Topics in Technology and Marketing The Awesomeness That Is Google Part II

What Google Means To You Google is the Worlds 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!

Googles 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

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

Google AdWords Tools Keyword Tool h.none h.none Traffic Estimator h.none h.none

Cocktail Napkin Analysis Keyword = vegetarian recipes Google AdWords Daily Clicks = 24.72, Average CPC = $1.01 Monthly Clicks = x 30 = 742 Monthly CPC = 742 x $1.01 = $ Conversion Assumptions 5% of visitors convert Average Annual Value = $60.00 Conversion Projections 5% x 742 = 37 Conversions 37 x $60.00 = $2, 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

Google Analytics Free platform for tracking and analyzing website traffic and usage 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

Google Webmaster Tools Free platform for: Tracking important information about your site Keeping your site Google-friendly and error-free How Google sees your site Backlinks, anchor text, keywords Googles suggestions for improvements Crawl errors, HTML suggestions

Questions?