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Over 92% of all internet searches are made using Google,1
making it the most important search engine in Canada.

To ensure your business is being indexed by Google, you need to understand how the search engine returns results and the power of search intent.

There are more than 5.6 billion Google queries each day and the software giant crawls over 1.5 billion websites to return results.2 In the early days of Google, the search engine relied on keywords, back-links and meta-data to analyze content and decide which results were most relevant. This method turned out to be ineffective because businesses would simply stuff their websites with irrelevant keywords, abuse meta-data and buy links.

To provide users with more relevant search results, Google has invested in artificial intelligence (AI) and machine learning technology. The goal of this sophisticated software is to provide users with results that match their search intent and to not rely on outdated search engine optimization (SEO) techniques.

Search Intent Result Examples:

  • If a user searches “movie theatres”, they likely want a list of nearby movie theatres and movie showtimes, not a site about the history of movie theatres.
  • Someone searching for “how to change a tire” is looking for information and step-by-step instructions, not the contact information of a mechanic.
  • A search for “barbeques” usually indicates a person is looking to buy a grill—either online or in-store—and is not interested in recipes or restaurants.

In all the above examples, Google uses AI and machine learning to understand the search intent of the user and analyze content on the web to return specialized and useful results.

What Search Intent Means for Businesses
To rank for specific searches, you need to take a holistic approach to your digital presence by optimizing your website, social media accounts and Google My Business listing as Google analyzes all these resources. You also need to be creating quality content that is useful for consumers. Google now has the ability to filter out and penalize spam sites and businesses that copy content from other places on the web.

If you need help with content and improving your Google ranking,
contact an idig Marketing specialist.

idig Marketing is a full-service digital agency that generates meaningful website traffic and drives high value leads to your organization. By optimizing organic content with paid advertising our custom methodology includes hosting, eCommerce and online security.

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We post digital marketing tips to help Canadian businesses succeed.

1 CIRA. “Canada’s Internet factbook 2018.” Retrieved June 18, 2019 from https://cira.ca/factbook/canada%E2%80%99s-internet-factbook-2018

2 Internet Live Stats. “Google search statistics.” Retrieved June 18, 2019 from https://www.internetlivestats.com/google-search-statistics/[/vc_column_text]

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