Internet Marketing and Advertising Strategies Circumventing the Chase for Google Rankings
Internet Marketing and Advertising Strategies Circumventing the Chase for Google Rankings
“The ’big boys’ have wisely chosen to focus their marketing efforts on branding and brand recognition,” Scott says, “and the logic behind the strategy is certainly understandable when you think about it. You don’t need to “compete” if you can induce consumers and B2B prospects to conduct their searches using your brand name(s) instead of generic keyword phrases.”
Scott points to Microsoft as a perfect example. “Overture reports over 100 different keyword phrases that currently include the company’s name and they generated over 2,500,000 inquiries last month,” he says. “Yet, when one enters the keyword phrases ‘word processing software’, ‘operating systems’, and ‘software’ and Microsoft’s site is no where to be found.
Googling a brand name instead of a generic keyword phrase, the consumer will, if the company has taken steps to even nominally optimize its site for that brand name, see its site as well as the websites of its dealers, distributors and affiliates sitting pretty on the first page of search results. If trademarked, no one outside “the family” can use that brand name without violating the company’s exclusive right to use it so the only results to be found are going to be directly related to that company and its products/services.
Frustrated by the unpredictability of search engine algorithms, Scott decided a few months ago to trademark a brand name he could use to promote his services as an Internet publicist. “Admittedly, I winced when a colleague suggested ‘The PR Guru Guy’ - I’m sure it gives most a sense that I am full of myself - but it didn’t take long for me to realize that it was ideal - it’s a brand that is directly related to my profession and easy to remember,” he says.
“Now, if any B2B prospects recall the brand name and enter ‘the pr guru guy’, ‘pr guru guy’, or ‘prguruguy’, they’ll find my site (Fasttrackrankingandplacement.com) occupying the top position on MSN as well as all Google driven search engines - Google, AOL Search, Alexa, Netscape, Information, A9, Amazon, Att.net, Compuserve, and Earthlink,” he says.
Scott, of course, had to optimize the company website for the keyword phrase and its variations, but the process only took four days from start to finish - finish meaning that’s the length of time it took Google to cache and index the changes.
Once the branding concept is understood, business owners need to think about how they’re going to develop brand awareness, ultimately getting B2C and B2B prospects to call to mind their brand when they are in need of a particular product and/or service. Obviously, it’s not enough to just select a clever name.
To succeed, prospective clients have to not only call to mind the brand, they have to correlate it to a particular need or desire because the real value of branding lies in the prospect’s perception that the product or service associated with the brand name is the ultimate solution to a particular problem. “Building brand awareness 100,000 or more prospects at a time, this is where an Internet public relations program can be of immense value,” Scott says.
Branding, of course, won’t work for everyone but those in highly competitive industries or who have a unique product or service, might well consider branding as a viable alternative to traditional website optimization and the hit-and-miss marketing strategies they’re been using to date.
“For those who have a unique product or service that consumers and B2B prospects are unfamiliar with, it’s a strategy that shouldn’t be dismissed,” Scott says.
For business owners wanting to know more about the comparative value of branding, traditional website optimization, and pay-per-click advertising, the “PR Guru Guy” offers a free, one-hour introductory webinar. To learn more, visit www.fasttrackrankingandplacement.com.
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Internet Marketing and Advertising Strategies Circumventing the Chase for Google Rankings - To learn more about this author, visit Ron Scott's Website.
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LOS ANGELES, CA - In a recent article published by OneUpWeb® of the Fortune 100's websites only 13 have “properly optimized” their websites for natural Google placement. Of the remainder, 42 have only done a partial job, while 45 have done little or nothing. Why aren’t the ‘big boys’ participating in the game? “The answer,” says Ron Scott, an Internet publicist, “is really quite simple - they don’t see the need.
“The ’big boys’ have wisely chosen to focus their marketing efforts on branding and brand recognition,” Scott says, “and the logic behind the strategy is certainly understandable when you think about it. You don’t need to “compete” if you can induce consumers and B2B prospects to conduct their searches using your brand name(s) instead of generic keyword phrases.”
Scott points to Microsoft as a perfect example. “Overture reports over 100 different keyword phrases that currently include the company’s name and they generated over 2,500,000 inquiries last month,” he says. “Yet, when one enters the keyword phrases ‘word processing software’, ‘operating systems’, and ‘software’ and Microsoft’s site is no where to be found.
Googling a brand name instead of a generic keyword phrase, the consumer will, if the company has taken steps to even nominally optimize its site for that brand name, see its site as well as the websites of its dealers, distributors and affiliates sitting pretty on the first page of search results. If trademarked, no one outside “the family” can use that brand name without violating the company’s exclusive right to use it so the only results to be found are going to be directly related to that company and its products/services.
Frustrated by the unpredictability of search engine algorithms, Scott decided a few months ago to trademark a brand name he could use to promote his services as an Internet publicist. “Admittedly, I winced when a colleague suggested ‘The PR Guru Guy’ - I’m sure it gives most a sense that I am full of myself - but it didn’t take long for me to realize that it was ideal - it’s a brand that is directly related to my profession and easy to remember,” he says.
“Now, if any B2B prospects recall the brand name and enter ‘the pr guru guy’, ‘pr guru guy’, or ‘prguruguy’, they’ll find my site (Fasttrackrankingandplacement.com) occupying the top position on MSN as well as all Google driven search engines - Google, AOL Search, Alexa, Netscape, Information, A9, Amazon, Att.net, Compuserve, and Earthlink,” he says.
Scott, of course, had to optimize the company website for the keyword phrase and its variations, but the process only took four days from start to finish - finish meaning that’s the length of time it took Google to cache and index the changes.
Once the branding concept is understood, business owners need to think about how they’re going to develop brand awareness, ultimately getting B2C and B2B prospects to call to mind their brand when they are in need of a particular product and/or service. Obviously, it’s not enough to just select a clever name.
To succeed, prospective clients have to not only call to mind the brand, they have to correlate it to a particular need or desire because the real value of branding lies in the prospect’s perception that the product or service associated with the brand name is the ultimate solution to a particular problem. “Building brand awareness 100,000 or more prospects at a time, this is where an Internet public relations program can be of immense value,” Scott says.
Branding, of course, won’t work for everyone but those in highly competitive industries or who have a unique product or service, might well consider branding as a viable alternative to traditional website optimization and the hit-and-miss marketing strategies they’re been using to date.
“For those who have a unique product or service that consumers and B2B prospects are unfamiliar with, it’s a strategy that shouldn’t be dismissed,” Scott says.
For business owners wanting to know more about the comparative value of branding, traditional website optimization, and pay-per-click advertising, the “PR Guru Guy” offers a free, one-hour introductory webinar. To learn more, visit www.fasttrackrankingandplacement.com.
# # #
Internet Marketing and Advertising Strategies Circumventing the Chase for Google Rankings - To learn more about this author, visit Ron Scott's Website.
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
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