For the past couple of years content creators have been working hard to grow their unique online brands. And, for many, the assumption that their ideal audience would find their content via search was a core part of their traffic strategy. Search Engine Optimization specific to the Google search engine. In fact, Google for more years than I can count has been most people’s de fact search engine. With good reason. In fact, “Google it” is literally a verb.
If you’re a content creator in the past couple of years it has begun to feel like Google and other platforms hate us. Why? because we know that millions of hours of our hard work and content are a core part of how Google grew-the ability to quickly find whatever you’re searching for online quickly. We produced it and for some, were adequately compensated. What is changing, why am I asking this question and what can we do about this? Continue listening to the episode.
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How to Protect Your Online Brand
For the past couple of years I’ve mentioned a general sense of fatigue related to dealing with the algorithm. While I don’t think that SEO is gone, in fact, one could argue that SEO will never go away…it’s time to talk about how Google’s changes to search could have a devastating impact on your online brand if you’re not proactively protecting your work.
What is Google Doing?
Sometimes I feel like the question we should really be asking ourselves is what isn’t Google doing? I think that we all got too comfortable with Google and the role that it plays as a foundation within our businesses.
Google is currently doing the following:
- Changing the search results it prioritizes to results that the search engine generates.
- Setting up compliance regarding European Union Terms of Service and new Terms of Service in the United States.
- Finalizing the G4 rollout that will change the ability to share 3rd Party Cookies
- Making constant adjustments to its business in real time
- Leaning into AI tools across their suite of tools and platforms.
- AI Overviews=Search Generative Experience
How Does This Impact You?
Specifically, how does what Google is working on impact YOU as a content creator? Well, these changes could impact you on a personal and brand specific basis in the following ways.
- Affiliate marketing strategy will be impacted
- Potential to negatively impact search to your content-Organic Search on Google specifically
These two things are a big deal.
What Can YOU Do About This?
I’ve been burned so many times by social media, Pinterest and now a Google as a search engine. I’m so over it and for awhile now I have been leaning into strategies that grow a brand without heavily focusing on the following: social media and organic search. This may feel a bit…unorthodox but it’s very clear that if content creators would like for the brands and businesses to thrive…we need to rethink our approach to growth.
Here’s What I’m Doing
Fortunately, there are a number of actions that we can begin working on now to lesson our dependence on platforms that we don’t own.
- Not panicking-I think it’s very easy to freak out and lose hope in the idea of building an online brand. You can absolutely build an online brand and continue working on the projects that you’ve been focused on. I’m working very hard to manage my reactions to all of the news related to Google.
- Rethinking how people are finding my content-Each project functions differently, but there are a number of offline approaches to growing an online facing brand. Remember Google has been in existence for 26 years. The other thousands of years businesses and brands existed without Google (and Social Media) Here are some actions that I’m taking for different projects.
- For my travel/location based website I’m design postcards that I’m posting at coffee shops around town with a QR code.
- I’m leaning into building the podcast for that project and using it as a way to direct listeners to the website.
- Leaning into being a story brand-I plan on achieving this through doubling down on media and content that I own. What this looks like?
- Growing my newsletter, podcast and website presence
- Doubling down on Live Audio Media such as Twitter/X Spaces
- Growing my list via advertising in other newsletters, podcast episodes, website content, in-person events and other organic media.
- Leaning into in-person connections locally-In embracing online awareness we often forget about how local connections may have national reach. I’m starting a local Meetup group to connect with, educate and support online content creators who are in Denver (or visiting Denver)
- Paying attention-Instead of sticking my head in the sand, I’m making a point of paying attention to changes within the Google universe.
- Be creative-Those wildly creative and random marketing ideas that you’ve thought about-start having fun implementing them. Want to shoot a short movie? Do it. Always dreamed of filming a commercial? Do it. Want to host a Pop Up event? Do it. Take measured risks that rely on low financial investment.
Grow Your List
Now, more than ever, it’s important to double-down on designing a seamless process for moving people to your list. Having a growing list is a foundational piece of a healthy business whether it’s online or a bricks and mortar.
How I Grow My List
I’ve often heard creators voice regret that they didn’t focus on their list earlier. For me it’s more accurate to say that I would regret not growing my list aggressively after I understood how important list building is. Here are some of the actions that I take to grow my list(s) daily.
- Design helpful opt-in(s)
- Share those opt-ins everywhere
- Don’t complicate the process
- Use Flodesk
- Record a Loom video
- Design a PDF using Canva
- Record bonus content with a podcast guest and share as an opt-in
- Share a discount code for a products
- Use Flodesk
Most importantly, think about how to solve a problem for your ideal community member/customer/etc. And then create an opt-in with that in mind.
Does Google Hate Content Creators?
While at times it may feel like Google has it out for us, ultimately just like any business-Google is focused on its best interests and those interests might not align with what content creators need or want.
It’s my view that content creators are focusing on the wrong question. The real question we should be asking ourselves is how do we build a brand that can thrive as things change in the content creation space.
We should always be asking ourselves the following questions:
- How do I attract algorithm specific and SEO traffic?
- How do I attract traffic without the algorithm and SEO?
- How can I attract organic search to what I’m working on?
- What non-organic traffic can I focus on?
- What can I work on that I actually can control?
- Designing useful, entertaining and helpful content with a fairly regular cadence
- Producing unique branded content: podcast/video or a mix of different mediums
- Reaching out to other content creators for brand collaborations or interviews
- Building branded communicatoins such as a newsletter
What I’ve Noticed
I listen to a lot of podcasts, know other content creators and have been paying attention to the “chatter” Word on the street is that we should be focusing on diversifying traffic to our projects and being careful about relying too heavily on any one platform. Strike while the iron’s hot, make a point of moving your audience to a list and stay focused.
