Because it started strong and just kept getting better and better, Google became the go-to search engine for the Internet in the space of a few years. The launch and subsequent iterations of the search algorithm set the method that Google has brought to every subsequent product. Three years into its existence, Google took the first step towards monetizing its position in search by introducing Google Adwords.
Initially using the cost per thousand CPM model where advertisers paid for impressions rather than clicks, Adwords underwhelmed at first. Again, Google started tweaking and updating the Adwords platform in the same way it iterated the search engine algorithms. Within three years, Adwords transformed into an automated, pay-per-click ad auction that brought the concept of relevance to digital advertising.
Adwords was followed by Adsense, which allowed anyone with a website to access the Google advertising inventory, effectively setting up Google for dominance in digital advertising. With the ad piece in place to complement search, Google began to innovate in earnest. Some moves were obvious, such as Google publishing and acquiring digital assets that would deliver more ad-driven revenue as traffic grew and more ad space as content increased.
Google Books falls into this latter category as it is a repository of books online with ads playing a very small role. Similarly, ads are hard to find on Google News, a real-time collection of current content from thousands of news sources. Gmail started out ad-free and cost-free, but newer iterations give the user the choice between free with ads or paid without ads.
The first versions of all these sites were far from perfection. Google put up the beta versions and then allowed users to find and prioritize the improvements to be included in the next version. Google continues to grow its ad revenue and improve the sites and services that generate even more ad revenue.
Constantly improving flagship products is a basic business practice, of course. Google sees innovation as part of the mission of the company and empowers its employees to get creative. This is how an Internet company started building wearable tech , mobile operating systems, driverless cars, and renewable energy. The company culture is focused on innovating first, getting the real user data second, and worrying about monetizing afterward.
Google has two core components. One is a search engine that is preferred by most people in the world. The second is a self-serve ad network that generates revenue off that search engine and the many digital assets Google owns. Google uses that revenue to pay for the rapid prototyping of new ideas, which often grow into new sources of revenue. That said, Google has had failures.
If a product is not bringing in enough users, it is packed up for another time and the lessons learned are applied to the next idea. Perry Marshall. Mark Vickery. Eric Hanson. Skip to content Profile Avatar. Subscribe to Entrepreneur. Magazine Subscriptions. By Jason Parks September 19, Opinions expressed by Entrepreneur contributors are their own.
More About Google AdWords. Google AdWords. Entrepreneur Store Sep 27, George Deeb Aug 11, Online Marketing. Perry Marshall Apr 23, Latest on Entrepreneur. Entrepreneurship Calls. Mark Vickery Nov 11, Eric Hanson Nov 11, But staying on top of SEO includes being in the loop for the major changes taking place for search. Knowing the environment of the web, including tactics being used by other local, comparable businesses and competitors, will always be beneficial for those brands.
Exemplary SEO implementation will hold water for years to come. And, like most things in life, it will only be better with the more attention and investment it gets. SEO helps build long-term equity for your brand. People search for news and related items, and having a good SEO and PR strategy means your brand will be seen. Having a good user experience on your website means your messages will be heard, and your products or service sell. SEO is no longer a siloed channel, so integrating with content and PR helps with brand reach and awareness alongside other results.
SEO can and hopefully does have a noticeable impact within the first year of action being taken, and many of those actions will have an effect that lasts more than several years. And the more SEO time, effort, and budget committed to it, the better and longer a website stands to be a worthy contender in its market. The big problem is trying to connect the dots on the back end since there is no definitive way to understand the correlation between all actions.
Still, it is worth understanding how specific actions are supposed to affect performance and growth, and hopefully, they do. But, of course, we all know the data never lies. High-quality SEO will always find a means of discovering and leveraging new opportunities for brands not just to be discovered but to shine.
The better a brand is understood, the more opportunities will arise to help it thrive. The same can be said about SEO. New opportunities with SEO today can come in many ways — from giving content, digital and social opportunities to helping with sales, product, and customer service strategies.
The search intent of the user is satisfied without having to click any actual search result links. Consumers will always want products and services online, and brands will always look for the most cost-effective way to do that.
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