How Google nearly Destroyed our Business
This was a blog topic we have had in mind for a while and I think this is a perfect opportunity to shoot it because here I am lying on my butt having just fallen off my bike, ouch!
So things don’t always go as planned, particularly in the marketing space or the SEO space.
You have to keep going and work through the problems.
So, what I wanted to say was we did some really good SEO work a few years back and we were flying along, we were high up in Google for field service management software and things were looking wonderful, and then one day Google slammed us.
They said “Nope, you’re off the top 100 results. You’ve been cheating. You’re busted.”Turns out inadvertently we had been cheating. We didn’t know we were cheating. We had hired a company overseas to do our marketing and SEO, and we had explicitly said “Don’t do anything dodgy!”. We just want white hat, straightforward SEO work, and they go, “Yeah, yeah, sure. No worries,” and then they signed us up for these link farms and this really dodgy stuff.
When we found out what they’d done we tried to reverse it and we didn’t even have access to the stuff they’d put in — lesson there (another time).
We couldn’t get out of it and I made a strategic mistake at this point in time — hindsight is not usually kind and on reflection I can clearly see it.
I said, “Oh, bugger it. Let’s just focus on something else because this is too painful,” and it took us probably five years because we ignored the problem instead of focusing on fixing that problem.
Talking with others can help
Recently, I talked to Lars Lofgren who worked inside Kissmetrics, a very big, successful, analytics company. He reflected in businesses he’s worked at prior to Kissmetrics, they’ve had the same problem where things have suddenly gone pear-shaped and Google’s changed an algorithm and their traffic disappeared overnight; his advice “You have to double down.”
When things go wrong that is actually the time to put more energy in and not less, you work until you solve that problem. There is no quit or give up or change tack just because it gets hard or seems impossible. Actually the lesson I learnt is when things go pear-shaped, seem unfair, unreasonable, whatever, that’s the time you work harder to build back to beyond where you were and you don’t quit.
If you can’t see a path, just keep going and one will appear before you.
My son, who’s dyslexic, who is smart and intelligent but regularly feels defeated. When we’re reading and learning and when he is most frustrated and chucking tantrums is actually when he is learning the most.
Those frustrating moments when he is working through a problem he finds the energy/determination to push through — the same goes in managing a business.
How to get back up after you fall
Basically, you keep asking ‘Why?”. You get an answer.
That answer won’t be the answer. You ask “Why” to that answer. That won’t be the answer either. You ask “Why” to that answer.
It might start with blaming someone, “It is so and so’s fault,” and you say, “Well, why did they do it?” “Well, because they thought this was a solution.”
“Why did they think that’s a solution?”
“Well, that’s what we’d done in the past.”
“Well, why was that what we did in the past?”
“Well, that’s the way it’s always been done.”
“What’s the problem you’re trying to solve? Why?”
You drill down into the why, and just because something’s been done in the past, there’s a very good chance that it’s not the best solution, so do your 5 Why’s, get to the bottom of it.
Drill down to the root cause, do the root cause analysis, something Elon Musk talks about a lot as he has tried to solve problems in his field. Find out the core of the problem, and then fix that.
It may take stack loads of time and energy but if this is a core part of your business and it’s gone pear-shaped — double down and fix it.
If you want to talk about streamlining your HVAC business for growth then get in touch for a Free 15 min call now and lets see how we can help.
Anyway, have a great week guys and girls, and I’ll talk to you later.
Originally published at www.fieldinsight.com.