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Business > Building online presence
Google is the bastion of web-based
searches and there are some
simple methods you can use to take the
‘randomness’ out of a potential customer’s
search. This article discusses authentication
or, in other words, how Google ascertains the
usefulness of the information and its credibility.
In 2004, James Surowiecki, in his book
The Wisdom of Crowds: Why the Many are
Smarter than the Few and How Collective
Wisdom Shapes Business, Economies,
Societies And Nations, argued that the
aggregation of information in a group, or
‘crowd’, and in particular the decisions that
derive from it, is often better than could have
been made by any single member of the
group. His book identifes a number of case
studies to support his hypothesis.
The relevance of Surowiecki’s work is
that the concept he presents is, in fact, the
concept that Google applies to its role of
authenticating the information it indexes. In
other words, when a person searches for
‘self managed super fund’, Google returns
information in a rank that it believes is
infuenced by the wisdom of crowds.
In the case of the search results for
the term (try this yourself) “self managed
superannuation funds”, it is unsurprising
Google has determined, based on
infuence, that the two answers to the
question are from the ATO, followed by a
business obviously targeting this niche.
Hence, their domain name contains the
relevant keywords within it.
BUT MY BUSINESS…
You might say that your business specialises
in self managed superannuation funds,
provides a copious amount of information on
your website relevant to the question, and
that the information is far more complete
than that from the organisations Google has
rewarded by ranking them in pole positions.
That may be the case but, in keeping with
Building your business through your website's online accessibility
(or findability) is cost-effective and can give you a serious edge
on your competitors. It does take time though.
Story Dan Toombs
Google’s crowd theory, the one defnitive tool
that it uses in authenticating this information
as more important than the information on
your website is the quantity of links these
sites have acquired from other websites.
In other words, in Google’s mind, the fact
that there are many links from other sources
pointing to this webpage, in particular the
website to which it is attached, suggests to
Google that the crowd like it and, in turn,
Google has rewarded them for it.
If you have a creative mind, it may follow
that, for your business with its robust page
on self managed super funds, you ask 252
organisations you know to post links on their
sites to your content and that’ll do the trick.
It’s not that simple. The theory isn’t bad, but
the success of the strategy will depend upon
the quality of the websites that are linking to
your relevant page. In determining quality,
Google, via its very complex and ever-
changing algorithm, applies a ‘page rank’
to every site on the web, which is derived
from many different factors, one of the most
predominant being the quality of the links
to the relevant site. So, in other words, the
linking of higher ranking websites to your
website will assist Google in coming to the
view that the company you keep is very
good, and hence your business
must be good as well.
It follows that to acquire
quality links, your website
has to be quality as well and
increasing “quality” derives
from excellent content that has
been integrated into the
site effectively. Creating
a self managed superannuation fund” might be
OK, there are other ways your business can
produce and disseminate that content that may
better engage a potential client.
Can you distil the commonly asked
questions on superannuation on video, an
audio podcast or a Slideshare? Can some
of those questions be integrated into your
email campaign to drive readers back to
your site for more compelling content?
Have you a blog and is it syndicated
across into your Linkedin account and
other social media platforms? Are all
those in your business actively generating
leads on those platforms? Are you
watching the analytics on your website
and tweaking accordingly?
If you’re not, you have to make a start
today. Despite what you hear, building an
effective online presence takes time. The
longer your business is out of the water,
the more time your competitors have to
improve their stroke.
Dan Toombs is the director at Grow Your Firm:
The Professional Services Marketing Company.
See growyourfrm.com.au or call 1300 886 322.
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