User Experience is Google's Target

I have been watching the blogs writing about the changes that Google has made over the last couple of months and you just have to smile.

Google Hummingbird

Because Google doesn't explain itself, any action they take is "spun" by a huge community. That community is populated mostly by self-proclaimed experts who, for the most part, want to profit from their pseudo-expertise. There are a few of the community who really study, analyze & interpret Google's actions and write about the underlying intent and give global advice.  The surprise here is that over time the advice is consistent.

Google values good original content that answers the "searchers" questions. There are presentations that make for a better user experience and Google values those. There are online tools and communities that testify to a company's (or individual's) authority or true involvement in a subject or solution...Google values those.

As a small business person you are constantly being contacted by SEOs & marketers that tell you that if you will write a check they can guarantee you top billing in Google.  RUN....it's a lie.  You will figure it out but you will waste time and money.

SEO is a skill-set, not a magic bag.  You study your customer, please them and you will please Google.

#seo #hummingbird  #smallbusiness

Some Things Remain the Same in the Midst of Change

I published this article in February of 2012.  In light of #Hummingbird and other changes I reviewed the advice contained here and found the basics never really change....see for yourself........

My efforts on behalf of my customers revolve around the same issues that have always confounded business owners/managers. How to present your products or services to the right people, at the right time and give them a clear path to doing business with you.

• Internet Marketing History - Like most new things, the internet was over-hyped and could not deliver in the early 2000s. Many of you tried things (that cost a lot of money) and didn't work or other marketing had better ROI. In many conversations now I hear "the internet just doesn't work in our industry". Well - it works for your competitor. And they are getting better at it every day.
• Then & Now - There was a time when the "yellow pages" was a must for a local business owner. I was in over 13 books at one point with my company. Their value today is almost non-existent to most B to B companies. I pumped a lot of money into trade shows. Today you have a trade show anytime you want (and it is a lot more comprehensive). Direct mail was once a driver for business...today it is used to drive clients to your website.
• The New Minimum - We know that industrial customers buy differently than retail customers. Pew Research tells us that 97% of industrial buyers use search at some point in the selection of a vendor.
  • You must be there - if you do not have a professional website with excellent content - you don't exist to a huge segment of the population.
  • You must be found - seems like something I shouldn't have to say, but you would be surprised how many companies spend a lot of money with web designers and no one gives a thought to marketing it or making it search friendly. Like printing a beautiful catalog and sitting it on the interstate...hoping someone will find it.
  • Your content must be relevant - clients who wind up on your site must see or easily find what they need to complete their task. Location, hours of operation, product specifications, easy ways to contact you are all absolute minimums...more is expected.

To those who understand and correctly use the internet it is the most cost effective tool ever available to a business person. I would love to help you navigate these very productive waters. It begins with a conversation.....email me...Ron Gilleland ... or hook up on G+ G21 Buzz