I had a conversation recently with a CEO of a large UK business, who openly said that his business was at the top of its game, the search engines and the compeitive landscape and has no where else to go. Or maybe that was ‘grow’.
For a moment I thought I had heard him incorrectly but his next sentence clarified that, in his mind at least, his business had achieved pole position and that was that. After my call ended, I sat and thought about what he had said.
- Is any company so secure that it can stop at the top?
- Could a CEO lead a company which he/she believed had reached the peak of its potential?
- If there was nothing to achieve, what momentum could engender such a thinker to bound fresh into work each day?
- How did this, ‘We’ve already done it’ philosophy translate throughout the company?
For me the reality is that without a strategy to move forward in any direction, this CEO was putting the success of his company in jeopardy. But he didn’t see any opportunities ahead, nor did he feel any threat from competitors at his back. And whilst maybe, in this instance, doing nothing is sound practice for his business, I couldn’t help but feel that Vertical Leap has a different perspective that maybe this CEO should also consider…
Now You’re At the Top the Only Way to go is…?
1. Plug the Gaps
No business operates so well that gaps don’t appear over time. In the Search Engine Marketing arena, gaps are often felt in the disconnect between inbound response times, misalignment of marketing messages from landing page to website, poorly updated or irrelevant content.
2. More of the same (but really Next Level UP!)
Just because you’ve made it to the top, don’t take time to rest up or cut back. Losing momentum on your SEO investment may not have an immediate impact but you can be assured that your competitors are striving forwards, eager to gain on any ground you lose.
3. Market Penetration
Use different elements of search marketing to sure up the foundations of your success. News Content is a great way to provide fresh content that not only keeps the search engines believing in the relevancy of your brand, but delivers strong ‘leadership’ signals to prospects and customers alike.
4. Branding
Get more social and drive engagement with suppliers, customers, interest groups through social search marketing such as paid advertising on facebook, content for social media campaigns and social media optimisation.
4. Diversify
Spread your wings into new territories, markets or product areas. Search marketing techniques can be successfully used to minimise the risk of new ventures, such as using PPC as a launch pad for your market research, communication viablity testing and market positioning.
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