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DIGITAL MARKETING & COMMUNICATION

keeping the information up to date in each place
separately and on tracking reviews and comments
on a daily basis.

Tip No.3: Strengthen the relevance of your
brand (business) for Google, Bing and Yahoo
search engines to move your website and your
business higher in search results
How do people get to your site?
Either through direct access, by entering the
URL directly into the command line of the browser
or by clicking on one of your ads (PPC, banners,
advertising on social networks) if you use them.
However, they most often come through a link to
your site in one of the search engines - from the
search results.
And that‘s why it‘s essential for your business
to get to the highest possible site position in the
search results - i.e. to have the link to your site as
high as possible on the results page. However, this
is often not enough because search engines insert
their own services into the first few positions. In
particular, Google, Bing and Yahoo will put links to
their maps and business catalogue in the first and
most visible positions. The first natural links are of-
ten actually invisible.
When searching on Google, you sometimes only
see one natural full-text search result.
Each search engine - Google, Bing, Yahoo - uses a
different algorithm and different weights to decide
which site to display in response to which search
request. The results are different on different search
engines and even on the same search engine they
change over time.
In addition to website optimization - the so-
-called “onpage SEO”, which I do not want to dis-
cuss here, the relevance of your information and its
location in various parts of the Internet also plays
a big role.
You have for sure already encountered the
terms link building and backlink. Search engines
constantly index and check websites to ensure
the best possible relevance of the result. And if
they find the same, up-to-date and consistent in-
formation on your site as well as on the Internet
sites they trust, they consider that information
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