0
Tools from Google to Grow
           your Business
           Turning Visitors into Customers




By Dave Goebel
dfg@goebe...
cartoon by Tom Bower




www.goebelgroup.com
Agenda
• About Google
• Services and Tools
  – Get New Customers
  – Service Your Customers
• How To Get Started
• Future
...
www.goebelgroup.com
About Google
• Search Business
  – Advertising
     • Cash Cow
• Innovators
  – 70, 20, 10
• Worlds Largest Network of Com...
Comsumerization of Technology
• Easy to Use
  – Like Google Search Box
• No Programmer Needed
  – Drag and Drop
• Users Ch...
Comsumerization of Technology
• quot;Consumer IT will affect every enterprisequot; said David
  Mitchell Smith, vice presi...
Search Engines
Ultimate Business and Consumer Tool




            www.goebelgroup.com
The Importance of Search

• 30+ billion searches conducted monthly in
  the U.S.

• Search engines organize and prioritize...
US Search Engine Market
            4% ASK 4%    .3%
   9%              AOL Others
 MSN/Live


  20%
                     ...
Universal or Blended Search Results

• 1. 2 billion searched on Google in one week in
  Jan.
• 220 million universal searc...
What We Click

• 64.5% Click on Organic Listings

• 35.5% Click on Paid Listings




              www.goebelgroup.com
Organic and Paid Listings




                  Paid




               Organic
SEO vs.
                          SEM


Search Engine Optimization          SEM - Pay Per Click

• Low Cost               ...
15
16
How Does Google Search Work?




          www.goebelgroup.com
Formula for Google PageRank


PR(A) = (1-d) + d (PR(T1)/C(T1) + ... + PR(Tn)/C(Tn))


                                    ...
www.goebelgroup.com
How Does The Google Bot Crawl
             Google Servers                         Your Servers




•Continuously crawls to...
What does the Google Bot See
Title Tag, Description Tag
SEO
        Search Engine Optimization
• Free Visitors to your Website
• Free Organic listing on Google
• Google Webmaster...
Google Services
• Marketing
  – Research and Promote
• Sales
  – Increase Revenue online and offline
• Operations
  – Comm...
Marketing
• Research
  – Google Trends
  – Google Zeitgeist
• Advertising and Promotion
  – Google AdWords – Pay per Click...
www.goebelgroup.com
www.goebelgroup.com
www.goebelgroup.com
www.goebelgroup.com
www.goebelgroup.com
Google News
• New Alerts
  – Select Keyword or Key Phrase
  – Alerts emailed to you
• Press Release
  – Summit to online P...
Increase Sales
• Google Base
  – Upload your product catalog
  – Manual, Spreadsheet, Feed
• Google Checkout
  – eCommerce...
www.goebelgroup.com
www.goebelgroup.com
www.goebelgroup.com
www.goebelgroup.com
www.goebelgroup.com
Maps - Google Local Search
Free to Add Your Business Info
• Hours
• Phone Numbers
• Reviews
• Directions
• Coupons
Maps ar...
www.goebelgroup.com
www.goebelgroup.com
www.goebelgroup.com
Turning Visitors Into Customers
• Google Website Optimizer
  –   Free Tool
  –   Test Different Offers
  –   Test Webpage ...
Website Optimizer Video



      Click for Video




        www.goebelgroup.com
Process
•   Test
•   Measure
•   Refine
•   Start over




                 www.goebelgroup.com
Monetize Your Website
• Google AdSense
  – Earn revenue from relevant ads on your site.
    AdSense matches ads to your si...
www.goebelgroup.com
www.goebelgroup.com
Smoothie Break




   www.goebelgroup.com
Cloud Computing
“It’s pretty clear that there’s an architectural shift going on. These occur
    every 10 or 20 years. The...
Software as a Service
• Cloud Computing
• Huge Data Centers
  –   Google
  –   Microsoft
  –   Yahoo
  –   Amazon
• Low Co...
Google Apps
• Gmail
  – 6.6 Gigs of Free Storage
• Docs
  – Share docs and collaborate
• Calendar
• Spreadsheet
• Sites
  ...
www.goebelgroup.com
www.goebelgroup.com
www.goebelgroup.com
www.goebelgroup.com
www.goebelgroup.com
Other Services
• iGoogle
  – Personalized portal
  – Personalized search
• Google Gadgets
  – Allows users to add a servic...
www.goebelgroup.com
www.goebelgroup.com
www.goebelgroup.com
Google Analytics
• Free website stats tool
• Traffic Sources
• Find out what people are doing on your
  website
• Use it t...
www.goebelgroup.com
www.goebelgroup.com
More Tools
• Google Profile
• Google Math
  – Put problem in search box
  – Get Answer in Results Page
• Google 411
  – Fr...
More Tools
• Google Interpreter
  – Translates web pages from English and back
• Google Notes
  – Keep notes in one place
...
More Tools
•   UPS tracking
•   FedEx tracking
•   USPS tracking
•   Vehicle ID (VIN) numbers
•   UPC codes
•   Telephone ...
More Tools
•   Google   Desktop Search
•   Google   Toolbar
•   Google   Site Search
•   Google   Pack
    – Free anti spa...
How to get Started
• Create a Google Account
• Choose the Services that you would like
• Some Services Require Code to be ...
Future
• Personalization
  – iGoogle
  – Symantec Web
• Universal Search Results
  – Video, Blog, News, Images
• Mobile Se...
Resources
• www.google.com
• www.googlegroups.com
• www.goebelgroup.com
• www.cosemindspring.com/editors/david-
  goebel
•...
Contact Info
Dave Goebel
dfg@goebelgroup.com
440-289-3227

