For far too long I thought Google was the be-all and end-all of marketing my business online. But after my site’s rankings were bumped off the first page of Google a second time, I started to wonder if there was another way.
What I slowly learned was that there are other choices for marketing your business that don’t put all your eggs in one big Google-basket.
While Google is obviously still the biggest player in town, it’s not the only player. I’m going to show you why I started ignoring it and how I still achieved success. By using the same strategies, you can be successful too.
The Competitiveness of Google Makes It Difficult
With everyone trying to be on the first page of Google, getting there is extremely competitive. This is especially true if you’re in a well-known niche like I was.
Getting people to notice you can be difficult. And once you do get that coveted first page ranking, you won’t always be able to stay there.
My site actually got bumped down a number of times. Not only are your competitors out to get you, but you’re also putting yourself at the mercy of algorithm changes.
I realised that being so reliant on one source of traffic wasn’t a good idea, but that it did matter how good that source was.
There are alternatives that are more sustainable than Google and less competitive. Let’s have a look at them.
Google Isn’t the Only Source of Good Traffic
Google still has the biggest slice of the search engine pie. But there’s actually a fair bit of pie left over.
In fact, current research suggests that Google takes up about 77% of the search engine market share. But that means there’s another 23% of search engine traffic out there from sources on which it is much easier to rank.
So I started targeting Yahoo and Bing. The traffic obviously wasn’t as high as when I was on the first page of Google. But it was relatively easy to rank on these channels, and they helped add a bit more variety to my marketing portfolio.
How I Started Bypassing Search Engines Altogether
But getting traffic is not all about search engines. There are tons of other ways to get great traffic—you just have to think outside the box.
I started syndicating some of my blog posts to other relevant authorities in my niche. Their visitors were already switched on to my messages, so it was natural for them to share them.
Not only did I get great link juice for search engines from this tactic but I also got relevant, direct traffic from clicks on my articles.
I’d also started making an email list, so I made the list more of a priority. Email traffic was already pre-selected for my product as people had opted in.
They were a captive audience. Alongside marketing to my own list, I hired a few spots on other relevant lists to get more of the kind of traffic I wanted.
Do note that you might want to be careful about buying spots on other lists. You need to make sure you’ve selected a high-quality list of worthwhile subscribers. Also, be sure that the list has not been spammed in the past.
Social Media Has Become a Powerful Marketing Tool
One of the biggest assets that helped me market my business without using Google was social media.
Social media has been a massive advantage to my business, and it could be for yours as well. If you’re ignoring the power of social media as a marketing tool, you’re making a big mistake.
Everyone who follows you is opening an immediate communication channel with your brand (something that used to be almost impossible to achieve).
That means you can reach out to them again and again with special offers and exclusive deals. I made sure I gave my followers what they wanted and kept them engaged with contests and other offers to keep them active.
Your followers can also help with marketing your business even further. When they “like” something you post, this action alerts all their friends.
Your followers provide a huge opportunity for you because they can do a lot of your marketing legwork by promoting your business to their friends.
How to Get to Even More Potential Customers
Don’t think that just because you’re running an online business, you only have to market it on the internet.
Your local area has a few advantages for getting people to notice you. First, people are more loyal towards a business when they know it’s local.
Second, you can market to people who might not have found out about your product online. I captured this untapped customer base by going door-to-door with leaflets. I was also active at charity events and other local community functions.
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- Why I Started Ignoring Google so My Business Could Become a Success - November 12, 2017