Business Review Europe

www.businessrevieweurope.eu | Feb 2011

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www.businessrevieweurope.eu | Feb 2011

revIvIng THe AuTomoTIve

InduSTry WITH elecTrIc cArS

Top Ten europeAn

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loAd THe Seo dIce In Your fAvour

TIpS & TrIckS For

revIeWInG europe’S Ipo AcTIvITY In 2010

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by roSS denSley

February 2011

Marketing 2.0

loADing ThE SEo DiCE in your FAvour

TIpS And TrIckS For google

Marketing 2.0 tips and tricks for google

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For buSIneSSeS HopIng To Succeed and increase profitability online, whether it be marketing, sales or simply gaining a stronger online presence, understanding the evolving

nature of cyberspace and the nuances of search engines - namely Google - is desperately important to its overall health moving forward.

Since Google burst onto our desktops as a primary search engine in 1997, it has taken cyberspace by the scruff of the neck and taken stewardship of how consumers search for products and services online.

But Google is not just a wickedly efficient search engine - it has evolved numerous

tools in the past decade, which if operated and utilised correctly, can make a positive difference for businesses of any size or format.

At the 2010 iStrategy Conference in Singapore,

tips and tricks for google page 91

February 2011

Aliza knox, google head of online Sales

Google Head of Online Sales Aliza Knox outlined a plethora of succinct and useful online apparatus that can aid a business in making additional profit – the most popular and well-known being tools such as AdWords and AdSense.

However, before committing money and time on every Google tool, every company should be looking to rank as high as possible – and that is where efficient Search Engine Optimisation (SEO) comes into play.

drIvIng TrAFFIc vIA google

Let us put this into perspective. In North America, Google accounts for roughly 65 percent of the US search market. In the UK, those numbers are increased further to about 90 percent, and according to Hitwise, Google controls 36.55 percent of the traffic

page 93

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Marketing 2.0

going to UK websites. In other words, if a business is destined to succeed online, utilising SEO within Google is a large cog in its strategic wheel.

Of course, no amount of well-sculpted SEO can guarantee a business landing on the front page of every search engine. There are, however, steps businesses can take to give themselves a far better chance of ranking highly among competitors.

There are also a number of tricks that businesses can adopt to improve their ranking. This is central to

GooGle’S SHAre of THe SeArcH mArkeTIN thE uS

IN thE uK

65%

90%

Marketing 2.0 tips and tricks for google

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success, because, quite frankly, if your business is not located within the top five rankings on the front page of a Google search, you may as well be on page 1,087.

Even when your business ranks on the front page of a Google search, the work is not always done.

Seobook.com highlights an example of a Bingo Card Creator who ranked fifth and enjoyed 6,000 unique visitors per month, yet according to leaked AOL search data, ranking number one on Google is worth 8.5 times more than number five. So in this

keywords are hidden strings of text that google searches for to improve your page ranking

tips and tricks for google

EvEn whEn your BuSinESS rAnkS on ThE FronT pAgE oF A googlE SEArCh, ThE work

iS noT AlwAyS DonE

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February 2011

case, 6,000 unique visitors becomes 50,000. If the business plans to sell products or services,

the upsurge in traffic will obviously mean potential customers casting their eye over what that company has to sell, and if a business site has the lure of adverts on a pay-per-click (PCP) basis, then more traffic means more clicks, thus more cash.

keyWord, keyWord, keyWord

So first things first - make your website keyword rich. This simply means words and phrases that potential visitors are likely to be searching for.

keywords are hidden strings of text that google searches for to improve your page ranking

Marketing 2.0 tips and tricks for google

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To Google, keywords are the clues that are hidden on a website, which informs the search engine what that site is about. With keyword-rich body text, picture headings, titles and standfirsts, the website can be ranked highly according to its keyword density.

“Think about the words users would type to find your pages and make sure that your site actually includes those words within it,” says Google’s website.

Google has a number of tools that can point you in the direction of what keywords are searched for and also what words and phrases drive traffic to your site.

Google AdWords is a great tool for this purpose; its primary function is highlighting what phrases are being searched for and how much value they have.

A great addition to AdWords is Wonderwheel, which aims to ‘simplify and arrange search results’ of input

www.google.com/webmasters/guidelines.

www.iStrategyconference.com/

blog

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February 2011

keyword searches, and Traffic Estimator, which lets the user search a word or phrase and provides information such as global and local monthly searches and the estimated average CPC.

Using links on your website is another important contributing factor to a good ranking. Google uses PageRank, an algorithm that accesses not only your

website, but the websites that have URLs linked within yours. The better the links – and the

better the websites linked to yours – the better ranked your site will be.

Understanding the algorithms of Google is incredibly important for any

business looking to operate digitally. To read more hints and tips regarding

Google ranking directly from the search engine’s website click here. Alternatively the international iStrategy Conference constantly provides blogs and daily updates from global marketing experts; to read up-to-date industry advise click here.