Why do you Google? Information Entertainment Commerce Navigation All of the Above Today, when we have decisions to make, we turn to Google. Google has become the Kleenex (or, shall I say kleenex?) of the search category by providing the most relevant search results. Every brand must solve a fundamental need and create a filter to remain relevant. Use Google as a litmus test. If you’re on the first page for the topic you think your business is most relevant to, you’re in good shape. If not, do some search engine optimization or create a tighter filter. Typically, the latter is going to be your best bet. Chapter 1: Relevancy Rules QUOTABLE: “ When I search on Google, if the information’s not there, it doesn’t exist.” – Keith Kaplan, North American President, Adconion Media Group GET GOOGLEY: Relevancy is more than a state of mind. It’s a state of being. And, to your business, its importance cannot be over-stated.