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Answer Upon - Google Manipulates Search Results: A Boost for Small Business?
How many times have you been in the middle of a major deadline with a business project or assignment, when, all of a sudden, your home office door opens, and it's your child saying "Mommy/Daddy, I'm bored......" ?You usually just groan and say "Honey, go play with your toys or watch tv...." Children - especially young children - get bored easily. They need a constant string of activities to keep themselves occupied.Well, sometimes that works and sometimes you have to stop what you're doing and think of an activity to keep your child busy and out of your hair for awhile.One of the more popular activities for children is making art projects. They absolutely love art!All of us can prob
The fine print
Of course, where Google is involved, nothing is ever that simple. I've oversimplified things above to make the trial a little easier to understand. In reality, the situation is a bi
How many times do you cold call a prospective customer, only to be connected to their voicemail? Do you leave a message? Many people will not leave messages because they never receive a call back. That's because they usually do one of two things: 1) they simply leave their name, company name and phone number, or 2) they leave a more detailed message that sounds like a sales pitch. In both cases, they're never going to receive a call back. That's because there's no WIIFM (what's in it for me?) for the recipient of the call.With a little planning, you can not only use voicemail to get a return phone call, but you can use it to leave a memorable impression that will eventually lead to a meeting with the pros
Google manipulates the results
Google is trialing an 'enhancement' to the way it displays its results. Instead of showing the top ten results for the exact words you enter, in the trial Google suggests three related results that you might want to check out. Where does it display these suggestions? It shunts (or replaces) results 6, 7 and 8 !!!
In this article, I refer to these results as 'intruders'.
To see some 'intruder' results in action, search for "piggy bank". Results 6, 7 and 8 are actually 'intruder' results; they're the top three results for the more specific, less popular search, "piggy bank lyrics". Google assumes that people searching for "piggy bank" will probably be interested in results of a search for "piggy bank lyrics".
On first impressions, it's tempting to think that this makes it harder to get into the top ten (because now it's really the top seven, and the last two results may be easily overlooked). But it may actually make it easier - especially for smaller businesses. Let me explain why...
The advantage for smaller businesses
It all comes down to who can rank in the top ten for the most popular searches - like "computers", "cars", "doctor", "pets", etc. For anyone in these industries, a top ten ranking for these keywords is the holy grail. Unfortunately, these sorts of searches are presently dominated by big corporations with hefty search budgets. Most smaller businesses don't even try to compete. Instead of focusing on these hotly contested keywords, small businesses tend to focus on much more specific keyword phrases - like "computers boston", "second hand cars ohio", "female doctor new england", "discount pets for children", etc.
But Google's trial may change that. Remember, it's replacing results 6, 7 and 8 of a popular, broad search with results 1, 2 and 3 of a less popular, more specific search. If the trial becomes a standard feature, a search for "computers" might well include three 'intruder' results from a search such as "computers boston". As discussed above, results 6, 7 and 8 are likely to belong to big companies, whereas results 1, 2 and 3 of the more specific search are more likely to belong to smaller businesses. Therefore, when the switch occurs, it's out with the big and in with the small!
In principle the enhancement appears to work in favor of small businesses:
- 1) Big business dominates popular / general search results
- 2) Smaller businesses have a greater chance of dominating less popular / more specific search results
- 3) General search results are replaced by specific search results
- 4) Big businesses are shunted out of the top ten by smaller businesses
Now I hear what you're saying: "Why wouldn't the big companies simply start optimizing for the more specific searches?" Granted, this is a possibility; but for most big companies, it would be a monumental task. Big companies tend to service a large geographic region, and they typically offer numerous products and services. Even a hefty search budget would be stretched to the limit if it was required to bankroll optimization for every single product, every single service, and every single location. And this is what would be required to dominate all of the more specific results, thereby gaining back their number 6, 7 or 8 position. It's far more likely that they'll simply try harder for a position in the top 5 of the popular/general search. This approach would be less complex and probably more rewarding.
