Google has become so popular over the past decade that many of us have taken to using it as a verb in a very casual manner. However, have you ever stopped to think just how it is that some websites come to rank at the very top of Google searches whereas others struggle to make the grade? It's rare that we are willing to trawl through endless search pages to find what we're looking for; we want the most relevant information to our search to be available on the very first page. That could explain why according to research done by Webshop Workshop, the top 30 results in Google receive 90% of all search traffic.
Google's PageRank considers more than 500 million variables and 2 billion terms to determine the importance of any particular web page. With figures so high, it's no wonder businesses are wondering what they can do to improve their chances of reaching the very top search pages. Popularity in Google searches, undoubtedly leads to increased business for your company. The more people finding your page through relevant searches, the more likely you are to gain new companies.
So who can help you? There are a number of Search Engine Optimisation companies out there; all looking to help you rise in the ranks. Each company, of course, varies in ability and method. Some use particularly unethical methods in order to make you rank higher, such as spamming blogs and Twitter accounts in order to get you more hits. The problem with this is that not only will the owner of the blog that is being spammed undoubtedly recognise the posts as spam, but even if the links are used it is doubtful that your site will be of use to whoever decides to click the link.
More ethical companies look at things like your website statistics, keyword research and competitor analysis. SEO is based around algorithms and facts, but that doesn't mean as a client you shouldn't expect to be told by the SEO company that is working for you, exactly what work is being done. Transparency between SEO companies and clients is important, and although their work is complex, you will certainly be able to understand it.
SEO isn't just for worldwide businesses either. It can help local businesses as well. A hairdresser in Liverpool wants traffic from local residents, rather than traffic from all over the world. SEO can help to target a particular geographical market, making searches much more relevant to all involved.
With so much of the world online, it seems like a waste not to utilise this incredibly powerful tool. Google can be both a local directory and a global connector. It just depends on how you use it.