Let Them Eat (SEO) Cake
Reading Time: 6 minutes 
The saying “Let them eat cake” is often attributed to Marie Antoinette, who, when told that the peasants had no money left for food, claimed, “What do I care? Let them eat cake.” This was from a pampered elite that is out of touch with how the poor struggle to survive.
That’s exactly what Google thinks, too.
The same analogy applies to SEO. Small businesses have a tough time surviving in a world of big corporations with deep pockets and endless technology staff. Google tells you what you need to consider. But can one person or small biz really cover all those bases?
SEO Then and Now
Sadly, it wasn’t always this way. It used to be easier to get ranked. Primarily because there wasn’t as much competition. The thing to remember is that the concept of SEO hasn’t changed all that much over all these years. To put it simply, have the best site you can.
But will what you are willing to do be enough? While WordPress and plugins make SEO a tad easier and more straightforward, we little guys have to work harder, longer, and be more creative.
Technology is what it is — we can’t change it — we can only go with the flow. Nor can we expect the same level of success as the rabidly aggressive non-relenting netrepreneurs who thrive online if we disregard certain things or ignore others.
I write about SEO based on what my clients struggle with, and I do my best to share what works so you know what is necessary to reach any realistic goals. But it’s a complex topic to broach because it isn’t easy. In many cases, achieving the results the site owner desires is almost impossible.
SEO is that 300-pound gorilla in the room that many talk about, think they know about, and even think they are doing what they need to do. But, in fact, and let’s be honest here, they are not embracing what actually needs to be done.
Just bits and pieces here and there. SEO is nothing if not about testing, tuning, trying new things, and adjusting based on the data. Wash, rinse, repeat.
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You cannot control Google.
When Google updates, you’ll hear about good sites suffering in the rankings and site owners who declare they have no idea why.
I follow several websites, and their rankings seem to fluctuate almost daily. I see that with my own websites. Was there an update? Can it be confirmed?
You can find an unending supply of articles about how to recover and what to do. Many that regurgitate the same-o, same-o. That’s because no single person knows what Google’s algorithm contains and what weight each variable carries for individual websites at any given time. That is without data — lots and lots of it, too.
Those rare birds dig into the data and compare a collection of websites and markets impacted to get a good idea of what may be happening. Those folks are few and far between. Because of their expertise and diligence, they deservedly cost a pretty penny to help with SEO.
Search Engines Algorithms
I know from experience that great, visually appealing, high-social-signal sites that did not use black hat nefarious techniques that Google openly discourages have experienced negative impacts. They lost rankings to low-quality and outdated sites that do not follow Google’s quality “suggestions.”
The punishment didn’t seem to fit any algorithm-determined crime. So, how can that be?
Over the years, I have experienced dramatic drops that I can’t explain. This very site is experiencing that right now. Same site, online for decades, clearly focused on a single topic, with SEO in place as required.
What happened? I’ve given up trying to figure it out. As is generally the case, things will bounce back. But if they don’t, not sure there is anything I can do about it other than to keep at it.
Thank goodness I don’t rely on rankings alone. Word of mouth and current client recommendations keep me pretty busy. But what if you don’t have decades like I have to build up this reputation and word of mouth?
Of course, I have my personal opinions, but I’m not a professional SEO’er. So that’s why I read, research, and do as much as possible to keep up. And that’s a tough hill to keep climbing.
Long ago, I learned not to hitch my success to search rankings alone. Instead, you need to do your best to gain exposure.
So what do you do?
You do your best. You don’t hang on to every fluctuation or think you must react dramatically to each change. Sometimes, it is better to let things marinate a while to see if the changes correct themselves.
True netrepreneurs don’t sit around whining about what they don’t like—well, we do, but just for a bit. We then move on to discovering and improving our knowledge base and persevering until we find what works. That’s the magic bullet if there ever was one.
The recipe for SEO Cake gives you the basics to include in your plan, mindset, and modus operandi. Consistently, constantly, and for as long as you have a website.
That is, if you want your cake (business) to rise and be enjoyed by those you serve it to.
The Simple SEO Cake Recipe
Ingredients:
Ingredients can vary based on your goals. Want a bigger cake? Increase the ingredients accordingly.
After the Cake is Baked
Once your cake comes out of the oven, just like with search engine rankings, don’t assume there will be a crowd waiting to eat it, or that additional cakes will automatically bake themselves.
After serving your cake, you don’t clean up, wash the dishes, or turn off the lights. Of course, you don’t assume your cake’s leftovers will remain fresh on the counter indefinitely, either.
Maybe some didn’t like the frosting—tweak that recipe. Others may have wanted your cake, but will have suggestions to make it even better. Listen, then take action.
This is genuinely what SEO is about. It is ongoing and ever-changing, testing, reviewing, asking, and then modifying. By taking this approach, you end up baking cakes that bring in the doughnuts!
Although some think SEO is a piece of cake or that they have a super-secret recipe (there is no such thing), the reality is that it is nothing further from the truth. Remember, one cake alone is not enough to open a bakery.
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