– Google is becoming morestrict each and every single day when it comes to certain industries.
The kind of informationrelated to these industries can have a lastingimpact on people's lives and Google doesn't want to be guilty of people consuming bad information when it comes to sensitiveareas in their lives.
Hey everyone, I'm Neil Patel and today I'm going tobreak down five industries that are getting crushedby Google in their SEO.
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Look, as Google continually grows and dominates the web even more, sometimes it's going to be atthe expense of other industries and you can't blame themand you can't get mad.
It's their company.
They should be able todo whatever they want and yeah, of course, privacyand all that kind of stuff, and of course certainthings need to be regulated but in general, they should be able to control what they want.
The same goes withtheir algorithm updates.
You may not like thatyour traffic goes down.
I may not like that mytraffic goes down but hey, my traffic when it goes up, it's great, when it goes down, it's sad, but in general Googlehas done a great thing for the world because it'shelped us turn a lot of traffic and a lot of sales.
So here's five industriesthat are going to be crushed by Google interms of of their SEO.
The first is travel agencies.
Travel agents are likely to beone of the biggest impacted, negatively impacted by someof their latest updates.
A few years ago Googleintroduced featured snippets.
It made it easier forsearchers to find the answers they were looking forat a click of a button, without having to scrollthrough a webpage, digging for answers.
Now although this improvedthe experiences for searchers, it didn't stop there.
Google also made it whereyou can start buying products and services, directlyfrom Google search results.
Now you may look at that as a bad thing, but as from someone who's a searcher, that's a great experience.
As a marketer, of course, I'd rather have people on my website.
In theory, great update, but in reality, businesses will loose traffic and potentially sales from this, especially if you're anindustry that's offering flights, hotels oranything related to travel.
Google itself has virtuallybecome a travel company.
Now of course they're notoffering all the same information that you can find onbooking.
com or Expedia, you know they're not justscraping everyone's information and displaying there withoutyou going to the website in and of itself but in theory now, you could end up clickingand booking a listing, directly on Google.
Now to give you an idea ofhow big of an impact this is, according to forbes, Expediaeven ousted their CEO, due to poor performance.
In other words, it's hard for anyone in the travel industry right now.
The next industry thatGoogle is really shaking up, a start-up business.
Look, being a start-up intoday's online atmosphere can be incrediblydifficult and intimidating.
Marketers in Google are becomingmore and more saturated, making it harder to ever rankfor competitive key words.
The ability to compete with businesses who have built authority inthe online world, you know, it's just getting harder and harder cause some of these havebeen around for 5, 10 years and they dominate the listings.
Even in terms of pay per click, the cost per keyword is so high, most start-ups thesedays are raising money for sales and marketing, the money is not reallygoing towards development.
It literally is goingtowards sales and marketing.
Another big factor isGoogle Favors Brands, right? Because there's all this fakenews that's being published, so one of the things they'redoing to help fix this is really pushing hard on brands.
Because if everyone doesthe SU equivalently, they're all building links, they're all building on page SEO, but one brand has 10 times more queries, they show Google and tell, “hey, people prefer this brand”.
But you know what start-ups lack? They lack brand queries.
No-one is searching for theirbrand, they're a start-up.
They've got to build it from scratch.
You know how hard that is? SEO is not going tohelp you build a brand, content marketing is not goingto help you build a brand, you got to go above and beyond.
I do really well with the Neil Patel site, not just because of all theGoogle algorithm updates, the Google algorithm updates, some of them have been hurting me, some have been helpingme, but Ubersuggest, that's what's helped mebecause I built a brand, I built a product that'sjust getting a ton of traffic that's not necessarily reliant on Google because I get all those brand queries it helps the overall site do well and that's why my traffic's gone up.
It's not because of analgorithm up date here or there, it's because I've reallyfocused on building a brand, not just my personalbrand, but a product brand and that's helped me through all the algorithm updates as well.
