Google’s Increasing Data-Centric Approach to Search Makes AdWords Ever More Important
It is no surprise that Google continuously changes it search algorithm to make the searches smarter, get increasingly relevant results, and to keep the “rouge” manipulators at bay. Over the years, this has given bonafide online entities somewhat of a level playing field against those who try to use questionable techniques to increase their search scores. However, recently a new phenomenon is emerging. Previously, key word searches for a specific type of service in a region would display results featuring the most relevant entities on the top with lesser relevant results appearing lower along with database catalogs. But now, as Google is giving more weight to data heavy content based websites, its search algorithm seems to be favoring these directories and showing more and more database directories on the front page of results.
So what does that mean for your business? As database listings are replacing spots that previously held individual business entities, organic search engine optimization (SEO) is becoming even more challenging. On the other hand, this is making Google AdWords more powerful. But it costs to invest in Google AdWords. Could this be Google’s attempt to drive businesses towards using more AdWords services? Possible, but so far Google has denied that claim. However, it may not be all bad news. The investment made in Google AdWords is easy to track for tangible returns and in the long run may not cost a business more than what it would otherwise invest in optimizing its search through various other techniques. The key is to find solutions that can maximize the AdWords investment by smart strategy and targeting.