I earn a living as a search marketer. That means, in my professional life, I’m responsible for helping clients increase their visibility across the Internet — on search engines, directories and social media platforms. I’m a hired gun, a desperado using a very particular set of skills — as Liam Neeson would put it — to make a difference in both the success of my clients and my own livelihood.
This all might sound meaningless and corporate to you — that’s OK, it sounded that way to me too at first. After transitioning from the broadcast media industry to search marketing, I struggled in finding true meaning in my work. I wanted to make a positive difference in the world around me; although I felt the broadcast media industry largely failed at this task (more on that in another post), I still felt a little less altruistic — and a bit empty.
Over time, I realized that I wasn’t looking at my role from the proper perspective; I was focusing on the six inches in front of my face instead of the bird’s-eye view for the industry. That change in perspective was truly enlightening.
By looking at the bigger picture, I have realized that I was positioned in a unique industry — one that has continually transitioned into more innovative version of itself in recent years, and one that has largely been dominated by the cornerstones of 21st century culture: Google and Facebook. Both of these companies have leveraged the combination of innovation, consumer needs and rapid growth of their user base to create de facto monopolies over the Internet marketing world.
Good fortune, good timing and brilliant business maneuvering helped both Google and Facebook rapidly grow into the dominant cultural forces they are today. But unlike so many corporate narratives from previous generations, the story does not end there. Instead of simply chasing profits and stepping on consumers, Google and Facebook used their dominant positions to carry out their missions — organizing the world’s information and connecting the world, respectively. Since both companies dictate the market, the search marketing industry was obligated to follow their lead. These initiatives have helped consumers improve their experiences on the Internet — and yes, they’ve also helped Google and Facebook send their own profits skyrocketing.
It’s in this context that I came to understand the true purpose of the industry I came to work in, and of my role in that industry. You see, each time Google or Facebook changes something up, the search marketing industry changes with them. The most recent focus of the industry is providing information for what Internet users are asking for — both actively (in a search bar) and subversively (through demand for websites with good user experience).
How does a search marketer such as myself factor into all this? Three words.
Be The Answer.
By providing the best answer at the right time on my client’s websites consistently, I can help Internet users find solutions, and my clients find success. If you strip away that Neeson-esque “particular set of skills,” this is what my job is all about. It’s that simple.
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Be The Answer has become my mantra and my rallying cry. It’s brought purpose to my career, but it’s also brought a necessary level of perspective to my life. And I bet it could have the same effect on yours.
How so?
Start by asking yourself the big, scary questions:
- Am I giving my all, every day?
- Am I learning from my mistakes?
- Am I treating people with kindness and respect?
- Am I doing my part to make the world a better place?
- Am I the spouse I should be?
- Am I the friend I should be?
- Am I the parent I should be?
- Am I the son or daughter, the niece or nephew, the cousin I should be?
- Am I satisfied with who I see looking back at me in the mirror?
Scour your soul to find the truth, even if you don’t like what you find. Then work on improving every day, until the answer is unequivocally yes. And when you get there, keep working to keep it that way.
Be The Answer.