Every time you hear us talk about search, we are generally referring to Google. People often ask why this is, so we thought we would write a blog to explain why Google is the search engine of choice for both customers and agencies.
Firstly, lets look at why users use Google… I have tried to boil this article down into simple sections, as this topic is a pretty chunky one to say the least!
Google is generally quicker than the other search engines at bringing back results. It is able to deliver millions of results in 0.19 of a second. This is down to their technical infrastructure, which is much better than the other engines. Google once had a fire at one of their server warehouses and although it destroyed everything hardware-wise, their service wasn’t impacted at all. Nice.
Google has a lot more sites in its index. It picks up new sites faster than any other engine, so you are able to search latest news, latest sites and just loads more sites in general. Technically, you should have a better result if you have more to choose from
Google’s algorithm is much more sophisticated than the other engines. They should be better at determining which sites are the most relevant and which ones aren’t, although I’m not sure this is always the case, particularly at the moment, based on the latest algorithm update and the fact that Google have asked people to report spammy results! (We will cover this in a later blog.) No doubt the Google+ network will help with relevancy of search in the future. Google have their fingers in many data pies, which the other engines don’t. Subsequently with more data they can make more informed decisions, somewhat scary when you hear of them being able to know what you are going to type before you do!
You can’t overlook this aspect of Google. They are everywhere! They didn’t do a lot of advertising previously, and they don’t really advertise their search offering currently however they do advertise a lot of their other services which are all “Google” based… so naturally you hear the name a lot. That said, I am not sure about their company motto “Don’t be evil”, I will discuss this in another post/rant.
And why do agencies like Google?
5. Market share
Well, 85% of the UK population use Google so it certainly makes sense to put your efforts into the dominant company as you are likely to get a better return for your investment of time.
6. Platform and tools
When looking at the advertising section of these engines (Adwords/Bing ads) there is no comparison. Google are years ahead. You can set something up in minutes on Google, and hours/days for the other platforms. Google also provide a good tool set for you to use, which includes Analytics and WebMaster Tools to name a few. They obviously don’t tell you specifics, and leave us to work out how to adapt things accordingly!
They also provide us with an account team, unlike the other engines. Although they are not always that well versed on the commercial application of Adwords. They are able to help us and our clients out with a number of things that would again take a long time to resolve in Yahoo/Bing.
These are quite a few reasons why Google is dominant in the market. I wouldn’t rule out doing things in the other engines but would always put Google first as that is where most of your clients are.