The Search Revolution
Who will Take the Crown?

Google started on a private network in 1996 before launching to the broader world on September 4th, 1998. From the moment they arrived, they did things better and faster than the competition. Yet sometimes they didn’t lead the way; for example, Inbenta was the first to create a semantic search, one that could understand intent and contextual meaning behind the search terms, rather than relying on keywords themselves, but Google soon followed suit.

In that time, Google transitioned through different systems like the ‘Did you mean?’ & ‘synonyms’; they implemented Autocomplete, which allowed the users to see what others were searching for while speeding up their experience. 

Other notable changes included indexing of stocks, flight details, patents and even movie times!

However, all these changes and updates, while they have improved the experience for most users, have created difficulties for businesses for at least the last 25 years.

Is that going to change? – Honestly, I don’t know.

That said, external sources are forcing some changes that will inevitably level the playing field a little! 

Wouldn’t it be great if you, as a business owner, only had to worry about one thing that takes care of your real world and digital marketing? 

That’s what FINALLY is happening, and yes, this is still an evolving situation, but the signs are positive. 

What is the one thing that business owners need to focus on?

I know you must have felt it. The frustration knowing that your competition, just because they have $ to spend on marketing agency’s SEO specialists, etc., who have spent hundreds of hours jumping through whatever hoops Google ask, and then hundreds more to pivot to whatever is needed after that year’s core update – they beat you to jobs, even the ones you are more skilled at, and have a better real-world reputation for – just because they are on that illusive first page of google. 

You put all that effort into being a kind, respectable, fair, professional business, and yet you still get missed!

That is changing. – Remember the example of the joiner; interestingly, when comparing those 2 searches, only one name showed up in the AI search that was also on Google’s first page. Why? The businesses Reputation!

So what can you do now? How can you make the most of this change?

First, keep doing what you are doing in the real world, be the best, be the expert, be friendly, kind and fair. 

Then, your online presence needs to be optimized for the new AI search, and when you see this list, you’ll understand my excitement that finally – FINALLY, search may have to be a fair playing field!

1. Your website has to have clear and straightforward copywriting. You need to use the exact wording and terminology you’d use if explaining your work and benefits in person. No unnecessary jargon required!
2. You need to get your website known across as many other websites as possible – it’s the only way to match your real-world reputation.
3. Make regular press releases about services, products, case studies, and the like, and get the clients, where possible, to provide video reviews of work done to go along with the study. Then get that shared!
4. Be religious about getting reviews. You need these to come in thick and fast; it doesn’t matter which service people choose, but honest and detailed reviews are the only reference the AI searches have to show how people actually feel about you, your staff, and your business!