3 reasons why you are better than a Google search
By Danielle Mellema, Chief Ghostwriter, Digital Content Manager
When a client is considering working with a ghostwriter to create articles to share their expertise and perspectives, their primary hesitation before jumping in with both feet is typically some version of this:
“I don’t really see the point. There’s nothing I could possibly write about that people couldn’t learn about from a simple Google search.”
Whether it’s leadership principles, best practices for patient safety, or strategies for catalyzing financial growth for a struggling health system, a Google search is helpful, but it can only get you so far.
Here are a few reasons why search engines shouldn’t stop you from creating content to share your know-how:
1. You are not a robot.
Your opinions or collected research on a topic is not the same as a Google search because you are a human being not run by zeros, ones, and an algorithm. You have experience, perspective, wisdom, a unique voice and way of interacting with the world.
When humans share information, it gives that information meaning and context in a way that hard data from a Google search cannot. In the age of “fake news” and the rapid rise of AI, it can be hard to discern which information on the internet is true and which is false. You have an opportunity to be a trusted voice in the area of your expertise.
2. Being a thought leader requires, well, thinking.
Anyone can regurgitate information they read in a quick Google search. Leaders think deeply, synthesizing and interpreting that information to teach or inspire others and create meaningful change.
Who hasn’t heard the adage, “It’s about the journey, not the destination”? The process of writing an article can be profoundly clarifying. As you take on the hot topic of the moment, or share the importance of what you’ve learned on a particular subject, you have the opportunity to sharpen your skills and further develop your own perspective. Your writings can give you a launch pad into the ongoing conversations in the area of your expertise, creating opportunities for you to lead the way and set the vision in your industry.
3. Google searches look better with your name in the results.
In the end, the “can’t people just Google this” argument gets one thing right: 99% of the time, people are going to going to go to Google first when they have a question.
But this is actually more of a reason to create your own content, not less. If people are more likely to do a Google search than to “Phone a Friend,” why not get in on the action and make sure your name is in those search results?
Search engine optimization (SEO) rules digital content, and getting your perspectives out there with the help of a ghostwriter who knows how to get your expertise in front of the people who are asking the kinds of questions you know how to answer is the best way to position yourself or your organization as a leader in your industry.