Google: Essential Terms To Know To Understand Your Online Marketing Last Updated 1 October, 2015

Tuning Your Digital Intelligence

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These terms and statistics inform you how Google identifies and sorts the content of billions of web pages that just keep growing in number - every day. You want potential customers to find you, so take the time to learn these three terms. They are the foundation of any SEO effort that's done correctly.

How does “Crawling” benefit my business?

Crawling is the process by which Googlebot discovers new and updated pages to be added to the Google index. A googlebot is a software that travels the web and reviews almost all of the existing web pages and files on web servers.

They use a huge set of computers to fetch (or "crawl") billions of pages on the web. The program that does the fetching is called Googlebot (also known as a robot, bot, or spider). Googlebot uses an algorithmic process: computer programs determine which sites to crawl, how often, and how many pages to fetch from each site.

Google's crawl process begins with a list of web page URLs, generated from previous crawl processes, and augmented with Sitemap data provided by webmasters. As Googlebot visits each of these websites it detects links on each page and adds them to its list of pages to crawl. New sites, changes to existing sites, and dead links are noted and used to update the Google index.

Google doesn't accept payment to crawl a site more frequently, and they keep the search side of their business separate from our revenue-generating AdWords service.

Where does "Indexing" take place?

Googlebot processes each of the pages it crawls in order to compile a massive index of all the words it sees and their location on each page. In addition, Google processes information included in key content tags and attributes, such as Title tags and ALT attributes. Googlebot can process many, but not all, content types. For example, they cannot process the content of some rich media files or dynamic pages.

How is "Pagerank" useful to content?

When a user enters a search request, Google servers search the index for matching pages and return the results Google believes are the most relevant to the user’s request.

Relevancy is determined by over 200 factors, one of which is the PageRank for a given page. PageRank is the measure of the importance of a page based on the incoming links from other pages. In simple terms, each link to a page on your site from another site adds to your site's PageRank. Not all links are equal: Google works hard to improve the user experience by identifying spam links and other practices that negatively impact search results. The best types of links are those that are given based on the quality of your content.

In order for your site to rank well in search results pages, it's important to make sure that Google can crawl and index your site correctly. Their Webmaster Guidelines outline some best practices that can help you avoid common pitfalls and improve your site's ranking.

Google's Autocomplete features are designed to help users save time by displaying related terms, common misspellings, and popular queries. Like google.com search results, the keywords used by these features are automatically generated by Google web crawlers and search algorithms. Google displays these predictions only when they think they might save the user time. If a site ranks well for a keyword, it's because Google has determined algorithmically that the page content is more relevant to the user's search request.

Online Marketing Stats: use this research to your advantage - 7 Key Points

#1 Nearly half (46%) of people say a website’s design is their number one criterion for determining the credibility of a company. (NewsCred)

#2 71% of companies planned to increase their digital marketing budgets this year, by an average of 27%. (Econsultancy)

#3 Internet advertising will make up 25% of the entire ad market in 2015. (Social Fresh)

#4 Videos on landing pages increase conversions by 86%. (Social Fresh)

#5 63% of millennials (born between 1981 and 2000) say they stay updated on brands through social networks; 51% say social opinions influence their purchase decisions; and 46% “count on social media” when buying online. (leaderswest Digital Marketing Journal)

#6 Not all content has to be original. 48% of marketers curate noteworthy content from third-party sources weekly (this post is an example). (Design & Promote)

#7 34% of Fortune 500 companies now maintain active blogs – the largest share since 2008. (Forbes)


Search Engine Stats: five important numbers to show what is trending

#1 Consumers Prefer Mobile Browser To Apps For Local Information
Source: BrightLocal
While local businesses have alternative ways to be found in local search apps and vertical or specialized directory apps, the survey data here argue that consumers want to access local business websites on mobile.

#2 Yahoo Loses Market Share As Some Firefox Users Return To Google
Source: ComScore
The February US search market share numbers are out. It appears that a portion of the gains that Yahoo made since November as a result of its default search deal with Firefox have been lost as some number of users return to Google.

#3 Google Overtakes Traditional Media To Become Most Trusted News
Source: Edelman Trust Barometer
According to survey data search engines have overtaken traditional media as the most trusted source of news globally. Last year search engines were just behind traditional media but have now overtaken them.

#4 Google Still Doing At Least 1 Trillion Searches Per Year
Source: Backchannel
How many searches does Google handle per day, month or year? The company is notorious for not regularly sharing such figures. But we now know that it remains at least more than one trillion, the first update since Google last shared over two years ago.

#5 Google Tops Satisfaction Index, Yahoo Sees “Lowest Score Yet”
Source: American Customer Satisfaction Index (ACSI)
The survey measures consumer satisfaction across a broad range of business and product categories including “e-business,” which covers ‘internet portals and search engines.” With the exception of 2007 Google has won the category every year since 2000, although its scores have fluctuated. The survey asks 70,000 customers about their experiences with products and services.