Marketing on Google
Marketing on Google can be done via Google Ads (so-called paid search results) and/or Google optimization of your website (so-called organic search results). The latter is also called search engine optimization. If you are interested in a detailed guide to Google optimization, you may want to read the article on search engine optimization. You can also get a free copy of our new SEO book.
Below, I'll just give an overview of the benefits and areas of work behind successful marketing on Google.
Meet the perfect salesperson
Imagine the perfect salesman: he works around the clock, all year round, without a single sick day. He attracts and retains thousands of customers from all over the country, but he doesn't require a company car. He also demands no smoking breaks, no employee benefits, no holidays and no pension. In fact, he demands no pay at all, and despite the dubious terms of employment, you'll have no trouble with the union. It sounds almost too good to be true, but that salesman does exist - and you can have one of these salesmen in your company!
And who is this seller? The seller is obviously a website. But it's not just any website. There are thousands and thousands of websites in Denmark, and therefore there is enormous competition to be placed at the top of the search engines where your potential customers move around. The good salesman is therefore a Google-optimised websitei.e. a website that is optimised to be more likely to appear at the top of search results when your target audience makes a relevant search.
An unpaid salesperson who generates ongoing sales
If search engine optimisation is done correctly, your website becomes an unpaid salesman working for you around the clock. The website attracts new customers, retains existing customers and generates sales - even when you're sleeping, on weekends and on holiday. And the effort you put into the website has a powerful and lasting impact because you can constantly reap the rewards of your past work.
More traditional marketing methods, such as newspaper ads, online ads, mails, flyers, business cards, brochures, vouchers and promotional items, usually have a very short-term impact and are often both expensive and time-consuming to implement. This is in stark contrast to an optimised website that generates traffic from potential customers around the clock without you having to lift a finger.
Traits that characterize the good salesperson
The good seller is a website that appears at the top of the search results when your target audience makes a relevant search, and that also manages to convert visitors into customers or leads. Four elements determine how highly search engines rank your website, and therefore how many customers you reach. These elements, which are the cornerstones of Google optimisation, are:
- Contents. The content of your website tells search engines which keywords to index your website under. If the search engines can't understand what your website is about and if the content isn't aligned with what your audience is looking for, you'll never be found by your audience. Read more about content optimization.
- Links. The main factor determining how highly your website ranks is the quantity and quality of links pointing to it. An inbound link can be perceived as a recommendation of your website, and links therefore give search engines a strong indication of how good your website is. Read more about linkbuilding.
- User signals. A good website retains and engages the target audience. Search engines therefore analyse how visitors interact with your website (particularly in terms of time spent, number of page views and bounce rate) to assess how well your website compares to others.
- Platform. Technical errors and inadequacies on your website can have a big impact on your visibility. In the worst case, errors can make it impossible for search engines to index your website, and you will miss out on a large number of visitors. A technical analysis can identify possible errors and opportunities for improvement.
The interaction of these four elements of Google optimization - in combination with solid conversion optimization - make your website the most valuable seller in your business. Whether you sell products or services, and whether your target audience is consumers (B2B) or businesses (B2C). Good luck with your new employee!
Frequently asked questions
What is Google optimization?
Google optimisation is the process behind making a website visible on Google. The process involves three main areas of effort: technology (the technical platform behind your website), content (the content on your website) and links (inbound links to your website).
Is Google optimisation necessary?
Google optimisation (also called search engine optimisation) is part of most companies' marketing efforts. Therefore, you also need to make an effort if you want to beat the competition.
Does Google optimisation work on other search engines?
Yes. The criteria for a site's search engine ranking vary from search engine to search engine, but there is a lot of overlap. In Denmark, most people focus exclusively on Google optimisation because it is by far the largest search engine.
Is Google optimisation legal?
In fact, Google recommends that you work with Google optimization because it helps Google understand the content of your website.