Does a day go past when you don’t have some interaction with google?
Whether it’s searching for that elusive recipe, accessing emails or finding the location of the restaurant where you were supposed to be meeting your wife 20 minutes ago we all rely on Google to some extent.
Famously of Infamously Google’s motto is “Don’t Do Evil” however sometimes it can seem that they struggle to hold themselves to that lofty ideal.
The problem for most people (online marketers especially) is that google is like a schizophrenic pitbull , one minute it can be playing nicely with you and the next it’s ripping your face off!
You can spend years building up a good quality blog with unique and insightful content only for it to be banished to the lower reaches of they rankings for no apparent reason. On the other hand google gives you free access to great tools and features. The problem is the stats they produce for you can then have the potential be used against you.
For example I find that measuring bounce rate and time on site is a great metric to measure how well you are engaging with your target market. A high bounce rate and low time on site and you know that you need to do something to retain visitors. The problem is google knows this as well and at some point in the future they will use that data against you.
What you can do
There are several things you can do to ensure that you insulate yourself against any ranking changes that google may make.
Firstly you must and I mean MUST start to capture your subscribers email addresses. If you don’t do it already start today, add a signup box to each post and tell people what you want them to do. “Sign up Here for Updates” etc. Then if google penalizes your site you are still directly in contact with your subscribers.
That one simple step can be the difference between 10 people reading your blog and 10,000.
Next, ask yourself if you are actually using google analytics. I have spoken to people who have added it to their blog and never use it. That’s like giving a burglar your spare key. You might not be using it but you can bet that google is. If you don’t use it remove it.
Google can be a bloggers best friend if you use it sensibly and plan for the worst, you probably wouldn’t be where you are today without them however they can take it all away with a quick tweak of the algorithm so take precautions.