Is Your Brand in the “Conversation” Online?

As online technology and the world around us change so rapidly, it is essential that we as business owners consistently implement, the important and necessary changes to keep our brand relevant in the online “conversations” which surround our industry.

The COVID 19 pandemic endorses a “no-touch” philosophy that is moving mass numbers of people to online solutions.

When I say ” conversations”, I mean the language, that represents your industry in Google Search.  To that point, we should recognize the language your customers use, in your industry.  As professionals, you likely use a language that may vary from what non-professionals would search in Google.

Every day, potentially hundreds of thousands of times a day (industry dependent) people execute Google searches and are exposed to businesses whom Google deems the best result for that keyword search (customer). These businesses that come up in the search qualify as being “in the conversation”.

We are going to use Private or Incognito mode to search. This basically hides your browsing history so others can’t see the websites you visited on the device you’re using.

What it also does for us though, it keeps the personalization out of the search result so we can see if our business is showing up for the search terms we enter.

Google loves to personalize your search results and does this in a number of ways. Some of the factors are: using your search history, location, device. Even though you’re in private mode your browsing activity can be visible to the websites you visit and your search results will still be influenced by your location or IP address. Just driving to another part of your city can change the results so keep that in mind.

To find out if you’re in the conversation is easy –

Is your business listing in the top 5 results for each of those 5 keywords?

If the answer is YES, congratulations, you are in the  “conversation” and chances are it’s no accident and you have been working on it.  If the answer is NO then you are not in the conversation and may want to begin taking steps to change this.

In the link, Traci provides video instructions on INCOGNITO mode and how you can view your website’s search ranking there.

While some online industries are obviously much more competitive than others it is never a good idea to totally ignore your online presence.

The days of “set it and forget it” are gone and businesses slow to address the basic or mandatory changes required, will find it more difficult, costly and will take longer to get you back into these industry conversations.

It should be stated that “consistency” is the name of the game here. This does not mean you need to be aggressive or forceful. Listening to the outspoken Gary V. at the Adobe 2020 MAXX conference (which was absolutely fabulous) I was taken aback by his comment insisting that major companies should all start releasing 100 pieces of content daily!!! WHAT!?  I actually find this quite an offensive and irresponsible statement. Sure I am no Gary V. but the sheer amount of cyber garbage that such an act would produce would be absolutely astonishing.

How about we consistently release high-quality content as often as our budget allows?

How about you design and build content that is useful and highly targeted to your audience?

Then you consistently analyze the results over time so you can further understand the profile of your customers and feed them more of what they are looking to consume?

Then, what if you consistently do this month over month and year over year?

What do you think the results of such an exercise would be?

We can tell you firsthand that this “tortoise” strategy can beat the hare every time.  While the hare tries to make big moves sporadically throughout the year, the tortoise is consistently understanding, educating, entertaining, and building its audience and brand ambassadors.

With a steady purposeful approach and consistent attention to the maintenance, updates, and flow of your website, extraordinary things will happen!

Much like a real conversation you would have with a friend, keep in regular contact, do not always control the conversation, listen, and you will have a friend for life.