Google is the most important search engine in the world. As of late 2015, Google served 65 percent of all Internet searches. It serves an even larger share of mobile searches.
Because of its large market share and many popular services, Google is critical to the success of digital marketing campaigns. Marketers need to pay attention to how Google is ranking web content so they can best optimize websites with search engine optimization (SEO).
Google Ranking Factors
Google’s search algorithm uses ranking factors that include:
- Domain Name factors (domain age, keyword in domain, etc)
- Page factors (keyword on page, H1 tags, page load speed, etc.)
- Site factors (Contact Us page, Site Map, Breadcrumb navigation, etc.)
- Backlink factors (# of linking domains, authority of linking domains, etc.)
- User interaction factors (bounce rate, dwell time, etc.)
- Social signal factors (social media likes, tweets, pins, etc.)
- Brand factors (brand mentions in news, brand searches, etc.)
- Webspam factors (low-quality content, unnatural links, too many ads, etc.)
- Other (shopping results, image results, etc.)
Google’s ranking factors are not a mystery, but how they are applied and which factors are most important are not known precisely. As a result, businesses must pay attention to all of the factors to ensure they can be found in Goggle’s search results.
Google services also have an important impact on digital marketing:
- Google Adwords is a product that allows businesses to place ads on Google’s SERPs
- Google Analytics is a tool that gives webmasters the ability to measure and analyze web traffic
- Google Maps is the most popular mapping and wayfinding tool
- Gmail is Google’s email services, which also allows marketers to advertise on that network