The only constant in internet/search marketing is change. One recent shift in Google’s search result trends has some SEOs sitting up and taking notice. An apparent trend to favor paid ads and Google’s own products in search queries means it’s more important than ever to “go with the flow” and diversify your online presence.
What’s the big news with Google’s search queries?
Daniel Cristo, writing for Search Engine Journal, recently observed some Google search queries are favoring paid ads and Google’s own products (like Google Maps) over organic search results. In the example cited, organic returns for the word “hotel” were relegated to the second page. Meanwhile, Google Maps, an image carousel and paid ads landed “above the fold.”
Cristo’s concern is the trend will be widespread across the search engine, with organic increasingly losing out to paid and Google products, like AdWords. This shift would, naturally, impact the role of SEO and Internet marketing.
3 Important Takeaways for Your Own Internet Marketing and SEO
Below, the We Do Web Content team outlines three of most important takeaways from this latest development in Google and Internet marketing.
1. Don’t Put all of Your Eggs in One Marketing Basket
This latest Google conundrum is yet one more example of why it pays to have a diverse online marketing strategy. Google is not the only place people go for information, anyhow, so why concentrate 100 percent of your efforts there?
Develop a comprehensive strategy that includes:
- social media (Facebook, Twitter, Pinterest, etc.);
- mobile marketing;
- guest blogging on authoritative sites;
- local listings (don’t forget Bing Local and Yahoo! Local);
- optimized press releases;
- content syndication; and
- online videos.
These avenues allow you to reach a broader audience and account for the possible declining dominance of organic search.
2. Don’t Neglect Google Products
While you’re working on diversifying your online presence, ensure your Google product use is up to snuff. This means creating – and regularly using – an optimized Google+ account. Plus-one (+1) your posts on Google+ and actively participate in Google+ conversations.
Claim local listings on Google Places and Google Maps. Your listings should be accurate, regularly updated and optimized with relevant terms. These steps help keep you in Google’s good graces. Plus, they’re valuable resources for your potential clients.
3. Don’t Write Off Organic Search
Mark Twain is said to have famously quipped the reports of his death were an exaggeration. Well, the same could be said of organic search. Impending changes in Google’s search query preferences don’t necessarily spell the end of organic. True, the trends demonstrate why one mustn’t get complacent in current marketing methods, but there is no definitive proof that organic is dead. Content remains king, but it cannot be the only presence in the kingdom.
Take steps now to prepare for the possibility of Google significantly shifting away from organic. Your best chances of surviving any major search traffic declines lie with a comprehensive and diverse online marketing strategy.
We Do Web Content can help you weather the Internet marketing storm. We stay in the loop on search and social trends and can help you get found on a variety of platforms. Call 1-888-521-3880 or complete this online contact form to learn how we can help you diversity your Internet presence today.