How Do You Persuade Google to Find You?

You cannot trust that your needle is going to get found in the haystack. If you're not on top, if you're 20 or number 50 or number a hundred, you might as well be invisible. The alternative is to win when some one searches for you. Andi think the key inside is this, you cannot trust that any generic word will end up with you on top. So how do we have a chance to change the culture? It's all about engaging people so much they want to tell other people.