Categories
Communication

This is how to beat Google on search: the way Google+ is beating Facebook!

Like anyone serious about business, I spend time trying to figure out how Google’s search algorythm works.  Because if you are serious about business you care about communication.   And if you care about communication you have to care about the way most of the world now discovers information.

Yesterday I was surprised to notice that my main computer produced absolutely no Greek website results for “champions league” or “Europa league”.   Not even on the twentieth results page!   Both of my reference machines (different setups, not logged in to a Google account, not using Google Chrome) had their first page full of Greek results.   Obviously Google has been tracking the fact that I am not interested in football.   But no matter how hard I search, there is nowhere in my Google customization, preferences or other location where I can untick a box to change this.

At the same time I have been admiring Google+ .   You are much more in control of the experience than Facebook.   It is much, much less prone to scams, false profiles and spam of all sorts.   For anyone who has lived in the uncertain world of trying to do Facebook marketing over the past years it is a breath of fresh air.

And that is exactly how Bing, Yahoo or any other search engine can overtake Google.   Bear open your secret sauce.   Show us the workings of your algorythms and let us tweak them.   Let me, the search users, decide what I want to attach weight to.   We could even swap tweaks, like my “don’t care about football but like outdoor stuff and sport in general” attitude.    It would be something you nurture through time, like a farm on Farmville; your searches and clicks create your own unique version of the search algorythm, your own “magic soup”.   Many users would love it.   At least those who care about what they see, the discerning users who are probably more interesting for advertisers too in the long term.

You can’t beat Google any other way, and we all know how hard you tried…

Categories
Business Communication

A practical way to sell services

I realized that the way I chose to help publicize a service is a rather good model to follow in many cases.   www.qualia.gr is a company that does reputation monitoring.   It is a great service, heck, it is the only service that works in Greek really!  (Best voice recognition in this language matched with good interface and intelligence.)

You can try and buy some Google Adwords around the topic.  So, assuming someone searches for you via Google, they will find your website.   Which may, or may not be the best sales pitch.   That seems a rather small and ineffective net to throw into the ocean of potential customers to me.

So instead, I am using the technology to do something you couldn’t do without it.   Case in point a blog about media coverage of the local elections in Greece.   More particularly Thessaloníki.   Because if it was too broad a topic you couldn’t explore the depth of the interactions between TV, radio, blogs, social media and the web.   Is this the best way to find customers?  I think so.   I will be most impressed if at the end of the two month project most major and minor league politicians haven’t heard of reputation monitoring.   Better still they will have understood many of it’s elements.   And even better they will be familiar with the particular product and predisposed to assume that the particular company is a market leader.

We can do another project after this for marketing executives, though many have already figured out that politicians are simply products with unusual parameters most of the time.   Maybe another one for an international audience.   It works with Google too of course because it produces a cluster of knowledge around a particular topic.   No SEO required!   (Though I do optimize the content sometimes or pay attention to cross referencing from other sources to help this along.)

Good, relevant content, provided for free to a particular audience.  State of the art return to simple principles!