The importance of asking Google the right questions
There are nine billion searches on Google every single day – that relates to about 99,000 every single second, of which 84% of searchers are doing so at least three times a day.
The amount of information that Google has access to is almost impossible to estimate. Every day new information is being loaded and indexed all over the world, and once it is on the internet, it pretty much stays there forever. So as an entity, Google is expanding second by second. For both businesses and individuals, trying to hone down on the specifics of the information you are seeking is a continuing challenge.
A skillful and essential part of the marketing process for businesses
Website optimization and keyword research is already a massive part of a company’s marketing activities. Understanding the search terms that its potential customers use when they are either specifically searching for the type of product or service you provide, or searching in more general terms for a solution to a problem, is key to ensuring their website is optimized to respond to these search clues.
Equally, clever companies will integrate a pull campaign whereby they create interest and inbound enquiries by making the search terms part of their overall marketing message. For example, if you’re looking to sell your family car, you may enter ‘car showrooms near me’ as your search term. However, it is more likely that you will be primed to search using the keywords ‘we buy any car’, as the result of a prolific marketing campaign the company runs nationwide.
Clever competitors will ensure that they include those same search keywords in their own optimization strategies.
How to formulate the right question
Google works using complex algorithms that break down a request into its component parts and returns what it analyses as the most relevant information.
If the request is too vague or ambiguous, the returning results might be irrelevant and of no use. The more precise and targeted the questions, the more Google’s algorithms are able to navigate through the seas of information to the exact information you are looking for.
For example, if you are living in Coventry and want to get your affairs in order, then a simple search term of ‘will writing service Coventry’ will throw up any number of options which will be highly relevant and able to meet your needs. The search terms are clear, and precise and leave no room for doubt, so the algorithms have a simple route to the right pages.
Little known search tactics
Google itself has a number of little known search tactics which can help you to refine your search even more. For example, by the use of quotation marks around a search term, you are instructing Google to search for an exact phrase. So ‘romantic getaways in Paris’ will only return results for websites that contain the specific phrase ‘romantic getaways in Paris’ in its entirety. Anything with a word missing, or in a different order, will not be shown in your search results.
If you want to exclude certain terms, then the minus sign will make sure your search omits any results that contain that particular term. For example, if you’re searching hotels in Yorkshire, but not ones that accept dogs, you can search ‘hotels in Yorkshire -dog friendly’.
The term related: is used to instruct Google to search for sites that are related to the term that you have specified. For example, related:nike.com will throw up all the websites that are similar to, or competitive with Nike, whether that is sportswear, outdoor living, or leisure fashionwear.
With a solid foundation in technology, backed by a BIT degree, Lucas Noah has carved a niche for himself in the world of content creation and digital storytelling. Currently lending his expertise to Creative Outrank LLC and Oceana Express LLC, Lucas has become a... Read more