Starting a Business | SEO & Google

Search Engine Optimisation

Google this and Google that! What about Yahoo, AltaVista and all those other search engines? My mum always said 'don't put all your eggs in one basket'...

Say it with numbers

When an Internet user is unable, or unwilling, to guess your URL (Uniform Resource Locator, read website address) they will use a search engine to find you. Now, of all the website visits conducted in the UK and US that were immediately preceded by a search engine search, Google is responsible for the majority. Google is by far the most widely used search engine and the biggest referrer of visitors in the UK (70% of all searches) and the US (60% of all searches).

Google, like Hoover, has achieved a dominance so great, in such a short period of time, that the company name is often used to mean Internet searching. Single execs, looking for companionship, 'google' potential dates before committing to a meal. Parents google a school to decide whether it's suitable for little Frankie's education. Job applicants google the interview staff to learn any interesting snippets that they can bring up at interview (and vice versa). Internet users use Google - a lot.

Google, certainly at the moment, owns the Internet and no matter what our marital status or sexual persuasion it's time for us all to get into bed with Google.

Just flick the switch?

As an e-business adviser and freelance e-consultant I meet a lot of companies with websites. Primarily they all want the same thing - good exposure on Google. But there is no magic switch, there is no instant cure; becoming good bedfellows with Google takes time; you want instant gratification and Google's more interested in pursuing a long-term relationship with you. This may go against everything else we see, hear and feel about the web (overnight success stories, sites plucked from obscurity, servers crashing under the weight of so much traffic...) but that's the deal. Commit seriously to Google and it will commit right back, and when that relationship is forged, it's not just strong, it's really strong.

Sleeping with the enemy

Unfortunately, Google doesn't make it easy. You'd think the easiest thing in the world would be for Google to post an FAQ page or a checklist on the site that systematically explained to developers and business owners how to win its favour, but it won't. Why? Well, basically, Google is fed up with people abusing the system and if there's no obvious system, then it's going to make said abuse so much harder. And it works. So, is there an official Googleendorsed guide to Google? No, only unofficial guides, and this is one of them.

Here's an idea for you

Let's see where you are, right now. Type in your domain name on a Google search (less the 'www' and the '.co.uk/.com'). Are you on page 1? 2? 3? Now type in the name of your bestselling product/service/industry. Are you on page 1? 2? 3? OK, now there are plenty of ideas for you to improve that listing and get you not just to the top of the page for each of those searches, but filling page 1 completely, with separate links to areas of your site.

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