With Google’s new emphasis on Author Rank as a replacement for Page Rank, our new focus for the past year has been on the people behind the business. When building a corporate identity online, this is an excellent way to not only tell the story of the business and build further interest, but also to increase your overall performance on Google.
As Google moves to create a more personalized experience online, evaluate content and search for authenticity of information, it only makes sense to increase the prominence of the people who run a business. In larger organizations, this can be challenging since a policy of determining who is represented online needs to be established, but in small and medium-sized businesses, this is vital to ensure a strong online presence.
After working with many companies over the past 20 years, certain trends have become apparent that have had a huge impact for our clientele. With recent changes to Google, these trends are even more evident, while also transitioning. Personalization of the Internet is one of the dominant factors. It appears that more and more data is being connected to each person’s name, and a relevance on the internet is being created based on the concepts of information creation, consumption, distribution and social signals.
While this takes more effort and strategy, creating a unique message around the individual can do wonders for a business.
As the digital world slowly increases its influence in our physical spaces, as evidenced by the proliferation of smart phones and smart objects, people often feel more disconnected. As social animals, we need to feel more connected in more meaningful ways. Being always digitally connected is not the same as interacting with people in meaningful ways. Turkel’s Together Alone captures this phenomenon beautifully, and this needs to be taken seriously by marketers and strategists alike. When a person is able to connect directly with an individual within an organization, a conversation begins in a new way that is both more personal and has more potential to convert to a sale. This removes the cold image of a corporation, and replaces it with a real person – leading ultimately to a better connection and conversation.
Real impact online can be achieved as the digital footprint of a company increases. For example, if you have only 5 pages on your website, it is far less convertible content regardless of how well written, than a website competitor with 100 pages. How do we create so much content? Blogs are a great place to increase your content and create more information for the web to be searched and sorted.
Strategies to increase your digital footprint include:
In the end, your digital footprint can act like an hourglass where traffic, like the sand, flows through your website driving conversions and interest in your company, products and services.
If members of a company develop their personal brand carefully, work strategically online to represent the company for which they work as well as showcasing their own talents and skills, the benefits to a business are incredible!
If you would like assistance in building a “people behind the business” strategy, as part of your overall strategy, contact us today and let’s get started on building a more prominent impact on the Web.