Going National: Search Engines and Branding in the New Year
by Randall McCarley
December 19th, 2007
I have two clients I’m working with that are planning nationwide expansion for early 2008. Besides the high excitement level and hopes for the new year these companies couldn’t be much more different. One serves businesses the other is direct to consumer. One is in technology, the other in education. One targets a high income level, the other a low one. And so on… The marketing strategies couldn’t be more different - except when it comes to search.
Today when people here about a product, service or company they “Google it”. Consumers use an online search before calling or stopping by a store to get more information. Many consumers now search for information online before they even ask their friends for advice. This seems pretty universal whether the market is B2B or B2C. People want to be informed before having a discussion.
This makes sense as people like to feel empowered. And they like to look smart and well informed to their peers. Socially it’s become unacceptable to bring up a subject without having done any research ahead of time - search is just too fast and easy.
The first two steps for both of my clients are the same:
1. Get the website up.
2. Get the site ranking at the top for their company name and URL in Google, Yahoo and MSN/Live.
When people see ads in print, on TV or hear them on the radio many will jump on their favorite search engine to learn more. If your business is not ranking well for it’s own name you are at the mercy of what others have written about you. You are also missing the opportunity to turn interest into sales.
The second part of this is a usability issue. Even with the website domain included on all the advertising many people type the domain into the search bar of their search engine instead of the URL bar of their browser. Probably more people than you’d believe.
Again, how your site ranks for it’s own URL makes the difference between the viewer seeing what you want and what someone else wrote.
Who’s in charge of your brand? Right now it’s the search engines. But with just a little work it can be you.
If you’d like to know what 14th Colony can do for your online reputation, contact us. We’ll be happy to have a conversation with you about your goals for the new year and provide a no-obligation quote.
Previous Article: Danger! Your website may be in trouble… before it gets started