One of the things I have been stressing internally, as our company refines its web strategy, has been the impact of Google.  In moving away from email blasts, which is sort of the industry standard way to communicate, we needed a way to get information out to potential prospects in forms that can be indexed by Google.  Email blasts are extremely perishable in terms of influence.  However, archived content provides increasing returns over time.  Our Deal Breaker site was our solution.  Thus far the site has succeeded in all of the key areas that we had hoped.  The archived content has been seeing increasing hits from search engines.  We have generated leads from the site, and we believe the site has helped us grow our brand.

As evidence of the impact of Google on any web strategy, the graph below is from Google Analytics for this site.  It shows weekly search hits on the site since April.  I only have to create the content once, yet Google helps me keep people coming to the site to read something I might have written four months ago.  I know I’ve probably written about this before, but I am still amazed by the impact of Google, as well as the fact that a lot of people do not take advantage of this simple fact of life on the web.

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