Internet search engine – a powerful (not only) marketing tool

You type something into Google – a few words, a question, maybe the name of a particular product, and in a split second you have hundreds of answers before your eyes. Most of us don’t even think about how an Internet search engine works. And that’s a shame. Because if you run a business, an online store, or at least have a website, a search engine can determine whether your business will grow or disappear into the crowd.

At ITH, we work on dozens of projects every year – from IT infrastructure to data security. But one thing we know for sure: no investment in systems, applications or even website design will work if no one can find you online.

Internet search engine – what exactly is it and how does it work?

In a nutshell, an Internet search engine is a system that searches the resources of the Internet and suggests to the user the best (that is, the most accurate and trusted) answers. And it does this through complex algorithms that evaluate millions of pages – and decide which one will go to the top of the results.

And here’s an important note: if your site is not on the first page of search results, it DOES NOT exist. We click what we see and won’t waste time searching the Internet resources. If your site does not appear on the first page of search results, the chances that a web user will find it are close to zero.

Why is the Google search engine king?

Google is responsible for more than 90% of all searches in Poland. Users trust it implicitly because it works fast and delivers relevant search results. This is why marketing and IT activities today should be tailored mainly to the requirements of this particular search engine.

Google gives you a lot of tools (Google Analytics, Search Console, Ads, My Business) and in doing so has specific expectations of your site. If you don’t meet them, the algorithm will skip you. It doesn’t matter that your website is aesthetically pleasing, responsive and well rated by users. If you don’t meet Google’s guidelines, you won’t achieve the intended conversion.

Is an Internet search engine the same as a browser?

Most users think of Google as a synonym for a search engine, but remember that Google Chrome is a web browser, not a search engine itself. What does this mean in practice?

• Google Chrome is the program you use to browse the web.

• Google (search engine) is a service that helps you find information on the Internet.

Most people use Google Chrome and have Google’s search engine set by default, so this association is common, but incorrect. There are other browsers, such as Firefox, Safari, Edge, and other search engines, such as Bing, DuckDuckGo, Yahoo!

How do the most popular search engines rank your site?

Many factors influence the position in search results.

• page load speed,

• Security (SSL certificate is a must!),

• Adaptation to mobile devices, or responsiveness,

• Code structure and technical correctness,

• Content (unique, well-written, user and Google robots friendly),

• UX, or how to easily navigate the site,

• Internal and external linking.

Remember that even the best website will not start selling if you neglect any of the three departments: SEO, IT and marketing.

IT infrastructure – the foundation of SEO

Although SEO is mostly talked about in terms of keywords and content, the invisible technical layer of a website plays a really important role. Google doesn’t like sites that are slow, unstable or generate errors, so make sure you have a solid IT foundation before allocating a budget for SEO efforts. At ITH, we provide an infrastructure that is exactly what search engines like.

Hosting that will not disappoint

Page load time is one of the key ranking factors today. The slower the site, the greater the risk that a user will abandon it, and Google takes note. At ITH, we offer high-speed hosting, VPS servers and cloud environments that provide instant access to content. Not only does your site have a better UX, but it’s also more likely to rank better in search results.

Your website must be “online” not just for customers

Search engine, or search engine, indexes websites regularly, so when your site is unavailable, it can affect the quality rating. The ITH team takes care of the constant availability of your website: we offer monitoring, automatic backups, updates and full administrative care. This gives you the assurance that the site will be up and running when Google’s algorithms visit it and when potential customers come to it.

Security is also a factor in SEO

Sites with an active SSL certificate and adequate server security are favored by search engine algorithms. At ITH, we configure SSL certificates, UTM firewalls and threat detection systems. We regularly update the environment and test the site’s resistance to attacks.

Google, Bing, DuckDuckGo…. which search engine to choose?

Finally, one more thing. So far we have focused only on Google, but it is not the only solution available. We also have the search engine Yandex in Russia, Bing (especially popular in the US), Baidu (in China) or DuckDuckGo. Until a few years ago, Yahoo! was one of the most popular search engines in the world, but it has long since lost its leadership position. In Poland, however, there is no doubt – Google’s dominance is unquestionable. Alternative search engines are more of a curiosity than everyday tools.

Want to be visible on Google? Start with a conversation

Search engines today are not just a tool – they are the point of contact between your company and your customer. It’s worth ensuring that this first contact is the best possible. Let’s start with a conversation. We’ll review where you are and what your IT efforts should look like to support business growth.

FAQ: what should you know about search engines and visibility of your site?

Why doesn’t my website show up in Google?

The search results provided by Google are not random. If a site loads slowly, doesn’t have an SSL, doesn’t work on mobile, it will simply be overlooked. At ITH, we help bring it into a form that Google’s robots like and appreciate.

Google or something else? What are the other search engines?

Google is an absolute giant. This search engine is used by more than 90% of Internet users in Poland, which means that it completely dominates the search engine market. Of course, you don’t have to use exactly Google. If you place a premium on privacy of your information search history, you can install DuckDuckGo. Ecosia, on the other hand, is investing its profits in planting trees.

Why should I take care of IT if I want to be high in Google?

Loading speed, 24/7 availability, security, technical correctness – all these affect your position in the search listings. At ITH, we will take care of everything from A to Z: hosting, backups, VPS servers, cloud, monitoring, certificates – you focus on business, we focus on getting you noticed by Google.

Does Bing really matter?

In the United States, Bing has a pretty sizable user base using it if only because it is the default on Windows. If you’re thinking of expanding overseas, consider other search engines as well.

What is the difference between a search engine and a browser?

This is a classic trap! Google Chrome is a browser – a tool with which you open pages. And Google (the search engine) is the service that helps you find them.

Can search engines look for text only?

No! We are increasingly using image search, video search, Google Maps locations and even voice queries. That’s why it’s worth making sure your site is well optimized for these formats as well – from metadata to responsiveness and multimedia accessibility.

Is SEO a part of online marketing?

Absolutely. SEO is the backbone of online marketing – because even the best campaign won’t work if your site doesn’t appear in the right place in a search engine. And for that to happen, you need a tsolid IT background.