Topics in Technology and Marketing The Awesomeness That Is Google

What Google Means To You ● Google is the World’s preeminent resource for finding content ● Especially products and services ● Where do people go when they are need a product or service? ● The Yellow Pages? Lol ● They Google (a verb as well as a proper noun)

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.

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 Tools ● Keyword Tool ● &__u= &ideaRequestType=KEYWORD_IDEA S#search.none &__u= &ideaRequestType=KEYWORD_IDEA S#search.none ● Traffic Estimator ● &__u= &ideaRequestType=KEYWORD_STAT S#search.none &__u= &ideaRequestType=KEYWORD_STAT S#search.none

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. ● ● ure=related ure=related ● How Google sees your site ● Backlinks, anchor text, keywords ● Google’s suggestions for improvements ● Crawl errors, HTML suggestions

Questions?