That’s the question bumping around my mind after reading this post at SEObook.com:
“if you are not an AdWords advertiser, are not in universal search verticals (like news and video), and are not wikipedia, then you don’t have many organic search results that you can rank for on the first page.”
The image makes it clearer:
In some ways, blogs are better placed than ordinary websites, as Google may be indexing your blog as part of its news search. But that isn’t particularly comforting. The wider move towards mainstream results that keep you within Google doesn’t look particularly healthy.
Here’s what SEObook suggests:
- If your site is fairly close to what it takes to be considered in some of Google’s verticals – like Google news, then consider upping your game a bit and submitting an inclusion request.
- Try to make some video content. Not good for everyone, but most sites could use some, and the competitive bar with video is much lower than it is with text – though I wouldn’t expect it to stay that way for more than a couple years.
- If you have some top rankings that are bouncing around consider focusing on promoting that content again – when stratification occurs you are going to be better off focusing on owning a few ideas rather than being average to slightly above average at many. Top ranked sites also benefit from self-reinforcing rankings. Read up on cumulative advantage if you have not yet done so.
- Usage data (and/or brand searches) may become a big part of future algorithms. Get ready for that by reading about BrowseRank then invest in advertising, branding, and user experience.
The only upside? Google may be making itself less relevant, and more open to competition.