Chapter 1: Relevancy Rules

Executive Summary:

Why do you Google?

A. Information
B. Entertainment
C. Commerce
D. Navigation
E. All of the Above

Today, when we have decisions to make, we turn to Google. Google has become the Kleenex (or, shall I say kleenex?) of the search category by providing the most relevant search results.

Apple is a shining — as in, bright shiny objects — example of how a company can make itself relevant to its audience by tapping into their passion points. Its marketing filter is airtight and runs all the way to the top — Mr. Steve Jobs. Ultimately, Apple helps people fill their fundamental need to be cool.

Every brand must solve a fundamental need and create a filter to remain relevant. Use Google as a litmus test. If you’re on the first page for the topic you think your business is most relevant to, you’re in good shape. If not, do some search engine optimization or create a tighter filter. Typically, the latter is going to be your best bet.

Select Quotes:

“When I search on Google, if the information’s not there, it doesn’t exist.”

— Keith Kaplan, North American President, Adconion Media Group, @KeithKaplan

“It’s like if Kleenex came out with tissue that had holes in it and people blamed themselves for missing the paper when they blew their noses.”

— David Szetela, CEO, Clix Markting, @Szetela

“Apple cultivates a sense of helping people interact with what they’re passionate about.”

— Steven Hall, Professor, College Of Media, University of Illinois

Final Thought:

Relevancy is more than a state of mind. It’s a state of being. And, to your business, its importance cannot be over-stated.

Update October 5, 2011: Google now has retail locations (well, 1 for now) with an awfully Apple-y look!