SEO Finds Customers but Publicity Creates Them

In marketing today, “Search” gets a lot of attention. And it should.  However, there is a huge implicit assumption which is: your prospective customer knows what they need and then search for it. Henry Ford famously said, “If I had asked people what they wanted, they would have said faster horses.”

In other words, without a problem-solving message from Ford Motor Company, prospective customers wouldn’t have realized that an automobile was introduced that provided a better solution to the “problem of slow horses.”

So, when it comes to web search, don’t assume your customers know what they want! Steve Jobs didn’t. He consistently created new “needs” for Macintosh Computers, iPods, iPhones, and iPads. He was a master of illustrating how these innovative products “solved problems.” Even problems that you didn’t know existed.

Take your SEO approach a step further by illustrating how your company’s products solve problems.  Use product news releases to get your message out and create web links from quality websites back to your website. 

Publicity helps generate website traffic and brand your company as an innovative, problem-solver. Being published in the highest quality websites also helps you land on page one of search results.

Today, publicity serves another important purpose. It gives both search engines and artificial intelligence more authoritative information about your company. AI can only draw from information that's available.

The more credible content published about your distinctive capabilities, the more likely your company will be discovered, recommended, and trusted. SEO finds customers but publicity creates them.