Breaking into a bank vault and making out like a literal bandit can be easier than pushing to the top of a SERP. But D. B. Cooper did it, so why can’t you? As you whittle away at those rankings, be sure to befriend Google and its mysterious algorithms by taking a stab at these white hat SEM tactics. Before you know it, you’ll be finishing each other’s…sandwiches.
7. Diversify Your Branded Marketing Strategy
Of no surprise to anyone whose work has been to whack through Google’s weeds over the years, organic traffic is way down (see above). Where has that traffic gone, you ask? Google has kidnapped it, locked it in a dark-search basement, and there’s no ransom note for its safe return. You’re now having to replace that traffic with Google’s own properties: Reviews, Ads, Knowledge Panels, Answer Boxes, Maps—and the list goes on each time a new Google feature is released.
Yes, it’s true that Google has all your information. Yes, it’s true that over 34% of searches now result in NO CLICK AT ALL. Yes, it’s true that Google controls about 93% of the market. But you do have options to build a branded SERP.