Show me a brand that doesn’t have search ranking at the top of their list of marketing priorities, and I’ll show you a business that’s doing better advertising. Not only that, they’ll also have a friendlier, more creative brand personality – one that’s better suited for the long term.
Unfortunately, most small and medium-sized companies are only concerned with right now. And in particular, they maintain a laser focus on where they’re ranked when it comes to search. Why is this? Because Google calls the shots.
FIRST RANKING IN SEARCH = HALF OF ALL CLICKS.
If you have a number one ranking in search, your brand gets 50% of ALL clicks. A number two ranking gets half of number one. After that, the numbers fall of so dramatically that it’s really not worth your time and money.
This is why brands are so driven to create a web presence (and marketing) that works for Google ranking. SEO doesn’t necessarily make for a better website – it often gets in the way. It doesn’t make your site more appealing or involving. It does only one thing: increase your chances for doing better in ‘search’ – another word for Google ranking.
GOOGLE IS SEARCH, AND THAT’S NOT GOOD.
Google has essentially monopolized search. And as a result, companies bend over backwards to optimize their entire marketing programs around Google. As brands continue to bid up prices for the price of keywords that produce more clicks, it’s a spiral with only one clear victor – and guess who that is?
There are thousands of businesses spending anywhere from $500 to $50,000 each month on Google keywords. Many of them spend very little on any other type of marketing. Here’s why that’s a major problem: this marketing only reaches people who 1) click on Google ads and 2) are looking for a solution on the side of their web browser. Without a broader ‘branding’ campaign, you simply omit a very large percentage of potential customers. You also fail to create a brand personality through advertising that can serve to lift your brand above the competition. Remember, perception = reality.
SO WHAT’S THE ANSWER?
We don’t advocate eliminating SEO or spending on Google adwords. However, we do urge our clients to look beyond search ranking as a means for growing their brands. Here are the steps we recommend. ONE: A marketing strategy based on what’s really important to your core customers. TWO: A fantastic, responsive website that works well on all devices. THREE: Original content that will be shared by your community. FOUR: Advertising that shapes a brand personality – one that fits with your evangelists. FOUR: A social media program that inspires customers to participate and share. FIVE: Innovative tactics that are unique to your business category. SIX: Integration of tactics across all marketing silos.
If you’re doing all of these, you will leave businesses that spend only on keywords in the dust. Here’s another way to look at it: When was the last time you got a good feeling about a company from an all-text Google ad?