Google uses machine learning technology to try and give searchers the best results to their queries. It's designed to better understand the searcher's intent instead of the exact phrasing they entered in their query.

So, what can marketers do differently to make sure they are served as the answer to the query?

Both Thomas Edison and George Eastman (shown here) started as scientists with inventions to sell. And they both soon realized that, in order to grow and finance their continued science and company growth, they had to "show up" and become public figure business salesmen. 

Small and medium size business CEO’s and sales folks must do that too. They must go to bat personally for their companies everyday. And usually, they are good at it.

So do it. On video. 24/7. On your website. So more people "see" you.

We've seen great results with producing "lots of video" for our marketing clients.

It's time to get far more aggressive about the use of video. Businesses that wisely create lots of video "content" differentiate their brand and sell. The key is more videos in more places; multiple videos on your website; various forms and ad formats on Google YouTube/AdWords; Facebook/Instagram organic and paid ads, television, programmatic OTT, events, sales presentation and more.

By contrast, that one grand and glorious, totally beautiful (and totally expensive!) generic video about your business, probably didn't result in much benefit to your bottom line.

Today, more targeted and discreetly planned videos in more places your prospects will see, can differentiate your brand from the competition, and win, particularly for lead generation.

Reviews not only have the power to influence patients’ decisions but can strengthen a medical practice's credibility. Reviews have the power to gain patients trust, and they encourage people to interact with the practice. Patients interaction ultimately leads to improved profits for medical practices.