When an Internet user is unable, or unwilling, to guess your website address they will use a search engine to find you. Now, of all the website visits conducted in the UK and US that were immediately preceded by a search engine search, Google is responsible for the majority. Google is by far the most widely used search engine and the biggest referrer of visitors in the UK (70% of all searches) and the US (60% of all searches).
Google, like Hoover, has achieved a dominance so great, in such a short period of time, that the company name is often used to mean Internet searching. Single execs, looking for companionship, ‘google’ potential dates before committing to a meal. Parents google a school to decide whether it’s suitable for their kids’ education. Job applicants google the interview staff to learn any interesting snippets that they can bring up at interview (and vice versa). Internet users use Google – a lot. Google, certainly at the moment, owns the Internet.
A lot of companies want the same thing – good exposure on Google. But there is no magic switch, there is no instant cure; becoming good fellows with Google takes time; you want instant gratification and Google’s more interested in pursuing a long-term relationship with you. Commit seriously to Google and it will commit right back, and when that relationship is forged, it’s not just strong, it’s really strong.