The marketing experts talk endlessly about 'brand top of mind', a likeable term that explains itself.
Because my day is spent dealing with things webical, I make it a habit to pause when I hear the beep that signals an enote dispatch from practicalecomerce.com, the foremost periodical in the field. This morning, the lead article is about ideas for generating unique content, now seen as doubly necessary in light of February's Google 'Farmer' update.
Without quoting Armando Roggio's entire article, it reports that early data suggests Google users are getting better results, but that the changes have reduced traffic to sites that "simply don't have a lot of unique, 'value-adding' content." It offers suggestions for web marketers "who sometime struggle to find new content ideas".
At the core is the connection between unique and entertaining web content and brand top-of-mind recognition. We all hope to establish our personal 'brand' as the first thing that darts through the minds of our area neighbors when they think 'real estate'. But it's equally a meat-and-potatoes issue for the wider internet audience, who don't live here. Yet.
Having a handsome, professional-looking site reinforced by up- to-date coding is an utter necessity, of course. But to achieve that 'top-of-mind' status, there's a next step: differentiating your site above all the other handsome, professional-looking local sites. Google has apparently figured out the differentiator it thinks web users are looking for: so why not provide it?
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