Your Brand Is What Google Says It Is

Scott Lambert

GoogleMitch Joel is the best-selling author of "Six Pixels of Separation," the President of Twist Image and a perpetual blogger. No doubt, he is among those leading the conversation in digital marketing. I had the privilege of hearing him speak at a Marketing Summit in Colorado Springs recently. I franticly took notes as he spoke and I want to share with you what I learned.

What Google Says About Your Brand

Mitch outlined many trends in marketing within a connected world and some mind-blowing stats that businesses can no longer ignore. However, one of the main points that stuck with me was the following:

"Your brand isn’t what you say about it; it’s what Google says about it."

Many marketers still don’t get that. But how Google perceives your business and your website impacts how others will find and perceive your brand online. It is becoming more and more unlikely that people will come to your website through banner ads and other media buys because click-through rates on banner ads have dropped by 50% from 2007-2009. And banner ad click-through rates weren’t too great to start with. So, businesses must have a strategy to help their website rank successfully in the search engines and be attuned to how search engines perceive and rank search results.

“Every Page within Your Website is Your Homepage”

If someone was searching for your products and/or services online (not your brand name), it is likely that another page other than your home page will appear in the search results – perhaps your services page that is more relevant to the specific search term being searched. So, how are the internal pages within your website effectively communicating your brand’s value proposition and desired next step?

“Bounce Pages”

When a person visits a web page on your site, or even the home page, and the page does not quickly tell them where they’re at, what they’re supposed to do there, and why they should do it there – they will leave your website. The industry term for these pages is called "bounce pages," because visitors bounce out of your website like they are jumping on a trampoline. Avinash Kauvshik, Google’s Digital Marketing Evangelist, equivocates a website’s "bounce-rate" with,"I came, I puked, I left."

It is No Longer Enough to Just Have a Website

You must have an ongoing strategy to market your website for successful search rankings for targeted keyphrases. And once you’re effectively driving qualified traffic to your website, you must have a strategy to convert site visitors into customers. Consumers now have access to a ton of information online, and they are looking to validate their purchase decisions online. Be sure that you’re validated.

Want to find out what Google is saying about your brand? Contact Xcellimark for information on how you can elevate your image and brand online.

Scott Lambert

Written by Scott Lambert

For 35 years, Scott has been at the forefront of digital transformation and how it is effectively applied in businesses and organizations to market, sell, and support customers and members more successfully and cost effectively. Scott is President and Co-Founder of Xcellimark, an award-winning digital marketing agency serving clients throughout the U.S., Canada, Central America, and Germany. Xcellimark helps businesses succeed through the implementation of its unique digital marketing and sales approach specifically designed to meet their specific goals and objectives. Scott’s marketing, sales, and operations experience have included key management positions at industry leaders including AT&T, iXL (now SapientRazorfish), eSchool Solutions (now TalentED), and BellSouth, where he led the product development, marketing efforts, and market launch of BellSouth.net, the second public ISP developed in the U.S. Scott is the author of articles highlighted on leading online publishers such as LinkedIn, Business 2 Community, and he was recently featured by LinkedIn in the Entrepreneur magazine article on “No Time for Marketing? Hire a Freelancer.” His engaging personality and wealth of real-world and business experience make Scott a frequently requested speaker. Some of his engagements include being the featured speaker in a series of Orlando Business Journal seminars on Digital Marketing, speaking at the WSI London conference, and at international conferences in Belize. Scott has a Bachelor’s degree in Accounting from the University of Mississippi and a Master’s of Science in the Management of Technology from the Georgia Institute of Technology (Georgia Tech). Scott has been active in global mission efforts and is a board member of Global Teams, a Christian outreach organization. He lives in Winter Springs, FL with his wife Nancy and dog Sadie.

Topics: Inbound Marketing

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