Just Google It

On Monday I decided it was about time I get my hair re-done. Due to not entirely being content with the current place I go to, I typed “best hairdressers Melbourne” into Google’s search engine. On Wednesday, a friend called me up asking if I could recommend any decent quality, yet affordable camera’s to her. Having been out of the loop lately, I turned to Google to re-jog my memory.

Google is (and has been for a while now) the holy grail of search engines. Indeed, their current desktop market share sits at 67.78% compared to other engine’s such as Bing, Baidu and Yahoo. In contrast to this, their mobile market share sits at a whopping 94.22%. It is no wonder the word “Google” has now become officially recognised as part of the dictionary and of our society today.

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Typically when I’m completing an information search, I never go beyond the first or second page. I might even go on the third or fourth page depending on how desperate or unsatisfied I am with the results listed. However, on the rare occasion that I do find a link on a later page that turns out to be exactly what I want, I think to myself how it would’ve been nice if it turned up much earlier to save all the time and effort.

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The role of search engine marketing (SEM) in this case, is crucial if sellers are wanting to be one of the first sites listed and become part of the buyer’s post-search consideration set. Search engine optimisation (SEO) is one of the two main SEM strategies which allows sellers to improve their search listings by modifying their site codes to make them more relevant and more search engine compatible (Sen, 2014). In spite of this, and in most recent publications, online sellers claim that SEO produces results which do not justify its costs particularly as high search result rankings aren’t always consistent or guaranteed (Sen, 2014). Subsequently, paid placement ads are often the strategy of choice among buyers despite that 70-80% of users ignore paid ads, focusing only on organic results (Imforza, 2013).

SEO meanings will vary depending on the person, however stating that “SEO is dead” is an unrealistic claim and in most cases might be the opinion of companies who are not utilising it in an ethical manner (such as through invisible text or content spamming). Google often update their algorithms to prevent these sellers from cheating the search engine algorithms, so you could say that it is this sort of black hat SEO that is being pushed out of existence.

Bottom line is that if sellers want to have high listings, their website must be optimised in a way that is both meaningful and helpful to potential buyers. In fact, SEO is essentially (or should be) built on satisfying the customer’s needs and wants, thus companies should view high-listings as simply a bonus to their efforts. For that reason SEO will always be relevant – just google it.

Other Sources:

Ravi, Sen., (2014) Optimal Search Engine Marketing Strategy. Retrieved from http://dx.doi.org/10.1080/10864415.2005.11043964
https://www.imforza.com/blog/how-much-does-seo-cost/
http://www.socialmediatoday.com/marketing/10-seo-statistics-every-marketer-should-know-about
http://www.sitewit.com/2015/01/27/10-surprising-statistics-pay-per-click/
https://www.netmarketshare.com/search-engine-market-share.aspx?qprid=4&qpcustomd=1&qpsp=2016&qpnp=1&qptimeframe=Y
http://www.theneweconomy.com/home/immortal-evolving-why-seo-is-anything-but-dead

 

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4 thoughts on “Just Google It

  1. Hi, thank you for a great explanation of SEO. From personal experience, Google is the only search engine I use. Usually if what I’m looking for isn’t on the first page, I’ll just reword my search rather flick through the other pages of results. I think that one of the reasons companies are a little apprehensive about using SEO is because you essentially have no control of how much traffic you will generate and what type of traffic you will be getting from all your SEO efforts. I guess in this sense, it’s totally different from paid marketing where you will be getting results appropriate with what you paid for. In order for SEO to be used at its best, it’s important for firms to have their websites set up in a way that displays relevant and good quality content that uses appropriate keywords. Great post, really enjoyed reading this!

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    1. Hi Nancy! Thanks for your comment 🙂
      I agree completely – although, interestingly enough before learning about this I barely ever paid attention to PPC ads and would often block them! I guess there will always be trade offs between either strategies so it’s probably a good idea to implement both and have the best of both worlds (If they can afford it of course!)
      Nikki

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  2. Hi! The way you presented this blog, I must say I enjoyed every piece of information you have mentioned. I was able to relate my knowledge on management with what all facts you have stated and analysed. I think the way you have mentioned about the role played by search engine marketing, you were effective in linking the optimization of search engine with the consideration of two different strategies. I realized how the two strategies are crucial for allowing the sellers in improvement of search listings, in order to modify their codes of site for ensuring their relevance as well as compatibility. Further ahead, your focus on technology and its role in marketing was also very interesting. I understood the significance, as I do not think I will want any ghost company to monitor all of the aspects related to my health. I would not want to be bombarded with program incentives and offers. The overall processes of creativity often tend to be creating excitement across each and every follower while initiating to create content by the user, and I think this is the holy grail for social media and mobile. Despite the movement having originated from Kayla’s Instagram, there are more likes on her Facebook page in contrast. Perhaps due to the nature of Facebook and its greater flexibility in providing different forms of content, those appeal to the different interests and behaviours of users within the online community.

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