Don't think (Only) on Google, think about your customers

I'm often asked (And I wonder): Why don't the real experts in a subject appear until the page 4 or 5 de Google?

This is the fourth of the trends I pointed out a few days ago in the post Trends: 2020 Personal Branding.

If you have a minute, I invite you to watch this video-summary:

Don't obsess about Google

Don't do it, why you'll lose freshness. Think about your customers. How to impact and create value through a natural message, more like a cafeteria conversation than a "elevator pitch online”.

If you follow SEO rules (Internet positioning) to the letter, they might find you on the first page, but also losing freshness and relevance.

We don't always have to write articles 2.000 words that start by defining a topic, what is such a thing? and then developing where is such a thing?, how is such a thing consumed?… It is not always necessary to mention 20 times the same keyword.

Google's "spider" (and other search engines) tracking articles doesn't seem to settle for the title to know what the subject matter is in a text. You need to find that word many times, in bold, in titles, in pictures... can you imagine us talking like that in real life?

Artificial intelligence lacks naturalness, that's clear

Google tries hard, but its algorithm is imperfect. Why don't the real experts in a subject appear until the page 4 or 5 de Google? Will we have to get used to going to the last pages of a search to find what really works well?

Those who are there, ahead of everything, are the ones who know the algorithm de Google, not the secrets of personal brand strategy. And that's why I think this seeker has to separate the grain from the straw, because those who are taking the cat to the water are not the ones who know more of something, are the ones who know Google best.

It's true that my keywords are more specific, as “Personal Branding Empresa“. So, that means we should educate those who seek to specify exactly what they want.

A punishment? A Casualty?

Maybe it's just chance., but when I advanced in the first post the tendency to go back to naturalness and not think so much about Google, I got this.:

decreased web audience guillem recolons after talking about Google negatively

Analytics shows audience drop after negative comment to Google

Within days of publishing a text containing the words "don't think about Google, think of your customers" it happened that the audience of my website started to plummet, going from an average of 750 unique daily visits to just under 200.

I'd rather think it's not a Google punishment, but it's a suspicious coincidence. This reaffirms to me in the need to return to a certain naturalness, And by, supposed, seek alternatives to a monopoly that doesn't admit criticism.

Some alternative formulas to Google

Seekers: A couple of years ago my colleague and friend Claudio Inacio posted on his blog a very explicit post: Is there life beyond Google? 17 web browsers you may not know. Here are many very good solutions as search engines.

Other alternatives: If we think of our customers, we can do without search engines and go to social media, to face-to-face events, use the phone.

One of the platforms I usually recommend is Linkedin (at B2B is unbeatable). Especially, because it's a CRM that allows you to easily find people, find high-quality content, write on his blog (without Google affecting visits) and measure all of this with great ease.

Of course, if your business is B2C things change. If you sell smartphone cases for teens is better Tik Tok. If you sell shoes, Facebook, if you sell cooking courses you might want to look at Instagram and if you sell a course for journalists you may need to go to Twitter.

Pure question of empathy. Think about your customers

There's a very handy Design Thinking tool to successfully reach your customers. It's called "Person”, and helps you understand all the data we need to successfully empathize.

We will understand what our customers' needs are and the sources they consult. Question. Ask again. And you see there, and create value, And it attracts, and convinces, and persuades, And it shines, and conquest

Let's hope that either Google humanizes its algorithm or other companies will appear able to do so. The Internet is still a hostile place for many, we deserve it to become more and more like real life. Think about your customers. Not in search engines.

Possibly, after publishing this article I will download even more visits to the web. If that happens, I'll know I'm playing with fire.

Stock Photos from RMinerva Studio / Shutterstock

Personal Branding Lab Day 2019

Last 14 December the webinar of the 5th edition of the most important congress in the world in personal brand took place, yes, Personal Branding Lab Day.

If you missed it, Here are the 8 hours of presentations and roundtables. And in the channel of YouTube by Personal Branding Lab Day you can also see the contributions of 30 experts in short videos of 3 minutes.


Trends: 2020 trends

First of all, I warn that these trends are a very personal estimate. I haven't spoken to world gurus before.. Simply, I try to observe the branding trends 2020 and understand which ones are best applicable to people.

Trends have an air of myth, like the Cretan myth of Pasífae, daughter of the moon, who married King Minos. Legend has it that Pasífae prevented Minos, unfaithful by nature, had children with other women. Eventually she fell in love with the Cretan warrior Taurus and had a son who was called Minotaur, since it was not known if it was her husband Minos or her lover Taurus.

If you have little time, here I summarize the trends 2020 in a minute:

1.- The impulse of social consciousness

Beyond some ephemeral trends, social conscience takes on a permanent meaning. It's partly logical. It's a human trait, and that's why some brands are adopting it (*Ikea It's a good example).

If companies are adopting it it it's not for manners. We're moving from prioritizing benefits + people to people + planet + profits.

People care about the environment, peace, diversity, The education, social justice, resources, pensions, conciliation, health, equality… It is good that we commit to these causes and make it known to promote the contagion effect. Contagion to other people, and above all, corporate brands.

The millennials and centennials have given us a lesson. They have always argued that companies, brands, have the ability to alleviate some of society's biggest problems.

*IKEA is one of the brands fighting for a sustainable future. They control the use of water in their stores, use solar panels and buy all the cotton they use from sustainable sources. They're working to use energy 100% renewables and get all their wood from sustainable sources.

