One of my goals as co-owner of the business has been making sure our website is up to date, looks good and helps you, the customer, find what you need when searching out a custom duct fabricator.
Creating a quality website with good information and running a Google Adwords campaign are a few of the ways I accomplish this goal. This way, when you search for custom duct or anything related to what we do, you will find us in Google search results.
My time is extended and my expertise resides in the field of metal fabrication so naturally I have hired a quality business, Flourish Digital Strategy, to run our Google Adwords campaign. Since starting we have done very well and the website has brought in some great business along with new, quality contacts. However, any changes can have a major impact an how the campaign runs. Any differences in the way people search, Google's algorithm's or increase in prices is something that needs monitored when deciding how to progress with the campaign.
Because our website has become such an integral part of the business I find myself reading and researching more on SEO, web based properties and best practices. This is especially true when I see something regarding Google and how they process you, the customer's searches.
So this morning as I perused my daily RSS feed fix I came across an interesting article on Huffington Post outlining the new way in which Google processes your searches and how it may affect rankings of your business's website.
From Huffington Post
Google has quietly retooled the closely guarded formula running its Internet search engine to give better answers to the increasingly complex questions posed by Web surfers.
The overhaul came as part of an update called "Hummingbird" that Google Inc. has gradually rolled out in the past month without disclosing the modifications.
The changes could have a major impact on traffic to websites. Hummingbird represents the most dramatic alteration to Google's search engine since it revised the way it indexes websites three years ago as part of a redesign called "Caffeine," according to Amit Singhal, a senior vice president for the company. He estimates that the redesign will affect the analysis of about 90 percent of the search requests that Google gets......Read More
The company I use for creating and running the campaign is great, so this is something I don't feel is a major issue. However, it shows how much our business has changed over the years and how we go about finding new customers.
In the past I would have flown right past an article like this one, in fact I probably wouldn't even have it on my radar. But, the world changes and with that your business. This is only our 10th month of running the Google Adwords campaign and only our second year of any kind of advertising the company in general.
I made a concerted effort to move the majority of our advertising online because I felt like you, the customer, is busy and usually on the move. The majority of your research for HVAC or duct fabrication will be done on your phone, tablet or late night/weekends on the web. Rarely, I feel anyway, do most people pick up the newspaper for research in regards to a service or trade.
Our business is still majority local and word of mouth. However, the world is moving online more and more everyday, so I must be diligent in making sure our customers can find us easily when searching the web.