It’s officially in the dictionary. It hosts websites, blogs, pictures, books, journals, has an operating system for exploring the internet, is the world’s number one search engine, own youtube and as if all that wasn’t enough, they’ve overtaken Apple in the US for mobile technology. If you haven’t guessed, I am of course, talking about Google.
Forget your worries about Rupert Murdoch... Google are slowly taking over the world. Their main income comes from advertising revenue, through the many outlets they now have. They input their Android operating system to as many different phones as possible rather than creating a phone itself. This philosophy has caused Android to overtake Apple in the mobile phone market in the US and is set to in Germany soon too.
Founded by Larry Page and Sergey Brin with the mission statement “to organise the world’s information and make it universally accessible and useful.” Google runs over one million servers in data centers around the world.
And if none of that bothers you, it remembers every little thing you search for, visit, click on etc. Ignoring the huge privacy concerns in this, Google’s use of adwords and SEO (search engine optimisation) in particular can prove very useful in PR and Marketing.
For those who don’t know, adwords works by companies choosing key words that are relevant to them or their product, then if someone searches that word, their advert appears down the right side of the page. This way, the people seeing your advert are likely to have an interest in your advert.
Ken McGaffin believes “to get the maximum return from any publicity effort, PR people and SEO people need to meet together and look for the synergies that can be created through their respective disciplines.”
SEO... something I go on about, forgetting I get taught this everyday, other people don’t. So the basics, your site needs high search engine optimisation - your aim should be to get your site to the top of Google’s results with as many key words that people search as possible - and there are many many ways for you to achieve this. Many people will not go passed the first page of Google, so achieve your maximum potential, you must take SEO seriously.
- o Starting as simple as the domain name, criticising myself here, but if you choose a name, like my domain is jessicanorth.co.uk – people searching PR are less likely to find it than if I named it JessicaPR.com
- o Page names, again, these need to be relevant, or something someone may search. So instead of having an “about” page on a charity website for an illness, you could name the page “symptoms of”...
- o If it’s a blog you’re promoting, tag the posts. With things that again, are likely to be searched.
- o Put links into your site or blog, whether it’s links to other sites, pictures or videos. Each one will add to your verification, increasing your SEO.
- o Use Meta-tags – although they cannot automatically increase SEO, they can control what the seach engine displays from the site.
- o Link every page on each page of your site.
After setting all this up, you need to measure and manage it. You can do this using Google Analytics. Now, using a google-based blog, it is automatically installed into my blog. And it is actually terrifying what some people search for.. it’s a whole new big brother state.
One of my friends was telling me about a man who searched in Google “first date restaurants” and a week later flower shops started appearing. I wish I could find this article/case study as it sounds amazing but I can’t!
Founder, Schmidt in the Wall Street Journal 2010 said "I actually think most people don't want Google to answer their questions, they want Google to tell them what they should be doing next.”