Feature Image for Should I be on Google?


July 21, 2014

The answer is yes, but here’s a little more about why.

With Google attracting over 93% of all searches in Australia it’s becoming an essential part of every businesses marketing plan. The yellow pages are quickly fading, both due to the lack of convenience and updates to the Google algorithm demoting many yellow pages online listings. Google is already a very sophisticated directory so it rightfully demotes any other directories as it hinders user experience.

Both Search Engine Optimization (SEO) and Google AdWords are really important parts of any marketing plan. 70% of all links clicked on search engines are organic (un-paid listings) and 30% on the paid listing (Google AdWords). Combining SEO and Google AdWords can cost effectively reach all customers proactively searching for your products and services. While SEO focuses on a smaller more defined list of keywords, Google AdWords allows you to be on the front page for a much wider list of keywords. These keywords can be location specific, spelling mistakes or particular product names. 

So what is SEO and how does it work?

Search Engine Optimization (SEO) refers to the process of boosting your online presence so your website can move up the natural or unpaid search results on Google. To move up the listing you need to help Google determine how relevant your website is to the keyword typed in and why you should be at the top of the list (most relevant above all others). The algorithm is a well-kept secret and the variables affecting its rankings are large however the high level fundamentals remain the same. Google regularly crawls your website reading all your content, code and images. Based on this it can get a fair idea of what your website is about. Google also reviews your inbound links, these are websites linking to yours. This helps to work out if other people/ businesses in the industry support the content you have. The bigger the organization and the relevance to your website content the better the quality of the inbound link. Search Engine Optimization ensures that you have the right amount of content, keywords, relevant inbound links and much more to ensure you’re able to stay one step ahead of your competitors.

What is Google AdWords and how does it work?

Google AdWords refers to the paid listing usually found on the right side of the search results. You only pay when someone clicks on your ad with costs ranging wildly from 9 cents to $45+ per click. The cost per click is generally determined by the level of competition and price others are willing to bid to move higher. Like SEO there are many variables that affect your ability to rank at the top. AdWords allows you to be targeted in the way your campaign is setup. For example you can lock down the people who can view your adverts to a suburb, radius around your business, state or country. You can also choose the time of day you would like your adverts to run to ensure you are visible in the most important times. Picking the keywords you would like to appear for is generally the easy part, listing all the keywords that you would not like to appear for is generally the tough bit. Most campaigns have around 100+ negative keywords such as free, courses, jobs..etc

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