"You can't build a brand with SEO."

Almost like a mantra, they repeat those words: “You can’t build a brand in search results.” Of course, we’re talking about advertisers, media agencies, communicators, and others from the old school. Those who understand the intention realize that it’s far from the truth.

Yesterday, I found out that a blacksmithing store went bankrupt, and it really hurt my heart. In my spare time, I do blacksmithing in my basement, and I’ve once googled for tongs and hammers, which I then bought from that very store. It’s not a huge hobby, and it can be difficult to find the right tools, especially if you want quality. Over the past few years, I’ve expanded my forge (and small workshop), a blacksmith hammer from this store, a Kohlswa anvil that has to be found secondhand since they haven’t been made for many years, a belt sander from a guy in Poland who makes them by hand, and so on. This particular store was easier to find than most things because you could simply Google it, and I was genuinely sad about the bankruptcy.

The same people who measure impressions argue that a purchase doesn’t build a brand

Impressions, where an ad is shown, maybe on screen, maybe outside (!?), it’s something that people are willing to sell. Among 30 others, maybe visible, there your banner will strengthen your brand. Visitors who see it will feel that now you’re a little better than before, a little better than your competitors, with no real interaction required (or happening).

On the other hand, when you search for the store, choose to buy the product, have it shipped to you, and use it with joy for years — that doesn’t make you more favorable toward the company. It doesn’t build the brand.

To be clear: An ad that maybe shows or a completed purchase. What does your gut feeling say has the most impact on you?

More and more are demanding action, and that’s a good thing

The time when marketers would mindlessly buy TV and print ads is disappearing behind us. It still happens all the time, but it’s rapidly decreasing. The daily press is still full of banners sold by “views,” but changes are happening there too. We buy by click today, and even though it’s not a full conversion, clicks are far better than views (get in touch if you want to know how).

I’ve been ranting about this for nearly two decades, many others with me, and it seems more and more are starting to realize that measurable marketing doesn’t mean measuring views. That’s incredibly good. Also, I’m genuinely sad that the store that sent me tongs and hammers after I googled them no longer exists.