If you are an attorney, doctor, accountant, consultant, or another kind of professional service provider (PSP), there is good news: marketing on the internet works for your industry, and here’s why:
Google wants experts
In 2013, Google began the process of making the internet a place where reliable information could be found. The first step was to remove low quality sites that offered little in the way of important, or reliable information.
Step two was to give an incentive for web owners to publish fresh, high quality information on their websites. The incentive was visibility on their search engine – and it worked.
Today, publishing valuable information, also referred to as content marketing – is still the key factor for visibility Google, but it doesn’t work for every industry. A furniture store, or clothing retailer, really has very little to say that will interest their consumers.
On the other hand, consumers are very interested in what PSP’s have to say. Medical, for example, is the largest Google search category, followed closely by legal and financial.
PSP’s who publish the type of content Google values get traffic to their website, and the security of knowing that their investment in content becomes more effective with the passing of time.
It’s easier to market a person than a business
Internet footprints become more indelible with historic information and events. A business has very few memorable events, while an individual has many. Degrees, awards, memberships, and so on, are all part of the historical information that makes up the footprint.
This information never goes away. It may be buried under more current data, but it remains part of the footprint forever.
Social media plays a big role as well, as they are oriented to people and not businesses or organizations.
The large social sites like Facebook only allow business or organization pages to be implemented by individual account owners. One can have an unlimited number of business pages, but they are all attached to an individual.
Facebook, as an example, keeps detailed records on their members. Preferences, shopping patterns, beliefs, attitudes, and more are part of their data base that differentiates us from one another. You may think this is a good development – or not – but as far as developing a unique online identity, it is a positive.
It seems as if the internet has been around forever, but in reality it is just getting started. There are opportunities for individuals to establish their expertise in many, many categories – including popular ones.
Understanding the rules
Internet marketing is not complicated, but there are rules that have to be followed to achieve success. The rules are made by Google, and they change all the time. The changes present opportunity for new comers, but established participants can fend off competitors by keeping abreast of the changes.
How to leverage the opportunity
The opportunity for a PSP with a moderately long range plan to gain exposure, and continuing clients from the internet, is substantia. What is the best way to leverage it?
The best first step is to create a website in your own name. Even if you have a business website, a personal website provides necessary exposure for you, as an individual.
There are other reasons to begin a personal website that I will discuss in future posts, but the most important is security. The ability to have control over the information Google provides for your name search is of great importance.
The second step is to publish content about your work and field. This is how you establish expertise and online authority.
In my next post I will identify the right type of content to publish, and how to make certain it is seen by Google.