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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
h.none
Traffic Estimator https://adwords.google.com/o/Targeting/Explorer?__c=1000000000&__u=1000000000&ideaRequestType=KEYWORD_STATS#searc
h.none
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?