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At one point Google wanted to index the entire worlds information from libraries to databases, music, science etc etc, and now Google wants people to turn to Google to ask important personal questions such as "what job should I apply for?", "where should I go on holiday? So based on your search behaviour Google will eventually be able to supply more relevant results for individuals.
Currently it seems more likely that Google uses the data to create a better marketing solution for paid search advertisers, and their goal is to continue to grow their share value and yearly profits. As an Adwords Qualified Google Professional, who has assisted many clients to make money using Google, I have no moral issue with the mutually beneficial arrangement; whether it leads elsewhere in the future "Google only knows".
(2) Google will publish information in the search results regardless of whether it is right or wrong
Search Engines are software programs that can make no moral judgement on content. So what if someone publishes information that is incorrect or damaging personally or professionally and these are shown on page 1 of Google search results? What can you do if your service or reputation is being slandered on a blog, or Wikipedia or a site such as Crikey? Mud sticks and so can bad press in the Google index.
- You can request Google remove pages from the search engine index but only if you are the publisher of the site.
- You can approach the site to ask to have the article or pages removed; or report it to a moderator if one exists.
- Just because something is published online doesn't mean it is exempt from standard laws such as defamation. Seek legal advice.
Alternatively you can attempt to outrank the negative page by creating your own positive press campaign. This will force the negative articles down the Search Engine Result list. Use standard search engine optimisation techniques; create relevant keyword rich content, setup a paid search campaign and do some online linking and press releases to set the record straight!
(3) Google has access to data from every Adwords customer and every Google Analytics customer
Google's technology platforms are designed to help you make money from your site. If you make money on Google you will spend more on Google. It is truly in their best interest that your online campaigns succeed. Use Google Adwords to drive targeted customers to your site, use Google Analytics to see what the customers do when they get there.
Never before in marketing has there been such an ability to setup, manage and track campaigns to a lead, sale or return on investment. If they know too much, so be it; with Search Engines we all can know too much and people now have access to more information than ever before. To most marketers the "Google privacy conspiracy" is of little consequence when sophisticated powerful tools that benefit business bottom line are available.
Some of our clients who are more sensitive with data have invested in custom tracking packages rather then Google Analytics. Some of the issues faced with using these packages are the annual commitment financial commitment and ongoing training requirements. In comparison Google Analytics is so intuitive and the setup of tracking goals is extremely easy. This simple but yet highly effective tool that would suit the majority of sites.
Improving your online rankings and reputation
Some people become obsessed with Google PageRank and the Google Algorithm. In our experience the most consistently well performing sites are those that are structurally well organised and have substantial quality content. Creating quality content that adds value is a great incentive for organic linking. Developing positive online PR campaigns and continuing to update, respond and grow your online presence is the best way to get ongoing quality rankings and inbound traffic online. Short term wins are too often short term gains. Invest in quality content and develop quality alliances and links online.
Stephen Murphy, Director, Payperclick, explains the best ways to engage your audience via search
(1) How do you ensure your are using the everyday common language of your audience?
(2) What is the best engagement strategy for the web site content?
To attack both problems I recommend the following approach:
- Based on your knowledge and experience of your products and services build a transactional landing page (TLP).
- Allow the visitors to clearly understand what is required of them
- Put site live
- Drive qualified traffic ( users) via paid search (use Google only- initially)
- Study the Impression share of keywords that you purchase and focus on the keywords that provide conversions or yield actions
- Google allows you to actually see the common language search phrases that your target audience actually uses.( typed in to find you site)
- Use the above findings to help build the SEO content strategy
- Create some newsworthy articles about your site or products and features
- Syndicate the news a articles via web base pr services to generate awareness and organic inbound links
- There are always a few bad fish that spoil the taste in every industry, some industries perhaps more than others therefore if the optimiser's message proposition is " quick, easy, or to guaranteed" please stay well away.
Actually, after many years of waiting, Google finally released some search engine optimization guidelines or a "what not to do list". While it may originally look slightly daunting, please take the time to read and if necessary speak with colleagues about the points raised as only you will ultimately be held responsible if the engines either penalise you or even remove your site from listing at all.
Optimisation is not a black art or secret science, therefore engage with a company that wants to provide you with a level of knowledge transfer and charges on a fair hourly rate (not success metric) as it is an ongoing process and not a once off.Finally, load some web based tracking software (free) that identifies the users pathways, the actual keywords that initiate conversions and actions as well as the most popular referring sites that drive a quality audience.
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