Sales and Marketing

Local, Organic, Paid

Most people think that ranking on Google is all about getting that number one “organic” ranking. But there is much, much more to getting your business on top of Google than that.

How To Own All 3 Types Of Google Search

Most people think that ranking on Google is all about getting that number one “organic” ranking.  But there is much, much more to getting your business on top of Google than that.

 

The 3 Types Of Google Search

According to its 2014 statistics, Google uses over 200 factors to rank results, and there are currently over 100 billion Google searches every month.

Google search is broken down into three main categories: local, organic and paid search.  Each one of these categories is vital to the long-term success of your business online and each must be vigilantly and relentlessly pursued daily in order to get, and stay, on top.

 

Local Search

Whenever you type something into Google’s search bar using a geographic modifier, it will populate a local search result, also known as Google Maps. A geographic modifier is simply using a city and state before or after the search term you are looking for.

The first step to success is claiming your business on Google Local. Within a matter of minutes you can claim your listing through a phone or snail mail confirmation code that Google will send out to you. You then have the opportunity to update your listing and customize it with pictures, video, and even descriptive text explaining why your business is different.

Google wants to match you, the user, with the best possible businesses out there. But how does Google know if you have the best business or not? Your customers tell them.

Yes, my friends, I’m talking about reviews. It is a proven fact that the number of positive reviews you have on your business on Google directly affects your ranking on the local search listings. Make asking your clients for Google reviews a part of your everyday conversation, and don’t make it hard on them; print out a clear and concise sheet that tells them where and how to write a Google review.

 

Organic Search

Organic search is the holy grail of Search Engine Optimization. It costs nothing, and has the highest amount of trust when people use search engines.  But with that pot of gold at the end of the rainbow comes a lot of effort and hard work to get there.

Organic Search takes anywhere from 12 to 24 months to start to take effect and takes a concerted effort in order to get there. The old days of injecting a smattering of keywords on your homepage and shooting to the top of the search engines are over.

Now, Google wants to see a conversation with people and a variety of fresh content.  Content is king, and the best way to create new content for your website is through blogging. The reason blogging works so well is for a few reasons. First, every time you create a blog on your website, it creates an entirely new page. The more pages your site has, the more information Google sees you have for the user to read.  Second, it tells the search engines that your website is fresh and relevant. If the last time you updated your website was 1999, Google sees your business as old and stale, versus if you updated it yesterday with a fresh new blog, it sees you as up-to-date and relevant.

An organic SEO strategy is not easy, and does take a lot of effort, but will pay dividends in the end for your business.

 

Paid Search

Google Paid Search is one of the most specific, and targeted, forms of advertising I have ever used. I would compare it to using a shotgun versus a sniper rifle.  Instead of just “spraying and praying” that people will see and need your product or service, we can pick and choose who finds us, where they live, and to what landing page we want to send them. You can choose by zip code, county, distance, keyword, or whatever you’d like, and even take away certain keywords you don’t want to be found for or geographic areas you want to avoid.

The level of specificity with paid search is overwhelming and best handled by a Google Partner in your region. However, with the right campaign targeting, you can be wildly successful on Google immediately by using paid search.

 

Conclusion

Now that you are a ninja regarding all things Google, which one should you focus on for your business? The simple answer: all of them. Each one has a separate function and purpose, but each one has an important part of your overall marketing success online.  Some are short-term, and others are long-term investments, but given the right amount of attention and know-how, you can own your search engine results quicker than you may have thought possible.

 

Scott BrazdoBWScott Brazdo is the CEO and co-founder of Melbourne-based Black Tie Digital Marketing.  Black Tie Digital combines the power of 10 traditional marketing vendors all built into one agency. Find out more at BlackTieDigital.com

 

 

About the author

i4 Business

i4 Business

I4 Business magazine has become one of the most trusted voices for and about the Central Florida business community. Each month through our print and digital platforms, we provide access to meet, to learn from and to learn about some of the incredible entrepreneurs and business leaders, along with economic trends that are shaping our region.

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