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Why Business Owners Shouldn’t Rely Solely on Google for Online Marketing

financial_eggs_basketIn business, putting all your eggs in one basket is not a very wise option. This also seems to be true with Google.

Over the years Google has been everybody’s best friend. From being a bit of an underdog search engine in the late 90’s and early 2000’s, it is now one of the biggest tech companies to conquer the online world. Your day probably doesn’t end without you or anyone else saying these words: “Google it!”

But, using Google for your business may prove to be not all sugar and spice and everything nice, if you take into account the constant changes they make in their search algorithms which affects your websites ranking in search results. Look into these reasons why you need to learn to diversify when it comes to getting traffic for your site:

A tendency for dependency

No one is ever without their most trusted gadget, may it be a smartphone, a tablet, a phablet, or whatever else that they carry around with them these days to stay online and updated with their social media sites.

For this simple fact, online marketing makes for the best partner in business and advertising. Business owners, marketers, and advertisers have enjoyed it because it has made business more successful from the wide reach they are afforded when they go online. The constant need of everyone to reach into the internet whether to communicate, to shop, or to entertain themselves fuels businesses effectively.

Google in its continuous path to innovation has been one of the strongest proponents of online marketing because of their numerous offerings of helpful arsenal of online products. A prolific search engine and electronic mail system, which has grown into a sizeable corporation that develops products connected to internet use both for the benefit of consumers and business owners. Everyone has become so dependent and attached to Google, especially because of the mobile internet revolution that is a staple in the day-to-day existence.

This dependency is extra harmful for business owners because it develops a sense of complacency that keeps them from being vigilant. What you should never forget is that, because Google aims to give the best to their users, they will make constant changes, correct past mistakes in their systems, and become more thorough in the quality of their services. They are bound to make little clean-ups every once in a while. The shady little tricks that you may have used before to get your business further more easily may cease to work and cause you trouble more than what it was worth.

Algorithm changes affects your business too

Business owners especially have seen the potential Google holds in marketing a business online. Their emailing service is now tied to cloud-based storage (Google Drive) and office suite (Google Docs), which makes paperless business transactions and office communications possible. They even have a social networking service – Google+ – to add to that. If that is not enough for their repertoire of helpful additions, they make your experience within their realm more seamless as possible with the “one account, all of Google” initiative. This means that you only need to sign in one account in order to use all of Google’s offerings. All these, aside from being the number one search engine today, make Google the best asset and ally in business.

However, after the update in Google’s algorithm last July, which had aimed at polishing the search results for U.S. English questions, many media publishers and business owners are finding out that it had some troubling effects for them as well.

The update also ties deeply with Google’s own web search capabilities, affecting ranking signals along the way because it wants them to adhere to the traditional web search ranking signals. You may have noticed that there is an increase or decrease in website referrals and leads for your business after the update. Of course, the update is not without good tidings to online marketing. It is specifically beneficial for local business, because of the improved distance and location ranking parameters of search results. Plus, local directories are showing up more as well.

Your traffic can be both a boon and a bane

We have all learned to be too dependent on Google, more so for media publishers and business owners who have more to gain and lose because of their investments in online marketing.

Website traffic is everything in online marketing – it is the measure of the effectivity of your marketing efforts. It can make a business grow towards a sure success, or prematurely force it to expand before it is ready. An Entrepreneur article says that, “When Google traffic starts coming, it often monopolizes your traffic sources.” Google can send you traffic and can stop doing so at its own discretion. This situation does so well in teaching you the value of appreciating what you have at the moment. However, if your traffic only comes from their end, what will happen to your marketing efforts if they did stop sending it to you?

Your content can get you in hot waters

Have you heard about Google Penalty? It’s real and there are those who have gone through it. It’s the first reason for your loss of traffic. There are two reasons why you will receive a Google Penalty.

  1. Manual Action. Did you ever make use of shady SEO or recycle your old content? Or, maybe you are using unnatural links to increase your Pagerank? Google considers links intended to manipulate PageRank or a site’s ranking in Google search results as part of a link scheme and a violation of Google’s Webmaster Guidelines. This includes any behavior that manipulates links to your site or outgoing links from your site.
  2. Algorithmic Penalty. As mentioned above, when Google makes an update on their search algorithm, a lot of things are affected, especially site traffic. Activities and elements in website that may have been acceptable to previous algorithms might just be unacceptable on the new one. To figure out what algorithmic penalty your website has been ascribed with, recall when you started losing traffic then relate that to the algorithmic update that was released before that.

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Angela is a virtual assistant specializing in content writing, social media marketing, and administrative assistance. Follow her on Google+.
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