www.goebelgroup.com




                      www.goebelgroup.c...
Google Tools Visitor2 Customers
Google Tools Visitor2 Customers
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Dave Goebel of the Goebel Group's presentation from the eMarketing Techniques Conference, May 2009 at Corporate College

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Transcript of "Google Tools Visitor2 Customers"

  1. 1. Tools from Google to Grow your Business Turning Visitors into Customers By Dave Goebel dfg@goebelgroup.com 440-289-3227 www.goebelgroup.com
  2. 2. cartoon by Tom Bower www.goebelgroup.com
  3. 3. Agenda • About Google • Services and Tools – Get New Customers – Service Your Customers • How To Get Started • Future www.goebelgroup.com
  4. 4. www.goebelgroup.com
  5. 5. About Google • Search Business – Advertising • Cash Cow • Innovators – 70, 20, 10 • Worlds Largest Network of Computers – 10,000 + CPUs • SaaS – Software as a Service – Consumerization of Technology www.goebelgroup.com
  6. 6. Comsumerization of Technology • Easy to Use – Like Google Search Box • No Programmer Needed – Drag and Drop • Users Choose Apps and Services – Use what you need www.goebelgroup.com
  7. 7. Comsumerization of Technology • quot;Consumer IT will affect every enterprisequot; said David Mitchell Smith, vice president and Gartner Fellow. quot;Attempts by enterprises to deny this are doomed to failure, just as previous attempts to deny Wi-Fi, 'smart' mobile phones, the Internet and even the PC itself failed.quot; • quot;The usability, availability and reliability is compelling and is providing value to people,quot; Mr. Smith said. quot;Traditional enterprise software remains critical, but many functions can be accomplished through technologies designed for consumers.quot; www.goebelgroup.com
  8. 8. Search Engines Ultimate Business and Consumer Tool www.goebelgroup.com
  9. 9. The Importance of Search • 30+ billion searches conducted monthly in the U.S. • Search engines organize and prioritize over 27 billion web pages. • 85% of Internet users use search engines. www.goebelgroup.com
  10. 10. US Search Engine Market 4% ASK 4% .3% 9% AOL Others MSN/Live 20% 62% Yahoo Google -Nielson Online, December 2008 www.goebelgroup.com
  11. 11. Universal or Blended Search Results • 1. 2 billion searched on Google in one week in Jan. • 220 million universal search results • 17% searches on Google showed at least one result with video, news, images, maps, weather, or stocks. • 38% video, 34% news, 19% images, and 15% multiple types of results.
  12. 12. What We Click • 64.5% Click on Organic Listings • 35.5% Click on Paid Listings www.goebelgroup.com
  13. 13. Organic and Paid Listings Paid Organic
  14. 14. SEO vs. SEM Search Engine Optimization SEM - Pay Per Click • Low Cost • Costly • Not Paid Advertisement • Paid advertisement • Technical Implementation • Regular maintenance • No guarantees • Complete control • Long term goals & rewards • Immediate results
  15. 15. 15
  16. 16. 16
  17. 17. How Does Google Search Work? www.goebelgroup.com
  18. 18. Formula for Google PageRank PR(A) = (1-d) + d (PR(T1)/C(T1) + ... + PR(Tn)/C(Tn)) Source Larry Page PageRank or PR(A) can be calculated using a simple iterative algorithm, and corresponds to the principal eigenvector of the normalized link matrix of the web. www.goebelgroup.com
  19. 19. www.goebelgroup.com
  20. 20. How Does The Google Bot Crawl Google Servers Your Servers •Continuously crawls to look for new content •Converts all files to HTML •Stores files on Google Servers •Determines relevancy of content and page •Serves results < second •Users clicks on result to go to your website www.goebelgroup.com
  21. 21. What does the Google Bot See
  22. 22. Title Tag, Description Tag
  23. 23. SEO Search Engine Optimization • Free Visitors to your Website • Free Organic listing on Google • Google Webmaster Tools – Free service includes “What Google knows about your website”. • Google XML Sitemap www.goebelgroup.com
  24. 24. Google Services • Marketing – Research and Promote • Sales – Increase Revenue online and offline • Operations – Communicate and Collaborate • Non Profit – Free advertising and website search www.goebelgroup.com
  25. 25. Marketing • Research – Google Trends – Google Zeitgeist • Advertising and Promotion – Google AdWords – Pay per Click – YouTube - Free • Google Analytics • Google News www.goebelgroup.com
  26. 26. www.goebelgroup.com
  27. 27. www.goebelgroup.com
  28. 28. www.goebelgroup.com
  29. 29. www.goebelgroup.com
  30. 30. www.goebelgroup.com
