Topics inTechnology and Marketing

The Awesomeness That Is GooglePart II

What Google Means To You

Google is the World’s preeminent resource for finding content

Especially content for products and services

Where do people go when they are need a product or service? The Yellow Pages???

They Google (a verb as well as a proper noun)

What Google Means To You

If 16% visit store first... then 84% research online before purchasing!

Google’s Marketing Revolution

A top Google listing delivers streams of potential customers – for FREE

Any business – of any size – can be top listed and outperform much larger competitors Money doesn't matter – you can't buy your way to the top

Your name doesn't matter – listings are not in alphabetical order

All it takes is content Any business can create content

The Unending SEO War

Google develops improved ways of matching content with queries

Search engine marketers learn to game the system Link “farms” (e.g. a website with pages containing nothing but links, typically requiring a fee to be listed)

Keyword “stuffing” (e.g. content where targeted keywords appear with unnaturally high density)

Invisible content (e.g. text color same as background color)

The Unending SEO War

The quality of content matching declines – a strategic threat to Google. The high quality of content match is the reason for Google's high market share

High market share determines the value of Google's advertising sales – which represent 99% of its revenue

The Unending SEO War

Google develops improved ways of matching content with queries Assigning a value to backlinks based upon the PageRank of the linking site and the relevance of the linking site to the backlinked page Backlink from TonysTires.com (PageRank=0) ~ low value Backlink from TonysTires.com to RitasFlowers.com ~ low value Backlink from FTD.com (PageRank=7) ~ high value Backlink from FTD.com to RitasFlowers.com ~ high value

The Unending SEO War

Google develops improved ways of matching content with queries Establishing acceptable ranges for keyword density, penalizing pages with too many occurrences of the keyword phrase

Checking the contrast between page background color and text color, and penalizing pages where the lack of contrast makes it difficult to read

Search engine marketers learn to game the system, and the game begins anew

A Tale of Woe

“New York Times Exposes J.C. Penney Link Scheme That Causes Plummeting Rankings in Google” http://searchengineland.com/new-york-times-exposes-j-c-penney-link-scheme-that-causes-plummeting-rankings-in-google-64529

http://www.nytimes.com/2011/02/13/business/13search.html?_r=2&pagewanted=all

Google AdWords

Ads placed with Google Google is a media company – not a search engine

Ads appear on: Google properties (Search engine, Gmail)

Google AdSense properties

Google AdWords

Pay-Per-Click (PPC) You pay only if someone clicks on your ad link

Pricing determined by: Demand

High-demand/high-volume keywords cost more

Quality Low quality sites pay more

Easy to use budgeting tools Establish max bid per click, max spend per day

Google AdWords

https://googleemea.connectsolutions.com/p40122033/

Google AdWords Tools

Keyword Tool https://adwords.google.com/o/Targeting/Explorer?__c=1000000000&__u=1000000000&ideaRequestType=KEYWORD_IDEAS#searc

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Traffic Estimator https://adwords.google.com/o/Targeting/Explorer?__c=1000000000&__u=1000000000&ideaRequestType=KEYWORD_STATS#searc

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Cocktail Napkin Analysis Keyword = “vegetarian recipes”

Google AdWords Daily Clicks = 24.72, Average CPC = $1.01

Monthly Clicks = 24.72 x 30 = 742

Monthly CPC = 742 x $1.01 = $749.42

Conversion Assumptions 5% of visitors convert

Average Annual Value = $60.00

Conversion Projections 5% x 742 = 37 Conversions

37 x $60.00 = $2,220.00 Annual Value

ROI = 2.96x

Google AdSense

Ads Google places on YOUR website Google is a media company – not a search engine

Pay-Per-Click (PPC) pricing determined by demand YOU get paid if someone clicks an ad on your website

High-demand/high-volume keywords pay more

Easy to use reporting tools

http://www.google.com/support/adsense/bin/static.py?hl=en&page=guide.cs&guide=25731&rd=1

Google Analytics

Free platform for tracking and analyzing website traffic and usage

http://www.google.com/analytics/tour.html

Offers a wealth of information on: Where your traffic is coming from

How visitors found your site

What visitors are doing on your site

When and where they leave your site

http://www.google.com/analytics/

Google Webmaster Tools

Free platform for: Tracking important information about your site

Keeping your site Google-friendly and error-free

http://www.youtube.com/watch?v=COcl6ax38IY

http://www.youtube.com/watch?v=FxyinmAe0i8&feature=related

How Google sees your site Backlinks, anchor text, keywords

Google’s suggestions for improvements Crawl errors, HTML suggestions

https://www.google.com/webmasters/tools/home?hl=en

Questions?