earch engine optimization makes their marketing work
dominates the thinking and without the need for search
to a large degree the engine appeasement. This secret
marketing efforts of many small is not much of a secret, in fact
and medium-sized companies, but it is out there for all see;
have you ever noticed that many unfortunately most search engine
of the largest and most crazed entrepreneurs choose to
profitable companies in the world ignore it and instead look for an
ignore many SEO techniques. easy fix, a magic bullet, search
Of course these companies have engine nirvana.
large advertising and marketing
Google's Mission
budgets that drive traffic to
Google's success is based on
their websites and generate two very simple facts: one, it is
leads, sales, and most the best way to find what people
importantly customers; and they are looking for on the Web; and
achieve these results without two, it has parlayed this ability
having to twist their into a series of paid-for
Web-marketing message out of services. Pretty obvious stuff
shape in order to satisfy search until you delve deeper into why
engine criteria.
and how this works. Google
Their prime interest is in understands the same thing most
delivering their finely crafted, extraordinarily successful
focused marketing message to companies understand and that is
their audience, not to search they know what you really want.
robots. Last I heard search The keyword here is 'really:'
engines are in the business of they understand the unconscious
selling you their stuff not primal need to survive, to be the
buying yours. But these companies alpha-ape, to be first on page
also know something that you one of a search for whatever it
don't; they have a secret that is you do, because in the SEO
game, if you ain't on the leader clients on page one near the top.
board you ain't in the money. Google of course being a smart
The Google Paradox
bunch of guys foils the SEOs by
Here's the problem: Google can constantly changing their methods
only be successful as long as and algorithms and trumps them by
they deliver relevant search placing paid-for results in the
results to a vast Internet most prominent places. And the
audience. If they fail to deliver game continues, bringing in huge
appropriate search results people profits to Google and wonderfully
will stop using them and their large fees to the search engine
paid-for services will decline. optimization experts, leaving you
On the other hand, you as a paying the shot with little to
business executive want access to show for it.
Google's vast audience, and the
Just as an aside, I can tell
only way you think you can you that most of our website
effectively gain this access is traffic and subsequent inquiries
to appear on that first search and worldwide clients come from
page as close to the top as Google searches, and our website
possible; and you really don't is mostly Flash, concentrates on
give a damn how you get there. Web-video and audio, and
Enter the search engine basically ignores most search
optimization gurus, boffins, and optimization tricks. We rely on
Svengalis who provide the promise providing our audience and Google
of survival of the most with relevant material.
index-able.
Back to Basics
So now we have Google who's
The lesson here is clear:
success is based on delivering sound marketing practices based
relevant searches and SEO on the way people think and act
companies intend on manipulating should be your number one
this ability to place their priority, not blind faith in the
manipulation of some constantly justification. Lustication is the
changing mathematical formula psychological trigger of desire
that is increasingly playing that makes your audience want to
second fiddle to paid-for buy your product or service,
placement. while justification is merely the
Persuasion Techniques
rational excuse used to expend
The ability to make money on resources.
the Web is not based on traffic
Decoding the Motivating
but rather on your ability to Triggers
communicate. High volume
Rapaille's work is all about
expensive traffic that leaves decoding the motivating triggers
your site within seconds serves that prompt a purchase. Once
no financial purpose. You should found, the job of the marketing
be spending your marketing effort is to stay on code. The
dollars on methods that grab major research effort is to get
visitors' attention and deliver a past the excuses, the
focused, informative, justifications, the rational left
entertaining and memorable brain thinking that appeases the
marketing message that resonates accountants, engineers and
with your audience's unconscious programmers, and to get down to
desires formed in the primitive the nitty-gritty, the elements
reptilian portion of the and primal coding that make us
brain.
tick.
The Lustication-Justification
Rapaille believes words carry
Process
more than their literal meaning
Sales are generated by and are ripe with unconscious
creating what Clotaire Rapaille, associations, not a surprising
the reigning superstar of market revelation since all
research, refers to as the communication whether verbal or
process of lustication and nonverbal is based on the
associations we make over a conventional thinking and the
lifetime of experience. These need to justify and rationalize
shared associations form the everything you do then maybe you
basis of the code we are looking to can find the hidden triggers
to play upon in our of desire that form the code you
marketing. need to base your marketing
Where most corporations and on.
advertising agencies use focus
Humans have two fundamental
groups as an exercise designed to needs, survival and improvement;
cover their collective asses, these essential requirements are
Rapaille takes a different subdivided into our need for
approach. As a trained food, shelter, reproduction,
psychiatrist, he organizes his acceptance, community, status,
version of focus groups in and knowledge; these are
stages. During the first stage he motivational triggers for
allows his subjects to gain a everything your audience does and
sense of accomplishment by for every cent they spend. While
justifying their reasoning you're knocking your brains out
through logical and rational competing for top spot on a
thinking that he completing Google search, the big boys are
ignores. In the second stage, he delivering what people really
pursues the more relevant hidden want, and laughing all the way to
aspects of desire, and that's the the bank.
ultimate sales trigger he's
If you want your share of the
looking for.
Internet pie, you best discover
An Affordable Solution
what really satisfies your
Most businesses certainly audience's hunger, because that's
can't afford the fees of someone the basis for a marketing message
like Clotaire Rapaille, but if and website presentation that
you free yourself from works.
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Article Tags: google, marketing, search
