Performance Marketing Blog

Marketing Today: Can You Really Outsmart Google?

Posted by Natalie Young

Sep 14, 2012 3:22:00 PM

outsmart googleBusiness doesn’t happen without the Internet today. Not every transaction takes place online, of course, but consider that (according to brafton.com) 89 percent of consumers use search engines for purchase decisions. People go to the Web for information before they buy—regardless of where they actually end up buying. And the good folks over at Google account for more than 66 percent of all online searches.

It’s no wonder that businesses care about Google. But if you look at the approach some businesses take to marketing, you might come away with the impression that some marketing firms and companies think they can outsmart Google. They know that the higher they rank with Google, the better their chances of being seen by consumers. So they try to come up with ways to “beat the system” and outsmart Google so that their name will end up at the top of the list.

There are a couple of problems with that approach, however. First of all, the people at Google are really, really smart! Nobody has ever really cracked the algorithm Google uses to rank websites—although people have certainly tried. Chances are that nobody is going to crack that any time soon.

More importantly, however, is that “cracking the code” is the wrong way to think about Google. What makes Google so successful is that they help people find what they’re really looking for—rather than ending up on the page of a company that’s trying to trick them.

Think about how you use the Internet. If you’re trying to do a bit of research on a product or a service, do you want to end up with helpful information that will enable you to make a good, informed decision? Or do you want to end up reading something from a company that is trying to sell you something—whether it’s right for you or not?

That—in a nutshell—is the difference between inbound marketing and outbound marketing. Inbound marketing helps businesses and individuals find information that helps them make decisions that are right for them. Outbound marketing assumes that what the company is selling is right for the prospective buyer. Which do you prefer when you’re the one who is thinking about making a purchase?

If you’d like help pursuing this kind of a marketing approach, let’s talk about how we can make that happen for you.  Or you can keep trying to outsmart the geniuses at Google!

inbound marketing

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Topics: SEO, website marketing, internet marketing, Google ranking

Google's Top SEO Tips for ranking your website

Posted by Natalie Young

Sep 5, 2012 2:26:00 PM

SEO tips from GoogleToday one of Google’s top gurus offered some tips for small businesses who want to rank higher on the search engines. If you are a small business or startup whose website has no more than 50 pages of primary content, and have a desire to rank for a handful of keywords….this list is a must have! Download the PDF version after you’re done reading this so you can keep it on hand….

 

If your startup business seeks to quickly rank, consider taking these steps:

1.    Verify ownership of your site in Webmaster Tools. Also sign up for email forwarding, so Google can alert you to potential problems.

2.    Perform a background check on your domain. If spammers previously owned your domain, it won't rank well.

3.    Include analytics code. Whether you use Google Analytics or another provider, it's good to start collecting data, even if you're not ready to use it. Have your web partner add the code to your site – as this is complicated for those not familiar with code.

4.    Use strategy in your site design. You'll get different types of visitors—customers, investors, press. Your site should offer an excellent experience to each persona. At Performance Marketing – we spend a great deal of time defining your target market and then creating content for each.

5.    Define your conversion. Create ways for your web visitor to continue to browse through your site based on the browsers interests. Use Call To Action buttons throughout your site!

6.    Be smart about your copy. Use targeted keywords in your text that people normally use to find information about your product or service. Try using long tail keywords as a fast & easy way to rank.

7.    Check on your ranking. Ideally, you'll rank number one for your company name. But also examine how you rank for other terms. (Note – you may be interested in finding out how you rank against your competitors using our Website Grader – click here!)

8.    Play to authentic strengths. If your CEO likes to tweet, if an engineer is on Google+, or if a salesperson enjoys Facebook—encourage their ongoing activity.

If you liked this blog post - Click the button below if you're interested in reading the 5 Essential Steps to Generating Leads using your website:

 

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Topics: SEO, website marketing, B2B, Google ranking

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