- Google is becoming more strict each and every single day
when it comes to certain industries.
The kind of information related to these industries
can have a lasting impact on people's lives
and Google doesn't want to be guilty
of people consuming bad information
when it comes to sensitive areas in their lives.
Hey everyone, I'm Neil Patel
and today I'm going to break down five industries
that are getting crushed by Google in their SEO.
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Look, as Google continually grows
and dominates the web even more,
sometimes it's going to be at the expense of other industries
and you can't blame them and you can't get mad.
It's their company.
They should be able to do whatever they want
and yeah, of course, privacy and all that kind of stuff,
and of course certain things need to be regulated
but in general, they should be able
to control what they want.
The same goes with their algorithm updates.
You may not like that your traffic goes down.
I may not like that my traffic goes down but hey,
my traffic when it goes up, it's great,
when it goes down, it's sad,
but in general Google has done a great thing
for the world because it's helped us turn a lot of traffic
and a lot of sales.
So here's five industries that are going to be
crushed by Google in terms of of their SEO.
The first is travel agencies.
Travel agents are likely to be one of the biggest impacted,
negatively impacted by some of their latest updates.
A few years ago Google introduced featured snippets.
It made it easier for searchers to find the answers
they were looking for at a click of a button,
without having to scroll through a webpage,
digging for answers.
Now although this improved the experiences for searchers,
it didn't stop there.
Google also made it where you can start buying products
and services, directly from Google search results.
Now you may look at that as a bad thing,
but as from someone who's a searcher,
that's a great experience.
As a marketer, of course, I'd rather have people
on my website.
In theory, great update, but in reality,
businesses will loose traffic
and potentially sales from this,
especially if you're an industry that's offering
flights, hotels or anything related to travel.
Google itself has virtually become a travel company.
Now of course they're not offering all the same information
that you can find on booking.com or Expedia,
you know they're not just scraping everyone's information
and displaying there without you going to the website
in and of itself but in theory now,
you could end up clicking and booking a listing,
directly on Google.
Now to give you an idea of how big of an impact this is,
according to forbes, Expedia even ousted their CEO,
due to poor performance.
In other words, it's hard for anyone
in the travel industry right now.
The next industry that Google is really shaking up,
a start-up business.
Look, being a start-up in today's online atmosphere
can be incredibly difficult and intimidating.
Marketers in Google are becoming more and more saturated,
making it harder to ever rank for competitive key words.
The ability to compete with businesses
who have built authority in the online world, you know,
it's just getting harder and harder
cause some of these have been around for 5, 10 years
and they dominate the listings.
Even in terms of pay per click,
the cost per keyword is so high,
most start-ups these days are raising money
for sales and marketing,
the money is not really going towards development.
It literally is going towards sales and marketing.
Another big factor is Google Favors Brands, right?
Because there's all this fake news that's being published,
so one of the things they're doing to help fix this is
really pushing hard on brands.
Because if everyone does the SU equivalently,
they're all building links,
they're all building on page SEO,
but one brand has 10 times more queries,
they show Google and tell, "hey, people prefer this brand".
But you know what start-ups lack?
They lack brand queries.
No-one is searching for their brand, they're a start-up.
They've got to build it from scratch.
You know how hard that is?
SEO is not going to help you build a brand,
content marketing is not going to help you build a brand,
you got to go above and beyond.
I do really well with the Neil Patel site,
not just because of all the Google algorithm updates,
the Google algorithm updates,
some of them have been hurting me,
some have been helping me, but Ubersuggest,
that's what's helped me because I built a brand,
I built a product that's just getting a ton of traffic
that's not necessarily reliant on Google
because I get all those brand queries
it helps the overall site do well
and that's why my traffic's gone up.
It's not because of an algorithm up date here or there,
it's because I've really focused on building a brand,
not just my personal brand, but a product brand
and that's helped me through
all the algorithm updates as well.
And as a start-up, they're going to struggle with that.
