Alan Draper
Not content to just rest on its laurels, Google continues to make changes across the board to maintain its dominance in the search category. By being helpful to both consumer and business users, Google seems intent on staying number one.
Many have been confused by some of the changes at Google, but for the most part, I believe that these are all a step in the right direction, and will serve to not only make our search experience more relevant, but will help us become better marketers and business people. I know that I’m going to be looking at all of these changes carefully, not only for my clients, but for my own business as well.
Google’s Search Algorithm
With each each new update to its search algorithm, Google is not only improving the way we search as individuals, but is forcing businesses to focus on better content, rather than relying on the SEO tips and tricks of days gone by. From the various iterations of Panda and Penguin, to the latest Hummingbird update, everything points to content.
Fresh content. Great content. Relevant content.
Add to this that Google is now killing off all of our access to organic search keyword information Some even think that with each new update, it’s another nail in the coffin of what has become known as standard SEO practices.
Again, Google is pushing us toward a more organic and natural approach to SEO and content creation.
But wait! That’s not all!
Google has recently made two other announcements that will help to better educate those of us who do business in the online space, whether we are business owners, marketers, or consultants.
Google Analytics Academy
Yesterday, the search giant officially launched Google Analytics Academy. This is a free, three-week online course that anyone can take to learn the fundamentals of digital analytics. I would urge every small business owner to take this. Like I said, it is free, and only takes about 4 to 6 hours of your time over the next three weeks. Once you complete the course successfully, you’ll receive a certification. While this isn’t the same as the full Google Analytics Individual Qualification, it’s a good start which may prompt you to go through the more robust certification process down the line.
If you have any sort of online presence, I can’t stress enough the importance of analytics. It’s important to know who is visiting your site, why they are visiting your it, and how they are using it. That kind of information is invaluable as you seek to grow your business in an extremely competitive environment.
Google AdWords/Partners
And that brings us to the latest changes in the Google AdWords program. This is where you go to purchase ads for your business on various Google properties. They’ve always had a really strong advertising program, complete with its own set of research tools and analytics. But in order to get certified in the past you used to have to pay $50 per exam. Now, under the newly rebranded Google Partners program, that certification and testing is now free. (Have I mentioned how much I love free?).
Even if you don’t think you’ll ever purchase any ads, and don’t have a budget for ads, you should still consider going through the certification process. There are a lot of ways you can use the AdWords interface to gain intelligence about your own company, competitors, and industry. Additionally, you never know when you might have the opportunity to purchase ads. Plus, if you’re an employee, the certification is a great item to add to your resume for future employment opportunities.
Oh, and did I mention it’s free??
It makes sense to take advantage of all of these opportunities from Google, as they currently are responsible for two-thirds of all searches, though on my site, Google is responsible for about 95% of all searches. Additionally, much of the information you get from Google can also be applied to your activities on other search engines. And don’t forget that engines like Bing and Yahoo also have their own suite of tools that you can also take advantage of…and most of them are free.
Will you be taking advantage of some of these changes at Google for you and your business?
This article was written for Business 2 Community by Alan Draper.
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Something all business owners should also be aware of is Hummingbird’s ability to connect context clues to a customer’s search results. If you or your company is associated with negative reviews online, this could appear alongside their search. It may also be wise to step up your company’s online reputation while you learn how to grapple Google’s new updates.