I fall into the category of Generation X (although some could argue that it’s more like the MTV Generation)… I work with another Gen X, a Baby Boomer and a Generation Y.

Because of this reasonably broad cross-section, it’s made me aware of how different generations purchase products and the things that motivate different age groups.

* as a side note, the following statements are based on observations I’ve made - this doesn’t necessarily make them accurate or correct - it’s just what I’ve surmised from personal experience.

The Baby Boomer’s
People falling into this category often have a strong sense of loyalty to their community and will happily purchase locally. Referrals from friends or family will usually guide purchasing decisions and the quality of product/service usually outweighs price.

Generation X
Whilst displaying some of the characteristics of their parents (who likely fall into the previous category) Gen X people tend to be more willing to shop around to find the best deal. Whilst quality is important, price is almost equally as important.

Generation Y
This generation are more motivated by self-image. If a product/service will help make them look good, then they’re more likely to use it - service and quality don’t have much bearing. They also place little value on things that they could otherwise gain for free… eg. music, movies, software - all can be easily pirated, so why pay for them?

How does all this apply to SEO?
The Baby Boomer’s are all retiring, purchasing their luxury cars and going on cruises. They aren’t likely to be promoting a new website or be needing search optimisation services. Our main market is Gen X and will eventually be saturated by Gen Y’s.

As this shift happens, being a well trusted company that promotes the highest quality of service will virtually mean nothing unless your seen as the ‘popular kid on the block’.

How does one gain this type of popularity?
The great thing about the SEO industry is that we’re seen as the rockstars of the marketing world. We get to play with linkbait, social media and go to conferences where it’s expected to party-on afterwards.

So simply by socialising with other SEOs and being good at what you do can be a good starting point in being ‘cool’. But there’s still work that needs to be done.

There are a lot of companies that have done a great job in establishing their branding offline. Many of these companies pump considerable money into magazine, TV and radio advertising and this has helped them appear to be popular amongst the Gen Y’s.

The good news is that these companies probably have Baby Boomer’s and Gen X’s in upper management - people who can be sold on quality of service. Getting these businesses added to your portfolio now will establish yourself as THE online marketing place that all the popular companies use. It’s this type of reputation that will appeal to the Gen Y’s.

Don’t get me wrong - getting these popular and well established businesses onboard isn’t going to be easy… but if you start working towards it now you’ll be securing your continual growth as the generations change.

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