I read an interesting email newsletter this afternoon by Google AdWords Expert, Perry Marshall. The article, revolving around the quality of Google and Google’s “weird” practice of not publishing any old ad, or allowing any old keyterm – effectively not gobbling every advertisers dollar was addressed:
Sometimes people get mad at Google ‘cuz they won’t just take their money and run the ads they write. Worse yet, they won’t even tell you WHY. Maddening, isn’t it? Dave Bullock explains why, like this:
“People should think of Google as being their first customer. People search Google because they trust it. Your ad on their search engine is an endorsement, and you’re borrowing their identity.”
The fact that the whole world trusts Google – and the true meaning and cause of that trust – is somewhat overlooked in all the hoopla about their juggernaut success.
People talk about Google’s skyrocketing stock values and Page Rank Formulas and the birth from fledgling lab project at Stanford, and the geek culture and the free 5-star lunches in the employee cafeteria.
But not too many people really ask, why does the world trust Google? When someone wants to know something, why is the first place they think of looking, Google? Why is Google a verb?
Because Google is the most accurate available representation of what human beings consider important and valuable on the Internet.
Google isn’t just a directory of information, a vast resource of knowledge, it is “the most accurate available represenatation of what human beings consider important and valuable on the Internet;” and your business listing – either organic or paid is a tremendous quality and branding boost. In past generations people turned to the yellow pages for that same vote of confidence – albeit without the complicated algorithims. The more you paid the larger your ad. The closer your name to the beginning of the alphabet the higher up your listing. A listing in the local yellow pages ment you were a legitimate local business. But, we have since moved to a digital era, with the new global yellow pages – search engines. No longer is the placement of your website, business, listing or ad based solely on your name and amount you are willing to pay, but now they are based on quality – a fact that many people may not know, a fact your audience may not know, a fact that you may not know, but it is a fact everyone have inevitably realized through their use and research online. Your company name in the search engine is an immediate – and global – vote of confidence in your service (no matter how local your business or how targeted or wide your services).
Where are you in the search engines?