Top Google rankings are the domain (pardon the pun) of Fortune 500 companies and career bloggers. As more companies focus their dollars on Search Engine Optimization, the internet becomes a “not so egalitarian space”. This means that solidifying ranking for your small business on top search engines is no longer a novel idea; it’s a money war. For example:
Jan is a real estate agent. Her brother Karl advised her to start a blog and buy some “Adwords” to get ranked for the phrase “Indiana Real Estate”. He told her her that appearing at the top of Google will give her qualified lead generation.”
Ranking for “Indiana Real Estate” agents may seem like a modest goal; after all it is much more specific than just “Real Estate Agent.” Unfortunately for Jan, the internet has become as competitive as any other medium of communication. Five years ago Jan would have been able to secure a substantial ranking on Google by writing blogs and placing “Adwords ” about “Indiana Real Estate” but times have changed. To use Google as a marketing tool, Jan will need to outrank some big players: Realtor.com, Remax-Indiana, and Home.com to name a few.
What can Jan do?
While it is inefficient for Jan to try to secure top-ranking Google space, she can create a diverse online strategy utilizing various business networks. Technological innovation always reserves a sweet spot for early adopters. Right now, that sweet spot is business networking sites like Referral Key and LinkedIn.
Rather than just throwing up a profile on one site, Jan should engage the market on several sites. People use different tools and if Jan can showcase her expertise to a defined niche, she’ll be able to drive more referrals and close more sales. Online lead generation has become an integrated strategy. Instead of throwing money into Google Ads, blogging till your head hurts, or waiting around for someone to find you on your favorite social networking site; get out into the cyber world and engage your prospects where they like to spend their time. You’d be surprised, this may not necessarily be where you’ve been focusing your efforts.
