While many SEO efforts and other types of marketing strategies are focused solely on a company’s search rank on Google, there may be other websites to consider for a more effective campaign. Google is traditionally thought of, especially in the marketing world, as the most common place for people to input their search terms. Although the Google market share is currently at 63.8 percent, other search engines like Bing at 33.5 percent are now being considered a competitive threat. Even if the majority of your marketing efforts center on Google, it might be useful to consider competitors as another place to become more visible online.
Looking at Threats to Google
Even though Google may seem like the one and only place that people search for the information they are looking for, the company has to consider competitors like Bing and Yahoo because they have a similar format. However, in spite of the existence of these other search websites Google’s most significant competitor is actually Amazon. People are beginning to go to Amazon for product searches much more often than they do on Google. Another major competitor is Apple because they support ad blocking that prevents content from loading and especially ads from Google’s Double Click for Publishers and Double Click Ad Exchange which is a major blow to their revenue. Facebook is also broadly known as a significant competitor to Google because it is more effective at driving traffic to a website through a news cycle. Competition for Google can even come in the form of messaging and texting as people simply ask their friends instead of performing a search.
When considering Google’s competitors and the threat that they may pose to the major search engine, it can be an opportunity for marketers to expand their strategies. Instead of focusing all SEO efforts on Google, marketers can begin to develop a campaign for scaling their sales on Amazon and targeting results from product searches. With the ad blockers that Apple has created now harming Google, it might be a good strategy to incorporate native advertising as a way to promote on the web. Facebook advertising is also a very important aspect of marketing with the amount of referral traffic it can produce to other websites. Other social media websites can be incorporated as well but Facebook represents a significant platform to pay attention to. Since messaging and recommendations from friends are also a threat to search engines, think about building your brand so that you become a company that people will suggest as a solution. Google may be at the core of most marketing strategies, but branching out and diversifying to its competitors can help build a more effective campaign that reaches a wider range of customers.
Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.