Don’t judge a book by its cover because it could be the best story you’ll ever read. I doubt Shakespeare pined over which celeb to feature on the MacBeth cover wrap.

Popularity, according to Merriam Webster, is the state of being liked, enjoyed, or accepted by a large number of people. However, if your company is without flavor-of-the-week notoriety, there’s no need to worry. Business success isn’t dependant on popularity.

Never Last Picked

Popularity, in our name-brand society, is an important social metric. We all yearn for acceptance, which is why we trade our hard-earned dollars for clothes smothered in Nike and Sean John logos. The opinions of our peers is vital to our existence. But, before you can fully grasp the “in” trend, it’s on the way “out.” Just ask the two families I stood behind in the grocery store checkout line last week. Both sets of parents shined in their glossy North Face jackets. Their teenage kids, however, who likely introduced their folks to the brand, have long since abandoned the insignia due to their elders’ sudden fondness. Here today, gone tomorrow.

Need further proof, how about the rise (and imminent fall) of Facebook. And, while you’re looking it up, Google “MySpace.”

Popularity is based on perception. Look no further than the great populous philosophers of today — Paris Hilton, Justin Bieber, and Miley Cyrus — who all grew to A-list prominence only to fall just as fast. Those we love become those we love to hate in a snap.

Leave a Lasting Legacy

So, this is an HVAC magazine and by now you’re asking, what’s the point?

Ben Landers, president of Blue Corona, recently examined the role of popularity in his article, “The Measure of SEO Success is Revenue, Not Your Google Website Ranking.” The article noted that while online popularity and Google analytics are important, it’s the all mighty dollar that matters most.

Don’t get me wrong, the law of averages states that the more people visiting your site, the more sales you’re likely to close, but, Web clicks may be misleading — especially if they are coming from outside your community. I mean, native Chinese surfers are more than welcome to visit the site, however, I doubt your vans are equipped for international travel.

“Rankings and impressions mean exactly squat if you’re not targeting the right keywords or you’re not generating qualified clicks,” noted Landers, in the article, which was published in the Jan. 20 issue of The NEWS. “Even winning the click doesn’t equal success. Clicks and website visits are worth little if your website doesn’t convert the click into a lead.”

Without a doubt, it is your job to gather attention online. However, your future relies on your ability to attract the proper people to your business, regardless of how you do it.

“I can’t tell you how many times I run into SEO people who claim, ‘Well, that’s not my job — that’s conversion-rate optimization. My job is to get the client ranked,’” Landers continued. “As a business owner, when I hear stuff like this, it drives me crazy. You invest in SEO because you want to grow your business.”

Bingo. You invest in your business for one reason: to fatten your wallet. If your goal is to gain the gaze of gawkers, you’re in the wrong business.

Quality always trumps quantity, and nothing beats out honest, hard-working, manual labor. If your technicians are politely completing their jobs on time, as expected, you’re on the right path. Happy clients will gladly tell their family members, friends, and coworkers to give you a call the next time their air conditioner conks out — regardless how many times the competition’s jingle has been played during Jerry Springer commercial breaks.

Publication date: 3/3/2014 

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