The great thing about Google is that, in theory, it provides a level playing field.
Any company of any size has the opportunity to get a great search ranking – or pay to be on page one of the search results – if their site has the best content.
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That’s the theory, anyway. Of course, large companies have the ability to spend much more than smaller firms on Search Engine Marketing (SEM) and Search Engine Optimisation (SEO), so the playing field gets tilted in their favour.
There is also the little matter of Google constantly tweaking its ultra-secret algorithm.
This year, tweaks have been coming thick and fast, with search results adjusted at various times to include Google Plus, block so-called “content farms” and make social media a bigger part of search.
The latest set of tweaks came last week, when Google added something called the Knowledge Graph to its search results and even included data from users’ Gmail accounts in search results.
Now, I don’t know a whole lot about the technical side of these changes, but I do watch any changes that Google makes like a hawk. And when I see them, I am straight on to my IT team to ask them what it means for my business.
You should take the same approach – don’t get caught behind the Google train.
Get it done – today!