Is Google ruining internet investing?

I have to say I am so sick and tired of the stupid changes Google is making. They are trying so hard to stop people from doing SEO that they have completely lost their way. Their search results are ridiculously bad. I am almost always going to Bing now if I need to search for something.

For the past 10 years I have relied on Google for my main income. I have always been able to achieve high rankings for almost every key phrase I have ever targeted. I have always promoted SEO as such a great strategy because it is free traffic from people who are looking for exactly what you offer.

But the time has come now that I can no longer preach that same message to people without giving you a warning. Here is the warning message I give you: “If you make SEO your main source of website traffic Google may pull the rug out from underneath you at any time.”

Google doesn’t care about you or your business. As a power hungry monopoly Google has decided to make stupid hasty decisions on how they will calculate search results. They have decided that they don’t want people using SEO to get high rankings and the only way they can stop it is to penalize anyone who has done any advanced SEO at anytime in the past.

You are almost better off doing the opposite of SEO to promote your website. If something seems logical to do to optimize your site, think of the opposite of that thing and try it. You may end up at the top of Google before you know it.

I am speaking in jest of course when I say do the opposite but the point is you just can’t trust any of the changes they are making. In the past 2 years they have had about 12 big algorithm updates and it doesn’t seem like they have any plans of slowing down.

So what does this mean if you are trying to buy websites? You have to be really careful about buying a website that has search traffic as it’s main source of traffic.

What you need to look for:

Google had their biggest updates hit starting in April of 2012. If you are looking to buy a website you need to get traffic proof from before then to see if there has been any major drops in traffic at any point from April of 2012 until now.

Doing this still won’t guarantee that the site is safe from taking a big hit in Google but it will at least show you that up until now they have avoided any Google penalties. Not too many site that know anything about SEO can say that.

If a person that has a site that is older than one year old and they are saying that didn’t put analytics on their site until recently they are lying to you. Don’t buy from them.

If someone promotes that they have done aggressive SEO campaigns on a site (as if that were a good thing anymore) they are probably in line to get hit by a Google update. If you can’t get a smoking deal on the site don’t buy.

The types of sites you should be looking for are sites that have shown steady growth in search traffic over the last 12 months. If you can find a site like that you will most likely be able to avoid Google penalties from surprising you as soon as you take the site over. (I speak from experience)

Adam White is a 20+ year entrepreneur having built and sold 18 internet businesses. He currently runs JustReachOut and SquidVision, a new type of landing page optimization software for SaaS companies, and does SaaS and SEO consulting at He lives in Tennessee with his wife and kids and in between SaaS businesses he writes and directs feature films.

3 comments On Is Google ruining internet investing?

  • Yeah, I think its really all about data driven content strategies for website building that pull subscribers and trigger more engagement.

    But for sites that are looking for local leads, local SEO is still pretty easy to pimp out and protect.

  • Hi Adam, Thanks so much for your insightful observations and cautions. I am getting very close to becoming a website flipper, life keeps getting in the way, but thats okay, I’ll keep moving forward. I guess thats what we all have to do whereever we are at. Thanks for all your help, advice, and mentoring. Trish

  • You don’t even have to have done SEO. I had a website that had a dozen or more pages for different high volume keywords in the top 3 places of Google. And got traffic upward o 1k uniques per day.
    Then, one by one, each page dropped to either page 30 or completely out. Still top ranked on bing and yahoo so traffic is around 200 per day though.

    And I never did any SEO or backlinking. The visitors love the content, read all of it and give great positive feedback. Now the most likely time I see my content anywhere in search is when somebody plagiarizes it. I absolutely hate Google for this. They’re also failing their own users in a big way. And this new authorship crap is the worst update ever.

    We absolutely MUST get more competition in search engines so they at least have to TRY to get good results.

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