How to Take Advantage of Google Search through Blogging

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At it’s very core Google Search has a simple mission… Match Problem with Solution.

That’s it.

Seriously… It’s that simple.

The process of finding a solution has become more and more complex as Google continues to refine the search process by adding weight to social sharing and penalizing certain link-building tactics.

But with every algorithmic change, what Google is trying to do is more effectively match Problem with Solution.

You don’t believe me… 

How Google Search Works

Forget about Panda.  Forget about Social Sharing.  Forget about Google+.  Forget about SEO.  Forget about Link-Building. Forget about all the technical crap Gurus go on and on about when it comes to ranking on the first page of Google.

Most of it is bullshit anyway…

All you need to think about is how you personally use Google Search.

Say you have a problem.

Let’s say the problem is your car is making a funny sound and your mechanical knowledge of automobiles ends at where the gas goes…

So you go to your computer, fire up the Internet and type the following into the address bar:

w-w-w-.-g-o-o-g-l-e-.-c-o-m

Up pops a screen that looks kinda like this…

Google Search

No matter what you type into that little box in the middle of screen you’re expecting Google to give you the answer.  You’re NOT hoping… You’re EXPECTING the answer!

…and you want the answer to be:

  • Relevant
  • Local
  • Quality
  • Active

Google Search wants that’s first organic result to be the BEST POSSIBLE SOLUTION to your problem available on the Internet.

So when you have a problem with your car… You want Google to tell you the name, address and telephone number of the Best Auto Garage to fix your car.  That’s what you EXPECT.

Is that always the case?  Absolutely not.

But if we understand Google’s motivation when it comes to search we can build our own platforms more efficiently.

Enter Long-tail Keywords

When I started the 100 Insurance Questions Answered in 100 Days video series the whole premise was based around the idea of Long-tail Keywords.

But where we can compete… Check that… Where we can Win is with organic Google Search results.

As a small business (In my case an Insurance Agency) our Online presence can’t compete with our national competitors… At least not in dollars spent.

How?

By providing specific and unique solutions to the problems of our target audience through Online content.

If this were a live speaking presentation I would repeat that sentence for effect…

As a small business I can defeat my national competitors in Google Search results by providing specific and unique solutions to the problems of my target audience through Online content.

Think about the implications of what I just said.

YOU CAN WIN!

Your small business can be ranked first in Google Search.  But you have to create content and you have to create a lot of it.  I’m not saying this shit is easy.

Your Long-Tail Keyword Google Search Mission…

…is to figure out what problems your small business solves.

Not what products you sell.

What problems those products solve.

See the difference?

Here are some examples of problems from my own business:

  • When should I drop collision coverage?
  • What is general liability?
  • How do I put in an insurance claim?

Yes, I make money by selling insurance products… But that’s not why people buy insurance from me.

People buy insurance from me because I help them solve their insurance problems…

That is a really powerful concept that I want you to wrap your brain around.

The Rub

The rub is simple… THIS STUFF WORKS!

That’s my new slogan for Blogging and Social Media BTW.

I’m going to try and copyright it but I have no idea how to do that.

Blogging and Social Media and Content Marketing and all the rest it works… If you do it right and you put just a little bit of your personal awesome into it… It Works!

There is so much more of this to come as bring together the RIDICULOUS results from our 100 Days video series… If you don’t want to miss Subscriber by Email.

Thank you,

Ryan H.

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  • Definitely a good idea to think about what questions people type into the search box and then write blog posts that answer those. And one site that can give a you a lot of good ideas about what these might be is Quora. Linkedin Answers is another good source of often asked questions.

  • Thank you for posting this. Actually when I run out of words that would exactly describe my problem, I would just enter the first few words that pop up on my mind and produces the best results. Aside from that, you can even enter mathematical problems on the Google Search bar and Google will answer it for you. Just a little trick I learned in college. :)

  • This is how I’m able to get to the top of Google search with most of what I write. You need to write to solve a solution people are looking for the answer to (in this case how to get onto Google’s searches using longtail keywords?) and then being very specific both in your article and keywords for what people are searching for… not search engines.

  • Thanks for the great post. When it comes to SEO, since it is so confusing, thinking of each blog post as a piece of high-quality content that focuses on one subject or keyword phrase, helps me to write a post that’s good for me and Google. That’s the way I do it… hopefully it’s working! Thanks for the great post and for simplifying things a bit more!

  • You cannot, and have never been able to dupe Google. They are very, very good at flushing out the cheaters.

    When it comes down to it, this is about simple marketing. The ONLY question you should be asking is, “What problem do I solve?” Unfortunately, so many web sites are so over SEO-driven that they forget that once readers get to them, they expect results.
    A taste of Mike Garner’s work: How to get your first blog post right

    • If you can and it makes sense yes. Many people read the headline and then forget it… If you can reiterate and drop back fantastic and then it also helps for SEO.

      Thanks Lisa!

  • Hi Ryan,

    Great post once again :)

    That’s the core of all effective marketing: Produce exactly what your “best” potential customers want and hit them in the head with it ;)

  • HEhehe… love it, dude.

    This stuff works! Love the new slogan.

    Here’s something interesting, out of the whole post, the thing I felt most moved by and enthusiastic about IS the new slogan (no dissrespect to the awesome google/long-tail wisdom.)

    To me this is an indication that people are More Open to wisdom after they’ve been fed a moving, emotional, authentic brand :D
    A taste of Jason “J-Ryze” Fonceca’s work: Rap Is The New Shakespeare

  • Awesome Ryan – SEO, Meta Tags, Header Tags, etc… can be so confusing but this post is so EASY and make so much sense. That is exactly how I use google, trying to find a solution or an answer. Most of my searches start with Who, Why, How, What, When, etc… If your blog answers a questions, provides a solution and your title is the question BINGO! Great advice, which I will be using for sure!

  • you make it sound so simple Ryan! What surprises me is people who use Google to solve their own problems somehow forget this basic rule when creating content for their business.
    Hope you don’t mind but I’m stealing your line:
    “As a small business I can defeat my national competitors in Google Search results by providing specific and unique solutions to the problems of my target audience through Online content.”
    and ‘pinning’ it to my desktop (ok I use Stickies for the Mac but I thought pinning sounded much more hip).
    A taste of Priya’s work: Be remarkable to your current customers and get more business

  • Ryan. I completely agree and great way to explain it. I’ll contribute a (hopefully) helpful nuance that I use with my clients. If you solve problems locally then make sure you use local terms on your site. That’s because when I’m looking for a barber, a photographer or a new set of tires I’ll often type something like “hair cut San Mateo”. If the world is your oyster though, then solve the problems without the location. Thanks for posting!

    • Tom,

      Absolutely you’re correct! That is an important point… One question for you though Tom. I always thought that Google will try to find Local (by IP address) results first regardless if they have the town name. Is that true?

      However putting the town name in your posts is very important.

      Thanks!

      • Ryan. I think Google picks certain searches to be local. For example, type Pizza in your search bar and see what comes up. For those searches I’m assuming Google uses your location to pick the nearby ones. But assume you’re traveling to a town 10 minutes away. You’d search for pizza Palo Alto. Or if you have to find a radio shack, “radio shack foster city” (I just went through this). In that case, you increase your chances of being found if you list your location strategically on your pages. Most people will search for local stores in areas that they don’t normally visit. You know most of the local spots around you so you’ll specify location when you’re planning a drive or trip or when you’re on the move…