Google in today’s world has become the
equivalent of Odin in Marvel movies. It stores our data, controls our phones
and even our houses now. It’s gone from being a company to becoming a verb when
we want to search for anything. It handles our communication and dictates our
day’s schedule every morning. Subsequently, Google has also given companies a
platform for their digital marketing effort and strategies.
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| goo.gl/9BHNcp |
One of the most important aspects of
digital marketing is Search Engine Optimization (SEO). SEO is how Google (and
other search engines) determine the importance of your website and thus its
ranking on their servers. Ever wonder how certain websites always show up as
the first or second link on Google? It’s not a freak coincidence. It’s an
algorithm with many variables. Some of these variables are how often people
click on your site, how interactive they are when they’re on the page, the
length of time they spend on your website and how often your website is
referenced by other reputable sources.
Think about your own habits for a moment.
When searching on Google, how many times do you look past the first page, or
even the first few results? It is well established in the community that over
75% of people don’t go past the first search result page on Google. (Siu, 2012) If they don’t find
it, they’ll change their query or just settle for one of the first few links.
As a company, you want your name to be the first thing they see so they click
on your website and you can work on the transition from viewer to paying
consumer.
Beyond just result listings, Google has an
Analytics
framework. This backend allows you to track
every detail of your marketing efforts. How many people are clicking on your
website? Did they even scroll past the landing page? How much did they engage
and how well did they respond to your website? What is the percentage of people
that click on your website versus how many actually spend money? These are all
questions that can be answered via Google Analytics. They have even set up free
introductory learning modules online to get started: Google Analytics Academy.
This is not a sell-out for Google. It’s
showing you the best way to get started on attracting more people to your
company and being as efficient as possible with your resources and marketing
team. Try it out, and post your results in the comments!
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