Why Google and You Want The Same Thing…
It would be easy to think that Google is trying to scupper your business. In March it changed its algorithm - yet again - and many users have seen the number of their clicks tumble.
It seems unfair, right? Google is probably trying to get you to pay for advertising, right? Well yes, that’s true. But there’s something else going on too.
First and foremost, Google is a business - a money making machine so massive that its name is now listed as a verb in the Oxford English Dictionary. So of course it wants you to pay for advertising. But let’s take a look at it’s priorities.
First and foremost comes the end user - the person searching on Google. Without that person, advertisers are not going to pay for advertising. So Google wants the BEST experience for its end users. It wants to be trusted as THE source of the highest level of information. It wants customers to know that they can find expert advice and trustworthy products on its platform. Google does not want to give its customer a reason to leave and go to other search engines especially now that there is a lot more privacy innovation going on. So what is the outcome of this? Google will promote and rank websites which can show that they are trusted sources of expert information. Unfortunately this means that websites that get more hits are judged to be more trusted and therefore will get more hits. Because they are trusted. I’ll write a blog on how else you can become trusted without being a huge corporate entity soon.
Advertisers - pretty obvious really. They give Google money.
You and me. Yup. Bottom of the food chain ;-). We don’t give Google money.
So what to do? The only thing that we can do is use Google’s priorities to our advantage. By improving our websites to show that we are trusted experts in our industry, we are showing our customers that we know what we are doing, that we are worth working with, that they can trust us; that we are experts. You can find out how to help you do this just here