Marketing in the Age of Google

I just attended a local Seattle marketing event this evening at The Garage.  The Seattle Direct Marketing Association  had their last event for this years “season” with a mid week mixer.  

To top off their year they invited Seattle author, Vanessa Fox, to speak about Search, the event was titled Your Online Strategy IS Your Business Strategy .   Ms. Fox’s new book  is titled Marketing in the Age of Google.   She’s most famous for starting the “Webmaster Central” part of Google back in the day.

Marketing in the Age of Google.Her talk started with how we are using search now as opposed to what it was for 9 and 10 years ago.  Her point of how ingrained we are now to use search was an interesting point. 

Think about the last time you used a search engine to find something.  It’s all too common to see someone using a phone to find a restaurant, bookstore, bank, etc.    

She even suggested that the human animal is hard wired to seek, searching creates a need for us to search even more!  We’re addicted to search!   A very interesting idea, that I am sure psychologists will have a field day with.

The real meat of her presentation was about how businesses should think of their websites in terms of search and searchers.  

She pointed out a few ways that some very large established businesses failed to understand how their customer had found their site or was searching for it. 

All businesses that have an online presence should understand or create a customer profile so they can understand better what the customer is looking for. 

Searching and the Internet are not going away any day soon, and statistics are showing the opposite, that we in fact are becoming more and more tied to it everyday.

I was very glad to have had the opportunity to hear her presentation and about her new book, Marketing in the Age of Google

I bought my own signed copy, from what I have read already I know there are new insights to be gained.  I am certainly going to read it and do some experiments.  Any Seattle business considering an online marketing program would benefit from reading this well thought out book.  Buy your copy today!

Inital thoughts so far in reading.  Her book is one that many business owners should read if they are beginning to think their business would benefit from Organic Search traffic.  Any business that realizes they need an online presence would be smart in first looking at their organic search strategy. 

Ms Fox’s book goes into details on how to best plan a search engine optimization strategy for businesses that have yet to think about such subjects.  Fox’s book is not heavy on the technical aspects of SEO for businesses but in reality she guides them very thoguhtfully to first understand what their customer is searching for.   


Inbound BackLinks

In bound links are not like a message in a bottle.

Long before the Internet, to link to someone far away, you could have sent a message in a bottle.

Everyone votes all the time by choosing something to buy, eat, do, etc.  When someone adds a link to your Seattle Business website, they are casting one vote for you.  It’s also called backlinking.

Google looks at the links on other sites pointing to yours as a vote and uses that in some algorithm to help establish a measure of authority.  Just like with the keywords the relevancy of the site linking to yours matters. 

When there is a site that is higher in authority linking to yours then that is the best since they are saying you also are very highly looked upon. 

Inbound Link Quality Matters.

The converse of that is also true.  Although the number of  backlinks matters and so does the quality of where they come from.  It’s a little like high school, but you can also think of it this way. 

When you are professional in some field you usually belong to some association which just by belonging gives you a little more profe4ssional credibility, that is how I think Google looks at inbound links.

There are ways of getting these and I believe the speed at which they appear also matter, which relegates this task to be like a gardening project.  Your always pulling weeds and so your always looking for another link. 

Comments on blogs count, forums, and a number of other places, just make sure that it’s relevant to your subject matter. 

Campaign’s to increase inbound links can be time consuming but the right one could make a big difference you are looking for.