Part two of our series on Google we look at the power Google wields, worldwide and how that dominance impacts the operation of the marketplace.
One thing is certain – Google is here to stay…..well, for a while anyway.
Google has over 60% of the search traffic in the U.S. with 7.3 billion searches monthly. In some countries Google’s search share is 80% or more. (Source: comScore)
The online world changes so fast that every day, its like starting out all over again. The marketing methods you use today can very likely be ousted next week by some new way of engaging with markets. SEO methods that worked last month, can be out of date next month.
The three steps to manage this environment:
- Subscribe to newsletters that keep you up to date with changes, and READ THEM!
- Align your knowledge with Google Analytics and RECORD CHANGES to ensure you continue to improve your understanding of how your site performance responds to different movements in the market
- Act upon any changes in the market place to REALIGN your strategy to current trends
Great marketing is supplying the right information at the right time.
A big difference between Google and MSN and Yahoo, is that almost all of Google’s traffic is search traffic. Search traffic delivers the highest sales conversions because you capture the potential customer or client when they ready to buy or to perform an action. Google acts as a profitable middleman linking buyers and sellers.
Google’s Adsense program, now offers CPA or Cost Per Action where marketers can now receive many times the revenue for displaying Google’s affiliate product links on their webpages rather than text ads. Google’s acquisition of DoubleClick includes the massive online affiliate marketing network Performics. This is likely to impact large third-party affiliate networks like Commission Junction and LinkShare. That makes Google is an excellent current and future source of online income.
Of the complaints about Google, their PageRank system ranks above all others. For those with high keyword rankings and a large number of backlinks are enjoying lucrative returns, and holding the position against the new kids on the block.
Google controls all steps along the marketing funnel with its search listings, Adwords and Adsense programs, so much so it is in danger of being dubbed in on monopoly issues.
With entrances into rich media and mobile telecommunications, Google is slowly but surely infiltrating its way into dominating every media channel in existence.
The massive power Google will yield in coming years is rather scary. We are only just seeing the surface. So my advice is, love Google or hate Google, they are the place to be. Get on board with as many of their capabilities as you can…..if you want to stay the wave of the future.