What’s the Deal with Googles Top 1k?
Last week we wrote a post about Google’s top 1000 brands. These lists of the top 100 anything always gain alot of interest. For us Google’s list raised some interesting questions about the relevance and importance of site traffic the the success of a business and its brand/s.
So just how significant and indicator to a business’ success is the number of visitors a brand get to its site?
Nine out of the top ten brands on Google’s Top 1k list are internet businesses themselves, showing a predictable and distinct skew towards businesses who’s business is entirely on-line to begin with. Further, for different brands in different markets, it would be a stronger or lesser indicator of success, and for B2B brands, pure swarms of site visitors would be more tricky to achieve than for most B2C brands. There are plenty of reasons to view the Google list as a PR event with little business intelligence value.
However, I’m not is quite so big-a-rush to dismiss the list. Sure there are plenty of weaknesses in the information the Google Top 1k provides, but if we look into the detail, I think there are some early indicators of an interesting trend that’s emerging. As our purchase decision making processes have evolved to embrace the net, more and more customers & clients of both B2B and B2C brands are actively using the internet as part of their purchase research process – actually identifying which brands should be in their consideration set. In years past, this part of the purchase process was driven by word of mouth recommendations. For businesses with almost anything to sell (goods or services) being able to be found on the net, and providing compelling reasons to be included by the right people into their purchase consideration set must become front and centre of their greater marketing strategy – not just their on-line strategy.
This is just one change the internet is making, and one example of why rankings such as Google’s Top 1k will become more and more relevant to brand success.