Continuing on from Online Marketing Part 1 : we start with the top components Google uses when returning results for a search query.

Google considers three primary components when returning search results:

  • Relevance (content driven)
  • Location (proximity from online information)
  • Prominence (linking, directory listings, business listings, blogs, social media)

The center of any Online Marketing campaign is a website. There are two types of websites:

  1. Sites that appear when the business is searched for by name  (primarily the navigational searcher) capturing customers and some potential customers who know or have heard of a business.
  2. Sites that are optimized to capture searchers (new customers) looking for a product or service (transactional and  informational) who have not necessarily heard of the business.

Obviously the second website type is more beneficial and a site needs to be optimized properly to generate results. Achieving optimization is a constant and ongoing process. Around this optimized website it is also important to:

  • Develop and maintain a consistent and relevant online location presence
  • Develop and maintain consistent and prominent positioning of the brand, website and locations through linking, social media and blogging

The importance of a consistent and ongoing approach cannot be overstated.   The search engines only want to provide trusted results to their customers. Trust is generated with:

  • Quality and unique content
  • Linking
  • Confirmed data
  • Consistent information
  • Social prominence
  • Freshness
  • Longevity of domain (i.e. number of years a domain has been in existence and length of time for which the domain is reserved going forward)

With a unified and consistent approach over time business results can be dramatically improved.   Search engines are secretive about the exact nature of their indexes and algorithms. They announce the purpose of any changes but not how to take
advantage of them. There is not an optimization standard that can be referred too. The skill of optimization is generally developed over time based on experience, results testing and by maintaining constant awareness of exactly what the search engines want every day. Success can be achieved using this information to implement specific optimization across an organized online campaign. Google has averaged more than one change a day this year. Keeping abreast of those changes is a daily
challenge. Even more so if you consider there are similar changes on Facebook, Twitter, YouTube, LinkedIn, etc.  The biggest problem with “self-taught” business optimization is – “you don’t know what you don’t know” and it’s what you don’t know that can hurt your business. The search engines don’t tell anyone when they are not doing something right because it is not in
their best interests.
When a business owner searches online for advice, they are hampered by the nature of search engines – the most relevant result is not always the most recent. The internet is littered with out-of-date and erroneous online marketing tips and
tricks. If you don’t know exactly what works then it may seem perfectly reasonable. Google, in particular, is very arbitrary when protecting the quality of its search results. They will shut down business listings and websites if they feel somebody is breaking their under-publicized guidelines.

By having a well orchestrated online marketing strategy businesses will benefit from a robust online presence:

  • Increasing new customers
  • Developing brand awareness
  • Developing a positive brand reputation
  • Access to new markets

Turn The Page Online Marketing can help your business achieve maximum success in the complex world of online marketing.

Author Amanda Hall

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