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Matt Cutts Teaches a Course in Public Relations

The search industry is full of mystery and strife. There are those who are hated and those who are loved. Above all else, there are those who hate Google. To many search marketers, Google is the enemy as much as it is a friend.

Today, Rand Fshkin over at SEOmoz posted a somewhat reserved critique of Google. His style is usually one to not offend and he does a great job at keeping people from getting too heated or angry. But that’s not the real story. What stands out is how Matt Cutts from Google responded to this posting. Though he is not there officially on Google’s behalf, he does a great job of responding to web criticism in general. I’ve been reading his blog since it started and he makes it a point to be active in community discussions and does a good job of defending Google.

What makes his behaviour exemplary? He responds. That’s right. The simple act of engaging in a discussion and offering feedback about concerns can quickly defuse most debates. Instead of rampant speculation and rhetoric, we have an answer to a mystery straight from the horse’s mouth.

Search engines in particular, and corporations in general, could learn from this behaviour. One person can make a huge difference. Because he is engaged and accessible, he makes a difference in the way people perceive the Google brand. It demystifies the company and puts a face on what could easily be a faceless corporation.

This helps Google because:

1. They don’t need to waste money on having their PR firm handle all the negative feedback on the net.
2. They find out about problems with their search engine quickly. It’s efficient because a lead engineer is made aware of it personally and doesn’t waste time tracking down irrelevant problems.
3. They gain a positive brand association by being seen and heard rather than being an untouchable corporation with no heart.
4. It stops speculation dead in its tracks. If the feedback is ignored or not acknowledged, it just adds fuel to the fire and allows room for speculation. Perception is reality and a rumour can easily spread to become common belief.

More than anything, the post on SEOmoz is a lesson in good public relations. There is a lot to be said for simple and honest communication. PR professionals and brand managers take note.