Are you Google’s type?
4 December 2012
Instinctively every research starts with using a search engine, as it is the easiest and fastest way to explore the links that are most relevant for you. Can we actually find anything without search engines? After all, Google holds a commanding 67 percent market share1 and is still the only company whose name is synonymous with the verb search.
When I was accepted for the Internship Program with Broadgate Financial two months ago, the first that I did to prepare for my upcoming interview with Simon (Vice President) and Robin (Support Officer), was to find as much information as possible about my new company, job and colleagues on the internet. I typed the keyword “Broadgate Financial” into Google’s search field and luckily my page of interest displayed on the first page. But how do companies make sure search engines will show their site in the results and what’s the value of ranking top for a company?
Search Engine Optimization or simply SEO is the answer and I started to plough through an 800-page book “SEO for dummies”. To advance my research efficiency, I soon decided to type in different SEO related keywords to Google’s search field and clicked on the first 3 spots.
Simply put, this is the way in which SEO works for companies and their clients. It is about getting your website to the top position of search engines like Google, Yahoo or MSN, so that it improves the quality and volume of web traffic. This in turn will attract potential clients and make money for the company. A survey by Chikita (2010), based on more than 8 million samples, points that the top ranking in Google gives 34.35% of web traffic, which is nearly as much as the number of visits generated by the sites in position 2 to 5 combined.2 Thus savvy entrepreneurs should consider SEO as a necessary part of their marketing toolkit and know that Google’s ranking is critical to a business’s success in the digital age.
The key to successful SEO is to identify which factors determine if a site is spot #1 or spot #10 or to solve the mystery of the PageRank algorithm, named after Larry Page, that Google uses. Simply put, this is the art of increasing the attractiveness to the search engines and clients:
Substantial Quality Content + Link Popularity + Keywords = Search Engine Success!
Cliché as it may sound, content is still the king and helps best to target clients and markets. The better and more updated the content compared to anyone else’s’, the more it attracts Google. Here comes the technical optimization into the game with creating a website structure which is both client and search engine friendly.
As important as a persuasive content and technical optimization, is link popularity as it increases the amount of traffic to that site substantially. If other websites “backlink” to or share your site, this is an indication of the popularity or importance of you website . “Backlinks” also knows as Inbound links are links that are directed towards your website. The more you maximize the visibility of your own site, the higher your status and ranking.
And last but not least highly effective SEO keywords, which allow an immediate identification with the company’s unique selling point. When we think of a successful Search Engine Process, it is important to choose smart keywords that best relate to the content present on the companies page- a circular process!
Overall, during my time here at Broadgate Financial I will make it to my goal to improve the website’s search relevancy and finding a creative way to reach ideal clients, ultimately leading to higher visitor traffic.
Thus if you like this blog (or any other from my colleagues) you know what to do: LINK US!
Anne Catherine Kaiser
Marketing Support Officer