I had an email from a new client come in asking about this article on why big brands rank so well organically on Google.
Honestly, it’s no surprise why fortune 500 companies are hard-wired into the big G ranking formula. However, there’s plenty more to the story. For starters, what’s your goal? Hmmm, huh?
You want to rank on Google. Preferably #1 right? Okay, so let’s say you do, then what? Well, you need to convert your site visitors from kicking your tires to becoming prospects. Then customers and clients. Nothing else matters other than conversion. Agreed? Here’s where you think YES.
But things are beginning to change in the search industry. Namely in how consumers and companies consume your content. The good old days of having a website designed with pretty pictures and lots of text are so ’80s. People don’t have time to gobble up 2000 words of text. Perhaps they would be an ideal new client for you but they’re suffering with too little time to find out why.
What’s my point?
Go back to my third paragraph and read it again. You want to do what? Convert and sell. So how does your current, flat, boring site crank up the money? Well, you need to get game-ready for the new Google mobile algorithm. If your site is an old HTML design or even if you’re cruising with WordPress, guess what? Your site needs to be nimble, responsive and mobile compatible or your going to lose business to your competition.
The Smart Advice
For nearly six decades companies of all sizes have known something you should know but have missed. Video. Millions of companies invested in TV advertising for one measly reason. Video converts by building your brand. Then creates trust. Lastly, it offers visual credibility your company is the cat’s ass in whatever you sell or service.
Too broke for TV? Good. It’s not worth your time or money unless you have $30-$50k a month to spend. Instead, think YouTube. Why believe me?
Well, for almost a decade I worked as a senior account executive for a national advertising agency. I personally managed nearly $250k a month in client TV and radio advertising. We negotiated the media (in more than 35 markets across the U.S.), produced the spots and pinpointed the best stations to air our commercials.
Listen, I’m not slamming traditional advertising. But companies on limited budgets simply cannot pony up the cash to get into that game. Nor should they now that YouTube is far better.
You own a TV station. It’s all yours and you can run all your own TV spots 24/7 on your station to your heart’s delight. Hmmmm…wouldn’t that be nice?
It is when you retrain your brain to accept that YouTube is exactly like owning your own TV station. The really cool thing is you can optimize your videos for keyword phrases your prospects are already searching for and wholah: your advertising is being viewed by your target market.
Should You Ignore Google Proper?
Absolutely not. It’s the granddaddy of all search engines. If you have rankings and are seeing traffic, congratulations. But it’s no longer enough to simply get eyeballs on your website.
Because your competition is gnarly and is probably already ten miles ahead of you with video marketing. But even if you’re just not ready to pull the YouTube trigger, believe me, I get it. New isn’t always good. In fact, it’s usually a major risk to take a leap of financial risk to ‘try’ something you think might work.
However, and this is a big, fat deal, online video offers your prospects exactly what they want. An easy, fast way to learn what you do. Need proof?
In this post is a video case study. Did you watch it? My bet is yes. So you chose to watch the video before reading this post is my sense. Not always but more times than not video will always be the preferred medium.