On Demand Advertising Solutions Blog

In a war of words and growing concern by small businesses about their place on the internet search giant, Google, 60 Minutes latest report gives pause as accusations fly over their control of the internet–and favoring businesses they control.

It’s not the first time Google has come up in anti-trust charges by Congress of being too big to fairly allow competition with small businesses they don’t control.  The staggering amount of businesses they own (like YouTube, Android, etc) provides leveraging lobbying representation in Congress to virtually provide nothing to happen.

In order to get first page exposure in a Google search of business–virtually all businesses are forced to pay-to-play in the online game.

This illustrates the importance of an online presence for every business to be seen as a “real” business, since nobody goes to page 4 of listings to do business with those companies listed (according to Yelp CEO during interview).

In spite of these concerns, is there anything a small business can do to level the playing field at this time?

In addition to possibly buying online ads–the ONE THING all businesses have control over is their online image (website), presence (social media posting) and content (blog posts)!

Each of these elements are measured for relevant content for Google’s search users–and their stated goal is to provide the best user experience they can.

Thus, providing your prospects with the best relevant content about your business (which is great anyway) can increase your rankings and listings with Google’s platform (ideally).

This is why an on-going investment in rich media content (which is favored by Google, Facebook, etc, such as video’s and podcasts) should be a part of every business marketing plan since you create it, own it and share it!

The above shows a partial first page search listing of my consultancy using video podcasts as content on my blog and multiple platform exposure.

(To read closed-caption transcription, please click on the “gear” icon, then turn on “CC” in the above Youtube player)

Key Podcast Take Aways

• The fact remains that every business has a responsibility to control their marketing plan and figure the best way affordable to get new customers and prospects.
• Platforms and media may change–but “owned and created content” is timeless.
• From the first cave painting in France to today’s blog posts–content has always been King, and should be invested in and promoted.
• Businesses need to quit fighting the weekly blog post idea and embrace it with the rest of their marketing efforts (it’s not too slow–it shows to online visitors through paid advertising that you’re consistent and relevant to their interests)!
• Once content (ideally in the form of rich media–as Google and Facebook favor them) is created–it can constantly be promoted via social media, email marketing, digital marketing, etc.
• Don’t fear the beast–feed it!
• Facebook possibly working on new platform to link business owners with content creators for targeted prospects engaged in said content/influencer (thus the importance of good content).