Businesses are starting to recognize it’s not the volume of online traffic, but the quality that counts.
Good traffic comprises relevant visitors who are likely to fulfill a desired action on your website, whether it’s to make a purchase, e-mail or call, subscribe to a newsletter or what have you.
Poor traffic, even in extraordinary amounts, is a waste of bandwidth. No matter how impressive the numbers, the wrong crowd won’t bring you desired results.
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Search engines control access to the world’s most valuable commodity: information. So with potential for abuse by companies like Google, is government regulation necessary?
Scholar Frank Pasquale recently put forth the question: Should search engines be subject to the types of regulation now applied to personal data collectors, cable networks, or phone books? He answered it with a 60-page article in favour of search engine regulation.
However, one needs to consider Internet users can choose to use any one of countless search engines. It’s no stroke of luck Google owns more than 50 per cent of the search engine market (Nielsen//NetRatings). Google produces relevant results, and that’s why it’s the king of the hill.
But if Internet users feel Google is manipulating its algorithm and results, or determine there are better search engine results available through different service providers, Google will quickly become today’s Yahoo, which dominated the market just a few short years ago.
Whatever your view, this shouldn’t be taken lightly considering the search engine industry’s influence on our economy, politics and culture could one day exceed all traditional media combined.
Millions of websites attempt to seduce Google and its competitors to score high search engine rankings. But what is the best path to this lucrative romance?
While there are more than a few website promotion tactics, you have two primary means to establish a relationship: court Google and other search engines with alluring web content; or simply pay to get lucky.
This popular search engine marketing tactic can get you substantial presence in just hours or days. However, after you clear the floor of fraudulent clicks (from competitors eating up your marketing budget) and tire kickers, you might end up with less-than-anticipated conversions, if any at all.
