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Did you know that the click-through rate (CTR) of Google’s number one spot is well over 35 percent? How would you like to receive a CTR of half that? Well, guess what? The CTR of Google’s number two spot is 13 percent. The percentage continues to drop significantly lower every drop in position.
If your small business is among the 64 percent of others that have a website, it’s for a good reason. Way back in 2015, Forbes published an article entitled A Small Business Owner’s Guide to Building an Internet Presence which stated that 97 percent of consumers conduct an online search before making a local purchase of a product or service.
With statistics such as those listed above, you should be contacting an internet marketing company today. However, if you’re not convinced, read further to learn more about how upcoming SEO trends in 2019 will either help your business thrive, or bury it along with the other 90 percent of failed ventures.
Google Created SEO to Help You, Not to Penalize You
It’s understandable for business owners who know little about SEO to have a somewhat negative opinion about it. Many SEO services love to paint Google as a castigator of search engine optimization, banishing websites its algorithm deems unworthy to the unreachable nether regions of the Internet.
However, Google designed its algorithm to help searchers find sites with high-quality content with useful information. This brilliant yet straightforward business strategy makes Google the most popular search engine in the world.
Though Yahoo launched in March 1995 and Google ten months later in January 1996, the founders of Google, Larry Page, and Sergey Brin are the brains behind search engine optimization.
Page and Brin presented “The Anatomy of a Large-Scale Hypertextual Web Search Engine” at the Seventh International World-Wide Web Conference (WWW 1998) in Brisbane, Australia, in 1998. It was this whitepaper that changed the course of the Internet and placed content marketing above all other forms of marketing strategies.
What About Yahoo! and Bing?
Yahoo! is more of a web portal rather than a search engine. Its homepage is full of photos, news updates, sports stats, celebrity gossip, current events, entertainment, and more.
In addition to that, most people know Yahoo! for its highly popular product Yahoo! Messenger, which resembles Skype in many ways.
Of course, Yahoo! Mail still plays a significant role in the world of digital communication, even though it has a reputation for being used by spammers. As for Yahoo!’s algorithm, it focuses more on well-established web pages and links instead of the quality of content.
This answers the question many webmasters pose concerning why their website has far more search referrals from Google than from Yahoo! or Bing. And depending on the type of SEO you’re shooting for, having more Google search referrals is a good thing.
Bing shares the same kind of algorithm as Yahoo!. Launched in 2009, Bing is a product of Microsoft, and its algorithm focuses on rewarding photos, audio, videos, and flash. Nevertheless, around 95 percent of websites have already stopped using Adobe Flash, which will no longer receive updates starting at some point in 2020. It should also be noted that out of the five percent of sites still using Flash, most of them are Google websites.
What a Good SEO Service Won’t Promise You
Internet marketing companies specializing in SEO come a dime a dozen. And what some of these companies claim to offer isn’t worth nearly that much. Knowing that many of their clients have little to no SEO knowledge, it’s easy for SEO companies to sell snake oil to companies looking for a quick fix.
But the first thing you should know is that there are no quick fixes in the world of SEO. Gaining organic search results takes patience and persistence, two things needed when developing the kind of high-quality content Google rewards.
Good SEO services won’t do or offer things like:
- A guaranteed first place ranking on one or more search engines.
- Improved search results in a short period of time.
- Free trials or free “SEO tools” (often used to gather information about your website so that they can use it to improve another client’s SEO, most likely a competitor).
- Promise you the highest quality service for the lowest price in the industry.
- Promise you secret SEO tricks only known by them.
- Require that they retain ownership over the content you paid for.
- Ignore your questions or refuse to send you weekly or monthly reports.
Ryan Yarbrough is a small business consultant, speaker, and the manager at Davis Financial Services, a small business consulting firm.