Does Your MSP Have Google’s Resources?
MSP blogs can “organically” become top-ranked if they’re structured correctly and resonate with the right audience. But this can be difficult. As a result, many small to medium-sized MSPs try to “game” the system. They’ll look at Google algorithms with an aim at reverse-engineering them. Here’s why that’s not going to work: do you think small to medium-sized MSPs have the resources at their disposal that a corporation like Google does? Not if they’re trying to reverse-engineer algorithms.
Google’s large enough that they’ve likely got a team dedicated to sourcing eccentricities in search results that’s larger than most MSPs trying to game the system. Of course, this team is going to notice how companies are exploiting code, and of course, they’re going to do everything they can to counteract that. Google is the soul of the Internet and those who operate this platform are its conscience. If that sounds disturbing, well, it should. But here’s the thing: this platform has grown so large that, like a soul, that which is affecting may be different than traditional means of affectation.
You can tempt the soul of Google with properly configured MSP blogs. The way to do this is to concentrate on founding principles which define that digital spirit: the principles around which the algorithms are written. There’s no need to hack the algorithm when you understand why it was written and to what purpose. It’s the difference between swimming upstream and going with the current.
Establish relevancy in conceptual content. What are people searching these days? What’s the subconscious “zeitgeist” of your target market— what drives them? These determine the maturation of Google’s “soul,” if you will. They’re the “bricks in the wall” developing this search engine into its final form. (But don’t forget the counter-culture! The “Alt Right” buys things too!) Your content needs to be helpful— it can’t be solely centered on self-aggrandizement and promotion. It must also be very relevant to your audience, regardless of political trend. Who buys your products: media personalities or real people?
People aren’t interested in advertisements. That is codified into the algorithms defining Google. You need to have useful content centered on concepts your core audience is interested in. Additionally, the data must be unique. Syndicated options just won’t do. Syndicated blogs can be found elsewhere, meaning the search engine is likely to send users to the source, rather than “clones” bouncing around cyberspace. Finally, you must have content representing authoritative perspectives on the subject.
A guest blogging strategy can do these things, but don’t forget the final je nais sais quoi, that “certain something”: entertainment! In this blog, the tongue-in-cheek entertainment has been characterizing Google as an entity with something of a soul. That’s a sort of “thrilling” concept, but it also happens to be somewhat true. Such conceptual entertainment grabs attention. Do these things and you will be top-ranked–organically. To review:
• Don’t fight the current, flow with it (be as water, my friend)
• Establish relevancy (zeitgeist – don’t forget counter cultures!)
• Provide useful content
• Design unique content (avoid the syndicates)
• Be authoritative
• Don’t forget entertainment!