If your company is spending alot of money on SEO, stop. It's a waste. You might as well send that money to Timbuktu. It's just going down a black whole. Sean Murray of the Daily Funder wrote an excellent article about one MCA company that finally reached the Keyword summit for merchant cash advance. Like those that scale Mount Everest, this company didn't stay there too long. The new release of Google's Penguin 2.1 this past week knocked them from their perch to page 7. All the way down the SEO Mountain. Ouch! (You can read the excerpt below.) This is not the first time. This has been happening repeatedly over the past two years. This trend will continue.
I speak to MCA companies all the time, and they tell me of their bloated SEO budgets. I warn them not to it for this very reason. Only a handful listen. Everyone wants to get to the top. They think well, if Google knocks off ABC company, then I have my chance. That's not how it works. Google doesn't want companies to dominate search. If you key in flowers, Google does not want the first page to be dominated by FTD and floral shops. They want a variety of choices like wikepedia, a youtube video, a book on flowers, and your local florists determined by your IP address.
"Less than two weeks ago on DailyFunder, someone took to the board to pat themselves on the back for ranking #2 for the keyword: merchant cash advance. Wikipedia is #1. They admitted it took a lot of hard work over the course of 8 months. Last night they were thrust back to position #65. That’s on page 7 where they will never be found. 8 months of work for 2 weeks of ranking. You might be saying, “Well my SEO guy will just roll with the punches and get us right back.” Unfortunately with Penguin, it doesn’t work that way. Penguin is basically a permanent penalty, an algorithmic barricade to prevent you from ever ranking for your keywords again. According to a poll on Search Engine Roundtable, only 7% of respondents claimed to have made a full recovery after Penguin 2.0. Most SEOs would advise that you torch your domain, buy a new one and start a whole new website. That’s not exactly an easy thing for a big brand or company to do."Google Penguin 2.1 takes a swing at the Merchant Cash Advance Industry
Google doesn't make a dime off of SEO. This is the other reason they are doing this. Google hopes that companies frustrated with their SEO will turn to pay per click. Many will. Many can not. At $25 per click for relevant MCA keywords makes PPC cost prohibitive for many MCA companies.
Is SEO completely dead? No, not entirely. There are different strategies that companies must pursue. They have to de-emphasize SEO and stop spending the big bucks on it. For example, content is becoming more and more important. If you make a really great MCA video , it might rank high on Google for awhile. You will get much more mileage out of that video than say hiring a team in the back lots of Pune doing link building all day.
The proverbial Mount Everest of Google Ranking is gone. Google has segmented the market according to location, devices, and other metrics. You've got to think different. You have to change your marketing strategy or else you are just throwing away your marketing dollars. The choice is yours.