What in the World is Google Doing?

A good friend of mine who works at Google gave me a heads up last month when he emailed me this (from his personal account): "bruce clay is almost onto something."

The name barely rang a bell among the 50 or so RSS feeds that I sift through each week on web search. (I should really cull that list down to ten.) When I looked up Bruce Clay, I realized that my Google pal was referring to a long-awaited paradigm shift in how Google serves up pages.

In a nutshell, this paradigm shift is supposed to have this effect:

1. Gradually but surely switch to something called Behavior Based Search.

2. Push out the pure e-tailers working from their parents' basement and drop-shipping product in their underwear.

3. Give hope and results to the long-suffering retailer.

4. Mean death to search engine manipulation of any kind.

5. Force those who have unfairly enjoyed high rankings to pay to keep their sites on the first page.

6. Reward high-quality sites that play by Google's rules.

Most Internet professionals know that Google has been planning a shift in its search engine's behavior for 2009, but maybe we aren't aware of how drastic this may be. It looks like traditional retail stores may be the big winners here as they re-calibrate the way people find sites through their pages....including tilting search results to include local companies first.

I'll dig into it in depth and corner my pal in Mt View to provide more concrete examples besides lame posts like this one. You can see what I'm getting at by searching "Intent based search" and "behavior based search" and "seo is dead" and "search wiki."

For the record, I don't think SEO is dead, but it will be radically different and I'm glad to see it. It will improve Google's product tremendously, which is why they're doing it, of course.

--chris

PR is a marathon, not a sprint

Who is saying what about your company? If you want to control the "buzz" surrounding your site, you should be prepared to create and maintain a diligent PR strategy.

Good P.R. isn't an accident -- companies with targeted campaigns do better than those without. SurfPerch's strategy has always involves traditional media releases (such as writing articles issued through PR Newswire or other such services), as well as targeted "viral" campaigns and new media techniques. How do we do that?

We offer a few tricks up our sleeves. First, you should get a sense of the publications that operate in your associated industry. For that, do some searches through Google to get a list of at least 4 or 5 publications. Second, you should develop contacts at those publications and offer to write objective articles about your industry. Third, you can hire SurfPerch to ghost-write those articles and any follow-up press releases (it's what we do).

Editors of these publications LOVE to have contacts inside their industry -- and love when they offer to write articles about upcoming trends in the industry. They can't be expected to know everything about the industries, even if that's their stated objective. They rely on insiders to provide the latest and greatest from inside the boardrooms and tech stations. Become their eyes and ears and you may just learn how to focus an article to help quietly promote the trends you are capitalizing upon.

The real trick is to closely track when the article is going to be released -- and then writing a press release that is not so objective and highlights how your company is working on the very trend you described in the article.

SurfPerch's skills and experience with writing and editing give us the tools to help you with a variety of writing/editing challenges. These include:

Writing and/or Editing Copy for your Website

Writing/Editing Business Plans and Proposals

Writing/Editing a Grant Proposal

Issuing Press Releases

Crafting a Brochure

Regardless of the specific need, we can help you streamline your company's overall PR strategy. It's simple: keep your company name in print. We can show you how. If you are interested in learning more about this emerging trend in website strategy, please contact us through our website or email me at chris [at] surfperch.com.

--Chris Carmichael