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

1. Topics in Technology and Marketing The Awesomeness That Is GooglePart 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. Don't make Google mad • Google holds all the cards...

10. 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

11. 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

12. 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

13. Google AdWords https://googleemea.connectsolutions.com/p40122033/

14. Google AdWords Tools • Keyword Tool • https://adwords.google.com/o/Targeting/Explorer?__c=1000000000&__u=1000000000&ideaRequestType=KEYWORD_IDEAS#search.none • Traffic Estimator • https://adwords.google.com/o/Targeting/Explorer?__c=1000000000&__u=1000000000&ideaRequestType=KEYWORD_STATS#search.none

15. 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

16. 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

17. 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/

18. 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

19. Questions?