Everyone knows Google. Everyone uses the word “Google” as a catchall term to mean looking something up online. It seems Google is a towering force, ubiquitous (especially in browser toolbars) and colorful in every corner of the web. There is probably nothing more you can learn about Google, is there?

Actually, yes, there is. The online marketing industry has opened a number of possibilities for Google that have not necessarily been there since its inception at the beginning of the 21 century. The entire search engine optimization practice, known as SEO for short, relies completely on Google rankings for success.

In fact, this has led to Seo marketing becoming an extremely effective tool for a number of reasons. First, SEO produces organic results instead of paid advertisements on the web. About three-quarters of Internet browsers who use search engines completely disregard the sponsored results, instead opting entirely for the organic content. Click-through on organic results, generated by SEO, leads to about 25 percent higher conversion rates than pay-per-click advertisement, too.

Search engines can also help the leads come to you. Using Seo tools to generate leads ends up being about 61 percent less expensive than a traditional outbound leads like cold calling. This means search engines can save a company loads of capital while still providing a great service for expanding its business.

Another thing you might not know about search engines is how they track blog pages. Indeed, adding a blog to your company website can lead to 434 percent more indexed pages in Google, leading to more chances to be found in the rankings. In short, you have to embrace search engines and submit to their mighty power in order to use them to expand your business.

Google did not always rule the world, by the way. The king of all search engines can trace its humble beginnings back to a garage where co-founders Larry Page and Sergey Brin stored the 10 different 4-gigabyte hard drives they needed to test its algorithm. It is this algorithm, named “PageRank” after Larry, that allows Google to continue to thrive the way it has for over a decade now.

When it comes to online supremacy, keep it simple. Expand your services as best you can, but always come back to Google as a way to expand them further. Remember, it benefits you to feel lucky every once in a while.