The Most Direct Path to a Top Search Engine Ranking

May 27, 2011Leave a reply

Search engine optimization (SEO) is a highly technical and competitive industry. Companies can easily spend thousands of dollars in pursuit of a front page, organic search listing based on specific keywords.

Getting a front page search engine listing is like climbing specific mountains and planting your flag on top of them. Some mountains are higher and steeper than others.

For example, if you’re a financial planner in New York, your goal could be to get your site listed high on search engines when browsers search for “financial planners” + “new york”. Unfortunately, that’s a huge mountain to climb. That claim has already been staked by thousands of others in front of you.

There’s a much simpler, cheaper, and quicker strategy. That is to forget the tall, cluttered mountains and build your own. Get out of the Himalayas and onto the flatlands where there’s no competition.

In other words, instead of going after established and competitive key words and phrases, simply create your own.

These can be proprietary words based on a product or process you’ve created. They can be standard words for which you create a new context through marketing campaigns.

In any case, they are words and phrases that do not currently receive a lot of search traffic, which enables you to “own” them quickly and easily.

Consider these examples:

Hub Mentality

“Hub Mentality™”, the proprietary marketing methodology I co-developed, jumped our website to the top of search engines within two weeks of launching the site.

Click here and you’ll find that eight links out of the first ten listings go to our site or other sites we’ve created. It took us two weeks, zero dollars, and almost no deliberate effort to achieve multiple front page listings.

Social Leadership

When I co-founded the Center for Social Leadership, one of our reasons for choosing the term “social leadership” was the SEO potential.

Google “social leadership” and you’ll find our website on the front page, along with three other links that reference our site.

This also took about two weeks to achieve. And, like Hub Mentality™, we spent no money and hardly any effort with online marketing.

The Downside & Challenge

The downside to this strategy is that, initially, hardly anyone will be searching for your words/phrases. You’ll own a tiny mountain that is virtually non-existent on the web.

Using this strategy requires hardly any technical and deliberate SEO work. Instead, it requires that you generate enough interest with your newly-created term that people will start searching for it over time.

For example, rather than spending time on official SEO efforts, we’ve focused our effort on promoting the concept and methodology of Hub Mentality™ through our free e-book, webinars, live seminars, and social networking.

Since launching our site, the phrase “hub mentality” is the number one search phrase used to get to our site. As the word gets out and people start deriving value from the concept, they start searching for it.

The good news is that generating buzz around a unique, proprietary phrase is much easier than fighting for prominence with popular phrases.

Castrol recently launched a hilarious commercial called “Think With Your Dipstick.” Google “dipstick” and you find their commercial right at the top of the first page. As the “dipstick” commercial spreads virally, more and more people will start searching for it.

On the other hand, Google “oil” and Castrol isn’t even on the radar. They do own a front page ranking for “motor oil,” but they undoubtedly pay dearly to maintain the privilege.

Plant Your Flag

The most direct path to a top search engine ranking is to sidestep the clutter of competitive keywords and phrases and create your own. Name a product, process, or methodology with a unique, proprietary term.

Create a viral message attached to a word or term. Then, generate buzz around your word or phrase through both online and offline marketing.

Instead of climbing existing mountains to replace the deeply entrenched flags of others, plant your flag where no mountain exists, then watch the mountain grow up around your flag.

Recommended Reading

Blue Ocean Strategy: How to Create Uncontested Market Space & Make Competition Irrelevant by W. Chan Kim & Renee Mauborgne

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