MyNews24 is a user-generated section of The stories here come from users.

Eric Burdette
Comments: 9
Article views: 122
Latest Badges:

View all Eric Burdette's badges.

Online Marketers vs Google: how the small business can compete

18 July 2014, 20:15

Internet Marketing strategies are being revolutionized despite Google’s attempt to keep business owners inside their control. The absolute truth about internet marketing is that much of it is, and always will be, a mystery. The exact features and intricacies of the search algorithm for “The Big Three” (Google, Bing, Yahoo!) is kept from the public, and understandably so.

Internet marketing companies compete by manipulating the algorithm. There are certain strategies, e.g. keyword packing, viral articles and videos, content marketing, social proofing, social validation, etc, that internet marketing companies deploy the make their clients’ web pages appear more prominent than they actually are. In order to combat this, Google will alter their algorithm, devaluing certain strategies. These updates happen often, sometimes monthly, and Google will only provide general overviews of their changes to the search algorithm. It becomes a constant struggle between internet marketing companies trying to artificially (and for the White Hat SEO companies organic ranking) rank their clients and Google who is trying to ensure that they can control all of their search results.

With the multitude of internet marketing strategies it is an advertiser’s market. No matter the changes Google or other search engines make to their search algorithm, marketers will adapt and evolve to manipulate it. For example, Keyword packing was a marketing strategy used around 2010. Marketers would take key phrases that searchers would type into search engines and fill their websites with content that exclusively contained high traffic keywords. At the time, Google’s algorithm was not intelligent enough to tell the difference between a sentence that was filled with keywords, i.e. “Social Security Law, Disability Law, Worker’s Compensation Legal aid.”, and sentences that actually used key terms in context, i.e. “Example law firm practices Worker’s Compensation Law”. As a result, meaningless websites packed with computer generated keywords would appear on the first page of google for a multitude of queries for little to no cost. Of course, Google has adapted their algorithm to require keywords to appear in context in order for a page to gain internet authority.

But the marketers are always one step ahead. Google’s changes are always in response to creative marketing ideas and can take months to have any effect on the manipulation of search results. For every change Google makes, effective online marketing companies have a dozen other strategies already help ranking their clients. The investment required to rank a website through an experienced and knowledgeable company is only a fraction of the marketing budget used by big brand companies like Coca-Cola or Apple. If one were to ask Google about the legitimacy of the various marketing strategies their answer would, of course, be negative. Google’s ultimate goal is to control all information on the web through their filter (search engine algorithm). However, if one were to ask the small business owner that cannot afford massive marketing budgets how fair search engine manipulation is, they would answer positively.

Online marketing companies can draw traffic without the threat of legal action. They provide small businesses the opportunity to compete with the department store or giant online retailer despite the fact that they do not have the available cash flow. They are quickly becoming essential for any business to compete and in the future they may very well be the only way for small businesses to stay in business.

Disclaimer: All articles and letters published on MyNews24 have been independently written by members of News24's community. The views of users published on News24 are therefore their own and do not necessarily represent the views of News24. News24 editors also reserve the right to edit or delete any and all comments received. publishes all comments posted on articles provided that they adhere to our Comments Policy. Should you wish to report a comment for editorial review, please do so by clicking the 'Report Comment' button to the right of each comment.

Comment on this story
Comments have been closed for this article.

Read more from our Users

Submitted by
Angus Douglas
Private Car Ownership is Dead

Only two things warrant extreme urgency – when you’re heart stops beating, or you can’t breathe.  Read more...

0 comments 158 views
Submitted by
Linamandla Mpolase
Politics of ideology or realism

I have been an avid follower of the University Revolutions taking place all over South Africa. However the concern for me came after the defacing of the statues and protests in institutions became a monthly event. Read more...

0 comments 131 views
Submitted by
My Invincible Disease

This disease has taken so much from me, we really need a cure, we really need help to just live a normal life.  Read more...

0 comments 2831 views
Submitted by
JoPro Blog
EcoMobility: The Un-Trained I

Sandton is perfectly poised become the eco-hub it so richly deserves to be: one that is thriving, fluid and mobile, with an eco-echo resounding. Read more...

0 comments 738 views
Submitted by
Jim Dickson
Cecil the lion

While it is sad that Cecil was killed I am glad to see that Walter Palmer has been exonerated from criminal charges related to this. Read more...

0 comments 188 views
Submitted by
Kindness ripples


0 comments 100 views


E-mail Alerts The latest headlines in your inbox

RSS feeds News delivered really simply.

Mobile News24 on your mobile or PDA

E-mail Newsletters You choose what you want

News24 on Android Get the latest from News24 on your Android device.

SMS Alerts Get breaking news stories via SMS.

Blogs Your opinion on you, me and everyone.

TV Get us in your home, on your television.

Interactive Advertising Bureau
© 2015 All rights reserved.
There are new stories on the homepage. Click here to see them.


Create Profile

Creating your profile will enable you to submit photos and stories to get published on News24.

Please provide a username for your profile page:

This username must be unique, cannot be edited and will be used in the URL to your profile page across the entire network.


Location Settings

News24 allows you to edit the display of certain components based on a location. If you wish to personalise the page based on your preferences, please select a location for each component and click "Submit" in order for the changes to take affect.

Facebook Sign-In

Hi News addict,

Join the News24 Community to be involved in breaking the news.

Log in with Facebook to comment and personalise news, weather and listings.