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Tuesday, 23 June 2009

What Would Google Do?

I have just read a fantastic book by Jeff Jarvis entitled "What Would Google Do?" Without involving Google, Jeff has written a book in which he tries to analyse the phenomenal success of Google and break this down into principles. These principles and concepts include such maxims as "Do what you do best and then link to the rest". This is the idea that because there is so much useful content on the web, there is no point reinventing the wheel but focus on what you do and write about best and then create links to the other areas. By creating links this increases your "Googlejuice" which is the term for how strong your rating is on the Google search engines and so how high you will appear on the search results.

Other concepts include think niche, think distributed. Your worst customer is your best friend and your best customer is your partner. This gives advice on how to deal with negative copy on the web whether by comments on a blog, a separate blog or website.

Jeff then applies these Google laws and applies them to various businesses and industries such as book publishing, newspapers, banking, venture capitalism, health, politics and retail.

I would strongly recommend getting hold of a copy of this book. It is the sort of book that makes you re-think your whole attitude to doing business. It makes you think in a global way and helps you understand the new business landscape that is opening in the wake of the post-credit crunch crisis. It explains the whole concept of the free economy and gives concrete advice on how to make money in the new Google era. It really is the sort of book that urgently needs to be read to avoid falling victim to the companies who understand the web and its power.