The catalog your customers and members are using is not your catalog. Or, at best, it is only partially your catalog. Really, The Catalog is the first page or two of the search results in Google. If you aren’t showing up there, then there is a decent chance your prospective customers never see your catalog. They have the luxury of shopping efficiently across a range of catalogs.
So, if you haven’t already, it nigh time to make sure that the product pages in your catalog are optimized to show up in The Catalog. (Here are some SEO basics.)
But that’s not all. There is also a conversation. A constant, global conversation, and it drives what shows up in The Catalog as much or more than pretty much anything else. This has been true for a while, but Google is bent on making it truer all the time. (This is one of the reasons that major marketers are moving to Google+.) If people are sharing your content, if they are talking about it, if they are linking to it, this increases the perception of you in the market as an authoritative, trusted provider of learning experiences. And it helps put you higher in The Catalog.
So, where are you engaged in The Conversation, and how are you making it as easy as possible for your content to be a part of The Conversation? (Hint: it helps a great deal to put some high value, free content at the top of your accelerant curve.)
These two phenomena are deeply related, of course: The Conversation drives the The Catalog and The Catalog drives the Conversation. There is no way to control this dynamic fully, but certainly you can influence it using the methods already highlighted above as well as others cover frequently here on the Tagoras blog, as well as in our newsletter, and free resources. Along those lines, here are some related links you may find useful:
- Worried Your Web Site Sucks? 3 Tools to Help You Test and Transform It
- How do you score on these 4 elements of effective promotions?
- Defining Social Learning
- Learning 2.0 for Associations
- Landing Pages Must Convert
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