Differentiating a business is often misunderstood. It’s not about logos, websites or taglines. And it’s not about unique selling propositions, and the stories you tell. These things are all wrapping paper. They may indicate what makes your business unique, but they’re not the source of your differentiation. Differentiation is created from the inside out.
The foundation of your brand’s differentiation is in your business model and your operations. What do you do better than your competition? What do your customers value the most?
We all play by the rules; Google’s rules. Scan the web, and you will see website-after-website conforming to the rules.
As search has grown in relevance, companies are doing everything in their power to rank high in Google. According to Marketo, “93% of B2B buyers begin their buying process using Internet search.” No wonder everyone is playing by the rules. We are optimizing our content, our meta tags and our backend code to rank higher. Everything that can be optimized for Google is being optimized.