  31. 31. Google News • New Alerts – Select Keyword or Key Phrase – Alerts emailed to you • Press Release – Summit to online Press Websites – Get included in Google News www.goebelgroup.com
  32. 32. Increase Sales • Google Base – Upload your product catalog – Manual, Spreadsheet, Feed • Google Checkout – eCommerce system – Sell online and offer a convenient checkout method – Free when use Google AdWords • Local Search www.goebelgroup.com
  33. 33. www.goebelgroup.com
  34. 34. www.goebelgroup.com
  35. 35. www.goebelgroup.com
  36. 36. www.goebelgroup.com
  37. 37. www.goebelgroup.com
  38. 38. Maps - Google Local Search Free to Add Your Business Info • Hours • Phone Numbers • Reviews • Directions • Coupons Maps are the #1 Mobile Application www.goebelgroup.com
  39. 39. www.goebelgroup.com
  40. 40. www.goebelgroup.com
  41. 41. www.goebelgroup.com
  42. 42. Turning Visitors Into Customers • Google Website Optimizer – Free Tool – Test Different Offers – Test Webpage Copy – Test Webpage Images www.goebelgroup.com
  43. 43. Website Optimizer Video Click for Video www.goebelgroup.com
  44. 44. Process • Test • Measure • Refine • Start over www.goebelgroup.com
  45. 45. Monetize Your Website • Google AdSense – Earn revenue from relevant ads on your site. AdSense matches ads to your site’s content, and you earn money whenever your visitors click on them. – For Content – For Search – For Mobile www.goebelgroup.com
  46. 46. www.goebelgroup.com
  47. 47. www.goebelgroup.com
  48. 48. Smoothie Break www.goebelgroup.com
  49. 49. Cloud Computing “It’s pretty clear that there’s an architectural shift going on. These occur every 10 or 20 years. The previous architecture was a proprietary network with PC clients called client-server computing. With this new architecture you’re always online; every device can see every application; and the applications are stored in the cloud.” Eric Schmidt – CEO Google www.goebelgroup.com
  50. 50. Software as a Service • Cloud Computing • Huge Data Centers – Google – Microsoft – Yahoo – Amazon • Low Cost Storage • Low Cost Bandwidth – Adoption of Broadband www.goebelgroup.com
  51. 51. Google Apps • Gmail – 6.6 Gigs of Free Storage • Docs – Share docs and collaborate • Calendar • Spreadsheet • Sites – Create your own web pages • Now Integrated with Salesforce.com www.goebelgroup.com
  52. 52. www.goebelgroup.com
  53. 53. www.goebelgroup.com
  54. 54. www.goebelgroup.com
  55. 55. www.goebelgroup.com
  56. 56. www.goebelgroup.com
  57. 57. Other Services • iGoogle – Personalized portal – Personalized search • Google Gadgets – Allows users to add a service to their webpage, iGoogle, or Desktop Search www.goebelgroup.com
  58. 58. www.goebelgroup.com
  59. 59. www.goebelgroup.com
  60. 60. www.goebelgroup.com
  61. 61. Google Analytics • Free website stats tool • Traffic Sources • Find out what people are doing on your website • Use it to set goals for website • Measure and Communicate results www.goebelgroup.com
  62. 62. www.goebelgroup.com
  63. 63. www.goebelgroup.com
  64. 64. More Tools • Google Profile • Google Math – Put problem in search box – Get Answer in Results Page • Google 411 – Free Local Voice Search – Connects Call – 1-800-466-4411 www.goebelgroup.com
  65. 65. More Tools • Google Interpreter – Translates web pages from English and back • Google Notes – Keep notes in one place • Google Reader – Checks your favorite website for new content www.goebelgroup.com
  66. 66. More Tools • UPS tracking • FedEx tracking • USPS tracking • Vehicle ID (VIN) numbers • UPC codes • Telephone area codes • Patent numbers www.goebelgroup.com
  67. 67. More Tools • Google Desktop Search • Google Toolbar • Google Site Search • Google Pack – Free anti spam software www.goebelgroup.com
  68. 68. How to get Started • Create a Google Account • Choose the Services that you would like • Some Services Require Code to be added to your website – Google Analytics – Google Adsense – Google Website Optimizer www.goebelgroup.com
  69. 69. Future • Personalization – iGoogle – Symantec Web • Universal Search Results – Video, Blog, News, Images • Mobile Search – People Searching from iPhones • SaaS – Software as a Service www.goebelgroup.com
  70. 70. Resources • www.google.com • www.googlegroups.com • www.goebelgroup.com • www.cosemindspring.com/editors/david- goebel • www.clevelandseo.com • www.nasinteractive.com www.goebelgroup.com
  71. 71. Contact Info Dave Goebel dfg@goebelgroup.com 440-289-3227 www.goebelgroup.com www.goebelgroup.com
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