SEO expert Rand Fishkin created quite a splash with a recent post:
The Incentives to Publish No Longer Reward the Web’s Creators
In a nutshell, Rand’s saying that some of the tactics that used to work don’t work nearly as well any more. In particular,
- Google has reduced the number of organic returns in favor of paid, and
- Social platforms throttle the reach of anything that includes a link
Rand’s thesis is that publishing fantastic content is no longer the “free ride” to traffic that it used to be.
It’s a good post and well worth reading. I want to talk about a few quibbles I have about it, and then point you to what I think the most important elements of his post are.
First, the quibble
I’d like to unpack this quote a bit:
“In 2016, creating amazing content that people would want to consume and share was a powerful way to build a brand on the web. In 2021, that same content is unlikely to get 10% of the reach or clicks it received just a few years ago.”
We all fall prey to remembering the “good old days,” but Rand’s first sentence needs a slight rewrite.
“In 2016, creating amazing content that people would want to consume and share was PART OF a powerful way to build a brand on the web.”
Trust me, in 2016, people were unhappy with the way that amazing content did not find new audiences without a robust promotion strategy attached to it.
Fabulous content did not guarantee a good ranking in Google, and it didn’t guarantee a growing audience.
There have been tiny, tiny windows when “If you build it, they will come” was a viable content strategy.
Nearly always, the more accurate statement is, “If you build it, then promote it and keep your eyes open and continue to experiment, over time they will come.”
This is the part that changes and makes our lives a pain in the ass:
promote it and keep your eyes open and continue to experiment
Because how you do that evolves. But there are a few enduring practices that are worth your time, and Rand talks about them in his post.
Let’s boogie down to Rand’s recommendations
In a section called What’s a Creator to Do?, Rand outlines four options.
The first is to capitulate to social platforms and build your audience on someone else’s land, the way they want you to do it. This is horribly risky unless you diversify, which is tricky when you’re afraid to link out.
If you build your whole gig on someone else’s platform, eventually the floor (not just the rug) is going to get pulled out from under you. It’s just happened too many times.
The second is to spend a lot of time on your social platform of choice, and link out occasionally. If you have the time and energy, this isn’t a bad strategy. But it does take a lot of time and energy, and you may find other options give you better return on your bandwidth.
The third is to focus on your email list. This is a great idea! But where does the email list growth come from? And that takes us to:
The fourth recommendation, which, I think, is the one that’s most effective.
“publishing or earning visibility on other people’s well-followed platforms”
That means guest posting, podcast interviews, and other ways of getting into the ecosystems of larger publishers.
Important: This does not mean switching from treating your audience like cash piñatas to treating other publishers like cash piñatas.
(That’s Rachel Allen’s term.)
Believe me, over more than 10 years at Copyblogger, I encountered lots of people who got dollar signs in their eyes when they cornered me at a conference or event.
But I also helped many, many writers and other digital professionals get the word out about their gigs, because they were good people and we were able to work together.
None of these is especially quick
There is really only one “get traffic quick” strategy, and that is to pay for it. You’ll need a strong foundation on what works — and plenty of practice — to do that well. And of course, it costs money.
It’s also fairly volatile, so you need to stay on top of what’s working today.
I happen to like Andrea Vahl’s recommendations a lot for this game, and Copyhackers also has some strong material.
The other strategies are long games, although podcast interviews are probably the quickest of that group.
Here’s what we’re not gonna do
None of this is a suggestion to quit using social platforms to engage with your audience. It’s not a magical source of traffic, but it is a good place to be professionally social and get to know people better.
It’s also not smart to give up on content. But I recommend thinking about ways to squeeze more value out of the content you create, and amplify your messages instead of wearing yourself out on a content treadmill.
Don’t assume that because Rand mentioned a platform in his article, it means you can’t be successful there. I know folks who are getting lots of traffic and business from every one of those platforms. (Well, maybe not Reddit or Discord. But that doesn’t mean it’s not possible.)
And finally, do not take this post as a criticism of Rand! It’s precisely because he makes so many good points that I thought it was worth unpacking a few things from my own perspective.
Search and social don’t change as much as you think
It’s natural for folks who have been around awhile to look back on how much has changed.
But I first got online just about 32 years ago. And as I look back, it amazes me how much hasn’t changed.
I wrote a post called The Right Way to Think About Google that’s stayed relevant, with only the most minor tweaks, since it was originally published in 2014.
Reach on social platforms has been rising and falling (and falling and falling) as long as there have been mainstream social platforms.
Promotion has always been critical to finding an audience with content.
And thoughtful, respectful outreach within your professional ecosystem has always been the “magic bullet” that beats oversimplified tactics.
Even back in The Good Old Days.
Want some help with your client attraction site?
In October, I’m going to be leading a small-group cohort to declunk our client attraction websites. I’ll be trying out a new platform, called Maven, that’s designed to foster engagement and cooperation, both with the instructor and among learners.
- We’re going to transform our websites so they make a sparkling first impression
- We’re going to give potential clients and customers easy ways to move forward with us
- We’re going to create the right content, not a mountain of content
- We’re going to incorporate smart, systematic outreach to find the perfect clients to support our business
- And we’re going to do that together, in a focused cohort. (Think: a cross between community and coaching.)
If you don’t feel good about how your website is working to attract excellent clients, this might be a really good option to keep in mind.
Make sure you’re on my email list if you want to know when we’re open for our first cohort. There’s a sign-up form below if you need one.
(No obligation or weird, creepy pressure tactics, I promise.) I’m going to be holding a small Q&A just for folks who have indicated they’re interested, so I can make sure I’m teaching the most important techniques for you.
That’s The Fierce for this week! Don’t let the shifting environment get you down. You’ve got this, and there are still lots of opportunities for your business to thrive.
Sonia Simone and the Creative Fierce team
