MARBLE ARCH — I was visited by a charming man from Brussels yesterday called Hugh. We had a nice chat about PR, communications and change management. We talked about schools in Kenya and wine in Kuwait and real estate in Cirencester.
When it came to the subject at hand — work — Hugh blushed a bit and said “I am here because, I am afraid to say, I googled ‘change management’ and your company came up.”
And I think that was the best thing I have heard so far in 2009. (Granted it’s not been a such a great year.)
There was a day when businesses like ours would try to find the biggest shingle they could and hang it above the front door. Or you might offer the “best deals” or some kind of AMAZING results or solutions. I know companies that have gone to great lengths to get in the papers or appear on TV. But today there’s one business directory that counts ahead of all others, and that’s Google.
When we started this business in September 2008 we had a lovely website that no one could see. But we didn’t figure that out until earlier this year. When we did, and our South African SEO (look it up!) guru tweeked a few things, everything changed. We climbed the ratings literally over-night.
Part of this is about technology, but part is also about noise and focus. We have tried hard to make our business offering both broad and specific. We found some words that we wanted to own, and we set about owning them.
Has it been the making of us? So far, not really. But it can’t hurt. And it’s better than trying to lift that big shingle.