It is globally accepted that the internet is the best way to reach out to a large number of people. As a business house, the process for you begins with the creation of a website. When someone searches for the product or service that you offer then the website pops up in the search results. While it sounds simple the actually process is a little more complicated especially when it is about multiple results for the same brand.
When someone feels the need for a product or service, it is through a search engine like Google that they search for it. Google throws up results in an organic fashion which ensures that there are many different results for the same set of keywords. In a bid to do this, the search engine sometimes eliminates results which could be more helpful to the person looking for the service. This is especially true when the search is location specific or the keyword includes a location in it.
For instance, if you were to search for architects or engineers in a particular area, you will find that only the first three are from the same firm. After that you will be shown the smaller business directories like Yellow Pages or any such local directories. Where have the other architects in that place gone? Why are you not been given the option of looking at other alternatives? The reason is that Google has filters that eliminate them.
Why and how does Google filter out content
Google wishes to provide its users with unique content and this is why it uses filters to remove similar content from the same brand or company. This way the users have a wide variety of options to choose from rather than getting stuck with the same company every time. The other reason why this popular search engine uses filters is because it does not wish for one company to dominate the field. In that way the filter works in favor of other businesses that do not have high rankings by giving them a chance to be right there at the top.
This filtering is not really done randomly. Sites with high rankings and relevant content eliminate getting filtered. For others the number of links too have a role. Local links in the form of charity events, sponsored events etc reduce the chances of elimination.
What can you do to avoid being filtered?
As a brand you might be at the receiving end if all your websites or offices are not getting the required coverage on Google. You can try out some things listed below to make a difference
Interesting and innovative websites – Google does not wish to have duplicate sites in the search results so eliminates sites which look similar. Make sure that your websites for different locations are different from each other in their content and design.
Using the local pin codes to advantage – The sites which are focused on providing service to the local community can include specific locations or community names which will get them specific views by people looking for the service in that area.
Linking smart – If your business is an offshoot of a bigger brand, resist the temptation to link to the homepage of that big site. This will not help get many hits on your page. Instead create a page whose content will give your visitors all the location specific information needed. These links will make your page unique and make it come up when that location specific search is done.