In the digital era, a business’s online presence plays a significant role in its success. One company that plays a critical part in establishing this presence is Google. With billions of searches happening every day globally, Google offers a broad platform for businesses to reach potential customers. This article will expand on how to leverage Google for business marketing, delving into the two primary options – Search Engine Optimisation (SEO) for organic search and Google Ads for paid advertising.
Firstly, Why Google for Business Marketing?
Google stands as a titan in the digital landscape, serving as the gatekeeper of information for billions of users worldwide. Its search engine facilitates over 3.5 billion searches per day, making it a powerful tool for businesses seeking visibility. Google has consistently held over 80% market share, with Microsoft’s Bing second, with less than 10% share.
Leveraging Google for business marketing provides unprecedented access to a vast and varied audience. Businesses can capitalise on its precise targeting capabilities, employing strategies like SEO and Google Ads to connect with potential customers actively searching for their products or services.
Google’s sophisticated analytics and tracking tools deliver invaluable insights into customer behaviour and campaign performance, enabling businesses to optimise their marketing strategies effectively. Whether you are a startup seeking brand recognition or an established company aiming to expand, Google’s digital marketing solutions offer an efficient and effective way to reach your business goals, if done correctly.
Google SEO: Attracting Organic Traffic
Search Engine Optimisation, or SEO, is the process of improving your website to enhance its visibility on search engines. Good SEO practices can help your website appear on the first page of Google’s organic (unpaid) search results, driving more organic traffic.
Understand Google’s Algorithms
Google’s algorithms are designed to provide users with the most relevant and high-quality content based on their search query. Therefore, understanding how these algorithms works is crucial for effective SEO. The algorithms consider multiple factors (over 200), including content relevance, quality, and user engagement. Regular updates are also made to the algorithms, in the form of regular small updates to large core updates, so keeping abreast of these changes will help maintain your SEO strategy’s effectiveness.
Keywords play an integral role in SEO. They are the words or phrases that people enter into a search engine when looking for a product, service, or information. Conducting comprehensive keyword research can help you understand what your target audience is searching for. Tools like Google Keyword Planner or third-party services like Ahrefs can assist in finding relevant keywords for your business.
On-Page and Off-Page SEO
On-page SEO involves optimising elements on your website, including meta tags, header tags, and content, to improve its search engine ranking. Off-page SEO, on the other hand, refers to activities that you do outside your website to improve its ranking, such as link building, social media marketing, and influencer marketing.
Google Ads: Paid Advertising for Instant Visibility
While SEO is a long-term strategy that improves organic search results, Google Ads is a paid service that offers instant visibility. Google Ads operates on a pay-per-click (PPC) model, meaning you pay every time a user clicks on your ad.
Setting Up a Google Ads Campaign
Setting up a Google Ads campaign involves various steps. Start by identifying your campaign’s objective – whether it’s to increase website visits, get more phone calls, or boost online sales. Next, select the network where you want your ads to appear – either the Search Network, Display Network, or both. Then, set your budget, create your ad groups, and design your ads.
Like SEO, keywords are vital in Google Ads. Your ads appear on Google when someone searches for the keywords you’ve chosen. It’s essential to select relevant keywords that potential customers might use when looking for your product or service.
Bidding and Ad Ranking
Google Ads uses an auction system for ad placements. You set a maximum bid – the most you’re willing to pay per click. However, your ad’s placement isn’t determined solely by your bid amount. Google also considers the quality of your ad – your Quality Score. A higher Quality Score can lead to better ad positions and lower costs.
How to Use Google for Business Marketing – Conclusion
In conclusion, Google provides two main opportunities for businesses to grow their online presence and attract potential customers. By utilising SEO, you can enhance your website’s visibility and attract more organic traffic. Simultaneously, Google Ads offers a way to achieve instant visibility and attract targeted traffic.
However, remember that both strategies require continuous investment, effort and tweaking. By keeping up-to-date with Google’s changes and continuously optimising your strategies, you can maximise your business’s online success.
How we can help with your business Marketing
Studio 36 Digital are a UK based digital marketing agency, specialist in effective and affordable SEO services. Through years of experience in working with SMEs, we can offer a results driven approach to both SEO and PPC Marketing.
Get in touch with us today, and let’s use Google for Business Marketing to help you grow online.