Seat at the Table

In Seth Godin’s post on the effectiveness of using Google to quickly find the right information, he makes an important point about the mind of a person searching for information.  When they are at the search engine results, they are still on their journey, once they find the site, they are at their destination.

This is a critical point for companies pursuing search engine public relations straties.  As people look for information, it is far more effective to use search engine ads and SEO to direct them to the company site with the relevant information.  Using ads on content Web sites (context ads) and other tactics means having a convince people to stop their current activity and redirect their attention to looking and absorbing your information.  A far greater challenge.

Once again, I’ll return to the rationale for always having a strong search engine PR strategy - it is far easier to meet the people as they look for your information, then to have to search them out and redirect their focus.