And as a start-up, they'regoing to struggle with that.
That means you're going tohave to guest post more.
You're going to have to do podcasting, more videos, more social media marketing, you can do SEOs, speak at conferences.
You're going to have to do abit of everything to do well.
The next industry, the health industry.
Due to algorithm updates, including the big one in 2018 labeled as a medic update, medical companies and health companies are consistently taking hits.
Google introduced EAT, which stands for expertise, authority and trust.
This is a new standard setacross all content types.
Because they don't wantme, Neil Patel, a marketer, talking about medicalinformation on cancer treatments or nutrition information.
They want a doctor to speakon medical-related stuff.
They don't want a marketer like me to speak on medical-related stuff.
In other words, they're really picky about who is releasing what content.
This is one of my favorite updates, even though I havemedical related companies that we do marketing for andhealth related companies.
The reason being is, this is really good for anyone who's searching.
People shouldn't be readinginformation out there that can hurt them and Googleis really trying to crack down on false information like people saying “don't get vaccines, it's bad for you”, right? And hopefully, as they clean this up, it'll help everyone live ahealthier and better life as well And another thing that I noticed, cause we deal with some many companies is sites that were labelingthemselves as health sites but were selling products everywhere.
A lot of them saw big hits in SEOs because really are you healthsite providing information or are you an e-commerce site? Now if you got hit by this EAT update, the way you beat Google is by creating authoritative, credible, author personas.
What I mean by thisis, if you're blogging, put in your bio within each blog post.
Let them know that you're a doctor or you're certified in nutrition.
Link to your social profile.
If you also want to be morewell-known in this space, speak at events, speakat other conferences that are going to help putyou above everyone else in your competition.
That way it also increasedyour brand query.
If you're also going tobe in one of these spaces that are going to be impacted by EAT start guest posting on otherwell-known sites in your space because again that'll help beefup your profile as an author.
All this will help with yourrankings in the long term.
Short-run, definitely not, long-run, definitely will.
Another industry that got hit really hard is finance and legal industry.
See there's something called YMYL, and content that's aboutYour Money, Your Life, that's what YMYL standsfor, has been hit a lot.
When you're talking about your money, if I started giving adviceto people who are retiring about savings and stuff like that, like what do I know, I'mnot a financial advisor.
Or things that could impactyour life and your well-being.
What do I know, I'm not an expert on those types of subjects.
Google has just created an algorithm, not just about ranking the best content, it's about making sure thecontent they are ranking aren't impacting people in negative ways and hurting their lives.
So if you're targeted about YMYL, you need to make sure thestuff you're releasing is really good for people, helping them.
Is it better for themto read my information or is it better for themnot to read my information? Is the author that iscreating this content really helpful and knowswhat they are talking about? Versus just phony peoplethat have no expertise.
And last but not least, tech gadget companies.
Look, big hardware companiesout there like Apple, Samsung, they're popular for a reason.
People love theirproducts, they're amazing.
But, their products are really expensive.
Especially in the international market.
Currently, the lowestiPhone costs roughly $699.
That's a lot of money when you're in placeslike Brazil or India.
Google themselves isdominating the tech industry because their productsare really affordable.
They're trying to offerhigh quality products at affordable prices and theymay not be as good as iPhone, but they're still highenough at a really low price.
And you're probably wondering, “wait, how is this going to affect all the other tech companiesand stuff like that?” Well, few things, one, if you search for things like “cellphone” or “cellphones for sale”, Google Pixel comes up first.
That's going to help themget the sales over the iPhone or any other device.
Plus they're collecting so much data and they're trying tocreate this ecosystem with their own gadgets, that they want you to use Google home, their Googledevices like their phones, their ChromeBook andall this kind of stuff and stay within their ecosystem.
Which is going to make itharder for some of their other bigger competitorsto compete with them.
If you need help with your marketing, check out my Ad Agency, Neil Patel Digital.
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