The Google Tax
The FREE Internet! Like FREE Tibet, it’s been a battle cry as well as the subject of a decade of discussion as competing forces promote the polar opposite concepts of a global free and open exchange of information vs. how to monetize the web.As dazzled as any of us have been by the immense power of Google and its core service — search — we are about to pay an ever increasing price.
I call it the Google Tax.
If your business has become dependent on being found on the Internet, paid search (PPC/Adwords) have become the price of admission. However, paid search is not an area where you can expect dramatic increases in results. In fact, you end up in a pool with all your direct competitors bidding up the price of a known set of key search words. Your search terms, once refined, can only be tweaked at best. Your PPC prices will only go up, thanks to you and your top five competitors. Welcome to being at the mercy of Google’s (and others’) pricing structure. They have no incentive to help you spend less.
I say all this to lead into a discussion of The Social Media channels which we are finding can provide dramatic increases in overall exposure and efficiency of your organic search. There is equity value in organic search as it does not shut itself off and go away like a PPC campaign does when your daily budget is reached!
In addition, the Social Media channels offer you two-way brand discussions, the ability to form relationships, as well as have third parties speak on your behalf.
Right now my partners are I are on a mission. We want to give all our Google using friends a TAX CUT and a path to search results that are dramatic, not just incremental.
What has been your experience in the Social Media space? We’d love to hear from you, so leave us a comment.
Posted by: Al Doyle | Permalink
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: Great story Al. As a I too look around and see the work needed on my place, I want a new home, now.
: i remember cold calling real estate agents and pitching them websites. it was only 5 or 6 years ago...
: Thanks, Murray. You know “restraint” is my middle name. NOT! Another well known builder asked...
: Amen. Though I thought you showed too much restraint! How do we replace the whole lot of them is what...
The more I learn about this, the more I realize how much more I need to learn. (And how much it makes my head hurt, somewhat like that sentence I just wrote!)Thanks for leading the charge, Al!
As always Al, you are on the money. Banking on Google Adwords is analogous to putting all your marketing dollars in network television–expensive results, questionable future, little scalability. Our firm has seen FB, Twitter and blogs pay huge dividends. Plus Social Media gave us the opportunity to improve our professional reputation as “thought leaders” in our niche–try doing that with Adwords. Thanks again Al!
Teresa…meet Steve…he’s a genius at helping non-profits find income solutions… Steve…meet Teresa…she a wonderful write and editor. You should use her!
Adwords was a waste of a $1,400 and countless hours. I never got a single sale from it and I highly question whether I had real visitors or if it was a scam.
Once I abandon adwords, I started doing what I should have done much sooner… participating on discussion boards and social networking. Once I did, I saw my average page rank results for my target keywords go from 65 to 4! The best parts are that it didn’t cost me a thing. I am learning about the modern needs of my customers before they become customers, and my friends have a better idea of what I do and help me build connections.
Right on Jason. It’s alway best to do the basics right…and that is organic search and solid relationships. After that when it’s time to consider PPC, try to get your best paid words to convert to organic anyway! Down with taxes!
Very informative article, I was not aware of these costs. I think having a social network is the way to go with any business these days. If you can keep it real and free of charge even better.
We have found that our blog network of undressed blogs beats the pay for click game and provides conversation for those who we meet. It is the web to the street.
Larry, it’s your story shared with us a few months ago that helped convince our team to concentrate heavily in that area. We are getting reports of Social Media strategies saving huge amounts of money for clients by converting PPC to organic search which has lasting equity. You are setting a standard for the blog side of that endeavor.