Search Trumps Stats

In a recent post on Gaping Void, Hugh MacLeod returns some of the love Google showers on his projects.

Back when I was new to this whole internet thing, I would check my stats at least once a day. Now I’m lucky if I check them once a week, tops. Stats don’t really tell you that much.
My new metric of choice is how well Me and Thomas’ Savile Row business is doing on Google.
Where are the next generation of $4000 suit customers finding out about Savile Row? Fashion mags? Books? Hardly. They’re finding out via Google and Yahoo and MSN.

When you type “Savile Row” into Google, English Cut is the top response. This is more proof that frequently updated web sites CREATE Google juice. Stale brochureware sites do not.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.