Search Engine Marketing, SEO


Google gave and Google Taketh

Google was never in the brand business. It was ALWAYS in the content business. And while the 10 blue links lasted.. It was a great marriage. It had it’s up and down’s, no doubt, like all good marriages but there was a sense of mutual benefit and (I hope), respect. We needed each other, didn’t we?

To be completely honest, I cannot say that I took our 9 major breaks ups in my stride. Each brought more heartache than the last but I REALLY thought we were getting to a point where we understood each other. You just wanted to be awesome which you needed me to be awesome too! Sometimes it felt like you were calling way more shots, but hey! We were a thing, weren’t we?

Until we weren’t!

Forever out of breath trying to catch up (and make nice) with the incessantly complex and demanding roller coaster of Google updates, I doubt if most marketers have had time to embrace the new view. We are NO LONGER part of the ride!

Now, in the early days, websites understood that Google would rank them only if they provided good content so they went ahead and created FAQs, slide shares, blogs and other user relevant sound bytes that would signal relevance and send them search traffic. Google kept raising the bar in it’s quest for perfection and they kept jumping through the hoops in a bid to retain their ranks and traffic.

Circa 2018, websites continue to research customer pain areas, hire a content team that outnumbers the sales staff and are rewarded with a Page #1 rank. Unfortunately, Google also displays a 3 line definition along with the snazzy image that you paid the designer $300 to make and you see a drastic traffic fall. Why?

Google wants to help – Sometimes that means keeping a share of your hard earned traffic. 

Earlier Google just indexed other people’s content, put it in order and displayed search results as links in order of perceived relevance to the search term. Users clicked through to provide traffic and adequate returns for their efforts.

Now Google is in some ways usurping great content bytes that YOU have SO PAINSTAKINGLY created to answer a user’s query  by itself so that he does not have to visit your website at all.

Or in other words instead of being the impartial popularity contest host that it was, Google is the now a purveyor, distributor, censor and even the contestant in this new game .Not just a win win partnership, after all, right?

For more details on Top 15 Advanced SERP Features To Look Out For In 2018 – check out the complete e-book.



Sponsored Resources

Want more resources

View all Resources



Our publication contributors combine decades of experience with unique insights into the content promotion and distribution industry.
Chad Pollitt Co-founder Relevance
Jay Baer Marketing Strategist, Speaker and Author
Gini Dietrich CEO Arment Dietrich
Jason Falls Social Media & Public Relations Thought Leader
Joe Beccalori CEO Interact Marketing
Douglas Karr Founder & CEO & DK New Media
Brianne Carlon Rush Content Director Kuno Creative
Janine Popick Co-founder & CMO Dasheroo
Arnie Kuenn CEO Vertical Measures
Pam Didner Global Content Marketing Strategist & Author
Chirag Ahuja Head of Marketing WorkflowMax
Jayson DeMers Founder & CEO AudienceBloom
Erik Deckers Professional Writer Pro Blog Service
Bernie Borges CEO Find and Convert
Jessica Stephenson VP Marketing ExactHire
Michael Ferrari Marketing Consultant Pen Cap Online Marketing
Larry Alton Freelance Writer and Editor
David Tile Founder & Director Nimble Media
Kelsey Libert Marketing VP & Partner
Dan Steiner Co-Founder & CEO Elite Legal Marketing
Joydeep Bhattacharya Relevance Contributor
Jonah Bliss Founder CMO ContentIntent
Andrea Lehr Promotions Supervisor Fractl
Fernando Labastida Co-Founder Content Propulsion
Dan Moyle Creative Dir. Marketing AmeriFirst
Dennis Yu Chief Technology Officer BlitzMetrics
Arnaud Roy VP Marketing Augure
John Rugh Copywriter/Content Marketing Specialist
Justin Spicer Content Researcher, Producer & Editor
Michael Becker Marketing Support Spec. Teradata
Anna Johansson Freelance Writer
Amanda DiSilvestro Content Editor and Writer HigherVisibility
Sujay Maheshwari Founder & CEO
Kelly Coulter Online Marketing Strategist
Taylor Radey Senior Consultant PR 20/20
Rodger Johnson Public Relations Leader & Consultant
Simon Penson Founder & Managing Dir. Zazzle Media
Danielle Wolter Nolan Co-Owner
Fernando Cuscuela Founder & CEO Everypost
Kelly Smith Content Manager CourseFinder
John McTigue EVP Kuno Creative
Yogita Arora Content Strategist Zoomph
Jordan Teicher Associate Editor Contently
Jonathan Crowl Digital Marketing Writer & Editor
Brian Honigman Marketing Consultant, Writer & Professional Speaker Skyword
Katherine Halek Content Strategist
Amanda Drinker Dooley Community Product Marketing Manager Netline
Anton Rius Digital Marketing Consultant More Than Metrics
Matthew Zajechowski Outreach Manager Digital Third Coast
Kevin Bailey Co-founder DigitalRelevance
Peter Chen Digital Marketing Consultant DigitalRelevance
Luana Spinetti Multi-Specialized Freelancer
Kyle Harper Writer Skyword
Elad Natanson Founder appnext
Maël Roth Content & Inbound Marketer Park7
Quin Woodward Pu Marketing Director Audienti
Greg Shuey Co-Founder Stryde
Jean Bansemer CEO My Web Writers
Owen Andrew Journalist
Luke Kintigh Global Content & Media Strategist Intel

In case you missed

Read more of the latest news and insights from thought leaders in content promotion and distribution.


Get the latest content promotion news and insights everyday.

Champion Sponsor

Relevance is proud to present our Champion Sponsor that helps make our site possible.

Cision Logo

© 2017 Relevance | Content Promotion News & Insights

Connect with RELEVANCE

Thank you for subscribing Your subscription has been confirmed.