The Wrong Questions.

Today's Marketing Cookie underscores the importance of relevance. Your prospects are out there this very moment, searching for the products and services you offer. Yet, they might not be looking in the way you expected, or discussing their needs in the terms you use, or searching as they did yesterday. What's your next move? Will you continue missing the mark by answering questions no one's asking, or will you tune in and provide the right answers to their pressing questions?

Let's put this into perspective. Go ahead, pause your reading, and start typing "Is it wrong to" into Google. Notice the dropdown with suggested questions? That's Google guiding the narrative. This feature assists those who struggle with spelling and those who'd rather click than type. Before it existed, 25% of searches were unique. Now, Google funnels users towards common queries, which, quite conveniently, ramps up the bid levels for search ads.

My mother used to say, "You have two ears and one mouth; use them in proportion." And she was spot on. By listening to what prospects are actually saying, my team and I can guide companies to communicate more effectively. As Google Certified Partners, we wield tools that unveil the real search terms used by your prospects, saving you from the futility of optimizing for irrelevant keywords.

Furthermore, we scour social media, forums, and blogs for chatter pertinent to your business. It's often eye-opening for our clients to see the chasm between their website's language and the conversations their prospects are having. It's that 'aha' moment that reveals just how dynamic and ever-changing search trends can be. The takeaway is this: your prospects are actively seeking solutions—solutions you're equipped to provide. Yet, without aligning with their current needs and language, you'll miss the connection. If you aspire to relevance, you must ensure your solutions answer the questions your prospects are actually asking.