Perhaps the most important weapon in any online marketing company’s arsenal is search engine optimization. Alright, so that’s kind of a cop out. Really, basically everything an internet marketing agency does falls under the category of SEO. Google’s PageRank system looks at so many factors now, that you’d be hard pressed to make marketing adjustments that didn’t effect your Google ranking. It’s easier to say what PageRank isn’t looking at than it is to list everything it does use.
When you think about it, Google has quite a task on its digital hands. When PageRank was first being tested, the 10 four-gig hard drives they were using were housed in a box of LEGO bricks. Today, that little algorithm has outgrown its LEGO house and now has the job of re-ranking billions of sites every time someone runs a search. To give you a feel for how often that is, each month there are about 100 billion searches run all over the world.
It isn’t just PageRank that has to work hard because of that information. It’s up to site owners to make sure their sites stand out among the billions of sites in the world on as many relevant search terms as possible. The solution is much simpler than you might think. Let’s go back for a second and think about middle school probability lessons:
There are 100 marbles in a bag. Nineteen of those marbles are red and 89 of them are blue. Which one has more chances of being drawn at random from a bag?
Blue has a better chance, obviously, and though PageRank doesn’t choose randomly, we can still draw some parallels. Companies that blog have 434% more indexed pages. Now, 89 is roughly 434% more than 19, so we can pretty easily say that the blue marbles are like the pages of just one site that blogs and the red marbles each represent a page of one site that doesn’t. When PageRank has more to comb, it’s more likely to find what it’s looking for, so the blue marble site gets higher rankings. And that, my friends, is the basics of search engine optimization. It doesn’t all come down to blogging, though. There are other ways to get more marbles in the bag, including link building, social networking, and on site optimization, but the principle is the same. The more visible you are to the internet, the more visible you are to Google.
And in case you weren’t sure, visibility to Google does matter. Leads that are generated through search engine optimization have close rates of 14.6%, compared to outbound leads which only average a 1.7% close rate. Search engine optimization matters in a big big way, and its not as difficult to wrap your head around as you might think.