Everyone Googles, everyone. When something new happens in your industry, when you want to learn a new skill, or when you’re about to buy something—you Google it. Just like everyone else. With that knowledge in your back pocket, we can capture the attention of others.
I often talk about measuring the return on investment in marketing. Of course, it doesn’t always have to be money that’s the gain, at least not initially. Another goal can simply be to capture people higher up in the funnel, and that’s definitely possible—even with SEO.
For many years, I’ve personally shared knowledge about search engine optimization and digital marketing in general. I’ve done this completely free in all the channels I’ve had access to. There have naturally been several goals with this, but one has been to show up well on the things people are wondering about. By answering people’s questions, we manage to be, more or less, relevant when someone searches for something related to digital marketing.
So, what do you actually achieve?
Who are the ones searching? Partly it’s all those who are simply interested. Partly it’s all those looking to purchase a service. It’s also all the journalists, all the bloggers, and everyone gathering names ahead of a procurement. As we said already in the introduction—everyone Googles.
One of the major effects is that even if not everyone agrees with our advice or opinions on digital marketing, it’s still hard to ignore or avoid our perspective. My SEO guide is the one that ranks best when you search for SEO, and it’s difficult to argue that what’s written there isn’t valid, right? That’s actually the case regardless of how accurate the information in it really is.
By building up very strong content, you can position yourself at the center of the conversation—and that’s definitely worth doing.
Magnus Bråth
Consultant & Adviser
Magnus is one of the world's most prominent search marketing specialists and primarily works with management and strategy at his agency Brath AB.