By Tom Warthen – President, ProSite Web Design LLC –

The engineers at Google have incorporated a new factor into search engine results that has the potential to change the way your Internet marketing campaigns should be designed and implemented.

So, what is this difference? Google is now paying more attention to the way users interact with different search results, and then incorporating this information into future listings. The search giant may look at the time a user spends on your business site’s pages, whether visitors return to your site or not, and the number of “likes” and mentions your site has in social media – before deciding how high your page should rank in their search results.

Google is the world’s largest search engine, so it’s important for your business to keep up as they modify their ranking algorithms. After all, Google isn’t just popular; it dwarfs its competitors, attracting over two thirds of all search traffic in the US1.

Thinking about online engagement represents a new paradigm for your online presence, and a strategy that increases emphasis on the social aspects of the Web. It also means businesses that want to rank well on Google and other search engines should start thinking in different terms, and focus on having sites that:

Entice The Visitor

Design and usability are more important now than ever. Plus, you want to turn those visitors into customers and the best way to do that is to provide pages that are easy to read, understand, and navigate.

Use Keywords Naturally

It used to be that long blocks of text filled with keywords could actually help you with your search engine rankings. Not any more. Not only does too much text scare customers away, this type of over-optimization now raises a red flag to Google and likely negatively impacts your site’s search ranking.

Provide Current, Relevant Sources of Information

People don’t want outdated information. Timely insights, statistics, photos, and visual data are the types of content that people like to view and share. In the Internet age, if your content isn’t as current as it could be, you’re going to see visitors click elsewhere (and take future search engine traffic with them).

Concentrate on Long-term Engagement, Rather Than Short-term Conversions

Overly aggressive sales pages might convert a small percentage of visitors in the short run, but they aren’t necessarily going to build long-term trust and readership. That’s something to keep in mind, because fewer visitors from Google will translate to even fewer sales conversions going forward.

Focusing on these factors is good for the long-term health of your company and your website. It is also providing web users with more relevant and engaging content.

Is your site built to attract customers and keep their attention? Contact ProSite Web Design today to see how you can get the business website you need for the next era of Internet marketing.

Tom Warthen is the President of ProSite Web Design LLC and has been helping businesses looking for a high return on their online marketing investment since the early days of the Internet in the 1990s.

Learn more about how ProSite Web Design can apply their formula for online marketing success to your company to power your business, consistently attract clients, and accelerate your profits – visit and contact ProSite Web Design today.

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1. Danny Goodwin. “Google Once Again Claims 67% Search Market Share” 18 Feb 2013. Web. Search Engine Watch. 8 Apr 2013.