What is Google?

The title of this article might have you thinking I’ve lost my mind. After all, everyone knows what Google is, right?

Or do you?

If you muttered to yourself “search engine,” then read on, because you don’t understand what Google really is, and it’s costing you money!

Many years ago, I took a sales course with Max Sacks International. They opened my eyes to the sales process and the true role of a professional sales executive. In a nutshell, the MaxSacks Track Selling System teaches sales people how to properly match a client’s needs with the right products and services, then close the deal by removing objections.

That’s what Google does!

Google, in its purest form, is an electronic sales representative. It’s goal is to match the searcher (the person banging key words into the Google search bar) with the right page. As far as Google is concerned, the web page is the product. Frankly, Google couldn’t care less about what YOU have to sell!

You can argue that Google is a marketing platform, which it is, but here, too, Google does its job serving up the best product for the customer. If you use Google AdWords for your pay-per-click (PPC) ad campaigns (and you should be), hopefully you are aware of Google’s quality score methods. Over time, an ad’s quality score will put it into the proper ranking (unless an advertiser is simply intent on spending stupid money) to benefit the searcher.

If Google is the sales representative, then we are the marketers. That means we have to think like marketers and learn marketing skills, like copywriting. If you can’t master the art of writing good web copy, you will never become a Google Master.

In Google’s world, content will always be king. I know, it’s an old cliché, but it’s true. If you can’t write good web page copy and good Google ad copy, you’re doomed! Google simply has no use for you because you’re not the right fit for Google’s customer.

The general misunderstanding of Google’s job is responsible for a lot of frustration and massive failures. Cruise through the want ads, like Craigslist, and you’ll find them flooded with gigs for search engine optimization (SEO) experts. SEO without content is worthless.

What most web site owners should be seeking first is a web copywriter (or learning how to write good web copy). No amount of “optimization” will help you if you don’t have good content. That goes for PPC ad campaigns, as well. Poorly written ads don’t get results, no matter how much you’re willing to pay.

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