For those who want to win!
SERVCORP company is a leading worldwide company in VIRTUAL OFFICE market segment.
Servcorp provides a wide variety of office space solutions for businesses. Find out about our virtual offices, executive suites, meeting rooms and more!
This study case attempts to show how important it is in a leading process to consider both intellectual / industrial properties and physical / digital visibilities.
B'Leader, a global web leading service provider, attempts to demonstrate here through a few facts, how important it is to own a global vision.
First, we are coming back to official 'industrial revolution' definition :
The virtual office idea came from a combination of technological innovation and the Information Age.
The concept has roots in life before (and even during) the Industrial Revolution, where parallels to current work styles, specifically working from home, have been drawn.
The virtual office concept is an evolution of the executive suite industry. However, the inflexibility of an executive suite lease doesn't work for many business models and helped spur the virtual office concept.
Primelerely to expand, SERVCORP has bet on a trademark : 'virtual office' associated to his own company name SERVCORP. It has been somehow difficult upon the countries. But, it intended to become a serious rampart against competitors.
Let's study 10 years later, as web consideration has dramatically grown up, where we are.
As the SERVCORP VIRTUAL OFFICE is a registred trademark, this expression and the several ways to use might belong exclusively to the company SERVCORP. Does'nt it ?
In fact it's not the case.
This following link attempts to show how strong is the SERVCORP VIRTUAL OFFICE on a jurist point of view. Please observe the country deposit list (japan, europe, singapore, usa, australia, ...). SERVCORP has booked any usefull country. However, this is an attitude inherited from the physical world. What about digital economy or immaterial economy.
When looking to the Web, and no more on a single jurist point of view, what do we observe ?
Let's now use Google engine on a french WINDOWS operating system. When keying "virtual office" we get such result : 28 Millions of results.
Currently, they are 4 Adwords (called Google Adwords - what is it ?). The first belongs to SERVCORP company; the 3 others to several SERVCORP competitors.
Do we observe obvious weaknesses ?
YES without any doubt.
Why ? Amount of money put on the table by SERVCORP may decrease once upon a time, then in that case the second, the the third and the fourth competitors would lead ahead of SERVCORP, whatever SERVCORP is owning or not of a trademark. This is the way it works with google adwords rules. 'VIRTUAL OFFICE' expression even it looks to belong to SERVCORP as a trademark (SERVCORP VIRTUAL OFFICE) in order to protect the mark, does not protect SERVCORP company against competitors on the Web.
Additionally, SERVCORP would end definetely to subscribe to Google Adwords , then SERVCORP would forever disappear from the famous 'U' allowed by Google Adwords procedure : no more visibility on the Web.
This graph explains the root of the 'U'. It begins on TOP, then on the right of the screen.
Then it migrates to bottom :
As SEO affirm, there are 2 zones : the 'U' and the rest. The rest concerns organic SEO
The organic zone is free : in fact nothing is free, it's just a way to say it's less expensive that the adwords way; the way to get a slot on 1st web engine page is to spend time and/or money to make visible your contents. B'Leader does that very well. The adwords zone is not free : you have to pay (if you have no more credits you disappear; if you have less credits than your competitors you disappear).
Let's know observe the next request on Google engine :
'virtual office london' expression returns on 1st google page several adwords URLs. However, SERVCORP nor 'SERVCORP VIRTUAL OFFICE' does not help at all to get position on 1st google page. The SERVCORP financial effort does not be usefull on the Web economy to keep primary position. With the 'virtual office london' expression, there are no SERVCORP URLs within google adwords results. Looking at the rest of the 1st google page, SERVCORP efforts do not bring more results. SERVCORP URLs are not currently on 1st google page with that expression, whatever adwords strategy or organic strategy are used.
What is the current web visitor's behavior ?
With the 'U' form in mind, we observe a few years ago, web visitors used to click immediately on top left corner or the screen (red color) : the google adwords area. In 2014 (3 years ago) consumers used to click mainly inside the organic zone.
This may demonstrate, customer experience has gathered to avoid clicking in adwords zones. Additionnaly, It demonstrates people in general learned there are other possibility to get true information somewhere else that on top left corner of the screen.
When do the google adwords appear on a google page ?
As soon as someone put some money to adwords system requesting a specific expression : eg: 'attelage remorque fiat x250'
In that case, the google adwords service provider has fullfilled his contract by pushing forward the customer FRANSSEN to the top corner the google page.
But is there any sense to apply such strategy as, the next 3 URLs in the organic field (the TOP 3 positions) are held by FRANSSEN too !?
If the top left location is not obtained (whatever cost considerations), it might be mandatory to host the organic area as much as possible.
This is in that case, what B'Leader method brings to his customer.
Currently, the 5 top organic positions are held by B'leader and his customer FRANSSEN.
Some google images have been highlighted by google engine, as 5 images are displayed after the sixth position.
75% of google images are promoted by B'Leader.
A lit bit earlier, one month ago, we had the following result :
1- It is unnecessary to buy any with Google Adwords keywords if there are no simultaneously efforts made to be inside the organic area.
2- It makes no sense to buy Google Adwords keywords if 1st position is got inside the organic area. It makes worse no sense to buy Google Adwords keywords if several positions are held inside the organic zone on 1st google page.
3- Any trademark politic or strategy does not be enough if web referencement results are not considered as well as jurist investments.
4- A global approach must be considered when you decide to try to protect your business globally (physical world and digital world)
Learn more :
About The 3rd industrial revolution :
One consequence of the Third Industrial Revolution is that the number of blue-collar workers will continue to decline while productivity increases