2.- Experience. Facts are imposed on the said

It's not new., but it's going to more. Experience trumps marketing. The important thing won't be just what we say., It will be, essentially, what we do. In the midst of the economy of care, the content and ideas we can create or share should focus on real experiences, not in conjecture.

Our customers will be more interested than ever with items that transmit "do" above "saying". Some examples of formats that convey action:

  • Real cases
  • Statistics turned into stories (the data to account)
  • Testimonies
  • Feedback
  • Infographics showing indicators of success
  • Live broadcasts

An example: In 2009 I decided to report a case from a professional, a customer 55 years that after a dismissal as CEO of a company saw his career stalled. A personal branding process re-positioned him as the best director "interim" to project, and thanks to a solid value proposition, and using the web, blog and social networks managed to re-enter the world of work in a more autonomous and results-oriented way.

The communication of that case attracted new customers who empathized with this situation. Customers like to understand that a personal branding process not only mentalizes or empowers, it also generates income and provides a reasonable degree of freedom.

3.- From influencer to influential

Many would kill to live a day of glory as one of the Youtubers of the moment. But look at the trajectories, in its contribution of value and in its duration:

Some have retreated because of the pressure of contenting millions of fans daily (and don't forget that "fans" come from "fanatics"”).

Others have been more comet than star, his time for our lives has been short-lived because his house had no foundation, the message was not supported and everything was based on the way.

What's interesting is to really influence, transform, add value. Personal Branding is based on net contribution of differential value. It's better to be influential, transformer, than illusionist. And if it's not better, at least guarantees a longer run. If a shoe cleaner fails to move from one dirty shoe to a clean, shiny shoe, you'll simply have to change your trade.

4.- Don't think about Google, think about your customers

Google tries hard, but its algorithm is imperfect. Why don't the real experts in a subject appear until the page 4 or 5 de Google? Will we have to get used to going to the last pages of a search to find what really works well?

Few days ago, the "father" of the personal brand in the Spanish language Andrés Pérez Ortega reported that the first three pages of Google do not include any specialists in "personal branding". Those who are there, ahead of everything, are the ones who know Google's algorithm, not the secrets of personal brand strategy.

If Google doesn't help you, forget and think of alternative formulas for your customers to find you. To me, for example, I'm doing really well on Linkedin (at B2B is unbeatable). If you sell holsters smartphone it's better Facebook, if you sell cooking courses you might want to look at Instagram and if you sell a course for journalists you may need to go to Twitter.

Empathize. Think about your customers' needs and the sources they consult. Question. Ask again. And you see there, and create value, And it attracts, and convinces, and persuades, And it shines, and conquest. If Google doesn't humanize its algorithm, sooner or later someone will show up to do it. However, get into your customers' minds and look for creative and useful solutions to their problems.

5.- Don't let technology step on you. Use it to your advantage

In the trends 2020 could not miss the technology. I'm a big advocate for the "Human Branding" philosophy., to take advantage of human traits such as empathy, the creativity, imperfection, improvisation, intuited herN... It's something innate in human nature.

But I also think that technology makes us better, faster, Accurate, helps us eliminate the idea of time (on the Internet our brand is awake 24 hours a day) and space (our online messages go beyond the local level).

We must act as digital humanists, as Joan Clotet, taking advantage of the best of the human condition and the best of technology. It's not against each other, it's the one with each other.

My friend and colleague Arancha Ruiz has included a chatbot on its website to better target its potential customers. Her name is Maria José, and the important thing is not whether it exists or not. The important thing is if it solves our problem. Technology at the service of the person, and not vice versa.

6.- Watch. Brevity is effective but short-lived

And the depth does not epata but gives results drop by drop continuously. Choose your format. It's not black or white. But keep in mind that a long content, even if it may not give short results, can bring more value than an inspiring phrase or an ephemeral genius.

Don't be in such a hurry. Good stew takes time. And even a Maki perfect salmon requires the experience of a master "sushi" who has needed a year to select the best raw material, another year to cut it and another to prepare it. Sometimes, the tip of the iceberg looks like the whole, and we don't see what's underneath.

We're willing to watch a three-hour movie just because tarantino is directed and we're not able to read a double-page article from a newspaper.. Formats tempt us, we're looking for the quick tweet, the easy headline, the book of 100 pages or one-minute video (And that goes for me).

7.- I am the content... but I'm still the King

José Alfredo Jiménez Sandoval wrote my mother's favorite ranchera, "The King". I love that verse.:

"With money and no money

I always do what I want

And my word is the law

I have no throne or queen

Or anyone who understands me

But I'm still king"

I never knew who he meant.. But you can imagine. Content remains the KING. And his prince is the blog. If you want to position yourself well, and simmer, do like friend Ivan Diaz, the soul of Branzai and Grávita, the transphomator of brands. Demonstrate what you know, Write, share, creates value, and waits for the harvest of its fruit. And do it from your digital home, you blog. Social media will never be yours.

By the way, set to choose a version of "The King" I stay with that of Maria Dolores Pradera, a gem.

Editorial news

Fourth and Half Contacts and The Four Steps

Fourth and Half Contacts, by Juan Martinez and The Four Steps, by Jordi Collell

This week I had the opportunity to look (at the moment) two editorial news that has a lot of relating to the personal brand.

Fourth and half contacts

The new book of Juan Martínez de Salinas, edited by Rasche and dedicated to networking in great detail.

The four steps. Climb to the top of your personal brand

Second book Jordi Collell, this time edited by Profit Narrative and that tells the personal branding process through Martin's story.