Both are world brands. Everyone, but everyone knows at least the image of The Eiffel Tower if not the name. And Google is the strongest brand of the World according to Millward Brown.
Both are matters of debate. To think that the Eiffel Tower was originally planned to be built in Canada, for the Universal Exposition of 1888! Well, since the Canadians didn’t want it (and back then, many French voices criticized the Iron Giant as well) France got it and voila, Paris became legend. Just like that. Today, Le Tour Eiffel is the most visited paid monument in the world.
What does this have to do with Google?, you will ask! Well, let’s take a look at the similarities:
A. Both Google and The Eiffel tower are money generators.
The Eiffel Tower was rejected or criticized by many, yet it showed its value in annual revenue and in the fact that it turned Paris into one of the most famous and most visited cities in the world.
Google is criticized as well for many reasons: Some people feel Google has too much power, the bots can know too much. Some completely reject it, but those who don’t harvest the benefits at the end of the day.
B. It’s not easy to “get in.”
At the bottom of The Eiffel Tower the crowd is waiting to get in for a chance to reach to the top and enjoy the view. That’s their goal. That’s what they all want to do. Thousands of people each day stay in line four hours and hours, ready to pay the price to get in. It may be hot, it may be cold and windy, raining or even snowing (but snow has been known to shut down the tower) but there they are, day after day, week after week, standing in line, taking pictures of each other, moving ahead in the long line of people ahead of them who want to get to the top.
At the bottom of Google… the crowd is waiting for the same thing: to get in. For some Webmasters, the waiting takes long weeks, others find faster ways. But the waiting is there, the crowd is there: for example there is a blog born every half second, and over 170000 new blogs every day. Can you imagine the statistics for websites? And all these new sites have the same goal: to rank in Google.
C. It’s a long way to the top.
The Eiffel Tower: eventually you get in and once you are there, you have choices. You either join the masses and take a lift to the top, or you take the stairs and enjoy the experience longer, with the satisfaction that you truly made it to the top on your own. Sometimes the ones who take this route just can’t make it, and, frustrated, sweaty and panting, they turn around and start their descent.
Google: there is a fast way to the top (let’s call it black hat SEO), and then there is the long, assiduous way that will takes all your power, skill and will — but it is the most rewarding because you learn a lot in the process. You have time to enjoy “the view” (looking at the other websites from the top, learning from them, envying them…), you have time to rest every once in a while, just to start your ascension with even more power later…
D. Shops, Restaurants… Businesses Flourish at the Top
The Eiffel Tower is home for some restaurants and snack bars and some souvenir shops. Can you imagine how much money the owners make? And also… how much do they have to pay for that location, location, location? The only drawback is that not everyone can get a commercial space there. Many are called, but a few are chosen.
Google, on the other hand, has enough spots for you to showcase your goods. These are the “sponsored results:” space made available on the first search results page through the AdWords program. Some of these spots are very expensive… To discuss the whole AdWords philosophy here is pointless.
There is however a clear similarity between Google and The Eiffel Tower: if you want a permanent position in the spot light, you have to pay for it.
E. You cannot stay at the top forever.
The top of the Eiffel Tower opens the world to you with stunning scenery that stretches in front of your eyes: you have Paris at your feet. You gaze falls eventually down upon the ones still waiting at the bottom of the Tower and it makes you feel a bit smug and you nearly want to pat yourself on the back. After all, you made it there. The rest of the world can wait. Now you are the king. But of course, that is a short term victory. Soon other tourists will come and force you to go down.
The top of Google is the place to be if you want to do anything online. But as you already know, the other “tourists” - in our case webmasters - don’t sleep either. Sooner or later a skilled Webmaster or an SEO will take your place. But as long as you are at the top of Google, enjoy the view!
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