Four ways to compete against Google in the wake of the FTC ruling

The FTC's ruling could be bad news for SMBs that rely on search ranking to attract customers.

By , PC World |  IT Management, Google

1. First, understand that you're going up against Google--and in most areas probably Microsoft and Apple as well. I'm not suggesting any company throw in the towel simply because there are competitors, but if you ignore the fact that you're competing with giant tech companies that are household names with loyal customers, you're doomed.

2. Second, don't rely on Google. It's the dominant search engine, but it's not the only game in town. When you're fighting to be ranked higher in search results, look at Bing, Yahoo, and other rivals, and try to improve your ranking in search results across the board so you're not quite as dependent on Google.

3. Third, don't rely on search results. It's nice to be prominently featured at the top of relevant searches, but it's hard to achieve and even more difficult to maintain--especially when the FTC gives Google a free pass to modify search results in the name of improving the search experience. Find more creative ways to market your product or service through social media, and other avenues like actually paying for Google Adwords, Twitter promoted tweets and such.

4. Most importantly, build a great product or service. Yes, when you're competing against a 400-pound gorilla like Google--and the gorilla controls the online search results--the challenge is more difficult. But, if you focus on search results and have a flaky product or service, you're dead anyway. However, if your emphasis is on the customer--and designing the very best product or service available--it will speak for itself and generate its own marketing.

Google is Google. It will rank highly in search results without any subterfuge by Google, and it's up to you to be more innovative in your approach to finding customers.


Originally published on PC World |  Click here to read the original story.
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