I'm often asked (And I wonder): Why do real experts in a subject don't appear up to the page 4 Or 5 Google?
This is the fourth of the trends I wrote down a few days ago in the post Trends 2020 in Personal Branding.
- The first: The drive of social awareness and personal branding
- The second: When facts are imposed on the sayings
- The third: From influencers to influencers (substantial change)
If you have a minute, I invite you to watch this video-summary:
Don't obsess about Google
Don't do it, Because you'll lose freshness. Think about your customers. How to impact and create value through a natural message, more like a cafeteria conversation than a "elevator pitch online".
If you follow SEO rules (positioning on the Internet) to the letter, they may find you on the first page, but also that you lose freshness and relevance.
We don't always have to write articles 2.000 words that begin by defining a theme, what's such a thing? and then developing where is such a thing?, how is such a thing consumed?… It is not always necessary to mention 20 sometimes the same keyword.
Google's "spider" (and other search engines) that tracks the articles seems not to settle for the title to know what the subject matter is covered in a text. You need to find that word many times, in bold, in titles, in pictures... can you imagine us talking like that in real life?
Artificial intelligence lacks naturalness, that's clear
Google tries, but its algorithm is imperfect. Why do real experts in a subject don't appear up to the page 4 Or 5 Google? Will we have to get used to going to the last pages of a search to find what really works well?
The ones that are there, in front of everything, are the ones who know the algorithm Google, not the secrets of personal brand strategy. And that's why I think this seeker needs to separate the grain from the straw, because those who are taking the cat into the water are not the ones who know more than something, are the ones who know Google best.
It's true that my keywords are more specific, As “Personal Branding Company“. Then, that means we need to educate those looking to specify exactly what they want.
A punishment? A Chance?
Maybe it's just chance., but when I advanced in the first post the tendency to go back to naturalness and not think so much about Google, this happened to me:
Within days of publishing a text containing the words "don't think about Google, think of your customers" happened that the audience on my website started plummeting, going from an average of 750 one-time daily visits to just under 200.
I'd rather think it's not a Google punishment., but it's a suspicious coincidence. This reaffirms to me the need to return to a certain naturalness, and by, Supposed, look for alternatives to a monopoly that admits no criticism.
Some alternative formulas to Google
Seekers: A couple of years ago my colleague and friend Cláudio Inácio posted a very explicit post on his blog: Is there life beyond Google? 17 web browsers you may not know. Here are many very good solutions as search engines.
Other alternatives: If we think about our customers, we can do without search engines and go to social media, to face-to-face events, use your phone.
One of the platforms I usually recommend is Linkedin (at B2B is unbeatable). Above all, because it's a CRM that allows you to easily find people, find high-quality content, write on his blog (without Google affecting visits) and measure all of this with great ease.
Of course, if your business is B2C things change. If you sell smartphone cases for teens it's better Tik Tok. If you sell shoes, Facebook, if you sell cooking courses you might want to look at Instagram and if you sell a course for journalists you should possibly go to Twitter.
Pure question of empathy. Think about your customers
There is a very practical Design Thinking tool to successfully reach your customers. It's called "Person", and helps you understand all the data we need to successfully empathize.
We will understand the needs of our customers and the sources they consult. Question. Ask again. And you see there, and creates value, and attracts, and convinces, and persuades, and shines, and conquest
Let's hope that either Google humanizes its algorithm or other companies appear capable of doing so. The Internet is still a hostile place for many, we deserve to make it look more and more like real life. Think about your customers. Not in search engines.
Possibly, after I publish this article I will be further lowered by visits to the web. If that happens, I'll know I'm playing with fire.
Stock Photos from RMinerva Studio / Shutterstock
Personal Branding Lab Day 2019
The past 14 December took place the webinar of the 5th edition of the most important congress in the world in personal brand, The Personal Branding Lab Day.
If you missed it, here are the 8 hours of presentations and roundtables. And in the YouTube by Personal Branding Lab Day you can also see the contributions of 30 experts in short videos of 3 Minutes.
Convinced that everything leaves a mark, I help companies better connect with their stakeholders through personal branding programs (personal brand management) and employee advocacy (programs of branded internal ambassadors).
Socio of Soymimarca's Integra Personal Branding, Brand Directory of Omnia Branding, I also collaborate with Ponte en Valor, Brandergizers, MoreThanLaw, Noema Consulting and Quifer Consultores.
I participate in various programs at IESE, ISDI and EAE, among others. Collegiate advertising, Master in Marketing. Humanities Degree Student.
My advertising DNA comes from 20 years in agencies: Time/BBDO, J.W.T., Bassat Ogilvy, Saatchi & Saatchi, Altraforma and TVLowCost among others.