It’s unbelievable, really – a true phenomenon.
Its been 8 years since Google first opened its doors in Menlo Park, California.
Google has undergone a lot of changes over those 8 years.
But one thing still remains constant.
The world continues to be catatonic over Google.
But imagine if you will, a world without Google.
Would you be able to adjust?
Would your business survive?
How well rounded is your marketing?
Do you have multiple streams of offline income you can rely on?
The reason I ask is, apparently a lot of marketers have either forgotten about or never heard of “Florida.”
No I’m not referring to “The Sunshine State.”
Nor am I’m talking about “Florida” the tv mother from the 70′s television sitcom “Good Times.”
No. The Florida I’m talking about turned the world of Internet Marketing upside down, just 3 short years ago.
Let me explain:
On November 16, 2003, Google had a major algorithym change that caused a ton of sites with high PR’s (PageRankings) to drop down in ranking significantly…some off the charts completely.
In fact, a lot of websites lost so much traffic, they were forced out of business altogether.
That algorithm change was nicknamed “Florida,” or Google’s “Florida Dance.”
It was nicknamed Florida, because Google’s algorithm changes are so frequent, they are given names, just like hurricanes.
And if Google has another major algorithym change, (and many experts think they will) you could see history repeat itself.
I was on a popular Internet Marketing forum recently, and mentioned this fact to one Internet marketer, and his response was:
“I worry about what Google is doing today and not what they may potentially do in the future. If Google changes something, I’m sure we’ll have no problem adapting to the new rules. Piece of cake.
There is always a fix for the changes. For instance, the infamous Google Slap.
I’m now getting traffic cheaper then ever, and I’m still rocking name squeeze pages. That slap is the best thing that has ever happened.
I hope they do slam some PR4 and PR5 sites down to 0.
It will be nice to get those sites out my way so I can weasel my way to the top of the search engines with less competition.”
Quote. Unquote.
That marketer clearly doesn’t get it.
If Google does have a another major algorithym change, his site could be one of the one’s wiped off the face of the map – as could mine.
I’m not suggesting that will happen.
I’m suggesting, it COULD happen.
And not being prepared for a “worse case scenario” is akin to getting into your car and taking a long road trip without a spare tire.
You’re just asking for trouble.
This is what Internet marketer Dean Phillips had to say in his article “The Truth About Search Engines: Playing A Game You Can’t Win.”
“If you go strictly by the numbers, Google, Yahoo and MSN are the “Big 3″ of search engines and directories. Between them, they index millions and millions of pages in their directories. Although Google claims to index over 4 billion.
The point is, out of all those millions and millions of pages, there’s room for only a very few websites at the top of the results pages.
That means, if you go strictly by the number of indexed web pages in their directories, you have a better chance of winning the lottery, than getting high enough in the results pages to where it’s going to make a significant difference in your traffic. That’s not my opinion, it’s a fact!
You’re simply playing a game YOU CANNOT WIN!
So what can you do about it?
The first thing you need to do is forget about the search engines–period!
Just forget about them!
Why? Because even if you’re one of the fortunate few to get a high enough ranking to where it’s making a significant difference in your traffic, there’s no guarantee you’ll get to keep it. Since the search engines are constantly changing the rules of the game (AKA) their algorithms, you could be number one in the search engines today and totally off the results pages tomorrow.
Again, that’s not just my opinion, it’s a fact!
If you don’t believe me, just ask those thousands of devastated and bankrupt business owners whose websites disappeared off of the results pages altogether, when a category 5 hurricane named “Florida” swept through the Gulf of Google on November 16, 2003.
But that’s exactly what happens when you put all of your eggs into one basket. And just like it’s wise to have “multiple streams of income,” it’s also wise to use a variety of ways to promote your website.
It’s sort of like all of those millions of people who flock to Las Vegas every year hoping to get lucky. There’s only one problem. The system was not designed for you to win. It was designed to make you think you could win.
That’s the allure of Las Vegas and that’s the allure of the search engines–they make you think you can win. You can’t!
Oh sure, just like in Vegas, you’ll have your lucky few who hit the jackpot and snare a top ranking on the results pages, at least until the search engines change their rules again.
But the vast majority are left on the outside looking in, and at the mercy of so-called SEO experts who are only too happy to take your money and continue to make you think you can win the game. You can’t!
What you have to do is forget about the search engines. Just forget about them! I realize it’s difficult, especially with all thats been written said over the years about how critical the search engines are to your business. Believe me when I tell you, it’s all a bunch of bull!
Businesses were doing just fine, when there weren’t any search engines. Just fine.
I personally refuse to play the search engine game. Yes, I do get traffic from the dozens of articles I’ve written that have been picked up and published on popular websites all over the Internet.
But I also get traffic via word of mouth, newsletters and ezines that my articles are published in, and a few other secret methods that I use.
And you can do the same thing. You just have to get out of that search engine mindset.
Now I realize writing articles may not be a desirable option for many of you.
That’s fine. However, there are many other proven and effective ways to market your website. Here are just a few: ezines, newsletters, forums, online magazines, sponsor listings on other websites, exchanging links.
Here are a few offline options: magazines, direct mail, shopper newspapers, cable television, radio, flyers, hospital newsletters, card decks, trade journals and directories, bulletin boards, tabloid newspapers.
In addition, do yourself a favor and buy the book, “Guerrilla Marketing,” by Jay Conrad Levison. It’s loaded with hundreds of low-cost ways to promote your business!
As you can see, you have plenty of other options available to you, besides the search engines. All you have to do is use them–and a little imagination.
It’s time to stop playing a game you can’t win, and start playing a few that you can!”
Dean makes a good argument.
However, I disagree about one point he makes.
I don’t think you should forget about the search engines altogether.
They’re a very valuable tool and you should use them.
Just don’t put all of your eggs into one basket, that’s all.
Dale King is the owner of the new Internet Marketing website, GuruKnowledge.org
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