For all you business and marketing philosophers out there, here’s a question: If great leaders influence others to take action, and great marketers do the same, are great marketers great leaders?
Speaking of power, the recent creation of Google’s new parent company Alphabet indirectly underscores the ever-present potential search engines offer marketers. It’s not news, of course, that search advertising is madly profitable for Google, which makes the broader Alphabet possible by funding every offshoot from life extension research and Wi-Fi balloons to self-driving cars. What marketers sometimes fail to appreciate is why search is so profitable. At the risk of sounding overly simplistic, search is profitable because people search all the time, for everything. Furthermore, this reality does not appear to be changing anytime soon.
Think about it: Everybody searches. Grasping this simple fact should inspire you, as a marketer, to make your website and content the center of amazing experiences to visitors. The profitability of your best content, when packaged and positioned properly, is also directly enhanced by its visibility in search results. Plus, the act of searching is such an enduring force in people’s lives—personal, social, business—and the fact that so much of the world is googling for everything helps your content “get legs,” as they say in the business.
Also inspiring is when search visitors to your site are motivated visitors (i.e., predisposed to be interested in you or your offerings). Growing and catering to your ideal audience tends to grow your business’s bottom line over time. And traffic that flows from frequently searched top organic rankings is not necessarily limited to the short-term; some of Fathom’s most popular blog posts, for example, still get significant monthly traffic years after initial publication.
So, while the source of Google’s advertising riches allows marketers to pay for instant, ephemeral results, never forget the long-term value of SEO. Anybody skeptical about the merits of SEO today should look no further than the fact that Google recently advertised for a big-time internal SEO hire. If you consider all that goes into ranking factors, it should come as no great surprise why Google itself wants to be as strategic as possible with its own content. (For those who want to dig deeper into SEO strategy, Moz’s just-published “Search Engine Ranking Factors 2015” is a great place to start … as is my colleague take on the subject.)
As Google turns its eye to the long haul across its own organization with Alphabet, take a cue and strive to make your own content great to all those Google searchers looking for what you have.