That means you're going to have to guest post more.
You're going to have to do podcasting,
more videos, more social media marketing,
you can do SEOs, speak at conferences.
You're going to have to do a bit of everything to do well.
The next industry, the health industry.
Due to algorithm updates, including the big one in 2018
labeled as a medic update,
medical companies and health companies
are consistently taking hits.
Google introduced EAT, which stands for expertise,
authority and trust.
This is a new standard set across all content types.
Because they don't want me, Neil Patel, a marketer,
talking about medical information on cancer treatments
or nutrition information.
They want a doctor to speak on medical-related stuff.
They don't want a marketer like me
to speak on medical-related stuff.
In other words, they're really picky about
who is releasing what content.
This is one of my favorite updates,
even though I have medical related companies
that we do marketing for and health related companies.
The reason being is, this is really good
for anyone who's searching.
People shouldn't be reading information out there
that can hurt them and Google is really trying to crack down
on false information like people saying
"don't get vaccines, it's bad for you", right?
And hopefully, as they clean this up,
it'll help everyone live a healthier and better life as well
And another thing that I noticed,
cause we deal with some many companies is
sites that were labeling themselves as health sites
but were selling products everywhere.
A lot of them saw big hits in SEOs because
really are you health site providing information
or are you an e-commerce site?
Now if you got hit by this EAT update,
the way you beat Google is by
creating authoritative, credible, author personas.
What I mean by this is, if you're blogging,
put in your bio within each blog post.
Let them know that you're a doctor
or you're certified in nutrition.
Link to your social profile.
If you also want to be more well-known in this space,
speak at events, speak at other conferences
that are going to help put you above everyone else
in your competition.
That way it also increased your brand query.
If you're also going to be in one of these spaces
that are going to be impacted by EAT
start guest posting on other well-known sites in your space
because again that'll help beef up your profile as an author.
All this will help with your rankings in the long term.
Short-run, definitely not, long-run, definitely will.
Another industry that got hit really hard
is finance and legal industry.
See there's something called YMYL,
and content that's about Your Money, Your Life,
that's what YMYL stands for, has been hit a lot.
When you're talking about your money,
if I started giving advice to people who are retiring
about savings and stuff like that,
like what do I know, I'm not a financial advisor.
Or things that could impact your life and your well-being.
What do I know, I'm not an expert
on those types of subjects.
Google has just created an algorithm,
not just about ranking the best content,
it's about making sure the content they are ranking
aren't impacting people in negative ways
and hurting their lives.
So if you're targeted about YMYL,
you need to make sure the stuff you're releasing
is really good for people, helping them.
Is it better for them to read my information
or is it better for them not to read my information?
Is the author that is creating this content
really helpful and knows what they are talking about?
Versus just phony people that have no expertise.
And last but not least, tech gadget companies.
Look, big hardware companies out there like Apple,
Samsung, they're popular for a reason.
People love their products, they're amazing.
But, their products are really expensive.
Especially in the international market.
Currently, the lowest iPhone costs roughly $699.
That's a lot of money
when you're in places like Brazil or India.
Google themselves is dominating the tech industry
because their products are really affordable.
They're trying to offer high quality products
at affordable prices and they may not be as good as iPhone,
but they're still high enough at a really low price.
And you're probably wondering,
"wait, how is this going to affect
all the other tech companies and stuff like that?"
Well, few things, one, if you search for things
like "cellphone" or "cellphones for sale",
Google Pixel comes up first.
That's going to help them get the sales over the iPhone
or any other device.
Plus they're collecting so much data
and they're trying to create this ecosystem
with their own gadgets, that they want you to use
Google home, their Google devices like their phones,
their ChromeBook and all this kind of stuff
and stay within their ecosystem.
Which is going to make it harder for some of their
other bigger competitors to compete with them.
If you need help with your marketing,
check out my Ad Agency, Neil Patel Digital.
If you have questions, leave a comment below
and I'll try and answer it.
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Thank you for watching.