TUG OF WAR
Our primary, overarching job is to get you more sales leads. That’s what a sales lead generation company like Ottaway Digital is hired to do. Then why is it so hard?
- GOOGLE HAS 95% OF ALL SEARCH TRAFFIC: Why does this make getting your site to show up difficult? Because Google sets the rules for website ranking.
- GOOGLE RULE #1: NO SPAM. As we said recently, Google acknowledged in their documentary on YouTube (linked below) that in a recent year, 40% of all searches in the EU were spam. Amazing!
- HOW DOES GOOGLE BATTLE SPAM? By changing their algorithms (mathematical formulas) 6 times per day, according to their documentary published on YouTube. This makes keeping up with Google a full-time job.
- WHAT IS GOOGLE LOOKING TO ACCOMPLISH? Trust. Pure and simple, trust. And just think about it, that’s what you want from a company you hire or shop or a product you buy. You want to be able to trust that service or product.
- HOW DO WE GET GOOGLE TO TRUST YOUR WEBSITE? It’s very complicated but they lay it out in their guidelines which are 169 pages long. Let’s boil it down to some simple requirements for this week’s newsletter:
- ABOUT US PAGE: You must tell your audience about who you are. Who runs the company? Who works at the company? How did you get started? Lay out some company history. Show headshots of management and others who you think are important.
- LIST YOUR BUSINESS ADDRESS: Even if you don’t expect anyone to come to your door, prospects will use it to determine whether you are a real business.
- LIST YOUR LICENSES: If appropriate, list them all. This again builds trust.
- GOOGLE BUSINESS PROFILE: Very important, and please keep updated. This really is the cornerstone of trust for Google
This is a good starting point. To get more sales leads, implement all of these points immediately on your website. More next week!
Onward & Upward!
More info:
- Search Quality Raters Guidelines (full 169 pages)
- Search Quality Raters Overview (only 36 pages)
- Google’s Documentary
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