Tag Archives: search engines

For many online marketing divisions, the click-through rate (CTR) may be the most important measure of success. Getting that search result in front of people is just the first step. Once you get your link onto the first page of the search results -- after all, most users never even get to the second page, much less results that are even further down -- you still need to get people to actually click that link and visit your site. Then the game shifts to trying to increase dwell times and keep them on the site, giving you a chance to make a sale. Your conversion rate is calculated by looking at what percentage of visitors make a purchase.

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It's easy to get pulled into the trap of thinking of search engines like Google as nothing more than computer systems that you need to appease with your content. You start thinking exclusively about statistics and numbers: how many keywords to use, how to break them up, what the ideal word count looks like, where you should put your links, etc. And let's be clear: All of this does matter. It's all an important part of SEO, and it's a complex process to get it right. But don't think that these details are all that matter, as if you can write any content you want and rank well as long as you check off the right boxes. The quality of your content still matters.

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How many times have you searched for the same thing on Google? Odds are, you've done it a lot. Maybe you use Google to get the local news or weather and, rather than using an app or the related links, you just search "local weather" or "local news" every morning. Maybe you tend to shop for the same types of products, so you're always browsing for them, and that means making the same searches. Perhaps you just use Google to find your favorite websites, so you search the same site names every day.

You don't have to do any of this, of course. You can use bookmarks, apps and many other tools to get this information without running a search.

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Did you know that Google was storing your audio recordings? If not, the news that they've stopped may come as a surprise to you on many levels. The company doesn't want to stop collecting this important information, but they have stopped doing it automatically. Instead, to get people to opt into the program, they're giving every user the option and explaining what the storing process means and why it happens. They've recently sent users an email detailing the change. This shows that they're not only thinking about privacy, but also about transparency.

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Ask most people who are interested in SEO what their goals are, and they’ll tell you that they want to rank higher on the search results. They may care about sites like Bing or Yahoo, but they’re generally focused on Google, the industry leader. They may state something about how most people never click beyond the first page of search results and so they want to get to that first page.

This all makes sense and it is the focus of a lot of SEO. You want that high ranking. You want the exposure that it provides. But you do need to stop and ask yourself how impactful that exposure really is.

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