Prior to working at Terakeet, Google was a miscellany of inter-workings where I could float in contented detachment from my social media-savvy generation. It was a place I could go but didn’t have to stay, a place I didn’t feel bound to. If Google had a mother she’d tell it to be wary of the commitment-less monger, her eyebrows bridged in earnest concern. My indifference belied by an insecurity for embracing a platform I sometimes saw as daunting, was hastily squashed after a bout of self-reflection.
“Is cotton candy good for you?” My finger crawled rhythmically over the mouse until, ah! “The 5 health benefits of cotton candy.” Yes, Google was dependable, it was trustworthy, it was, perhaps in this case, a bit hedonistic.
A year ago, I spent time teaching and traveling abroad. The unknown excited me, and each day woke to an attractive newness. I’d tip toe into mornings not with hesitation, but with the careful observance eager to wrap itself around the unfamiliar. For me, the best part of being alone in a new place was the transient yet genuine links I made with people and landscapes. My lifestyle allowed for the exploration of uncharted territory and getting happily lost somewhere (anywhere!) made for spontaneous literacy of a previously unread map. I learned a lot that year by integrating myself in sometimes uncomfortable situations and by doing so, felt I could, in my own very small way, be a player in global communication.
I’m not sure if I ever really made a heavy impact while abroad, but my experience did cause me to resurrect my relationship with Google, somewhat embarrassingly. For a long time, I’d let Google be an opaque sphere which I viewed complacently from a distance. If there is one thing I had learned from travel, it’s that when we tentatively look at something from afar, we deny ourselves clarity that opens a window to perspective.
At Terakeet, we have an intimate relationship with Google. Like a significant other, we receive alerts, updates, and sometime have to re-evaluate our myopic-deemed strategies to ensure a longer, healthier relationship. Often we have clients struggling with brand visibility, but who are circumspect of integrating new strategies into their business model. To this we tell them that long term results are contingent on sustainable value. A big part of this means having an ample relationship with Google; one that flourishes when communicating with online acquaintances, and therefore increasing earned visibility and influence. When we guide our clients through Google’s terrain, we help them link with and build upon new and existing relationships. This gives them accessible insight into what their targeted audience wants and needs. We put clients on a map, ladling a dressing over them that says, “I’m enhancing this sphere.”
It’s important for businesses and clients to realize in this case, that the efficacy of their presence depends on a committed willingness to explore the unknown. If they don’t, their competition will leave them behind, stranded in Google’s dessert, thirsting for organic search clicks.
For us at Terakeet, working to increase clients’ online presence is to generate a wave of representation on an ever-evolving map. Hesitating to explore something there for us to tread is to seal ourselves in a tightly fastened box. When this happens we suffocate opinions that need perspective to breath, pulling us swiftly from the Google Globe in stifling disadvantage.
As someone in SEO, I’ve learned one of the most productive attitudes a client can have is a readiness to cater to the diversity of people and places. You can’t shy away from putting yourself on a map. The rich cartography of Google provides new landscapes every day. How silly to detach, wallowing in the familiar, posing questions that are nothing but self- answered, sugar coated queries.