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It might pop in people’s minds to just buy a spot from Google to be visible on the first page. But it doesn’t work that way. Google proudly states that it never manipulates rankings to place some advertisements or search results higher or more visible. Google strives to be democratic and objective so it is not possible to buy better placement. The better placement can only be acquired with good quality web page and good SEO. The fact that Google doesn’t manipulate its ranking doesn’t mean it wouldn’t help the businesses to get visibility in search results. Google does help businesses with advertising but it does not promise any placements or success. In 2000, Google launched AdWords, which is a service for creating online ad campaigns. The program has been developing during years and now includes also mobile and video ads in addition to the more traditional ads. With this program businesses can plan advertisement campaigns, check keywords and other. 3.3 Google search Google believes it is best to do one thing extremely well. This one thing they want to focus on is search. They have invested in large research groups that try to solve the problems on search and make the search even better. Google has dedicated itself to give a “seamless experience for millions of people” (Google “Ten things...”). Not only does Google want to offer all the information possible for the user, they also want to do it fast. They are constantly working on making the search and programs even faster in order to please the user. As Google’s mission is to make the search experience as nice as possible for the user, they do not believe in returning just anything from the search query. The results from the search must be relevant and to achieve that Google relies on more than 200 signals and techniques to determine which sites are the best for that specific search query. These signals and techniques include Google’s algorithms, which is the focus of this thesis. The world is changing, so is Google. Google is a company that is insatiable. They want to make the search better and better. As Google says in its company philosophy “Ten 11PDF Image | UNDERSTANDING GOOGLE ALGORITHMS AND SEO IS ESSENTIAL FOR ONLINE MARKETER
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