As much as I would like to believe that it’s possible, I think it’s unlikely that I will ever beat google.
For that reason setting my business up around a google model, where they generate my patients and I pay them an extraordinary amount of money seems to be (at least if I do it exclusively) a fools errand.
What happens with google, as has been seen now for the past 10 years, is that just when you think you have it they change the rules.
Just when you think it centres around google reviews, the algorithm changes and it doesn’t. Just when you think it centres around pay per click there is another change in the algorithm and it doesn’t again.
Just when you think that it’s worthwhile spending thousands of pounds on someone ‘optimising’ your website, it flips back to pay per click or to reviews or to somewhere else and you have to pivot again.
It’s not that there aren’t lots of people out there managing to make money off the algorithm, it’s just that it’s a diminishing return over time, then you’ll find that you have to spend more to achieve less as it grinds and grinds down.
For that reason I’ll never try to beat the big boys at digital.
Using digital like a little bit of guerrilla warfare and biting off the edges of other people is one tactic where you build a tribe of people who come back to you, not because you’re great at the algorithm but because you’ll look after them.
Blog Post Number - 2726
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