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How Google Can Make or Break A Small Business

Posted by ryuzaki0 on from the something-to-think-about dept.

securitas writes "USA Today's Jefferson Graham reports on how Google affects small business through its rankings and text ads. The feature describes how the fortunes of small companies turned when their Google ranking rose or dropped, as well as the effects of Google's paid search text advertising model. Search Engine Watch says that Google now performs an estimated 80% of the searches (200 million) on the Internet every day. The result is that Google has become a critical part of any online marketing strategy and has spawned a whole Google-optimization industry where consultants can charge $5,000 per site for tweaking. The feature is light on technical details but the stories of those who prospered and suffered due to Google make a good read."

8 of 352 comments (clear)

  1. Google Adwords by glinden · · Score: 5, Interesting

    Google's AdWords program is remarkable in that truly anyone can buy ads. Small businesses with tiny marketing budgets can buy ads easily. Individuals can buy ads. The interface is simple and easy to use. Google even has a bunch of small business friendly features like limiting your cost per ad and total daily ad spend.

    I've bought a bunch of ads on Google, most recently for my startup, Findory News. Most web advertising is expensive, difficult to set up, and performs poorly. But, because you can pick such specific keywords with Google Adwords and the advertising engine refuses to show ads that don't perform well, you can easily get in front of people that might be interested in them.

    1. Re:Google Adwords by filesiteguy · · Score: 5, Interesting

      And from the webmaster side, the adwords is fabulous. I have been getting referral emails from companies who have generated actual sales from ads displayed on my sites. The nice thing is that my sites are all niche and usually wouln't see much ad revenue. However, with the targeted ads, we're all winning.

      --
      The Kai's Semi-Updated Website Thingy
    2. Re:Google Adwords by goalive · · Score: 5, Interesting
      I agree, Google Adwords are an excellent resource for any business whose goal is to sell something. In addition to that however, the Adwords are also useful to Webmasters particularly because they are always context-sensitive when they appear on a web page.

      In other words, if your webpage text contains a discussion about "intrusion detection systems" it is highly likely that your Google ad banner will have up to four different companies that sell such devices or software. The advantage is that the Webmaster can offer valid commercial links to his free discussion and often make 25-cents per click; the advantage to the retailer is that they have higher exposure and a greater chance of selling their product. The disadvantage to all of us, unfortunately, is that we're still stuck with banner ads long into the forseeable future.

      Regards,

    3. Re:Google Adwords by captain_craptacular · · Score: 4, Interesting

      But are non-intrusive, relevant banner ads such a bad thing? I hate to say it but I've actually been glad to have my attention snagged by relevant ads a few times. The other 90% of the time I have no trouble absolutely ignoring the banners...

      I guess it's a matter of perspective, but I see it as a win for the consumer as well when they are brought together with a merchant who supplies them with something they really wanted or needed. The problem with banner ads in general is that they are usually huge spammy catch alls pimping products that no-one gives a shit about. Googles adwords go a long way towards fixing this problem, at least their ads are somewhat relevant to the subject at hand, whatever that may be....

      --
      They who would give up an essential liberty for temporary security, deserve neither liberty nor security
    4. Re:Google Adwords by hendridm · · Score: 4, Interesting

      > Small businesses with tiny marketing budgets can buy ads easily.

      I've had different results with AdWords. I wanted to test the waters with it so I set a budget of $1.00/day and 5 cents per click. I was quickly disabled for having "too few clicks" so I increased it to 25 cents per click and had the ad re-enabled. Again, it was disabled because of too few clicks. Finally, I tried raising it to $1.00 per click and again had the same results. I'm not sure what you consider cheap, but paying more than $1.00 per click to get decent placement is not my idea of cheap. I can find better click-throughs elswehere for around 35 cents per click and not be charged $5 to re-enable my ad if it does too poorly. For a small business getting started, it's tough to pay than a dollar or two CPM. A thousand impressions with .5% CT rate doesn't add up to much business, and the money for those ads doesn't grow on trees.

      I've had better click-throughs with Market Banker or ads on Kuro5hin.

  2. Ah the good ol' feudal days have returned... by Xpilot · · Score: 4, Interesting

    ...to cyberspace. So go ahead businesses, pay tribute to your new Google overlords.

    --
    "Backups are for wimps. Real men upload their data to an FTP site and have everyone else mirror it." -- Linus Torvalds
  3. Google needs to tweak too by The+Bungi · · Score: 5, Interesting
    Lately I've been noticing that the first five or so hits on searches like

    "Compaq iPaq battery"

    are URLs that look like this:

    http://www.suppabiz.ws/search/results/compaq_ipaq_ battery.html

    Of course said page contains ads for something else or is just a redirect/popup trap.

    Google really needs to use their mad skillz to counteract this. Their algorithm is being screwed by the same type of people who brought us BonziBuddy and all that other worthless shit on the web.

    They came up with the best search engine - I'm sure they can stay on top. But I wonder if they've even noticed, given the massive amount of data they must deal with.

  4. Re:$5,000 per site by dubiousmike · · Score: 4, Interesting

    As someone who subscribes to quite a few web marketing/desing/PR/SEO (search engine optimization) newsletters, I have NEVER heard so much bitching as I do from those who are weathering "Florida" which is the nickname they are giving to Google's recent re-ranking.

    Frankly, these small companies who are putting all of their eggs in one basket by relying so heavily upon Google are destined to fail.

    Google did the re-ranking to encourage folks to both pay for Adwords AND to make a push for Froogle (which is free as in you don't have to pay for listings!!)

    Its amazing how people who are getting something for nothing can bitch when that something turns into what they generally have to put into it - nothing.

    SEO isn't rocket science and those who would pay $5000 for it have too much money in their budget. I have achieved #1 rankings without implementing half of what I could to boost them otherwise....