As a marketer, you might think you know everything there is to know about Google.
You can talk Panda and Penguin, and you can throw around acronyms and jargon like SEO, PPC, page rank and search volume with the best of them. Bring these things up at the average cocktail party and everyone will look at you like you’re an expert.
But Google is a giant beast, and you may be surprised to know what you don’t know. You need to constantly be educating yourself to gain all the insights you can so that you can make your marketing strategy more effective.
Here are some Google facts that you should definitely know about as a marketer:
Every marketer knows that Google is critical to the traffic their sites get, but you may not realize just how critical.
About 2.3 million searches are conducted every minute on Google, and about 89 percent of the decisions that people make start with an online search.
This stream of traffic is so important to businesses that when Google went down for just five minutes once, businesses around the world lost a whopping 40 percent of their traffic.
For a small site, that five-minute interruption likely wouldn’t have had a major impact. But if you have a large site with traffic numbers in the six or seven figures, imagine what losing almost half that traffic for any amount of time would do to your bottom line.
Not a pretty picture.
You may be surprised to learn that up to 20 percent of searches being conducted at any given time are first-time searches.
That means that users are asking questions that have never been asked before on Google. They are using keywords that are not going to show up in your keyword research.
So how do you prepare for searches that haven’t even been made yet?
Think outside the box when doing your keyword research. Think the way a customer would to understand how they might search for information that leads them to your site.
If you can corner the market on keywords that have no competition, you can almost guarantee that you will get that traffic every time. Get enough of those keywords under your belt, and you have a competitive site without having to spend big bucks on the highly competitive keywords.
You know that appearing higher in search results will get you more visibility, but you may not realize just how important your search position is to your success.
You may be surprised to learn that the top five listings in search actually get 70 percent of the clicks for that particular listing.
Not only do most people not go to the second page of search listings, but it seems that they also don’t really scroll down the page much either.
It is very important that you hone your SEO strategy so that you are appearing as close to the top of search results as possible. Just make sure that you are also delivering the content that people need for those searches.
When most people search, they want to find specific answers to specific questions or problems.
They want detailed information, and Google correlates that to longer content. The longer and more detailed your content, the more likely it is to rank higher.
A study from Moz found that the most popular pages had more than 35,000 words and generated more than 800 links.
You may not have the time to write a 35,000-word monster, but you should aim for longer pages wherever possible. Articles that have at least 1,000 words will give you an SEO boost.
No matter how long your articles are, you should pack them with as much useful information as possible. Include figures, charts, links and more.
More than have of Google searches are performed on mobile devices, and that number is expected to grow.
People who don’t have a smart phone or tablet are few and far between, and the rising use of mobile devices has led to more dependence on them for information. Google has updated its algorithm accordingly, favoring sites that are designed with mobile users in mind.
Mobile users do more than just search for information like movie listings or restaurant recommendations. They also conduct business on their phones, or use the information they find on their phones to direct their business.
About half of smart phone users are likely to go to a store on the same day that they search for information.
Have you set up your site to capture more of the mobile market? Are you encouraging that traffic into your business?
Having a mobile-friendly design for your site is crucial.
Make sure you are keeping yourself educated about Google and search so that you can improve your marketing strategy where necessary. The world of online marketing is always changing. Make sure you’re changing with it!