Although Google remains the top search engine, it’s not always everyone’s initial go-to platform for information. Because of topical, community forums, other platforms, mixed in with AI, you can’t depend on Google by itself — organic or paid. Here’s what you need to know about being visible when your target is searching for what you have to offer.
The days of relying only on Google as your primary digital marketing channel are behind us.
Search Engine Journal
AI Search Increasing
There’s no denying that AI Search has changed how people find what they need or want. However, how do you get these AI bots to find you? Here’s a sample scenario…
Modern Search Starts with AI
Jack and Cindy have an outdated kitchen and are looking to remodel after 25 years of living in their home with their family.
Here is what their journey looks like in this new search ecosystem:
- Cindy started by going to ChatGPT or CoPilot (which uses ChatGPT) and asked, “Which are the best kitchen design brands?” She found some information mentioning several designer brands.
- Since a kitchen redesign requires visual planning, Cindy then searched on Pinterest for ideas and inspiration. She saved some images from the designer brands that she found in ChatGPT in her boards.
- Reddit was their next stop to check topical subreddits for feedback on specific brands and learn from others’ experiences.
- Jack then searched YouTube for installation tutorials, but decided that they should hire a professional. A wise choice.
- Then they Googled local contractors. They studied them and found those with high ratings and reviews from their respective Google Business Profiles, and visited their websites, looking at portfolios. They contacted 3 of them to get quotes. As it turns out, one of the guys had a YouTube video that impressed them with his expertise. They ended up hiring him.
Be Visible Everywhere!
Back when I started in digital marketing 30 years ago, you had to be on every search engine because you didn’t know which one your potential customer would use to find you.
Then, when social media came out, small business owners thought they had to be on all of them. Well, you do and you don’t. You have to really know and understand the buying journeys and search intent of your target market. Once you know that, then…
Focus on the ones your target audience would use the most.
Your Brand’s Web Presence is EVERYTHING!
Your goal in all this is to increase your website visitors. Once they land on your website, they need to convert.
- It starts with a good-looking, functioning website that’s optimized for all search engines and easy to navigate and convert.
- Then, your social media profiles should look like extensions of your website. You don’t have to be on ALL of them. Just the ones that your target market frequents the most. They should also be optimized for search.
- You need to do your target market research and get to know who you’re trying to reach. Where do they hang out the most? Which other platforms would they use to find you? And what’s their search intent? Why are they searching for what you have to offer? What questions are they asking?
- Now that everything is optimized and you know who you’re trying to reach, you have to create the content that will drive them to your website. This content could be…
- Next, you have to post on social media — DAILY! Based on your research, strategically plan your social media posts. Subsequently, create a tactical plan — your to-do list — to implement the strategy.
In summary, you don’t need to be on EVERY platform. Just the platforms your target market uses or is liable to use.
Don’t Be Overwhelmed!
You’re probably thinking that this is too overwhelming! It can be. It won’t be if you have the guide, trainer, and coach. Let’s start with a FREE 15-minute Zoom call, and I’ll evaluate your current marketing efforts and do a free SEO analysis.
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