Google is sticking it to E-commerce Companies right?

[LukeyB30]

Hi all,

Excuse the rant - but I'd be interested to hear others thoughts on this...

I am completely disheartened by the Google Algorithm updates of the last 18 months. They seem to be completely geared up to making life much much harder for E-commerce companies to rank organically, and much easier for informational sites to rank organically, with the only exception being national or global brands that have millions of pounds to invest in off-line marketing like TV advertising.

Is it not all a devious strategy by Google to ensure e-commerce companies have to pay for their traffic? It seems like if you genuinely want to compete organically as an e-tailer, without investing millions in off-line advertising, you basically have to become a publishing house as well as shop. My company sells building supplies. There are plenty of magazines and info-sites out there offering tips, advice, interactive tools etc. for how to build your own home, home improvement advice etc. But if I want to start getting 'natural' links, I have to become an online magazine and information resource as well and start competing with these other reputable info-resources - where is the sense in that? If house-builders want advice and information on building regulations, planning permission etc. they'll visit government information sites and other reputable online resources to get that information, if they want to buy materials they'll go to a shop.

It just seems like Google is trying to make every site an information resource - how else are you supposed to get natural links without publishing 'sharable' information - no-one shares links to products really, well not building materials anyway - maybe sexy products like ferrari cars and super-duper laptops or sound systems, but no one is going to go "oh that's a really nice piece of timber, I'll share that with all my friends before I buy it".

Just feels like it's getting harder and harder and more and more expensive to trade online. What's everyone else think?

Luke

[TomRayner]

Hi Luke

Really sorry you're feeling dismayed with all of this.  I've met a number of people who feel the same as you - and I have had my fair share of scepticism recently as well.

On the other end of the spectrum, you see websites using complete spam tactics to rank well and get away with it, which causes no end of frustration for people trying to do the "right" thing, if there is such a thing in SEO.

Acquiring those reputable links in a sustainable way usually does involve sharing information and content that people may want to link to, or offering expertise for people to use you as a source.  However, it doesn't have to be just written content you offer.

You might be able to develop online tools that would help loads of people in your industry - for example, think of those that have created free invoice generators and tax calculators.  Tools like that are infinatly usable and will get a lot of links.  Similarly, a lot of people in the SEO sphere have developed WordPress plugins that many webmasters will find useful, all with a branded link back to the provider's site.  So that could be an option.

Online PR could also be an option for you.  Every day I see pretty regular requests for people with a knowledge in the housing industry to provide comment or analysis.  It may be a bit of a stretch from just building supplies, but if you have the expertise there are a lot of valuable links that can be earned.

Exhaust all the methods you possibly can in this guide and have a look into the Link Club program - these are two great resources for earning links in creative ways.

And if you want, feel free to drop me a private message or an email (email in profile) and we can have a chat about some ways you can go about promoting your business, I'd be more than happy to help

All the best

[Chris.Menke]

I hear you Luke.  There's always the option to rely on traffic from other search engines or take the "things were so much better before there was Google"  perspective.

[EGOL]

What's everyone else think?

I am building information sites with small stores.... and small stores with lots of information.

My investment in information content pays back slowly as people looking for information find my sites in information SERPs and then make a purchase.

On those information pages you can also make nice money running ads.  If you run adsense ads you can block direct competitors or if you run a network like Tribal your competitors will probably not be seen because they don't advertise there.

They seem to be completely geared up to making life much much harder for E-commerce companies to rank organically, and much easier for informational sites to rank organically,

In most of my money SERPs the sites that I have difficulty beating are the big retail and auction sites like Amazon and Ebay.....   I have more information on my site for my product line than all of my competitors combined, potential customers can email questions, call us on phone and  watch videos about how to use products.... still can't beat the big retailers who simply sell, offer no support, no information and allow all of their customers to come to us for support.... but that is exactly why some people buy from us instead of them - even if we charge more than amazon.

It just seems like Google is trying to make every site an information resource - how else are you supposed to get natural links without publishing 'sharable' information

It seems that you clearly understand the business model needed for success.  So, what's stopping you???

[PremioOscar]

Hello Luke,

I will have to agree with you since I manage a site with no content section which makes it very difficult to earn links.

What I am doing is to find creative link strategies to earn links. As you mentioned, competing with big names is not easy especially when your budget is limited.

The resource that Tom mentioned are great and I use them a lot, also I would suggest this article that is very interesting and might give you some ideas

http://pointblankseo.com/creative-link-building

Hope it helps