I love Google, but sometimes it feels like Google doesn’t love me back.
But despite the seemingly one-way relationship it hurt me to see the search giant being hit by the Right To Be Forgotten (RTF) ruling in the courts recently.
The European Union court ruling means that people can now make a request for unflattering information about them to be removed from Google’s search results.
It’s all still a bit up in the air at the moment. Google’s expected to be flooded with requests from people asking for their information to be taken from the public eye although there are no tests currently to determine which information is irrelevant.
I’m not going to jump on any bandwagons with this. The papers are already reporting that criminals are requesting for their information to be removed from search results, though whether they’ll actually be removed is another matter entirely.
So Google’s got another problem on its mind. But what does that mean for you and me, and all our websites that need to be found by local customers?
What does it mean for search marketing?
Theoretically, nothing at all.
Why theoretically, though? The only possible disruption I can currently think of is that somebody writes a piece of content around somebody and that person asks for the result to be removed.
Though that wouldn’t – and shouldn’t – impact on your overall online marketing campaign.
I hope people aren’t too alarmed with Google being in the news. Because of the size of Google they will always be in the news, and this story has nothing in it to indicate that search marketing will be affected.
The details are still muddy and appears to revolve around people’s names in search results as opposed to search phrases, but I’m sure that’ll be made more clear as the weeks and months roll by.
How do you think the Right To Be Forgotten ruling will affect Google and search marketing in general? Let me know in the comments section below!
The first solution is an easy one – don’t worry about it! This isn’t a change to Google’s algorithm – like Penguin, Panda, or Hummingbird – that will cause your search results to fluctuate.
The second solution is to not be so reliant on Google. It’s a philosophy that even Google backs with Head of Webspam Matt Cutts recently telling people to be more creative and think for themselves.
SEO is a long, long way from dying out. There are other search engines out there, don’t forget, and being visible in them is a great form of inbound marketing and generating organic leads.
It’s a mantra of mine – online marketing is more than rankings. You need to make your website work for you if you want to generate money for your business through other channels.
Creative inbound marketing
Search marketing after all is another form of inbound marketing. Get good rankings for the right keywords and you can tap into a huge resource of organic traffic that can potentially be transformed into loyal customers.
There are other fantastic forms of inbound marketing that can be done online that utilise the strengths of your website and social channels.
The lead magnet philosophy for example is an excellent way to build trust as well as gathering all-important consumer information.
A lead magnet is something which attracts people and encourages them to part with information for something beneficial. A downloadable guide, for instance, or a brochure that they can’t find anywhere else.
It’s a more attractive prospect to organic visitors than shoving huge calls to actions in their face. With a lead magnet you’re enticing them and the reason they visited your site in the first place.
Lead magnets combined with the right content marketing strategy and calls to action are a brilliant way to promote your brand and offer value, too.
What are your favourite inbound and outbound marketing tactics and how well do they work? Let me know below!
Outbound that creates a buzz
Though outbound is currently in a state of evolution it’s interesting to note that 75 per cent of IT professionals said that they’d attend an event or an appointment after a cold call or cold email.
Cold’s the key word here, though that high rate of success (1,000 IT professionals were surveyed) shows that it’s wise not to discount traditional marketing.
This and my earlier point relate to my post about marrying together your on- and offline marketing strategies.
Your website needs to be viewed as part of the whole that is your business, and act accordingly.
But maybe that 75 per cent may have been a bit higher if the communications weren’t as chilly. Personalisation is the future of outbound, but how to do it? By collecting the right consumer data when those organics visit your site to target email and direct mail campaigns to the people that matter.
Google will always matter
I mentioned a while back about email marketing, and how the people that said it was a dead marketing medium are now eating a bit of humble pie.
That method and a number of other online marketing channels will never go away – they’ll simply adapt and change for the better.
The same goes for SEO. You can’t say that SEO is dead without consequently reading the last rites to Google, such has been the search giant’s influence on the entire SEO industry.
So despite the knocks that Google gets, whether from the courts or self-inflicted ones, it’ll always be the number one search engine you should concentrate on optimising for.
But don’t forget to build up your other channels and layer your marketing to maximise your potential leads and generate the consumer interest you and your site deserves.
Get in touch with Webpresence today to find out more about what we can do for your search and online marketing campaign.