Think about Google like a referral partner. Usually, they know you, your business and trust that you will do a good job for their friend, family member or colleague.
Google accomplishes this through an algorithm that drives both local and organic search results. But to successfully refer customers to your site, Google first needs to confirm that you are an actual business, with a real location, that actively delivers great experiences.
Why does Google have this practice? Because its algorithm is looking for the best answer when someone goes online and searches for something.
Let’s say I decide to search the word “mortgage” on Google. What results will the search algorithm supply? Well, paid ads come first on the Search Engine Results Page (SERP). Companies like Costco and Wells Fargo pay incredible sums of money for Google Ads to own the Pay-Per-Click (PPC) spots that appear at the top. The single keyword “mortgage” is costing them about $50 per click. Ouch!
Right under this section is the Google Local Pack, a curated list of three local businesses where users can see reviews, photos and other useful info at a glance. And last but not least, organic search results: web pages that most closely match the user’s search query based on relevance.
The Google algorithm has great intentions: to find and provide the most prominent, local and relevant option.
PROMINENCE: How far each potential search result is from the location—or Google’s knowledge about the location—of the person searching.
DISTANCE: When Scott’s first-born was young, he would run into the local grocery store bakery the day before her birthday and point to one of the Disney Princess cakes. They would personalize the cake with “Happy Birthday Becca” for free. It seemed like a bargain at $15.
RELEVANCE: How accurately a local listing matches what someone is searching for.
Do you offer exceptional products, service and support? If so, Google wants to be your friend, because they want their audience to have the best experience, from search through delivery. As you can guess, a friendship with Google has many benefits.
Download the full eBook to learn more about how a proper Customer Experience 2.0 strategy helps you win on Google.