google 101 - analytics, adwords, webmaster tools and places,
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How to Learn to Love Google and Embrace Their Suite of Evil Genius Products For Business SuccessTRANSCRIPT
How to Learn to Love Google and Embrace Their Suite of Evil Genius Products For Business Success
www.google.com/services/smallbusiness
Google’s search and advertising tools generated $64 billion of economic activity in 2010.
http://www.google.com/economicimpact
97%of consumers research products online before buying
Get FoundHelping customers find your shop or office with Google Places – for free.
Attract CustomersHelping promote your business with ads on Google search and the Google Network.
Market IntelligenceHelping you analyze website traffic to identify
why people are coming to your site.
Office ProductivityHelping you reduce costs and become more productive at the office.
www.google.com/services/smallbusiness
– The anatomy of a search engine results page– An introduction to search engine optimization (SEO)– Tips for promoting your website– An introduction to Webmaster Central
Query (Keyword)
6
Organic Results
Ads (Google AdWords)
Local Results(Places Pages)
Spiders visit and read/crawl your site for words (keywords)
These words are saved (cached) so when someone visits their site (uses a search engine), the matchmaking to provide the most relevant result based on the search begins.
The more information you have that is relevant to what someone is searching for, the more likely you will be to show up atop the engines.
Is that all there is? No. But it’s a start.
Finding the right words - Google Suggest
Finding out more ABOUT the right words - Google Keyword Tool
– Use keywords in text.– Keep content fresh. Blogs are great! – Earn links from other sites, treat them like gold. – Drive traffic to your site, make content linkable.– Use a Google Sitemap - ask your webmaster for
help!– Don't be sneaky: show Google what humans see.– Don’t rush it. SEO takes a long time!
Helping Google find your website
Learning to Love and Learn From Your Data
Key Performance
Indicators
So…. You’ve Signed Up For Social Sites You’re Listed on Top Industry Sites
You’re Bio is on Major Conference Sites
But are all of these optimized with all this new found knowledge?
Use YOUR keywords to create a boiler plate description:
• On all of your social profile sites• As part of your standard bio• To create/enhance an existing association membership listing• To one-up your competition by seeking the sites that they are listed on and securing your own listing
Start Using the Keywords EVERYWHERE!
Create a Keyword Rich Boiler Plate Description of who you are and what you do -- put it everywhere:
• As the description on all of your social profiles• As part of your standard speakers bio• To create/enhance an existing association membership listings• To find new places (like the sites your direct competitor is on) to create an ‘enhanced’ listing
Use Keywords in Talking Points:
• As part of your presentation• Publicity and media opportunities• As part of your elevator pitch
You never know when someone will be sharing what you are saying online.
Which Will Get Found and Get the Call?
Free listing on LocalSource.IT
Which Will Get Found and Get the Call?
Free listing on LocalSource.IT
1. Use email for efficient, inexpensive communication. – it’s not dead
2. Use social media to develop relationships with customers – and huge for building inbound links
3. Promote your website on receipts and other print materials – so many people overlook the simple things
4. Have special offers available on your website – and share them on other sites
5. ENCOURAGE happy customers to write reviews – let someone else sell you
What you can get out of it:– Sitemap submission– Actionable info on how Google and humans see your site– Early warning on problems (such as blocking Google)
Helpful Resources
• New tools, best practices and webmaster info
• Webmaster Policies and SEO Starter Guide
• Answers from other webmasters
www.google.com/webmasters
Leveraging all this info can get tricky, but try not to get overwhelmed.
Look for the trends and use the terms accordingly to create relevant content around the terms that are valuable to you and that people are searching for.
Use Google Insights to find Trending SearchesGoogle insights - http://www.google.com/insights/search/
Leveraging all this info can get tricky, but try not to get overwhelmed.
Look for the trends and use the terms accordingly to create relevant content around the terms that are valuable to you and that people are searching for.
Use Google Insights to find Trending SearchesGoogle insights - http://www.google.com/insights/search/
Leveraging all this info can get tricky, but try not to get overwhelmed.
Look for the trends and use the terms accordingly to create relevant content around the terms that are valuable to you and that people are searching for.
Use Google Insights to find Trending SearchesGoogle insights - http://www.google.com/insights/search/
Don’t forget to Use Your Own DataGo back to your own Analytics data as a source for inspiration and trends.
- Look collectively at the words that are driving people to your site - Are they variations of the same term? - Are they spending a good bit of time on your site? - Compare your data to your keyword research; see any opportunities?
Pooling all of this information to determine what people are looking for, what the current trending topics are, and how much information you have on your site will result in more than just food for thought.
Crank Out Some Keyword Rich Content!
Just an Overview of Google AdWords, answeringquestions like:
• How much does it cost?• How do I control where my ads show and
what they say?• What’s my commitment?• Can I track it?
Traditional Advertising Advertising Through Google
Customers
They all pay for the top spots
• You control the cost
• You control the daily spending limit
• You decide where ads appear
• You control marketing messages
• No minimum term length
• Track the total number of conversions
• Determine your exact ROI
AdWords gives you the flexibility to meet goals and be successful.
www.google.com/services/smallbusiness
– An introduction to Google Places– The anatomy of a Places page– Creating coupons in Places– Tips for setting up and optimizing your page
How does it work?• People search Google.com and
Google Maps to find local businesses
• Business listings and enhanced data are gathered from multiple sources including:
• Websites
• Yellow pages data
• Direct feed and submissions
• Businesses can add or edit their business listings using Google Places
Local Listings on Google Maps
Local Listings on Google Search Results20% of searches on Google are related to location
Reviews
Images
Ratings
Details
Map and Street View
Related Content
Ads
Accurate address & phone number
* Source: Google Insights for Search
Increase in searches for coupons since 2004
Businesses can add coupons to their listing for free
Metrics Dashboard
•Monitor your listing using the Google Places dashboard.
•How many people saw your Places listing?
•What search terms sent traffic to your business listing?
•Make advertising or business expansion decisions with data you can’t get anywhere else!
www.google.com/services/smallbusiness
Step 1: Go to www.google.com/services/smallbusiness and select Google Places
Step 2: Enter your country and business phone number
Step 3: Enter/edit your business details
Step 4: Verify your listing
Read all about it at http://goo.gl/7wnNI
