SPecial report
reviewing Europe’s IPO activity in 2010
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WHAT IS the cover headline? Load the SEO WHAT IS the dice in your cover favour sub headline? WHAT IS the cover sub headline? WHAT IS the cover sub headline?
Top ten european golf courses reviving the automotive industry with electric cars Europe’s top five telecom Image shape companies Cut out
TECHNOLOGY: this is the feature headline
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Tips and tricks for Google Loading the SEO dice in your favour By Ross densley
February 2011
Marketing 2.0
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Tips and trick
or businesses hoping to succeed and increase profitability online, whether it be marketing, sales or simply gaining a stronger online presence, understanding the evolving nature of cyberspace and the nuances of search engines - namely Google - is desperately important to its overall health moving forward. Since Google burst onto our desktops as a primary search engine in 1997, it has taken cyberspace by the scruff of the neck and taken stewardship of how consumers search for products and services online. But Google is not just a wickedly efficient search engine - it has evolved numerous tools in the past decade, which if operated and utilised correctly, can make a positive difference for businesses of any size or format. At the 2010 iStrategy Conference in Singapore, Visit us online at www.businessrevieweurope.eu
ks for Google
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Google Head of Online Sales Aliza Knox outlined a plethora of succinct and useful online apparatus that can aid a business in making additional profit – the most popular and well-known being tools such as Aliza Knox, Google AdWords and AdSense. However, before committing Head of Online Sales money and time on every Google tool, every company should be looking to rank as high as possible – and that is where efficient Search Engine Optimisation (SEO) comes into play. Driving traffic via Google
Let us put this into perspective. In North America, Google accounts for roughly 65 percent of the US search market. In the UK, those numbers are increased further to about 90 percent, and according to Hitwise, Google controls 36.55 percent of the traffic February 2011
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going to UK websites. In other words, if a business is destined to succeed online, utilising SEO within Google is a large cog in its strategic wheel. Of course, no amount Google’s share of of well-sculpted SEO the search market can guarantee a in the US business landing on the front page of every search engine. There are, however, steps 65% businesses can take to give themselves a far better chance of in the UK ranking highly among competitors. There are also a number of tricks that 90% businesses can adopt to improve their ranking. This is central to Visit us online at www.businessrevieweurope.eu
February 2011
Marketing 2.0
Tips and trick
success, because, quite frankly, if your business is not located within the top five rankings on the front page of a Google search, you may as well be on page 1,087. Even when your business ranks on the front page of a Google search, the work is not always done. Seobook.com highlights an example of a Bingo Card Creator who ranked fifth and enjoyed 6,000 unique visitors per month, yet according to leaked AOL search data, ranking number one on Google is worth 8.5 times more than number five. So in this
Keywords are hidden strings of text that Google searches for to improve your page ranking
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ks for Google
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even when your business ranks on the front page of a google search, the work is not always done case, 6,000 unique visitors becomes 50,000. If the business plans to sell products or services, the upsurge in traffic will obviously mean potential customers casting their eye over what that company has to sell, and if a business site has the lure of adverts on a pay-per-click (PCP) basis, then more traffic means more clicks, thus more cash. Keyword, keyword, keyword
So first things first - make your website keyword rich. This simply means words and phrases that potential visitors are likely to be searching for. February 2011
Marketing 2.0
Tips and trick
To Google, keywords are the clues that are hidden on a website, which informs the search engine what that site is about. With keyword-rich body text, picture headings, titles and standfirsts, the website can be ranked highly according to its keyword density. “Think about the words users would type to find your pages and make sure that your site actually includes those words within it,” says Google’s website. Google has a number of tools that can point you in the direction of what keywords are searched for and also what words and phrases drive traffic to your site. Google AdWords is a great tool for this purpose; its primary function is highlighting what phrases are being searched for and how much value they have. A great addition to AdWords is Wonderwheel, which aims to ‘simplify and arrange search results’ of input Visit us online at www.businessrevieweurope.eu
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keyword searches, and Traffic Estimator, which lets the user search a word or phrase and provides information such as global and local monthly searches and the estimated average CPC. Using links on your website is another important contributing factor to a good ranking. Google uses PageRank, an algorithm that accesses not only your website, but the websites that have URLs linked within yours. The better the links – and the better the websites linked to yours – the better ranked your site will be. Understanding the algorithms of Google is incredibly important for any business looking to operate digitally. To read more hints and tips regarding Google ranking www.google.com/webmasters/guidelines. directly from the search engine’s website click here. Alternatively the international iStrategy Conference constantly provides blogs and daily updates from global marketing experts; to read www.iStrategyconference.com/ up-to-date industry advise click here. blog February 2011