Ignore Google's Changes at Your Own Peril

By MSW -
In every story there is a hero and a villain. In the story of your business, the customer is (or should be) the hero. Anonymity is the villain.

MSW Interactive Designs is celebrating our 20th business anniversary this year. We've helped businesses get found online since 1999 ... PRE-Google, (as we know it today). I tell you this so you know the longstanding love/hate relationship we have with the search giant and why you should protect your business from dependence on it.

I am an SEO expert. I execute for clients and I study it every. single. day. I have for more than 20 years. I'm here to tell you, if you are solely dependent on ranking on page one, you are putting your business at risk.

Today, LESS THAN HALF of Google searches now result in a click.

Worse, 94% of ALL SEARCHES now happen on a Google product (think Google, Google images, Google Maps, and YouTube). If you include mobile, it's more like 97%.

When Google first hit the search scene and rose to popularity, they made search simple. A human had a question. The were presented with a clean page and a single search bar (unlike the 100+ link presented by Yahoo, Excite, or AOL). The human would search, get pages of results, then click through to visit the website (or websites) of choice in search of the answer.

This approach drove Google to the top of search - rapidly.

Suddenly, ranking on page one became critically important. That's where everyone searched for answers to questions and Google promised to send them to the "best" options to find the answers.

Sadly, Google has creeped to the dark side in recent years. It was a subtle shift over time evolving into what we face today.  

Today, less than half of Google searches result in a click to a business website. Google is now in the business of keeping you on their website or directing you to another Google property. Smart snippets now give you AN answer right on Google's results page.  (I capitalize "AN" because it's just AN answer ... not necessarily the BEST answer). Calls, reviews, directions, pictures, movie schedules, menus, hours, and more ... all presented right on Google's search results page. There's no need to click through to a business website for this information.

Google wins.

Millions of small businesses who relied solely on Google to avoid anonymity lose.

Google is a giant. It's not going anywhere soon. After 20 years in the web design, SEO, and internet marketing business, I'm not telling you to ignore it. I'm simply advising you to be an informed business owner.

Don't put all your eggs in the search basket.  Ignore Google's changes at your own peril. VISIBILITY defeats anonymity. Diversify your marketing budget. Think social media, print, radio, and other mediums. Think about being visible everywhere your idea client hangs out.

THAT’S how small businesses win.



++++++++++++++

TOOLS TO HELP





Comments

Post a Comment

Popular posts from this blog

Why Instagram is an Important Social Media Platform for Business

By MSW -
Image
Instagram is the fastest growing social media platform and it's a fantastic place for businesses to share content. When used correctly, this platform is a highly effective way to reach customers. There are many perks of posting to Instagram and our social media marketing business in mid-Missouri is here to showcase why your business should be on this platform. Great Potential for Reach Instagram has 112.5 million users in the United States. The potential for reach is huge! Ensure your message is being seen on this platform for the best chance of exposure for your business. Showcase Creative Side Get creative with your posts on Instagram. This is your chance to show a more personal side to your business. Consumers like to do business with people and your business can showcase your personal aspects with your content. Attract a New Demographic Instagram has a wide range of users but for the most part, it's a younger demographic. Reaching this age range is impactful...
Read more

Protect Yourself from Falling for Phishing or Spoofing Attempts.

By MSW -
Image
We love to fish at the Lake of the Ozarks, but there is another kind of “phish” you should always avoid. Email is a popular target for cyber criminals to gather information and is often used for “phishing”. This communication method is an easy way to steal sensitive details about people or deposit malware or a virus on your device.  It’s widely used, because most people are generally trusting and/or curious. Our internet marketing company in mid-Missouri gets questions about this kind of activity from our clients. Learn what phishing is and how you can better protect yourself from a potential threat: What is Phishing? The term Phishing is coined after “fishing” and is when a cyber-criminal hangs a digital “lure” and waits for an unsuspecting victim to bite. A phishing email typically has a link for the email user to click, and attachment to open, or prompts an email reply. Once you’ve taken the requested action on a phishing email, the cyber bug is in and likely gathering p...
Read more

5 Reasons to Focus on Your Google My Business Listing

By MSW -
Image
When someone conducts an online search for a business, they are likely going to check out the Google My Business listing. It's important that all of the information is complete and accurate on your Google My Business listing. Our online marketing company in mid-Missouri sees every day how important Google My Business listings are for our clients. If you don't have a Google My Business listing (or you don't remember the last time it was updated), check out why it's such an important platform to remain active on. 1) It's a Google Product (need we say more?) Google is known to weigh its own platforms a little more heavily in search rankings. The company has also stated that Google My Business listings have an impact on SEO, especially local SEO. If you own a business with a physical location, a Google My Business listing is a MUST! 2) Helps Customers Find Info Google is all about providing answers to questions. Many online searches are conducted to find out...
Read more