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Keywords are currency
What does that mean? Traditional marketing (push marketing) assumes this premise (and the premise is no longer effective) The Medium IS the message.
With Push Marketing the consumer has little options, they want X, they gotta go to the phone book or buy X from what ever Madison Ave TV Advertising tells them X is.
Enter Google… the consumer is empowered… they know how to find what ever they need, the no longer need YOU TO TELL THEM What They Want… it pisses them off.
Consumer Backlash
The consumer is now empowered
This is radically different than anything relating to consumer consumption in over the past century…. Google (search) and Social Media changed that forever.
Everybody Googles, it’s now a verb “to Google” or the phrase “Google it”, needs no further explanation.
Now Google is your storefront.
How do people use Google?
they type in a phrase (or a complete sentence)… Big G returns results, BUT (and this is a big But) Those SERPS (SERP = search engine results pages) are WORLDWIDE
Let’s say you type in lawn mowers… the first listing is (for example) a lawn mower company in Oregon… but you’re in Tennessee (not very useful) So what do you do next?
You type in “lawn mowers Tennessee”
pretty much everybody types in A) what they want and as an afterthought B) the geographical area they want to find X in
The Branding Fallacy
Madison Ave Branding ideas work if you’re Nike or Coca-Cola
Not for Google… no one knows your company name… they actually don’t give a s***
You want to name/ title your EVERYTHING the keywords people are likely to type into a Google search box.
Autocomplete or Google Instant
You start to type and Google guesses what you’re after.
A drop down box opens up… those are “previously searched for terms”, a high percentage of searchers are going to use what ever those “pre-determined” searches are…
How does Google Instant (auto-complete) work?
The Algorithm uses the very first word as a “parameter”
If your website is named “information about X, Y or Z”
The algorithm that sorts Google assumes your website is about “information” and now you’ve got to compete with Wikipedia or Encyclopedia Brittanica (lots of luck with that)
The first 162 Characters of Text on your site has the most impact on where Google puts your site than anything else
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