Content Marketing Blog

How to cut through the search engine noise

In this age of Blogger, WordPress and the like, any fool can get into the publishing business.

You don’t need to be a media tycoon or even a trained journalist to share your thoughts and theories with the world. The opening up of the internet has no doubt had many benefits.

It has lowered the barriers to entry for a range of different businesses. The number and variety of free tools available to start-ups and established firms have exploded over the past five years.

But every silver lining has a cloud. With 100 million live blogs worldwide, 500 million people popping out Facebook updates and 75 million tweeters tweeting, information overload is becoming a big problem.

The sheer number of regular web pages is growing exponentially, creating a real challenge even for an organisation with Google’s vast resources and expertise when it comes to discovering, indexing and sorting. When we include social media content, blog posts, traditional news media, photos and video, will ordering the world’s information be too much for the world’s biggest online brand?

Most blog posts we’ve seen about the various hurdles Google faces have come with a health warning that betting against the boys from Mountain View is foolhardy. It would certainly be brave to predict any big changes in the immediate future, not just in Google’s share of the search market, but also its place at the start of most web journeys.

It will though be interesting to see if the first 10 results of 100 million indexed pages continue to satisfy, however relevant they are to the two or three word search term that summoned them from Google’s server farm.

We explored this issue in a little more depth last year with our five predictions for the future of the internet post. We’ll close this one off with a point about keyword strategy, which will only become more pertinent as the web continues to grow.

Websites, even well-resourced, well-informed, established domains, need to pick keyword battles they can win. The most popular terms might not only be virtually unwinnable, but they also might not deliver the most convertible traffic for your particular site.

Some time and effort researching niche terms that still get some search volume, are relevant not only to your brand but what drives your revenue and aren’t already spilling over with indexed pages, will pay dividends.