Where a company is ranked depends on
Google algorithms that take into account
factors like whether a company has been
listed on ratings websites like Yelp or
TripAdvisor or have received media publicity.
Google says it is looking to see how “relevant
and reliable” a website or web pages are about
a given topic.
Companies can also buy ads that appear in
search results. Google runs an auction
in which companies bid against other
advertisers for keywords and phrases; the
price is set by the bidders. Businesses also
can pay to get products in Google Shopping,
which includes a strip of photos with links at
the top of search results.
Companies that don’t advertise can find
themselves pushed lower down on a page of
search results; Google gives priority to those
who have paid enough to win a prime spot.
That policy is an outgrowth of one dominant
company owning both search and advertising.
But companies say Google ads are worth the
expense. Google has been more effective for
Louisiana Crawfish than any other form of
advertising, CEO Avery Smith says.
“At this point, approximately 90% of our
advertising dollars are spent with Google,”
says Smith, whose company, an online seller
of the crustaceans and other food, is based in
Natchitoches, Louisiana.
The more a company bids for keywords, the
higher its ads can place. However, companies
can’t see what others bid; they can only guess
from the rankings.