Prediction #9.  Two more to follow shortly.  I'm sure this year will be full o' surprises.  See my previous entries for the "rest of the show."

9. Google changes will affect your search rankings.

Ever wonder why the word "Google" is synonymous with "search?"  Because, as the saying goes, "they try to keep the customer satisfied."  How?  By constantly tweaking their algorithm so that you - the searcher - will click and magically get the information you want.

We like that.  For example, it used to be that Google "rewarded large."  In other words, companies with a big presence automatically got ranked higher.  That element hasn't completely disappeared.  But Google realized that it didn't necessarily deliver what the searcher wanted.  

Example, if you searched "dry cleaner," would you want to find out about the largest dry cleaners in the world?  Heck, no.  You'd want a dry cleaner in your town.  Or your neighborhood.

So Google changed its formula.  Since the Panda updates, they increasingly "reward LOCAL."  That's what we like. Because now, local (and niche) insurance agencies will get found.

But you still must play by the rules.  That means you MUST understand how to "earn the trust" of the massive Google search engine.  Google will continue to refine its process.  Take note:

Deliver strong content; watch your bounce rate carefully...if it’s too high that sends a “weak user signal” to Google and you may be penalized.  In other words: deliver REAL VALUE to your user, keep your content current.  Do what you’re supposed to do.  Value, value, value.  Make a difference to your customer!

Michael

PS: On a slightly personal note, I'm off to Tampa to speak to the AIMS Pro-to-Pro Conference on Digital Marketing.  If you see me there, how 'bout a beer after the conference?

PPS: On a CELEBRATORY note, we're thrilled to be signing up TRAVELERS and PIA Members into our Firefly and Agency Revolution systems.  It's great to have great friends in the industry!