Tools from Google to Grow
your Business
Turning Visitors into Customers
By Dave Goebel
dfg@goebelgroup.com
440-289-3227
www.goebelgroup.com

cartoon by Tom Bower
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Agenda
• About Google
• Services and Tools
– Get New Customers
– Service Your Customers
• How To Get Started
• Future
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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
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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
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Comsumerization of Technology
• \"Consumer IT will affect every enterprise\" said David
Mitchell Smith, vice president and Gartner Fellow.
\"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.\"
• \"The usability, availability and reliability is
compelling and is providing value to people,\" Mr.
Smith said. \"Traditional enterprise software remains
critical, but many functions can be accomplished
through technologies designed for consumers.\"
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Search Engines
Ultimate Business and Consumer Tool
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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.
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US Search Engine Market
4% ASK 4% .3%
9% AOL Others
MSN/Live
20%
62%
Yahoo
Google
-Nielson Online, December 2008
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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.

What We Click
• 64.5% Click on Organic Listings
• 35.5% Click on Paid Listings
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Organic and Paid Listings
Paid
Organic

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

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How Does Google Search Work?
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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.
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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
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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 Tools
– Free service includes “What Google knows
about your website”.
• Google XML Sitemap
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Google Services
• Marketing
– Research and Promote
• Sales
– Increase Revenue online and offline
• Operations
– Communicate and Collaborate
• Non Profit
– Free advertising and website search
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Marketing
• Research
– Google Trends
– Google Zeitgeist
• Advertising and Promotion
– Google AdWords – Pay per Click
– YouTube - Free
• Google Analytics
• Google News
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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
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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
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Maps - Google Local Search
Free to Add Your Business Info
• Hours
• Phone Numbers
• Reviews
• Directions
• Coupons
Maps are the #1 Mobile Application
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Turning Visitors Into Customers
• Google Website Optimizer
– Free Tool
– Test Different Offers
– Test Webpage Copy
– Test Webpage Images
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Website Optimizer Video
Click for Video
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Process
• Test
• Measure
• Refine
• Start over
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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
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Smoothie Break
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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
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Software as a Service
• Cloud Computing
• Huge Data Centers
– Google
– Microsoft
– Yahoo
– Amazon
• Low Cost Storage
• Low Cost Bandwidth
– Adoption of Broadband
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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
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Other Services
• iGoogle
– Personalized portal
– Personalized search
• Google Gadgets
– Allows users to add a service to their
webpage, iGoogle, or Desktop Search
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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
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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
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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
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More Tools
• UPS tracking
• FedEx tracking
• USPS tracking
• Vehicle ID (VIN) numbers
• UPC codes
• Telephone area codes
• Patent numbers
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More Tools
• Google Desktop Search
• Google Toolbar
• Google Site Search
• Google Pack
– Free anti spam software
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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
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Future
• Personalization
– iGoogle
– Symantec Web
• Universal Search Results
– Video, Blog, News, Images
• Mobile Search
– People Searching from iPhones
• SaaS
– Software as a Service
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Resources
• www.google.com
• www.googlegroups.com
• www.goebelgroup.com
• www.cosemindspring.com/editors/david-
goebel
• www.clevelandseo.com
• www.nasinteractive.com
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Contact Info
Dave Goebel
dfg@goebelgroup.com
440-289-3227
www.goebelgroup.com
www.goebelgroup.com