As an SEO Consultant I read just about everything Google. Algorithm updates, SEO suggestions, research, audio books, white papers, articles and the list goes on, and on … and on. Literally (inside joke).
But, I missed one. Google’s Zero Moment of Truth or ZMOT. I debated whether to even mention this since, frankly, it’s a bit embarrassing. On the other hand, I have a very good track record of identifying market trends, market positions and opportunities so perhaps I should pat myself on the back for coming to the same conclusion as Google, the #1 tech company in the world, and not even knowing it.
You can read more about ZMOT using the link below, but I want to give you my interpretation of ZMOT for Small Businesses (before knowing that ZMOT was a thing). I’m going to stick to my original premise although it has changed. But, you can read this then check out ZMOT and put the two ideas together.
The Power of Search Results
Search for most people is simply convenient. It’s so easy to type in a word and browse a list of results. However, there is a deeper psychological aspect of search that allows a small business the opportunity to compete without the expense of traditional media. Take the traditional retail sales model AIDA, or the B-to-B marketing funnel or any sales process. In today’s world, very early in the sales process, the customer is going to do a search. At this point the customer is showing a strong propensity to buy and your business has the opportunity to showcase your product without doing any pre-sales marketing, such as traditional media. That’s pretty powerful. In fact, ZMOT research has shown that showing up in a search result has more positive impact on the buyer than advertising and sales.
Helping businesses rank at the top of the SERP (Search Engine Results Page) through both organic results and paid ads is on of the many ways we help businesses increase sales.