- Organize the world’s information
- Provide the most useful --the most actionable-- data to users
- Ensure that Google is available in all platforms, devices, and mediums. Especially mobile. Especially voice search.
- Improvement in the quality of search results, and therefore overall usage of Google
- More interaction with the target content. That is, more comments, reviews, photos, videos, and other UGC.
Putting Zagat and Frommer's in a Larger ContextNow, let’s look at Zagat and Frommer's. These two publishers are superb sources of content. In terms of “quantity”, they bring reviews of millions of venues. In terms of “quality” they provide sticky keyword-rich content. This excellent content is at the heart of what I’ve dubbed a “Quality In / Quality Out” strategy.
What This Means to You and Your Brand
- Focus on “Content Performance” strategies. Example: As new Zagat and Frommer's content comes online, look up your own brands and venues. Use the refreshed "At a glance" keywords in your own outgoing content.
- Encourage Employee Generated Content and User Generated Content
- Collaborate with professional bloggers to create seeds of quality content around which consumer content will crystallize in the form of reviews, comments, and photo/video
- Assume that Google will become even more relevant and actionable than it is today. Encourage customer reviews on Google.