Reliance on Google is a dead end

In the minds of marketers, the terms “search engine marketing” and “search engine optimization” are firmly associated with Google. This is a misconception that needs to be corrected as soon as possible.

For providers of products and services, it is becoming increasingly difficult—if not impossible—to appear in the top spots of Google search results when users search using popular, generic keywords. Google reserves these spots for its own listings, sells them through AdWords, and allocates them to platforms that feature listings and reviews. Take, for example, a search for «Italian restaurants in Zurich»: The first page contains a list of restaurants with Google reviews and recommendations from platforms like TripAdvisor or Züritipp. A few restaurants are still listed in the organic search results, but most pay for visibility on page one (AdWords).

How can a restaurant owner attract attention to his Italian restaurant without paying Google? He makes sure his restaurant becomes a talking point on social media so it appears at the top of review platforms. To achieve this, the restaurant owner identifies his customers’ needs, preferences, and interests, evaluates the social media platforms they use, and addresses the relevant topics there: On his YouTube channel, he posts videos showing how to prepare his recipes; on Facebook, he shares menu highlights, seasonal ingredients, and wines; and on Pinterest, he posts photos of beautifully plated dishes. And, of course, he links all these platforms to his website. He uses remarketing to continue drawing the attention of visitors who have viewed his website to his offerings.

This synergy between the website and social media opens up opportunities for the restaurant owner that Google simply cannot offer: He stays in touch with his customers, alerts them to current offers, and keeps his restaurant «top of mind.».

As a result, his customers don’t even think to search for alternatives on search engines. If they do, however, they’ll come across his restaurant on review platforms, since it has received enough reviews and comments. The restaurant owner has succeeded in reducing his dependence on Google while simultaneously increasing his visibility in search results by expanding his online presence.

Imre Sinka is a senior consultant and partner at the Zurich-based web agency Dotpulse. [email protected]