How has Google mastered the art of capturing 65 to 70 percent of the world’s Internet search engine marketing share? First off, the company was the first to create the algorithms so commonly in use by other search engines today. Secondly, it literally paved a clear path for others to follow by doing it the right way the very first time around. The company had its own successes and failures along the way, but its leaders kept going to find out which technologies are best for today’s top search engines.
And who these days does not use Google rankings to gather more information on anything and everything possible? The company had it right when it was developing these algorithms, skewing differently from what everyone else was doing, and it still does so today both within its algorithms and outside its campus, where instead of lawn mowers and landscapers clearing the grass outside there are rented goats from a nearby grazing business. Since its inception, this innovative business has clearly defined how people use Internet marketing, and more specifically, search engine optimization, to drive results.
What the company knows about search engine rankings could fill a book. It probably has already too. So what does Google know that others perhaps do not or that they are just coming around to? Primarily, the company is well aware that organic click through will generate a 25 percent higher conversion rate than any equivalent click through for a pay per click system. It also knows that people are increasingly using their smartphones and tablets to look up everything online, from reading product reviews to making purchases. The company is knowledgeable of the fact that 48 percent of cell phone users will look up these product reviews on their phones or to seek out promotions, while 65 percent of these users will use their devices to find local businesses and make purchases.
Of course, Google does not know everything there is to know about search engines just yet, even though it is the main search engine people turn to when they want to know more about something. However, just as it did before, the company’s employees are working hard at developing new algorithms, analyzing current processes and making tomorrow’s search engines even stronger than the ones found today. Through consistently working to reinvent itself and do better, the company has been able to serve as the consummate leader in search engines, a place it probably will stay for quite some time.
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