Time to Look Beyond SERPs
Personalized search and behavioral marketing are talked about as being the future of search. I could search for "groceries" and get completely different results, based on my search behavior, than if you searched for "groceries". Most experts agree that personalized search and behavioral marketing will lead to an even more competitive arena for SEO than already exists. So how will these new methodologies affect the Web business community?
How many times in the past month have you seen a television or radio commercial that cites their website several times over? How about a billboard or bus stop advertisement that has their website prominently displayed? If you wanted to find Walmart.com, would you search for it, or just type in "walmart.com"? What about your favorite lunch spot, Joe's Diner? Would you search for "lunch in Chicago" or "Joe's Diner Chicago"? I'll bet that you know your favorite Web addresses by heart.
So, while other companies are focusing on keywords, optimization and beating each other up, shifting your focus to brand recognition could pay big dividends. Recent reports state that online marketers are increasingly turning to "old", offline strategies. Television, radio, magazines, billboards, etc. Maybe they are on to something. If your client base knows your site by heart, will they spend their time searching for it, or simply type it into their browser? Instead of bidding on pricey keywords, mabye shifting your resources to advertising your site on the train, on the highway, dare I say ... in the local paper could produce significant traffic?
I'm hungry. I think I'll go to joeschicagodiner.com and see what time they open.