While everyone is still scrambling trying to figure out what the “new” way to rank is OR arguing whether things have changed or not, I think that it should be pointed out that ranking isn’t everything and that there are ways to build an online business without ranking for a single thing.
In fact, with the right strategy, a new company can easily sit behind a walled domain where google has absolutely no way of even indexing their stuff.
Obviously, the link above is an exaggerated example ; chances are good that none of us will ever get to the point where we are running a multi-million dollar a year business. But if you want more practical example, here’s one. Chris Howard could have gone into designing paid plug-ins for WordPress’ general public. Instead, he chose the much smaller Headway community. And, with the help of headway itself, he has been able to sell his plug-ins.
Here’s another example. David could have written a book that dealt with “everything” WordPress. Instead, he chose Catalyst, found a niche market and has built a very nice list for himself over time.
Of course, if you can find a way to serve a larger market with a valuable resource, the payoff is even larger. I doubt that Brett thought that he was going to make as big of a splash as he did with his evernote book, Evernote Essentials, but he did.
The point of this is that a lot of the online marketing world gets it wrong in terms of how to make money. Rather than look at serving a community with something of value, they would rather serve an ad medium like search and hope for the best.
Instead of getting really specific…serving a relatively small community, they get greedy.
The irony is that if you serve the community first, the rankings will come regardless of whether you want them or not. One hand washes the other. The synergy of actually being useful to the community pays off in spades.
image attribution- http://www.flickr.com/photos/shiznotty/3664390498/
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