Google has been making people crazy. I’m no John Chow, but I refuse to let it get to me. I’ll tell you why. I don’t care what Google does. Read this, and maybe you’ll start to see things my way.

Google has done some amazing things. The most amazing thing they’ve accomplished is to convince so many people that they’re indispensable. You can succeed without Google. You don’t need them, they need you.
What about traffic?
Google may be the biggest search engine, but they’re only one traffic source. If your site is good enough and you get it in front of the right people, Google could collapse tomorrow and you wouldn’t even notice the drop in your numbers.
There are three levels of traffic. It all depends where your visitors come from.
- Level 1 Direct Traffic
Direct traffic is the best. That means the visitor came directly to your site. No search, no link clicking and Do Not Pass Go, Do Not Collect $200. There are a couple of different reasons your visitor came directly to you, and all of ‘em are good. This kind of traffic means you’ve done your job.
- They’re a regular visitor.
- They know what they’re looking for, and you have it.
- They heard about you and typed in your URL. (That’s brand recognition taking root.)
- Level 2 Search Engine and Directory Traffic
Search engines and directories are just below direct traffic. This means that your visitor is looking for something and the search results make them think you have it. You might, you might not. That’s a crap shoot. This is where S.E.O. comes into play. The higher you can get in the search engines, the better.
- Level 3 Referral Traffic
This is everything else. Web sites, ads and e-mail. Anything on the web that links to your site. The more links the better. The best way to get those links is by building something that people want to link to.
If that’s true, then why does 50% of my traffic come from Google?
Because Google has you convinced that you need them. Google’s "Webmaster Guidelines" is the best piece of misdirection they have. That’s because it’s intricate and contradictory. There are people making a living off of trying to figure it out. That’s what S.E.O. is now. Search Engine Optimization has become Google Optimization. People are so busy trying to rank well in Google that the thought never occurs to them that they don’t need to.
I’m not saying you should skip S.E.O., not by a long shot. I’m saying that you need to optimize for search engines, plural. Never focus on one search engine alone, not even Google.
You can be successful without Google. They just don’t want you to know that.
Technorati Tags: Blogging, Ramblings, Google, Page Rank, Google Page Rank, PR, PR Update, Google PR, PR 0, Googlesmacked, Googleslapped, Google Smack, Google Slap, SEO, S.E.O., Search Engine Optimization
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