimsical blog topic that is certain to get you recognized by HubSpot (and if you're out there, call me). Then you publish it and... crickets. No engagement. No reach. Not even a comment. So, you have a great idea to change the headline of your current diatribe, spruce in couple of (different-ish) keywords, and *BOOM* a new(ish) post. What can it hurt? You do this about 18 more times then submit those malevolent posts to some shady websites that collect articles in exchange for a spammy link back to your site. That is called "article marketing," and the only thing you are selling is that you suck at SEO. Google's Ad blocker is not that scary. Good content always rises to the top. Save your money for some creativity classes. You'll be better off for it.
Spend Time Making a Good (and Unique) Title
Ever had one of those clients that believed the company name should be in every title? That ego is a nasty thing, ain't it? Who cares about SEO when you have a company that no one has really heard of -- yet?! Page titles are one of the most important things on your blog or website. That is what's shared. That is what's remembered. That is what is crawled by Google spiders first. And believe it or not, Google spiders are smarter than some of your household pets. They remember things you can't imagine. Titles and even a good meta description are the calling cards for your content outside of a paid ad, which Google will probably block anyway. Look up what a SERP is, and then practice.
There are many mistakes people make every day when it comes to SEO. They know that SEO is an evolving thing so they rely on paid search results to get their clients to the top of Google. Now that Google has its long-awaited ad-pocalypse blocker, it's time to get back to the drawing board and learn (again) why good writing can beat a good paid tactic any day.