By Claire Carlile
We’ve all done it—Googled our way through life. Whether it’s fixing a broken zip, finding a riverside walk, or figuring out if sloths really explode if they don’t fart (spoiler: they don’t), Google has become our go-to for almost everything. It’s not just a search engine; it’s a verb. But here’s the thing—while we’re all cozy under Google’s wing, what happens if the rug gets pulled out from under us?
Is the Sky Really Falling Down?
As SEO pros, we’ve heard the “SEO is dead” cries more times than we can count. From voice search to AI, something is always coming to kill it. But what if the real threat isn’t something new, but rather Google itself changing the game? What if Google decides to monetize the Google Business Profile (GBP) or make changes that push small businesses out of the spotlight? Worse, what if Google loses its grip on the search market altogether?
There are rumblings—antitrust concerns, investigations into Google’s practices, and changes that could strip away the visibility of GBP listings in Europe. Imagine a SERP where your business’s carefully crafted profile is barely visible. Scary, right? But instead of panicking, it’s time to diversify and start thinking beyond Big G.
People Before Platforms
Before you go scrambling to find the next big platform, take a step back. The key isn’t just about jumping to the next best thing—it’s about understanding your customers. Who are they? What do they need? What problems are they trying to solve? Knowing this will guide you in choosing the right platforms and tactics, not just the trendy ones.
A Few Tried and Tested Ways to Connect With Your Customers
1. Take it Offline
Not everything needs to live online. Word-of-mouth referrals, loyalty schemes, local pamphlets, and community newsletters can all be powerful tools. Offline relationships can also open doors to partnerships that feel more genuine than the digital hustle.
2. Other Search Engines are Available
Yes, Google is the big dog, but don’t sleep on Bing. Make sure you have a presence there and keep an eye on other search engines that could pop up—like, who knows, an Apple search engine?
3. Your Website
Treat your website like your business’s home. Keep it updated, fresh, and ready to serve your customers. If you’ve been letting it gather dust, now’s the time to give it some love.
4. Referring Sites
Websites that refer traffic to yours are gold mines. They send actual people who are already looking for what you offer. Make sure you know who’s sending visitors your way and how those visitors are converting.
5. Get on the Socials
TikTok isn’t the new Google (yet), but social platforms are crucial for connecting with customers. Just remember—don’t spam. Be helpful, be real, and be a friend.
6. Email
Email isn’t dead. It’s your chance to build relationships through personalized, on-brand messages that speak directly to your customers. These are people who’ve opted in to hear from you—don’t waste the opportunity.
7. And There’s More...
Amazon, Reddit, Meta, Nextdoor, YouTube, Influencer Marketing, Content Marketing—the list goes on. Each platform and tactic has the potential to connect you with your customers. It’s about finding the right mix for your business.
Final Thoughts
Before you dive into diversifying, ask yourself:
Will my customers use this channel to solve their problems?
Can I promote my products and services effectively here?
Can I measure success on this platform?
Small and medium-sized businesses have superpowers that go beyond Google. You know your customers, you care about them, and you’re committed to building real relationships. Use those strengths to explore new channels and tactics, and don’t be afraid to spread your marketing efforts across multiple platforms. It’s time to go forth and diversify!
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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