Why Google Bombing is a Double-Edged Sword for Marketers, How Does Google Bombing Work?

As the world’s biggest search engine, Google is a sophisticated machine capable of generating incredible answers to virtually any question you can think of, all in the blink of an eye. However, sometimes, those answers aren’t quite on point.

Case in point:

Sundar Pichai, the CEO of Google recently faced questions from Congress regarding the fact that a Google search for the term “idiot” results in pictures of none other than President Donald Trump.

This, my friends, is an example of Google bombing. The question is, how does it happen? More interestingly, can you leverage it to drive traffic to your website?

Remarkably, the answer to the latter question is yes. Let’s find out more.

What Is Google Bombing?

In response to the probing questions from Congress, Mr. Pichai stood resolutely and explained how the search engine works.

Whenever you type any search term, Google takes it and seeks for matches in their vast vaults of information (i.e. pages from websites all over the planet).

It takes over 200 signals into account, such as:

• User intent
• Relevance
• Popularity
• Content freshness
• Social sharing and interaction

 
With those factors in mind, Google ranks its search results and ultimately delivers them to you with the best solutions at the very top.

Therefore, it’s possible for somebody to get a website to rank highly in the search engine results for unrelated, off-topic terms. The main way to manipulate the system like this is by linking.

How Google Bombing Works

So, if you invest a lot of time and effort into linking to a site, its domain authority will increase, and it will gain a better standing in the eyes of Google.

Which brings us back to the Trump issue. As it turns out, this was done by the concerted efforts of people on Reddit. They managed to game the system, and produce a Google bomb so that the search engine returns images of the divisive President whenever anybody uses the search query, “idiot”.

Amusing as this may be, you must be wondering what is the point of this? Is there actually anything to be gained by this?

Google Bombing Benefits for Digital Marketers

If Google bombing can be used for negative reasons or hilarious international jokes at the expense of world leaders, maybe it can also be used for good.

Here are four ways you can use Google bombing as a tool to drive traffic to your website:

1. Higher Page Ranking

By using high-volume search terms in your content, you will attract more traffic, which in turn elevates your page ranking.

2. Greater Brand Awareness

While you may frustrate some visitors that find your site irrelevant to their search query, you will still be spreading awareness about your site and business.

3. Brand Recognition

As people land on your site after entering their search query, brand recognition of your products and services will grow. They will begin to consider your business as a possibility for queries they need in the future.

4. Cost-Effective Marketing

Best of all, this Google bombing strategy doesn’t cost much. You simply create the content and use keywords that will attract more traffic to your website.

Using Social Media to Google Bomb

If a group of people can band together on Reddit to change the visual definition of the word ‘idiot’, what could a motivated team of digital marketers do with a multi-channel approach on social media marketing?

Let’s say you have a cake shop. If you are only trying to rank for keywords like, ‘cake’, ‘birthday cake’, ‘buy a cake’ and so on, you might struggle to get a lot of site visitors.

But by spreading your scope to include related terms like, ‘baking ideas’, ‘sweet flavors’, ‘decorations’, and ‘party themes’, you open your site up to a flood of new traffic.

What’s the Catch to Google Bombing?

You’ll notice in the last section that it is mentioned using related terms. That’s the key thing to consider here — the terms you use have to be somewhat relevant to the content on your site.

Why?

Because if they’re not, this will happen:

1. People will get annoyed that your site has nothing to do with their query.
2. Your bounce rate will skyrocket.
3. Google will realize your site is irrelevant to many of the content marketing with.

And that’s not it.

The reality is that Google bombing is a black-hat tactic. You’re effectively trying to manipulate Google’s algorithm to gain precedence in their rankings. Google doesn’t like that, and the search engine has taken a lot of measures to counteract any attempts to game their system.

In fact, Google has dished out merciless punishments to sites that were deemed guilty of unscrupulous black-hat tactics in the past, banishing websites to the dark and dusty outer orbits where they will likely never be found again.

Google Bombing is Gambling With Your Website’s Reputation

So, be warned. If you are to use Google bombing, make sure it is within reason. For example, in the eyes of many people, it’s perfectly reasonable for a picture of Donald Trump to appear for the search query, “idiot”.

On the other hand, if your website on social media marketing tools appears when somebody is looking for “new lawn mower”, you might not curry favor with the people or with the Google Gods.

Set boundaries with your Google bombing, and look for opportunities to rank with keywords from related industries or similar products.

Ultimately, remember that genuine digital marketing skills will take you further than any quick hack, so don’t push your luck with Google bombing. In the end, it might just blow up in your face.

To measure if Google Bombing technique is working for you, schedule PPCexpo Web Traffic Report to measure your website traffic on the spot.