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A point we shouldn't overlook online as marketers who blog as our primary strategy is understanding we live in a culture of searchers. As in the most ancient of times, or like the most modern of times, regardless of what we’re looking for, it's very likely these days we'll start with Google (or another search engine) to find it. This shared experience didn’t always exist. It evolved rather rapidly over the last decade. In the U.S. alone over 77% of us use the internet and we all use search, even those who admit they are challenged by technology. Yet the mindset of many online marketers doesn't get the fact yet that the audience we try to attract is already out there looking. |
It’s not like John Wayne, as Ethan Edwards, in the classic western movie The Searchers, who's wandering the Texas frontier after the Civil War in the late 1860’s to find his niece held captive somewhere out there on the planes. Google, Bing, Yahoo, Ask etc. are dynamic libraries that contain or point to almost everything on our planet.
An important key to your online presence is twofold,
1. It’s your placement in their card catalog. In short, being well indexed.
2. Hyperlocal bloggers, know as much as you can about the behavior of those you’re trying to reach.
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Skip the technical and put yourself on the horse of the searcher. You (they) are not aimlessly roaming the prairie, you’re looking for a person, place, or thing, an event, store, or a neighborhood etc. via the card catalog in a library. “What do you want to know?” |
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You’re creating asynchronous conversation that provides the answer before the question is asked.
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