The alchemy of our time

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Practitioners of alchemy strove to turn base metals into gold. It was a magical effort to achieve wealth. Unfortunately for its adherents, no compound was ever discovered at the time to create such a reaction. Today, however, there is a tool that can help entrepreneurs make a fortune: Google.

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In the past, growing your customer base took a lot of time or money – often both. Yet, in a digital world where most purchases begin online, Google search results can funnel vast amounts of interested leads into small deals quickly and inexpensively.

It’s because people trust Google to deliver the most relevant and authoritative sites. Currently, Google is the most popular online search engine with 68% market share. It processes more than 3.5 billion searches per day.

Related: Six Steps to Supercharge Your Search Engine Marketing

Although only a tiny fraction of this research is relevant to your business, it can still generate considerable volume. Plus, Google provides the tools to turn more searches into sales. With Keyword Planner and AdSense, you can literally learn and listen to what people are searching for online. For an entrepreneur looking to fine-tune their business, this is real “gold”.

Take for example the local dog walker. Search results may reveal a volume of searches in the area for pack rides. A company can take advantage of such information to modify its services and give people what they want. Competitors who don’t listen lose real money.

The power of such information can fundamentally change the way business is done. In the past, entrepreneurs relied on their instincts to determine everything from concept to inventory. But with digital leads, today’s startups can use data to accurately predict what will resonate with consumers and cash registers.

Just as important as What people are looking for, however, is How? ‘Or’ What people are looking for it.

Related: 5 Ways Small Businesses Can Compete With SEO Giants

There are many ways to describe your product and what you sell, but Google measures by a different yardstick: finding the site that best matches the words people are searching for. This part of science cannot be overlooked. About 94% of clicks are on the first page of results. Google has convinced the world that all of life’s best answers can be found on the first page. In other words, if you miss the first page, you don’t exist.

For your site to rank higher, it needs to closely match popular and relevant search terms. Exactly. Consider a client we once had: a die-cast model car company. People can search diecast in two words – or just one. They may cut words off or misspell the first one (dye). The thing is, on search sites, it doesn’t matter how you describe your product. It is important to know how people to look for for that. After reviewing analytics, we rewrote the entire site to reflect how people search online. Business has more than doubled.

Another example: when we launched Vitals, we were creating pages to help people find cardiologists. Yet, on Google, five times more people search for the term “cardiology”. By optimizing our pages for that keyword instead, we drive more traffic, allowing us to monetize those pages accordingly.

Another way to take advantage of Google is to browse the “long tail” of search. As consumers decide what’s best for them, we’re moving away from the 80/20 business rule that says 80% of your profits come from 20% of your products. For example, local bookstores stock their shelves with bestsellers, knowing they can move inventory quickly. But online, Amazon is killing all independent booksellers by being able to carry all books in print. All. Delivered.

Related: 6 Things Innovative Search Engine Marketers Are Doing Right Now

Amazon doesn’t have to search for words like “buy books online” because people find the site by searching for the title of a book instead. Likewise, when we created Vitals, we created a page for every doctor in America. Next, we added a page for each city. And neighborhood. And specialist. And health plan. And specialists by health plan. Millions and millions of separate pages, so Vitals had the “perfect” answer to every search.

In total, Vitals is a site with tens of millions of pages. Our traffic comes from a variety of searches: doctor name, doctor specialty, doctor location, specialty location, etc. It’s counter-intuitive, but instead of having a single business gateway (the “home page”), you can create millions of gateways into your site, increasing revenue by multiple orders. of greatness.

The best part about Google is that – even a decade later – most companies aren’t using its magic to their advantage. This means that there are still plenty of opportunities to outsmart many of your competitors. A huge number of business owners still think search engine marketing is voodoo. Believe me, it’s not. What it really is is free gold.

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