When we say “search engine,” we usually mean Google. It’s overwhelmingly the dominant search engine for all websites, and feeds up to 96 percent of all website traffic. It’s already captured a huge market, including your market.
It’s easy to understand why Google wants to match people “Googling” things to the best, most relevant websites. If that person looking for a dermatologist in Scottsdale gets results linking them to a hair salon in Austin or a mobile spray tan business in California, that’s not very useful. If this was the case, people would stop using Google—and Google certainly doesn’t want that.
The “searcher’s intent’” (that of your potential client) is critical. The right results must be displayed at the right time for Google to maintain its dominance. That’s why Google updates their SEO algorithms hundreds of times each year. Most of these changes are minor, but there are big updates that dramatically change how results are shown. Here’s the real kicker—nobody except Google knows exactly how these algorithms work, when updates happen, and who exactly will be impacted. No one. If another agency tells you differently, be wary.
Don’t get us wrong. At Avid, we love Google – and we’ve earned Google Partner status. We’re so obsessed that we’re always deep in the latest industry news so that we’re first when there are any hints of SEO changes or updates. That’s where our love to E-A-T comes in, too. Expertise, authoritativeness, and trustworthiness are the three factors Google uses to determine a website’s value.
Your Expertise is conveyed through your web content. Your Authoritativeness is revealed in how your content marketing program influences others and how frequently it’s shared. And your Trustworthiness is assisted by your spam blocking, white-hat (good) SEO tactics, your backlink profile, your SSL, and much more. Nobody likes a bad, spammy site—including you, your clients, and Google.
All of our websites are built with cutting-edge technology. This is showcased in rankings that climb and benefit clients like you. We do all the SEO research, stay on top of the changes, and then give recommendations to you based on what Google is doing. SEO is a moving target, and it’s critical that you have a comprehensive SEO program that earns organic rankings that are high enough to make you searchable even with stiff competition. SEO is a game. And we play that game well.