Tip

What is the capital of Belarus? Just Google it!

Not so long ago a googol was just a mathematical term, meaning the difference between an unimaginably large number and infinity. How do I know that? I googled it.

Since then, ‘Google’ as a verb has been named the “most useful word of 2002” by the American Dialect Society; and was added to the Oxford and Merriam-Webster dictionaries in 2006.

56% of all internet searches are done by people “Just Googling it” using the Google internet search engine.

Google founders Larry Page and Sergey Brin were apt in naming their search engine, because every month somewhere between an unimaginably large number and infinity amount of searches are submitted through Google.

In May 2010, Netcraft reported that in their most recent web server survey, they received 206,026,787 responses. With such a ubiquity of websites making up the internet, it can be overwhelming to think of how you are going to get your website to stand out in the crowd.

Top Five Tips for Ruling the Googleopoly

The type of business you run will determine the approach you take with your internet marketing. If you have a local towing company, your strategy will be totally different to someone who is a freelance writer looking for work. There are so many avenues you can pursue with internet marketing… Google has an infinite scope! The question is… what is right for you?

1. Think about your target market.
   This is the single most important thing when it comes to internet marketing… you can have the most elegant and exciting website in the world, but if it is not fulfilling the need of the people who would be interested in your products, it is wasted. Conceptualising your target market for internet marketing is a little different to the traditional Marketing 101 methods; there are many other elements to consider such as keywords, online behaviour, trends and social media. Take some time to get into the mindset of your ideal online user.
2. Strategise.
   In the 1990s it was cool to have a static website that looked like a glorified brochure. These days, you don’t even need your Gen Z son to whip a website up in his school computer studies class: it’s so easy you can do it yourself. With all the free website content management tools, Googleopoly domination seems like a cinche, right? Unfortunately, it’s not that simple.  Just because you CAN have a website, does not mean that you should. A strategy to tackle the web is vital, and it is an ongoing commitment.  Google rewards fresh content, interaction and online conversation.  Build a web strategy that is focussed around building relationships and two-way communication between you and your customers.
3. Optimise.
   The words Search Engine Optimisation, or ‘SEO’, are getting thrown around more and more. What is this mythical science of Google-taming? Who are the modern day alchemists who can master such feats of Google domination?
   Being at the top of Google for highly searched keywords pretty much guarantees high levels of online traffic and new customers. It is a good idea to be investing in search engine optimisation; whether it is in time you spend researching and learning about it, or in hiring or outsourcing an SEO magician. If you are not doing it, you can be sure that at least one of your competitors will be, and they will be enjoying the benefits of leads generated through Google.
4. Down the Rabbit Hole
   Why do you have a website? Why are you even thinking about internet marketing in its various forms?  What are your goals?It is likely that you are on the internet because you want new customers, to keep in touch with existing customers in order to secure their repeat business, or maybe to promote new deals.  A good website is a sales person for your business.

   The purpose of your website is to capture visitors and lead them towards a desired outcome, such as filling in an enquiry form, or signing up for your newsletter. This is your ‘conversion funnel’, where visitors are seamlessly led through your website until they achieve an outcome that ultimately results in a sale. When you plan your website, think about structuring it in a way that will guide your visitors to your desired outcome.

5. Get a Head Start
   The ‘Sponsored Links’ section at the top and right side of the Google search results pages is a great tool for building brand awareness, capturing your target market when they are ‘hot leads’ and leading users into your ‘conversion funnel.’Working your way to the top of Google’s organic listings can take a lot of time and effort. While internet users are more likely to click on organic listings, sponsored links which are advertisements through Google Adwords, can fast track your website to the topAdwords works on a pay-per-click basis, so you only pay for the clicks that your ad attracts. The amount you pay for each click is determined on an auction basis, with keywords that are the most competitive being the most expensive. When building your Adwords campaigns, think about your target market and your keywords. Target keyword phrases that users are likely to be typing into Google, and remember to think about the location you are targeting. (For example, if you are a locksmith who primarily services the Gold Coast, it is likely that your target market might search ‘locksmith gold coast’, rather than just ‘locksmith’, as this search term is too broad.)  Tools like Google Keyword Tool can really help with working this out.

Get in touch with Davinway’s internet marketing team today to make Google work for you.