Polish up Your On-Line Presence

It’s no secret that Google commands over 90% of the world’s search engine market.  Being the biggest player on the block, it’s vital to make sure that your web site practices are aligned well with the search characteristics that have the best engagement. To cover some of these best practices, I’ve used this link from SEMRush.com.  Although there are many web site improvement sites available, this one has been around longer than most and is well known. Taking a deeper dive into the workings of Google uncovers these seven facts about how search engines are being used which may just be opportunities for improvement.

63% of Searches Occur on Mobile Devices in the U.S.

In October of 2023, Google announced that it moved to “mobile first” indexing. The majority of searches are now taking place on phone screens rather than desktops. This change in consumer behavior means that your web site better be built to look good and be navigable using icons or short phrases. If you are adding new content (updates, new-product information, etc.) it needs to blend in well with what you already have. Given that this metric is still increasing, the longer you wait to move to a mobile friendly environment the more ground you’ll lose to your competitors that are already there.

The World’s Most Googled Terms in 2022 Were ‘YouTube’ and ‘Facebook’

This may come as a bit of a surprise, but YouTube (a Google property) and Facebook aren’t just for watching cute kitten videos anymore. They are legitimate platforms for sharing information. Set up a company Facebook page and showcase your people, trade shows, quality managers, 3D printed product and so on. Go on YouTube and put up tutorials on your product, assembly instructions, working principles behind your product and so forth. For most companies, this should be low-hanging fruit and showcase your company and your expertise.

Most Google Search Queries Are 3 to 4 Words Long

Originally, search engines were built around one-word or two-word phrases. This has become more sophisticated as users are looking for refined descriptions of the extensive knowledge base available to them. The search pattern has evolved so that 31% of searches are 1-2 words; 40% of searches are 3-4 words; and 18% are 5-6 words. One way to be a bit more strategic is to find one or two phrases in each category and optimize your various pages accordingly.

There may be a common two word phrase for your product or service, or a trademarked name. Make sure you win that space. In the 3-4 word space there may be several options. Using the software tools from SEMRush.com or other similar companies find out which phrase is most searched and optimize for those. Then do the same for the 5-6 word space. If you hit the top phrases you’ll be covering about 90% of the search space for your company.

49% of Consumers Use Google to Find New Products

Whether they are planning to buy on-line or in store, consumers go on-line first. Once the consumer has found the product that they are searching for, 45% use Google to do research on the product to narrow down to the specific product that they would plan to buy in a store. If your product is sold in a retail setting this is good news for your business. Just make sure you follow all of the steps that help make your product findable on a phone screen.

50% of Online Shoppers Say Images Help Them Make a Purchase

Speaking of visibility for on-line shoppers, consumers want nice high resolution photos to help them make that buying decision. It’s worth the money to get professional shots of your product. If you don’t have high resolution and good lighting, by the time the picture or video shows up as a thumbnail image on a small screen the perceived quality is low. Don’t let this happen to you.

77% of Consumers Use Google When Looking for Local Business Information

The fact that your product or service is in a specific locale can be a goldmine depending on where it is. People started out by typing the two words, “near me” which instantly rearranged the search results to feature products or services ranked based on their proximity to the searcher. Just image all of the instances where proximity might be the priority.

If you’re buying a new house you might be looking for a park, playground, school, grocery store, hardware store and so forth. Other scenarios might be an after dinner dessert “near me”. Running low on gas in a town that you don’t know well – be sure to be “near me”. Being in or near a foot traffic corridor, or a freeway exit may make a huge difference to the amount of traffic generated by people that want something nearby. Creating and optimizing your Google Business Profile will ensure your business is visible to local Google Maps users which enhances your visibility.

60% of Smartphone Users Have Contacted a Business Directly Using Search Results

You can imagine the scenario - you’re searching for a tool and go to find a hardware store. The store number is right there on your phone. You call directly and find out they have the part you need and the price is right. Maybe you want a birthday present for your crafty aunt, so you find a craft store nearby, call them and brainstorm a little bit until you hit on a great gift - problem solved.

Buyer’s habits have been changing monthly it seems. As the various platforms evolve, new needs appear, or someone develops an improvement that changes the way we do commerce. The way to treat these changes is that they are all attempts to reduce the friction in transactions. They make products easier to find and research, get recommendations, talk to users, five star ratings, and then place an order. All of that in the palm of your customers’ hands. If you pay close attention to the process and update it to remove the friction then you’ll build market share and become the preferred choice for business.