We all want to be #1 on Google

Hey, this is Tim Fahndrich, co-publisher of WhirLocal Salem. 

As business owners, I know we all want to be #1 on Google. And, we probably all get phone calls all day long telling us that we can be, with the caller’s help, of course.

The problem is, ranking on Google is NOT easy, especially if you’re in a very competitive industry. And, it’s really easy to get bamboozled by these callers since SEO (search engine optimization) is a very wide and often misunderstood concept.

Make no mistake, having a strong online presence, including good search engine results, is a critical part of your marketing strategy. They say the best place to hide a dead body is on page two of Google. 

But, getting real, transparent advice from people you can trust is also critical.

I took a call from a marketer the other day who mistakenly thought I was a locksmith (no idea haha!). After he established that I was the owner, he proceeded to shuck and jive me and tell me that he “trains Google” to show my company #1 when somebody searches for “locksmith {city} {state}.

So, here’s my observation.

1. He’s not being transparent. Nobody “trains” or controls Google results except for Google themselves. Yes, we can follow best practices based on what we know, but Google can change their algorithm in a heartbeat (and they do ALL the time).

2. He’s setting a really poor expectation for both himself and for me as a potential customer. While it is possible to help companies rank higher on Google, legitimate companies that I know will a) not promise you a #1 position, and b) work overtime to manage expectations since SEO is a long game, not some overnight switch that you turn on. Good SEO results typically take 6-9-12 months before you can really move the dial.

Here’s what I would recommend instead:

1. Have a transparent conversation with someone you trust who knows a thing or two.

2. Set realistic expectations of timeline, budget (good SEO is also not cheap. You should expect to pay between $1500-2500/mo or more, depending on your industry, for aggressive SEO strategy and implementation), and the fact that getting to #1 doesn’t mean you’ll stay #1. It is not a set it and forget it forever type of thing.

3. Consider paid ads in the meantime. Let’s face it, Google wants you to pay to play. The majority of their revenue is from ad spend, so they are not going to jeopardize that revenue.

4. Be sure that you are laying a good foundation for your online presence, reputation, and social proof with passive strategies like a) having a well-structured website that is optimized for the search engines, b) getting a steady stream of online reviews, and c) posting good content people will want to read.

If you ever want to chat with someone about SEO, let me know. 

I will be transparent, I promise.

Otherwise, stay tuned for more unsolicited marketing advice

P.S. I let him know I wasn’t a locksmith, and that I’m actually in marketing and have been for many years. I called him on his shuck and jive routine, and he got real snippy with me. He told me his business partner has been doing this since the 70’s, for which I called him out again lol.

OH, and marketers, don’t be that guy.