Quick Summary
In business, the most audacious often get ahead. In this week's Q&A, Derrick Lai from PROP Architecture asks why competitors with less-than-impressive portfolios often appear at the top of Google. The answer: marketing, not necessarily skill. Learn how SEO, awards, and top 10 lists shape online visibility and how you can use these strategies to boost your firm's rankings. Be a shark—dare to put yourself out there and get noticed.
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There’s something you may not know about me: I adore salsa dancing.
When I’m not running an agency, I’m salsa dancing. Whether it’s in the studio, in my kitchen, or at the club. It’s my favourite hobby.
In the club, there are always a few “sharks.” These men aren’t necessarily the best dancers, yet they always end up with the prettiest girls in their arms. How? Well, they have the audacity to ask. They dare to put themselves out there.
In business, we have sharks too. We all know who they are. They aren’t always the best in their field but the most audacious. And that’s what I want to talk about today.
Question of the Week
“Whenever I Google ‘architects for dental clinics,’ competitors I’ve never heard of with less-than-great portfolios appear. I can think of dozens of better companies that deserve to be on the first page. Why aren’t they?”
— Derrick Lai, PROP Architecture
The short answer? What you see is fabricated.
We often assume that the companies on the first page of Google are the best. After all, they’re at the top, right?
But the truth is this: Just because a company is the most visible doesn’t mean they’re the most skilled. But they’ve likely invested the most in marketing.
Here’s how:
1. Google Rankings
There are over 200 factors that influence website rankings, such as website age, mobile-friendliness, keyword usage, Google Maps reviews, and more. Google takes all these into account when determining rankings.
The companies that rank highest are the ones that understand these factors and optimize their websites accordingly. Whether they’ve done it themselves or hired someone like me. In other words, they’ve invested in search engine optimization (SEO).
2. Awards
These days, no one just hands you an award. You have to apply for it. And applying isn’t free.
Most award applications start at $250, require professional photos or videos, and are incredibly time-intensive. Either they’ve carved out the time and budget for it, or outsourced the work to someone else. ut imagery makes it much easier for a magazine to say “yes” to featuring your work.
3. Top 10 Lists
If you search “top architects in CITY” or “best general contractors in CITY,” you’ll likely find “Top 10 Lists” or listicles.
These lists, often published by magazines, rank companies based on subjective criteria and research. Architectural Digest and Houzz publish them regularly.
Many are pay-to-play, while others just require a nomination. We help our clients get featured by reaching out and making the case for their firm.ent, clean site structure, etc.—Google rewards relevance with lower ad costs.
So, what now?
You might be wondering, “Isn’t that kind of unfair, Daniela?” And yes, it can feel that way. But it’s just how the system works.
The good news? If others can ask, pay, or pitch their way to the top, you can too.
Also, I’m not saying the companies on top aren’t talented or deserving of their position. You still need to be good at your craft. Awards have judges, Google relies on reviews, and the editors behind those “top 10 lists” do their homework.
But if your work deserves to be seen, make a case for it. Be bold. Invest in it.
Just like the men in the salsa club, be a shark in your business. Because if you want to reach the top, you can’t be afraid to take up space. Or make moves to get there.
Until next Thursday,
Daniela
CEO at Findable Digital Marketing
PS. Want me to write more like this? Send in your own question!
