1. Technology and Marketing The Awesomeness That Is Google Part II
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Technology and Marketing
The Awesomeness That Is Google Part II

2. 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)

3. What Google Means To You
If 16% visit store first... then 84% research online before purchasing!

4. 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

5. 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)

6. 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

7. 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

8. 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

9. A Tale of Woe
“New York Times Exposes J.C. Penney Link Scheme That Causes Plummeting Rankings in Google”

10. Google AdWords Ads placed with Google Ads appear on:
Google is a media company – not a search engine
Ads appear on:
Google properties (Search engine, Gmail)
Google AdSense properties

11. Google AdWords Pay-Per-Click (PPC) Pricing determined by:
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

12. Google AdWords

13. Google AdWords Tools Keyword Tool Traffic Estimator
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Traffic Estimator
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14. 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 = $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, Annual Value
ROI = 2.96x

15. 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

16. 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

17. 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
Google’s suggestions for improvements
Crawl errors, HTML suggestions

18. Questions?