The Cream Rises to the Top, Part Two of Three
In my previous column, I discussed the issue of relevancy and how small businesses who play fair with search optimization come out where they belong: on top of the relevant searches that guide their customers to their products.
Google seeks to:
- Meaningfully categorize searchable web pages
- Return relevant result to user queries
- Connect searchers with reliable information
To my mind, this trust relationship between Google and small businesses is one of the most empowering aspects of e-commerce. By creating a trustworthy system that allows consumers to reliably find exactly what they’re looking for online, Google is empowering small businesses. Google is actually making it possible to compete on a national or global scale, even if you are, for instance, a small online printing company in a tiny town inMontana.
A small business can be located literally anywhere and still succeed on a large scale if they are properly optimized for search. My company, TicketPrinting.com, of course, is a small print shop in a tiny town inMontana—specifically, Harlowton, a little hamlet of scarcely one thousand souls, in which my company is a major employer. Harlowton, like many small towns these days, could be described as economically depressed, and yet, thanks to our Internet based business model, we have become the national leader in online ticket printing and event collateral (wristbands, invites, flyers).
We can state that the Internet brought the death of distance, but without the organizational and curation prowess of Google, this is a meaningless assertion. Without Google, we would be stuck in Harlowton. With Google, we can compete on a national scale. Google brings us to our customers, who can sit comfortably at their desks while perusing our stock (which, again, thanks to the Internet, can appear virtually without our having to maintain bulky paper catalogs or warehouses of unsold merchandise).
In this sense, Google is not only empowering to small businesses, but also to the shoppers who patronize those businesses. Anyone who has ever said, “I don’t have the time to go out and shop; I’ll just get it online,” knows how liberating this model is. This global marketplace allows savvy consumers to find lower prices while searching an almost limitless selection of goods.
Google is great for consumers, great for businesses, and overall, great for the economy.