Ranking in Google, important?

A question we get asked all the time is “how to get on page 1 of google”? There is no easy answer but what I tell people is that is not necessarily the Holy Grail of web marketing, it is more a by-product of a successful marketing campaign.

Imagine you run a normal “physical” business in Harrogate (i.e. not on the web) and you partnered with a company who designed you flyers, leaflets, adverts or whatever it may be. Imaging also you were listed in the phone book. Would you rely on the phone book to generate your income, probably (hopefully!) not.

When a business starts up it is important to spread the word as far and as wide as possible. New start up’s get their adverts put in as many local places as they can and rely on as many mediums as possible, shop windows, letterboxes, local publications, word of mouth etc. In this case you would target local Harrogate publications, Harrogate Advertisor etc.

Now imagine the following:

  • The Yellow Pages: Google
  • Local publications: Harrogate Council websites and business directories
  • Letterbox advertising: Emails
  • Word of mouth: Forums, comments on websites, actual word of mouth!

Each of these are as important as the other, and a business cannot succeed without them.

Now imagine that the Yellow Pages would not list your business unless you prove you have done the other advertising too. Yes, you guessed it, that’s pretty much how Google works!

So, in essence what you need to do is focus less on Google and more on making your business a success. If you do the other aspects of your campaign right your Google ranking will look after itself!

2 replies
  1. Paul
    Paul says:

    I think it’s important too to analyze just how big of a part each plays in relation to what your clientele is. For example, if you’re marketing for the elderly, things like posts on an online forum aren’t going to play as much of a role as they would for a teenager.

    But I agree with you, it’s definitely important to cover _all_ aspects, not just search engines.

  2. Jim
    Jim says:

    Thanks Paul. You are absolutely right with the analogy there, I just think some see Google as the holy grail, and it really isn’t.


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