The fine print
Of course, where Google is involved, nothing is ever that simple. I've oversimplified things above to make the trial a little easier to understand. In reality, the situation is a bit
Today's software makes it so easy to set up a blog that it seems like everybody and their neighbor has a blog. Yes, they are a fad right now. And yes, they are a great business tool for any business, large or small – and they're here to stay.Especially for the independent professional, a blog is an easy communication tool to build credibility and trust. Most importantly, blogs make it easy for people to find you on the Web.But 9 out of 10 blogs created will be abandoned because they can take up a lot of time in a busy professional’s life, and results may not be evident right away.There are several keys to making your blog work for you, instead of the other way around. Once you learn and integr
On first impressions, it's tempting to think that this makes it harder to get into the top ten (because now it's really the top seven, and the last two results may be easily overlooked). But it may actually make it easier - especially for smaller businesses. Let me explain why...
The advantage for smaller businesses
It all comes down to who can rank in the top ten for the most popular searches - like "computers", "cars", "doctor", "pets", etc. For anyone in these industries, a top ten ranking for these keywords is the holy grail. Unfortunately, these sorts of searches are presently dominated by big corporations with hefty search budgets. Most smaller businesses don't even try to compete. Instead of focusing on these hotly contested keywords, small businesses tend to focus on much more specific keyword phrases - like "computers boston", "second hand cars ohio", "female doctor new england", "discount pets for children", etc.
But Google's trial may change that. Remember, it's replacing results 6, 7 and 8 of a popular, broad search with results 1, 2 and 3 of a less popular, more specific search. If the trial becomes a standard feature, a search for "computers" might well include three 'intruder' results from a search such as "computers boston". As discussed above, results 6, 7 and 8 are likely to belong to big companies, whereas results 1, 2 and 3 of the more specific search are more likely to belong to smaller businesses. Therefore, when the switch occurs, it's out with the big and in with the small!
In principle the enhancement appears to work in favor of small businesses:
- 1) Big business dominates popular / general search results
- 2) Smaller businesses have a greater chance of dominating less popular / more specific search results
- 3) General search results are replaced by specific search results
- 4) Big businesses are shunted out of the top ten by smaller businesses
Now I hear what you're saying: "Why wouldn't the big companies simply start optimizing for the more specific searches?" Granted, this is a possibility; but for most big companies, it would be a monumental task. Big companies tend to service a large geographic region, and they typically offer numerous products and services. Even a hefty search budget would be stretched to the limit if it was required to bankroll optimization for every single product, every single service, and every single location. And this is what would be required to dominate all of the more specific results, thereby gaining back their number 6, 7 or 8 position. It's far more likely that they'll simply try harder for a position in the top 5 of the popular/general search. This approach would be less complex and probably more rewarding.
The fine print
Of course, where Google is involved, nothing is ever that simple. I've oversimplified things above to make the trial a little easier to understand. In reality, the situation is a bi
Why this state?This is a comment you also hear quite often: “Why did the system allow us to get into this state in the first place?”Usually, those asking this question do not give depictions over what they think this system should have done… just ask why the system did what it did.Fair enough, however. It is something that one can assume the system could have dealt with using better methods than they have used, correct?Sure. If you are thinking that the system would prioritize what we are doing, and what OutXchanges are like system-wide at this time, then you would think that DXInOne would have a vested interest in maintaining a balance consistently ove
But Google's trial may change that. Remember, it's replacing results 6, 7 and 8 of a popular, broad search with results 1, 2 and 3 of a less popular, more specific search. If the trial becomes a standard feature, a search for "computers" might well include three 'intruder' results from a search such as "computers boston". As discussed above, results 6, 7 and 8 are likely to belong to big companies, whereas results 1, 2 and 3 of the more specific search are more likely to belong to smaller businesses. Therefore, when the switch occurs, it's out with the big and in with the small!
