It’s Your Total Search Presence that’s Important!

John Hope-Johnstone

Bon Jour, this week’s post I am stealing heavily from one of my favorite bloggers on the new media, Mitch Joel. In his blog regarding The New Marketing Conversation, (by the way if you haven’t read his book “Six Pixels of Separation” do so quickly, he emphasizes that the discipline of Marketing is once again changing as we morph to being publishers of worthwhile, authentic and valuable content.

This content separates us from our competition. It creates our “back story” and explains our product or service differentiation. As our Web sites become more and more complex and unwieldy it becomes clear that the “mother ship” Web site is no longer quite as important. What IS important is your total SEARCH PRESENCE. When someone searches your product or service, if only your Web site comes up, that’s nice, but if your brand’s Web site comes up along with your blogs, facebook, Twitter and Linkedin along with a well written meta- description, then you begin to have a critical mass of Web presence and that is important in the eyes of the consumer. Below is a poor example of the Web presence of the author. Notice that it contains the Web site, Twitter, Linkedin, facebook and the Blog and the meta-descriptions. Even though a search of my name is obviously going to produce good results, because I am my own brand it is important that I have critical mass and presence:


John's Web Presence

As Mitch Joel  (buy his book), explains, the problem arises when you start thinking about the differences between publishing and marketing…

Marketing is about:

  • Figuring out what to produce, how to price it, distribute it, and how to tell people about it.
  • Selling something.
  • Getting people to believe in what you’re selling.
  • Building a brand.
  • Building loyalty.
  • Creating word of mouth.
  • Positioning your brand in people’s mind.

Publishing is about:

  • The production and dissemination of information.
  • Creating a unique perspective and sharing it with a broader audience.
  • Distributing ideas.
  • Offering a new/different perspective.
  • Making something available for the public to view.

As Mitch says, they are both dramatically different. They both require very different skill sets and very different philosophies.

I was speaking to a group last week about Social Media and during the Q&A one of the audience asked the rest of the audience “how many of you read some blog on a daily basis”. Very few hands went up from the audience. He smirked with satisfaction that he had proven that social media was not being used with this audience anyway. Then I asked the question, “how many of you have done an Internet search today?” Every hand in the audience went up.  I then explained to them was that at least 30% of the responding answers to their search queries were most likely from blogs. Blogs don’t look like blogs anymore. More and more they contain multi-media content and are far more visually interesting than mine. (I won the battle, snug little #&*b that I am).

The point of this post is that marketing has become far more than writing good brochure copy or good advertising copy, although that is still very important, it is differentiating your product through valuable information. The Internet was originally designed for the efficient flow of information, and it still is, so create good, valuable content!

Thanks for reading the post. Please leave comments and suggestions, I value your input.


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