In follow up to a comment from Mike Brewer regarding a blog post we did, Are You Asking The Prospect The Wrong Question has brought up an interesting point;
What Value, If Any Is Our Marketing Efforts, Beyond Today?
Here is Mikes Comment;
On an aside – I have read a lot as of late about Google cracking down on people who game the system with the intent to dominate the first page of Google – have you a plan if Google decides to change it up and all the work you have done up to this point is for not? Have you thought about the day Google changes things and Urbane is nowhere to be found on the first 3 pages with the search terms you mention?I think we all need to be mindful of the fact that we are building systems and strategies on the backbone of mediums that could be overtaken, become irrelevant and or simply change the way they do business.
So, the question is this, Do Your Marketing Efforts Have Any Long Term Value
To Mikes point, the game will change with Google, so whatever strides Urbane Apartments have made to get to Page One, Number One to Number Three consistently in a Google Search ranking may well be for naught? And, there is a compelling argument that the new Search Engine of Tomorrow may well be facebook.
Things Change Everyday
The point here is this, Things Change Everyday, and as they do, We too must change and figure out what the next angle is. Its kind of like when our Urbane flickr page was taken down, how do you get upset at a free service, and last week for some reason all of our Craigs List Ads were removed each day for a few days in a row, but when something is free, its pretty hard to do much about it, other than to figure out the next angle.
I think Mikes larger point was that all the work Urbane has done may lose its value when Google changes, and they inevitably will. However, every post we do, every post someone else does about us, and every inbound link about us and every outbound link stays out on the web forever. While the way in which search engines rank things may change, your web presence does not.
A Better Question?
Are you working on your Long Tail
Eric’s background is rooted in the rental and real estate industries. He founded metro Detroit’s Urbane Apartments in 2003, after serving as senior vice president for a major Midwest apartment developer. He established a proven track record of effectively repositioning existing rental properties in a way that added value for investors while enhancing the resident experience.
He also established The Urbane Way, a social media marketing and PR laboratory, where innovative marketing ideas are tested. Eric has been featured in Entrepreneur Magazine and Business Week Magazine.
You can connect with Eric_Urbane on Twitter.
Eric also writes regular articles for the following publications;
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