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How to Leverage Search Engines for Business Growth

In today’s digital era, search engines have become a primary resource for individuals seeking information. With an astounding 99,000 searches being made every second, resulting in over 8.5 billion daily searches, it is evident that businesses need a strong online presence. Being visible on Google is not just beneficial, it’s essential for businesses to reach their potential audience.


How to Gain Visibility on Google

Google Business Profile 

The Google Business Profile serves as a digital representation of your business. It provides essential information about your operating hours, services, products, and customer reviews. Accumulating positive reviews can improve the credibility of your business, making it more attractive to potential customers.

Google Ads 

Google Ads provides a platform for businesses to advertise their services or products directly to their target audience. Using a Pay-Per-Click model, businesses can set a daily budget and compete for ad visibility. The system allows for flexibility, enabling advertisers to modify their campaigns based on performance metrics.

Google Shopping 

Google Shopping offers businesses an opportunity to display their products directly within the search results. This platform displays product images, prices, and descriptions, providing users with a brief overview of the product before they decide to purchase.

Organic Search Results 

Achieving high rankings in organic search results requires a strategic approach to search engine optimisation (SEO). Although it might be a long-term process, the benefits are lasting. Notably, 68.7% of users tend to click on the top three organic search results, emphasising the importance of a strong SEO strategy.


Understanding Search Engine Terminology

Important Terms in the SEO Domain

To navigate the world of search engines effectively, it’s crucial to understand common terms such as ‘Search Volume’, ‘SERP’, ‘Backlink’, ‘Keyword/Keyphrase’, and ‘Meta Description’. These terms are fundamental to the strategies and tools used in SEO.

Search Volume

Search volume pertains to the number of times a specific keyword or phrase is searched for in a search engine within a specified timeframe, usually measured on a monthly basis. This metric is crucial for SEO professionals as it gives an insight into the popularity of a keyword. High search volume often signifies that there’s a significant interest in that keyword, making it a potential target for optimisation.

SERP (Search Engine Results Page)

When you type a query into a search engine, the page that displays the results is known as the Search Engine Results Page or SERP. It contains both organic (unpaid) search results and often, paid advertisements. The goal of most SEO campaigns is to achieve a high ranking on the first SERP because higher positions tend to attract more clicks.


A keyword or keyphrase is a term that signifies the content of a web page. In SEO, these are the terms you aim to rank for, as you believe users will use these terms when looking for the information, products, or services your website offers. While a keyword typically consists of one word, a keyphrase is generally two or more words long, often forming a query or question.

Meta Description

The meta description is a brief summary of the content of a web page, typically ranging from 150 to 160 characters. While it doesn’t directly influence a page’s ranking, it can impact the click-through rate. A well-crafted meta description provides a concise insight into the page’s content, prompting users to click on the link if it matches their search intent.

On-site/On-page SEO

On-site or on-page SEO refers to all the actions taken within a website to improve its position in search rankings. This includes optimising content, improving meta descriptions and titles, ensuring a mobile-friendly experience, and improving website speed. It focuses on individual page elements, making the content relevant to the targeted keywords and ensuring the website is crawlable and indexed by search engines.

Off-site SEO

In contrast to on-page SEO, off-site SEO encompasses all the activities that take place away from your website but affect its search ranking. A significant part of off-site SEO is building high-quality backlinks from authoritative websites. Such links serve as endorsements, signaling to search engines that your site offers valuable content.


A backlink is a link from one website to another. In the realm of SEO, backlinks are akin to votes of confidence from one site to another. The more high-quality backlinks a website has from reputable sources, the more credible it appears to search engines, which can positively influence its ranking.


Differentiating Between On-site and Off-site SEO

SEO can be categorised into two main areas: on-site and off-site. On-site SEO refers to the optimisation of elements within a website, including its speed, URL structure, mobile compatibility, and the absence of broken links. In contrast, off-site SEO relates to external factors such as the number and quality of backlinks a website receives.


Delving Deeper into Google Ads

How Google Ads Operates

Google Ads uses a pay-per-click model where advertisers are charged each time a user clicks on their ad. Advertisers can set a daily budget and bid for ad placements. This model allows businesses to compete for ad visibility, giving them control over their advertising expenses.



Navigating the realm of search engines requires a combination of knowledge, strategy, and persistence. While merely having an online presence was once enough, businesses today need a thorough understanding of platforms like Google to maximise their visibility and reach. For businesses seeking expert guidance in this domain, agencies like NORTEC are equipped to provide the necessary expertise and support.

Ensuring a strong online presence is a task best undertaken with expert assistance. Connect with NORTEC for comprehensive digital solutions tailored to your business needs.

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