Custer marketing

Is Your Business Ready for Google's Big Change?

Zach Custer

November 6, 2023

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Hey there!


It's Zach from Custer Marketing!


Have you heard? Google is changing the search game—search results are about to get more exclusive, meaning the first page will soon showcase fewer websites. Imagine that: less room, more competition. But before we dive into strategies, let me share a personal story that perfectly illustrates the power of standing out.


I'll never forget a lesson from my marketing professor back in my college days at Pensacola Christian College. Here's a story that's stuck with me through the years, and it's especially relevant right now with the shifts we're seeing in Google's search results.


Picture this: Pensacola is known for its sudden rain showers. It was common to see a sea of umbrellas pop open between classes as students and professors alike tried to dodge the downpours. Most of these umbrellas on campus were your generic black or navy umbrellas ordered online from Amazon. See the issue? Accidental theft.


My professor, however, did something different. He carried a big, bright pink umbrella. It wasn’t just unique; it was impossible to ignore or mistake as anyone else’s. This was by design, not accident. His umbrella never got lost in the sea of generic. It taught me a valuable lesson: being prepared and standing out is a combination of success.



Pink Umbrella Principle Marketing


Prepare for Google's Streamlined Search (Search Generative Experience)

Google is moving towards a more streamlined search experience, which means the endless pages of search results we're used to might become a thing of the past. The focus is shifting towards delivering the most relevant and useful results quickly and efficiently, potentially reducing the number of pages displayed.


Why This Matters for Your Business:

For your business, this evolution underscores the importance of being the "big pink umbrella." In a more condensed search results format, every spot is premium real estate. By aligning your site with Google's SGE standards—focusing on speed, mobile-friendliness, and user-friendly navigation—you’re not just aiming to appear in search results but to provide an experience that keeps users coming back.


Google Search Generative Experience



Here's How You Can Be the 'Pink Umbrella' Online:

  • Unique Content:
  • Your content should be as distinctive as a pink umbrella in a crowd. Don't just repeat what everyone else is saying. Find your unique voice and message, and share that with the world.


  • Action Step: Conduct a content audit of your website. Identify any generic or duplicated content and replace it with original stories, case studies, and insights unique to your brand. Make it a regular practice to blog about industry insights or provide your take on the latest trends, ensuring all content aligns with your brand's voice.



  • Be Fast and Functional:
  • A slow website is like a flimsy umbrella that folds with the first gust of wind. Make sure your site is quick to load and easy to navigate, even on mobile.


  • Action Step: Use tools like Google PageSpeed Insights to test your website's loading speed. If it’s not up to par, compress images, leverage browser caching, and minimize the use of large, slow-loading files. Also, ensure your website design is responsive, meaning it automatically adjusts to look great on any device, especially smartphones and tablets.



  • Local Flavor Wins:
  • Just as my professor's pink umbrella was tailored to stand out, your local SEO should make your business pop up prominently in your community. It's about being the easy-to-find, go-to choice for locals.


  • Action Step: Claim your Google My Business listing if you haven't already, and make sure all information is up-to-date. Use local keywords in your site’s meta tags, and create content that's relevant to your local area. Engage with local community events or news and share these on your site and social media to increase local visibility.


  • Personalize the Experience:
  • Personalization is key. Speak to your customers as you know them. Tailor your services and online experience to what they need and love, making your business the one they’ll remember and return to.


  • Action Step: Implement tools like CRM (Customer Relationship Management) software to gather insights on customer behaviors. Use this data to customize email marketing campaigns, product recommendations, and your website experience for each visitor. Consider adding a live chat feature to address customer queries in real time for a more personal touch.



Wrapping Up

As we brace for Google's changes, remember that being prepared isn’t just about doing what everyone else does. It’s about doing it in a way that makes you unforgettable—just like a pink umbrella in a crowd.

Let's embrace our unique qualities and make our businesses the ones that stand out, rain or shine.


Final Action: Combine your website and marketing materials to ensure they're as bold and unique as a pink umbrella. Make sure your site is fast and user-friendly, deeply rooted in your local community, and offers a personalized touch. By honing these aspects, you’ll not only prepare for Google’s changing search results but also set your business apart in the digital downpour.


And remember, if you ever feel overwhelmed or unsure, Custer Marketing is here to help. We're committed to guiding you every step of the way, ensuring your content not only shines but also resonates with your audience and Google.



Thanks for reading!




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