Insights from a Former Google Executive: “If You Want to Be a Better Online Marketer, Think More like Google”

I want to tell you a story about my friend Jim who had lunch with a former Google executive one day back in 2011. The former executive’s remarks will help you think more like Google and become more successful as an online marketer.

“Roughly how many times each year does Google update its search algorithm?” Jim asked the former executive. The man replied, “Hundreds of times. Last year [in 2010], we modified our search algorithm 435 times.”

“These constant updates drive us online marketers crazy,” replied Jim. “We never know what Google is going to do next, and we’re constantly tweaking—and at times discarding—our online marketing strategies for our clients.”

“Yes we know that,” replied the former executive. “As tough as it might be for online marketers like you, our mission at Google will never change. We strive to give the best answers to the questions being asked by searchers, whether these questions are typed into computers or spoken into phones.”

The former executive went on to say that online search will continue to evolve because technology and consumer behavior are continuously evolving. To respond to these and many other changes, Google adapts by continually testing and refining its search algorithm. “We’re the number one search engine because we do what we must to stay on top,” the former executive concluded.

Indeed, Google follows this principle of constant evolution with all of its products, whether it’s AdWords, Analytics, Shopping, or Maps. Google will always adapt its products to stay abreast of changes in technology and consumer behavior. This way, Google will always be able to provide the right solution at the right time.

Fascinating conversation—but what does this mean for business owners and online marketers? To drive better results, you need to rethink your approach to online marketing. In short, you need to think more like Google.

You have a target audience. Your leads, conversions, customers, and sales will come from your target audience. To drive better results, you need to align all your online marketing tactics—paid search, promotions, content marketing, search engine optimization, etc.—with the needs of your target audience.

By developing a deeper understanding of your target audience, and by aligning your online marketing strategy with the needs of your target audience, you can drive better results, which in turn yields greater revenue and business growth.

By ensuring positive online interactions with your business, your leads and customers are more likely to recommend you to others, which in turn brings in more business. In time, you’ll meet your business expansion goals.

 

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