If nearly 73% of all transactions of a certain nature went through one web application and the next highest competitor only had 16.27% of the same kind of transactions, you’d pretty much think “Damn, I’d better get my brand associated with that thing in a hurry.”

Well, you should. Maybe you’ve already heard of it. It’s called Google.

If you thought Google was powerful before, you ain’t seen nothing yet. In April, according to search-engine share data from Hitwise (via MarketingCharts), Google accounted for 72.74% of all web searches done in the U.S.

Think about that for a moment. Almost 3 out of every 4 people with a computer in America used Google for a search.

By the way, how easily where you found when those people conducted a search related to your business? Might be time for an adjustment if the answer is “I’m not sure.”

Look at “fast-moving” tools like Twitter, with its total usage around 5%. That’s when it hits you just how massive Google has become. If 3 out of 4 people were using Twitter, newspapers and blogs would be screaming about how Twitter is taking over the planet. They’re getting a little feverish over the thing right now as it is when 1 in 10 people might be using it next year. Impressive growth in it’s own right? Sure. But 3 in 4 people it ain’t.

In other words, you shouldn’t just be using Google AdWords for a keyword campaign and GoogleAnalytics for measurement, but considering what other Google-related products can do for your internal productivity and external communications. GoogleAlerts. Google Profiles so people can view a true profile of you on the first page when they do a search for your name. GoogleTalk for instant messaging. Photo sharing. Blogging. All found under one umbrella.

Sometimes we get so wrapped up in the Twitter/Facebook/LinkedIn social media discussion that I think we forget a very important point – when Google gets its hands on social media tools, you could hardly be blamed for wanting your brand somewhere in the vicinity of it all.

In the social media discussion, I notice some look for the one tried-and-true tactic that’s right for their brand. I hate that kind of thinking because I don’t believe in putting all your eggs in one basket, whether it’s social media or traditional advertising. Despite the title of this post, I’m really not saying to put every effort behind Google either.

Just remember how much of a beast the thing is and how it surely deserves consideration in your overall strategic plan.

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