Marketing 101 in the Google Age

No company should have a senior management or board discussion concerning the success, or lack thereof, of their current marketing programs without presenting data on the following:

  • The top five site referral words/phrases from Google searches (and how that compares to the previous period).
  • Where your company appears in Google results for keywords of your choice and how that is trending. Raw numbers of Google hits don’t matter — no-one goes past the top half of the first Google results page.
  • A list of the companies that have bought the main AdWords describing your business. For example, if you’re in sales force automation, list everyone who has Google text ads on the search page, and how that list has changed since the last time you did the search.

Yes, these are far from the only things you need to know, but it is remarkable to me how many people still don’t get how important it is to know where you live in the Google traffic flow. If you don’t know, and you persist in not knowing, you’re mismanaging marketing.


  1. Given the intertia of blogging, how long do you think it will take until marketing managers must give comparable diligence to blog search tools like

  2. Interesting points.
    With (something like) 90% of all media spending still plunging into good old print, TV, radio and cinema campaigns, I’d hypothesise that the vast majority of Fortune 1000 marketing managers come from the “creative and innovative” side of the advertising business (for the lack of a better euphemism).
    This is good. With GAMEY (GOOG, AMZN, etc) leading the way….all these thousands of inefficient, condescending and outright pompous executives are gonna get replaced by guys who send out emails and buy words on
    Performance driven, direct response, contextual advertising is (fortunately) going to cleanse the word from irreverent marketing dribble currently polluting our airwaves, newspapers, television screens and the minds of young people.
    It’s a good thing…it’s coming, but for now, marketing executives will stray from embracing your sage advice. The battle is between the few result driven marketers out there and everybody else who runs advertising-blanket-bombing campaigns on the unsuspecting public.
    I’m betting on the smarter of the two.

  3. As a more general consideration for presentation to the board. What is your companies reputation on the net? What shows up within the first two pages of a search about your company? Is it good, is it bad? Who is advertising in and around your reputation. What does the net say about you. Personally I check out companies this way to see what others say about them. Same with people.
    I think you company wants either no reputation or a good reputation. A bad reputation worse than none.