Google released a very vague and a slightly less vague statistic recently. The search engine giant confessed to premier online magazine, Search Engine Land, that it ‘handles trillions of searches per year worldwide’. That, as Search Engine Land logically deduced, must mean at least 2 trillion. This, as we can logically deduce, is the very vague statistic.
The not so vague one has to do with Google AdWords. This online marketing tool, as Google mentioned at its performance summit this year, has led to more than 1 billion store visits globally.
As a digital marketing agency, we have become used to vague Google speak and we, of course, make it our business to decipher what Google means.
So what can we deduce from this information?
Well, as far as the search figure is concerned, (and judging by the estimate that the number was 1 billion per year in 1999), we feel that it is safe to say that, despite the not so obvious threats like Amazon and slightly more obvious threats like Facebook, Google is nowhere close to being defeated just yet. To give some context in this regard: Amazon is Google’s biggest competitor in terms of product searches, and Facebook actually beats Google in terms of driving traffic to a site from a news cycle. (What we need to remember here is that Google does what it takes two of its competitors to do).
What does this mean from a practical perspective? For us, that it is still worthwhile to decipher vague Google speak, and that it is still important to invest in SEO to ensure that you remain Google optimised. By the look of things, the search engine giant is holding on to its title, and if Google is going anywhere, it is even further ahead of the pack.
As far as the AdWords figure is concerned: firstly, invest in AdWords. They work. Secondly, online advertising works and can actually lead to sales.
In closing, let us say that paid advertising and SEO are not the only things in which you should invest. If your online marketing strategy has any chance of succeeding, you’ll also need to invest in Content Marketing to generate a deeper interest in your brand or company and utilise all of your social channels (especially Facebook) and amplification platforms, like Outbrain, to get your content noticed and to drive traffic back to your site.