“The biggest online landlord now would have to be Google. I’m afraid of this big Google landlord, to the extent that I’m more than happy to grow my business; be very, very relevant in what we do; and describe exactly what we do on our website. This creates authentic relevancy, so our website does actually naturally rank.
“That’s the thing with this business of SEO and trying to beat the system… basically you’re in battle with Google.”
In today’s episode of Xero In, co-hosts Rob Stone and JV Douglas are joined by James Stevens, founder of online rose and gift delivery service Roses Only. The trio discuss the fact that, with so many retailers moving to the web, Google is really the new landlord for online businesses.
Traditionally, vendors have had to pay more for shops or stalls in areas with more traffic. The prime space in those areas is the most expensive. Well, says James, Google is the search engine with the most traffic, and page one of Google is prime real estate. This means small business SEO is more important now than ever.
“There is no negotiating and it’s no different to any large landlord. The analogy is they provide you with an opportunity to display your wares; you (on a 24/7 basis) have to keep tendering for that spot so that you can keep showing your wares.”
Of course, ranking in Google doesn’t just mean paying the most – it’s a whole lot more than that. While you can pay for advertising in Google, you also need to put in the work when it comes to search engine optimisation (SEO) for your website.
“And if you’re not in that top three in Google search, you may as well not be anywhere,” finishes James.
Small business resources:
- Small Business Guide: Small business SEO – Xero.com
- Article: The Game Is Changing: How To Build Your SEO In 2016 – Forbes.com
- The beginner’s guide to SEO – Moz.com
What would you like to hear?
Got a topic you’d like to hear discussed? Or a business expert you admire and would like to hear from? Let us know in the comments below!