An Unusual Business Model
Running a business by using a free service as a draw may not be a one off. Building a global business in this way, with a £60 billion turnover, is unique.
Google organic search is free, their revenue comes from around 12% of search users clicking on an ad, instead of choosing one of the entries generated algorithmically, from indexed websites.
Whilst we wish ad users and advertisers well, our focus is on the 88%. The greater return is clear, nor is the cost of succeeding in one aspect more than the other.
The prerequisite for success is simply to accept Google’s business model. To remain dominant, they want to return the best free results, businesses need to ensure they provide them.
Content To Please
Search users seek content for two primary reasons, information, or the solution to a problem. The former can be matched by a business site, the latter is the reason many businesses exist.
Meeting perceived need has always been a prime route to business sales. Google offers the same opportunity a brochure, or a salesman would, spelling out the ability to offer solutions:
- You don’t have long, seconds in place of a sales talk
- Technical efficiency ensures your online pitch is seen
- Generating trust on a site helps the pitch be believed
- A good image matters but web design is about usability
- Effective design also channels users, dictates actions
- The ability to use the website on any device adds value
Every one of the above need to be planned to work together, allowing your content to meet expectations. This in itself pleases Google, who go to some lengths to measure user reaction.
They also measure the content, for quality and coherence. Your online pitch must resonate with search algorithms and artificial intelligence, alongside people.
The Duality Of Search Success
The argument on creating a website for Google, or for users is an old one and really shouldn’t exist. The answer is of course to do both at the same time and this is becoming easier.
Google moved from no artificial intelligence in search selection to 40% of the task filled that way inside a year. They will continue to the point where mathematical algorithms are entirely replaced.
Their system will cease to be a machine in the generic sense and become a human equivalent. Reading and analysing content plus other signals in the same way we would.
A caveat to that “same way” is the limitations of AI for the foreseeable future. This may develop quicker than the 2 million years modern humans took but will not become perfect overnight.
Allowances will need to be made, grammar and syntax clear, a natural flow and logic to pages, sections, the entire website. The joy of this is that the need to satisfy the machine brings satisfaction to people.
The Contribution From PJW
We can’t pretend to understand everyone else’s business but will always listen closely. Getting to the root of the product, or service you offer is vital for us to support your business.
This allows us to help you create a website with a clear message and answers for visitors. They are always first in mind, along with the practical and compliance requirements of working with Google.
Through support to supplement your creative skills, or our own copywriters, you can have fine content. A core step to ensure your business works with the 88%, rather than permanently pays for ad clicks.
The technical and structural elements required are an integral part of our Surrey web design service. We don’t divide Google from website users, much preferring to satisfy both.