October 2, 2020 7 min checked out Viewpoints expressed by Business owner contributors are their own.

I have actually been a digital marketer for more than 20 years, which appears like an eternity at this point. has always been a staple of any great digital marketing strategy, especially for (SEO), to bring in free natural traffic based upon the quality of the material on your page. But, when we recently began to see our SEO traffic begin to decrease, we asked our SEO consultant to investigate the origin. He said it was due to a recent page redesign, moving the complimentary natural links to the bottom of the search results page. Even more troubling was his answer on how to fix the scenario.

“Start investing more cash marketing with Google to get back approximately the top of the page,” he stated. That’s an extremely strange thing for an SEO specialist to state since his services aren’t needed in that scenario. This suggests SEO as a strategy for ecommerce-driven companies is dying, and paid search marketing has actually become your primary method to get an audience through the search engines, at least through industry-leading Google. Allow me to more explain.Related: Want to Rank Higher in Google and Amazon Browse? This$29 Course Can Help.A fast history of Google Search Ever since Google hit the scene in 1998, it has been a staple of any good digital marketing strategy.

Originally, it was simply having an excellent SEO strategy to assist you go up the complimentary organic rankings– preferably to the top of the very first page of the search results. Search engine result were really easy and uncluttered and looked similar to the example below. Just free organic results appeared, based on the material of your page, and its significance to the keyword being browsed. In the example below, I did a look for the word “technology.” Then, in 2000, Google introduced Google AdWords(now called Google Ads), which was a means to”purchase”your method to the top of the search results page with paid text ads. This implied you needed both an excellent SEO technique free of charge organic traffic(for the links at the bottom of the very first page)and a good keyword bidding technique for paid traffic(for the links at the top of the first page), as seen in this example search results page for the keyword”text.” Then, in 2002, Google launched Google Shopping, which gave ecommerce business the chance to feed their product listings to Google on a pay-per-click model, adding a 3rd dimension to their mix, however mostly separated into its own”Shopping “tab on Google. At the time, it didn’t actually impact traditional search results page at all. And lastly, in 2004, Google introduced Google Local, which

enabled companies with several retail areas the capability to promote and promote their various places, in addition to the corporate parent company. This change simply localized the marketing to the area of the user. Rather of seeing a nationwide ad, they saw an ad for a nearby regional service. Once again, it truly didn’t materially impact the page design. Google today But, in the last a number of months, Google has materially altered its page design for Google Search. Previous “spiritual ground “guidelines like” stay real to our organic search roots, and do not clutter the page with a bunch of marketing “got completely flushed down the toilet, as you can see in this example of a keyword search engine result for”restaurant furniture.” Notification what has actually taken place to the page design. Today, there are no free organic search engine result anywhere to be seen on the

first page above the fold (where the computer screen breaks the page). Each and every single link on the top of the page is now a paid ad. The links in the upper left are originating from Google Advertisements, the links in the lower-left map are originating from Google Resident and the links on the ideal originating from the Google Shopping product feed. Each and every single one is a paid placement, which is terrific for Google optimizing their ad profits. However, if you wish to see an organic search results page that is genuinely based upon the quality of the material of the landing page, you require to scroll down”below the fold, “and even then, they don’t start

until the bottom of that second screen view after you page down.Related: Online Material Monetization 101: How to Generate Income From Content The death of SEO What does this all indicate for commerce business selling services or products? It means seo as a method is on life assistance and near death. The majority of Google users focus on the very first page of outcomes. If there is no chance to get your organic search results page in that position based on the current Google page design, then why focus on SEO at all? Your focus needs to be on shelling out a lot of cash to Google to make sure your organization is promoted in Google Advertisements, Google Resident and Google Shopping placements on the page. This is precisely what Google wants– their cash register to ring with each click on their site.Now that paints a quite extreme image. Yes, you can still be doing traditional SEO for natural rankings, especially for

websites aside from Google, like Bing and Yahoo. Yes, there are still a few Google users who will scroll down the first page, and an even smaller sized quantity of users that will click beyond

the very first page, to page 2 or three. The quantity of SEO traffic you will get from free organic SEO efforts has actually ended up being materially less than you would have gotten prior to the Google page redesign, particularly given its dominant market share position in the search industry. Worth including, Google is using its brand-new page design on its largest trafficked search terms(e.g.,” restaurant furniture” ). There may still be SEO worth by concentrating on long-tail search terms where Google uses a more standard search engine result page style, like the example below for”30 x 30 tabletop.” However, I think it’s just a matter of time before Google determines how to take over advertising on every one of their page results, consisting of the long-tail keywords. Even in the above example, Google Shopping has five paid links at the top of the page, Google AdWords has one paid link in the middle of the page and there are just 2 free natural outcomes at the bottom of the first page.Related: How to Recognize the very best Long-Tail Keywords Concluding thoughts As you are trying to determine how finest to invest your minimal marketing dollars, the 20-year staple of optimizing your website totally free organic traffic has actually ended up being a much less efficient use of your effort and time. It simply does not bring the same bang for the dollar that it utilized to, which means it is much harder to drive an ROI. Whether this injures or helps Google in the long term will be determined in the future. You can bet Google’s competitors, like Duck Go, are going to try to win over web searchers with their mainly totally free organic search outcomes(which you can see this below example for “restaurant furniture”)promoted as protecting your personal privacy from the wicked Google marketing empire. Let’s see if Google’s effort to fleece all of its advertisers for a lot more cash and clutter up its user experience will open up a door for among their competitors to begin growing share in the search market. Up until then, the grim reaper is sharpening his blade for the SEO market. R.I.P. my dear buddy. loading … Article curated by RJ Shara from Source. RJ Shara is a Bay Area Radio Host (Radio Jockey) who talks about the startup ecosystem – entrepreneurs, investments, policies and more on her show The Silicon Dreams. The show streams on Radio Zindagi 1170AM on Mondays from 3.30 PM to 4 PM.