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How Your Customers Use Google

As a small business owner, have you ever wondered how your customers will find your website online? Have you tried typing in the keywords for your services to see where your sites lands in the Google search results? Maybe you can’t find your site at all.

Google’s search page is something many small business owners use daily, but may not fully understand. Check out our short presentation on How Your Customers Use Google


How Google Ranks Pages

Google is constantly improving their search services to better match people to the information they are seeking. The job of an SEO consultant is to work with you so that when the Google Bots review your site they recognize that yours is the best resource in your industry. A good SEO consultant will take into account many factors that include:

  • Your products and services
  • Your site’s content (text and images)
  • Your site’s navigation, structure and code
  • Your keyword usage and overarching theme
  •  How well your competitors’ website are optimized

First Google needs to find your website among the billions of web pages on the internet. Your SEO consultant will make sure your site has been submitted to Google and the other major search engines. Once Google identifies your site it reviews and indexes it, identifying what your site is about. Google uses over 200 metrics in its complex algorithm to identify and rank your site for any given keyword or keyphrase. This is where the value of an SEO consultant comes into play. A good SEO consultant is up to date on the most current best practices for optimizing your site for search. Sites that are well optimized rank higher in the search listings. Since most people never search beyond the first page (or two) of Google’s organic search results, most businesses strive to get listed in the top 20 results for a targeted keyword or phrase.

Over 90% of clicks occur within Google’s organic search results. These website listings are constantly changing. Google is continuously reviewing websites and indexing new pages, recalculating the order in which they are listed. Because this system is based on merit at the discretion of Google’s algorithm (good content is rewarded, spammy sites are penalized) no SEO consultant can guarantee your site’s placement in the search results. The good news is, since the results are organic and always changing, web pages that are buried deep down can improve over time with good optimization. Websites can often make their way to the top for specific keywords and with regular monitoring and modification can often stay at the top for long periods of time.


Google’s Adwords & Paid Search Advertising

In addition to the organic search results, Google offers paid advertising through its Adwords program. Paid search results are listed on the right-hand side of the page and often on the top or bottom and are identified as “Ads.” Unlike organic results, these sites are ranked by the highest bidder rather than by merit. Though only 10% of clicks occur in the advertisement portion of Google’s page, this method can be quick and profitable for many businesses. Web pages that are poorly ranked in the organic results may especially benefit from paid listings. Your paid advertising consultant can help you:

  • Identify the most cost effective (yet relevant) keyword terms for bid
  • Manage your Adwords account for you
  • Identify which keywords are resulting in profit and modify your campaigns for the best results

Google is adding new features all the time to improve search results. Some popular features are their local places listings, product and retailer reviews, store and brand listings, and “freshness updates,” which bump time sensitive pages to the top of the search results (e.g. sports scores, political highlights, celebrity gossip, etc.) A good digital marketing consultant can keep on top of these features and can explain to you if and how these new changes may affect your website’s ranking.

Google's Freshness Update

Google's Freshness Update bumps up time sensitive pages in the search results and identifies them with a time stamp.


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