By Carly
Google completely rocked my world earlier this week when Marissa Mayer (vice president of search product and user experience at Google, and totally my idol) announced that Google search results will now be in real-time.
What exactly does this mean? For example, let’s say you search for Tiger Woods. I’m not sure why you would considering we haven’t heard anything about the guy in ages, but let’s just pretend you want to see what he’s been up to lately. So if you type “Tiger Woods” into Google’s search engine, you see this page:
Note that you first see news results, Tiger’s official Web site and the Tiger Woods Wikipedia entry. However, now you’ll see a “Latest Results” box:
This box consists of the latest postings on social network sites about Tiger (including Facebook and Twitter) as well as articles from news Web sites and Yahoo! Answers. It updates automatically, so there is no need to refresh your search results. In fact, you can click on the “Latest Results” link and be taken to a search results page that specifically updates from these real-time results:
So. What does this mean for you and your brand’s online identity? We now not only have to ensure that your Web site’s copy is en pointe so that it is more likely to show up high in search results, but also that you are producing consistent and timely information via blog entries and social network updates. It’s important to keep in mind that the Internet is not a stagnant marketplace, so your approach to your Web site or “supplementary materials” such as your blog should be to constantly be searching for ways to be innovative and timely. Once you hit “publish” on your Web site does not mean you are “finished.” Sure, take a break. Get some fresh air. But once you get back to your desk, it’s time to think about what more can be done.
This does not mean to constantly update. An online marketing strategy should never consist of spam, and if your strategy is to simply update for the sake of updating without any real thought behind your target audience and the content you wish to present, you will become a spammer.
Here is some advice on how to continuously maintain and improve upon your online identity:
- Revise your Web site judiciously. Revisions are made often, and from time to time a complete overhaul is needed. But if a client or consumer of your product comes to your Web site but can’t find what they are looking for where they saw it last time, that becomes an issue. Rather, continuously be considering how you can get the most important information across to your target audience in the most convenient way possible. (You can use Google Analytics as an easy way to see what’s most important your Web site visitors.)
- Post your Facebook updates to your Wall. Some pages send updates to their fans’ inboxes, particularly “special deals” that are for Facebook fans only. Solution? Post the update to your public wall, anyway. If you want to be super “exclusive” then you can send a certain code to member inboxes. But chances are you’ll only gain more fans and interest by posting to the wall. And this way you are more likely to show up in search results.
- Tweet often, but only if you have something to say. You probably have a product to sell, and Twitter can be a great way to introduce an audience to your brand. But don’t tweet constantly just to show up in both your followers’ live feeds and the new real-time search results. You’ll only become a nuisance in the marketplace, like a mosquito in a quiet room. My advice is to tweet at least twice a day – once in the morning and once in the afternoon. Once you fulfill that quota, stop to think. What’s new with your business? Have you read any interesting news articles about your industry lately? Maybe you’ve heard a funny (and appropriate) joke about your industry (I’m looking at you, lawyers.)
- Respond to others. Get your brand out there by responding to industry blog posts. If a fan of your Facebook page posts a comment or question, answer them in a courteous and cheerful manner. Join in on trending topics on Twitter. Work on keeping your online identity accessible.
What does your online presence currently consist of – just a Web site? Are you on Facebook or Twitter? What are your thoughts on Google’s real-time search results?
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Tags: google, online identity, real-time search results, Tiger Woods
About the Author
Carly no longer works for O'Neill Communications and we wish her the best in her new endeavors!
