Do you know where consumers are getting their initial sells pitches? It isn’t the sales representatives that brands pay for to walk around and ask “is there anything I can help you with today?”. It’s not even the promotions you place around town on billboards, newspaper ads, etc. It’s Google.

It’s the results that Google delivers when some one types into the search bar a series of keywords related to your product. This is the best and first line of contact for anyone looking for more information about what you are offering. Google is really the only message that you need to think about because it’s not what you say your brand is but what Google is saying about it. Google doesn’t care if someone is bashing your brand on their blog or praising it, it’s going to catalog this information regardless. Google is allowing millions of people to find out about your brand but also your competitors. It has no loyalty to a particular brand that is being promoting. So know what Google is saying about your company. Google is also the after-thought for most companies.

But why is that? What Google says about your product or service is extremely important. Most people never look beyond the first page of results so if you aren’t on that first page then you’re probably not even on the consumers radar. The descriptions that Google offers need to be smart and appealing to the user browsing through the results. It’s a short description but it can still drive people to or away from your site and products. When those results are generated, this is a crucial moment for your brand. It’s the time when your voice can either stand out above the noise or just get drowned out like with every other form of traditional communication.

But like I said, this is usually an after-thought for most site launches. I have come across several sites, even sites for brands that know better, who have not even thought about what to put into that description box and have nothing included. At this moment, they often wonder “well, why aren’t we number 1 in results? I guess online isn’t a good place for us” Yes, I’ve heard clients say this. It is partially their fault for not looking at Google and saying we need to have a great description and get our voice heard, but it is also the developers fault for not including some sort of description in the development process. As developers who are engaged in this medium every day, we need to promote this service. It’s not like it is difficult or should even be considered above and beyond a normal service.

This goes beyond just brands but for individuals as well. When you meet someone for the first time, whether it’s for employment, dating or just a new friend, the first place everyone goes is Google. What does Google know about this person? The answer is usually a lot. It’s important to keep an eye on what Google knows about you. It’s often out of your control what sites are saying things about you but it can be easy to battle against negativity. Everyone has heard of their carbon footprint but did you know you leave a digital footprint as well. It might just be as simple as an award you won in sports or more complex like the drinking binge you went on last weekend. All of these are part of your digital footprint and it’s in your best interest to keep track of that. If you don’t, I promise you someone else is.

So the next time you do something, anything. Remember Google is going to know about it too. Use Google as a strength by monitoring what this service is saying about you or your brand. Battle against negativity by increasing your digital footprint in a positive way on other sites and situations. Google will help to push those negative comments to another page and like I said before most people never look beyond the first page of results. Next time you deal with an online project think about the description you want Google to express to others when the right keywords are used. Make Google your number one employee without breaking the bank.