In principle the enhancement appears to work in favor of small businesses:
- 1) Big business dominates popular / general search results
- 2) Smaller businesses have a greater chance of dominating less popular / more specific search results
- 3) General search results are replaced by specific search results
- 4) Big businesses are shunted out of the top ten by smaller businesses
Now I hear what you're saying: "Why wouldn't the big companies simply start optimizing for the more specific searches?" Granted, this is a possibility; but for most big companies, it would be a monumental task. Big companies tend to service a large geographic region, and they typically offer numerous products and services. Even a hefty search budget would be stretched to the limit if it was required to bankroll optimization for every single product, every single service, and every single location. And this is what would be required to dominate all of the more specific results, thereby gaining back their number 6, 7 or 8 position. It's far more likely that they'll simply try harder for a position in the top 5 of the popular/general search. This approach would be less complex and probably more rewarding.
The fine print
Of course, where Google is involved, nothing is ever that simple. I've oversimplified things above to make the trial a little easier to understand. In reality, the situation is a bi
Perhaps you already know that it is possible to get a free domain name. However, have you ever wondered how a country can afford to give away its domain names for free? Why would a country just give away its domain names instead of charging for them?1. Free Domain Names from Dot TKIt is possible to get a free top-level domain name from Dot TK (www.dot.tk).According to their website, "Dot TK is a joint venture of the Government of Tokelau, it's communication company Teletok and Taloha, Inc., a privately held company. The Government of Tokelau has appointed Taloha, Inc. as the exclusive registration entity."Of course, for free .tk domains, ownership remains with Dot
In principle the enhancement appears to work in favor of small businesses:
- 1) Big business dominates popular / general search results
- 2) Smaller businesses have a greater chance of dominating less popular / more specific search results
- 3) General search results are replaced by specific search results
- 4) Big businesses are shunted out of the top ten by smaller businesses
Now I hear what you're saying: "Why wouldn't the big companies simply start optimizing for the more specific searches?" Granted, this is a possibility; but for most big companies, it would be a monumental task. Big companies tend to service a large geographic region, and they typically offer numerous products and services. Even a hefty search budget would be stretched to the limit if it was required to bankroll optimization for every single product, every single service, and every single location. And this is what would be required to dominate all of the more specific results, thereby gaining back their number 6, 7 or 8 position. It's far more likely that they'll simply try harder for a position in the top 5 of the popular/general search. This approach would be less complex and probably more rewarding.
The fine print
Of course, where Google is involved, nothing is ever that simple. I've oversimplified things above to make the trial a little easier to understand. In reality, the situation is a bi
Moving house is very stressful. It can be as stressful as going through a divorce and if the house move is as a result of a relationship breakup then the stress can be off the scale. Yet, if you are like most people, you have to do the bulk of the work yourself while still working at your job, looking after the kids and dealing with whatever ongoing demands and problems you must face in your daily life. Larger removal companies that might provide a packing service are very expensive and lack the personal touch most of us desire. People are always moving house, they are always getting stressed by the process and there is often a lack of available help to facilitate the move and reduce stress.Why is this so i
The fine print
Of course, where Google is involved, nothing is ever that simple. I've oversimplified things above to make the trial a little easier to understand. In reality, the situation is a bit more complex because of the way Google chooses which search the three 'intruder' results come from. Take the "piggy bank" search for example. Google assumes that most users who search for "piggy bank" will also be interested in results from a search for "piggy bank lyrics". This assumption is based on the fact that thousands of other people are searching specifically for "piggy bank lyrics" - in fact, it's one of the most popular searches containing the original term "piggy bank". And that's why it gets the nod.
In other words, the intruder results come from popular searches (less popular than the original, but still popular). This means you'd already have to rank highly in a very popular search before you'd become an intruder. So, in reality, the above "computer" example is a little simplistic; the intruder results for "computer" are more likely to be from a search for something like "computers ibm". In reality, the top three results for "computer peripherals boston" are more likely to appear as intruders in a "computer peripherals" search.
Conclusion
The important thing to remember is that if this trial becomes a standard feature, it will be implemented on all searches. And the more specific the original search, the easier it would be to become an intruder in that search. In theory, it has great potential to help smaller businesses reach the next rung of the search engine ladder.
Other examples
Here are some further examples if you're interested:
- Search for "add url"
- Search for "on demand"
Happy shunting!
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