Offering a quality product or service is the most important requirement from the start. Google obviously presents a quality product, otherwise the title of this post would be Marketing Strategies Bing or Yahoo Uses… What sets Google apart is what they do with their quality product, how they “work it” so to speak.

Google capitalizes on their product quality by not just assuming a position of authority, not just running with such a position, but taking their place at the top of the authority food chain. What’s interesting is that Google portrays authority within their own framework, within their own system. In other words, of course Google is the authority on Google, who else would be the authority on Google?  

The brilliance here is very subtle. When Google releases blog posts from its webmasters, when its Googlers make authoritative statements related to search and so forth, Google, in the immediate sense, is offering commentary on itself, on how it functions, and how it considers things, etc.

However, in each of these small statements there is a very subtle and extremely powerful assertion, an implicit declaration if you will… “we know how to do search and Rank Tracker Api we know what search should look like.” When Google announces a new penalty on some sort of spam-like content, they aren’t just saying that this sort of spammy content has no place within Google and its search results, they are saying that this sort of content has no business being within search altogether.

As a result, and most interestingly, by being the expert on themselves, by coming off as authority within their own universe, Google offers the subtle yet unbelievably powerful statement of what search overall should look like.  

Think about it like this, when an artist paints a beautiful scene of a forest, they are not just saying that this is what a forest looks like to them, but that this is what a forest should look like! When Google says this is what Google search should look like, they mean to say, “this is what we think all search should look like.” 

Google Authority for Your Business – Walk Softly and Carry a Big Stick

Tough Baby

There’s an important lesson to take from the way Google goes about creating its image as an authority… speaking loudly will not make you sound like an authority. The best way to personify yourself as an industry authority is to speak as an expert on the basis of substance.

Without substance as the backbone of your authority, your efforts will only backfire on you. Instead of coming off as an industry authority, you may end up becoming the equivalent of spammy content. Teddy Roosevelt’s adage regarding walking at low decibel levels while carrying around with a hefty piece of what was once a tree is perfectly appropriate here. Simply put, let what you say speak for itself.

Afford your pearls of wisdom sufficient venue, get them out there, but beyond that allow them to speak for themselves. If you push your nuggets of wisdom too hard, the only nugget they will resemble are those that McDonald’s sells for $1.99 and claims are made of chicken or something like it. Do like Google and take the authority high road. 


When it comes to self-perception in the eyes of others, Google reigns supreme. There are no gimmicks, catchphrases, marketing ploys, etc. For Google, its all about image. If the three strategies I’ve outlined here have a common theme to them, it’s that they all focus on image, on how Google wishes for others to view them, how they even perhaps view themselves.

Google’s greatest marketing gift is its minimizing of surface-like marketing tactics in favor of what I’ll term to be an “emanation strategy.” Google’s marketing impact all emanates from the identity it created for itself. As opposed to actively campaigning, Google has created a certain image for itself that exudes authority, that exudes community, that exudes openness.

In a sense, the very identity Google has manufactured for itself does the marketing for them automatically. Their very identity gives off those qualities other companies artificially campaign to create, and in this is we find Google’s ability to stand out. In this we find the overall marketing strategy you should take away from Google’s overwhelming success and dominance.

I’ll sum it up the way I would imagine the Dali Lama might, let your marketing be an emanation from within, let it emanate from your conception of yourself and allow it to spread out and impact others along the way like a luminous aura. So here’s to you and your marketing image and identity!

Categories: Marketing


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