Hubspot shared the Google Keywords news like this:
"Google announced this past week that it is working to encrypt all keyword searches, meaning those made by users logged into Google and those who aren't. Yeah, we know. While the long-term ramifications of this move on marketers in terms of keyword strategy are not fully known yet, this is certainly a developing story everyone will want to keep a close eye on in the coming weeks and months (remember to breathe, marketers)."
Ok as a marketer who uses Keywords to better understand site performance this is kind of a devastating blow. Yes this changes the game and yes my first read of this article got me fired up. In this article we are not going to talk about all the negative, although this could and will be many articles over the next few months. My goal is to find the good in this.
So here we go…
I think there are many SEOs (term for people who sell SEO services) that were crooks and preyed on under-educated consumers (businesses looking for sales growth, typically small businesses that can't keep up with trends in the digital marketing world). Many companies have been burned by these people selling the moon and delivering some common gravel/stones painted with glow-in-the-dark paint. Granted this does not hinder PPC salespeople, but they will have more tools that are not effected by this security change with Google. As a matter of fact this is the only place you will have access to google keyword data (in PPC).
We are now going to have to work harder for our customers. If you know me, you may know I'm not afraid of a little hard work. My number one goal is to help clients with their growth goals. Keywords helped some, but maybe keywords also took companies eyes off the prize when it came to Sales, Qualified Lead Generation and Business Growth. This leads into the next reason…
At the end of the day all clients really want is… true help getting more new business. Honestly, they could give two shits (excuse my French) about keywords, page rank and they like. They are in business to do things that make them profitable. This means MORE SALEs, UPSALES, and CROSS-SALES. If you are a marketer and can't show the client the money you are soon going to be out of business.
There are many content marketers, inbound marketers or companies doing inbound that are not very focused. In order to make content remarkable (something someone will read and share) you need to know your audience. Currently there are a lot of people just putting out content for the sake of putting out content with no concern about the readers. I have been guilty of this as well. Thank god we shared heading down the buyer persona path a long time ago.
As google starts to phase out the keyword data we once relied on, we will all be forced to get more customer focused. Having a clearly defined idea of who our customers are, how they buy, what their buying process looks like, how they research products/services will be the gold nuggets that allows you to pull off remarkable content, highly qualified leads and consistent sales. If you do not have buyer personas created now you might want to look into our 90 Day Inbound Marketing Starter Package where we assist in educating you on how to create buyer personas.
So in the past… we were looking for potential keyword opportunities, to get pages ranking for in the search engines. Now we are going to have to focus more on servicing the prospect and customer based on their specific needs. At the end of the day many people know what they know, think they know what they don't know and then have a big area where they don't know what they don't know. If this unknown area is where your product/service lies then you need to do more education up front.
SEO is going to get a lot tougher. What are you going to do to overcome this new challenge? Do you have other ideas for reasons to be happy google keywords are dead? Or ideas to post about 5 (or more) reasons to be pissed keywords are gone? Either way pleas share your thoughts.