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

Dave Goebel of the Goebel Group's presentation from the eMarketing Techniques Conference, May 2009 at Corporate College

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  • 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. cartoon by Tom Bower www.goebelgroup.com
  • 3. Agenda • About Google • Services and Tools – Get New Customers – Service Your Customers • How To Get Started • Future www.goebelgroup.com
  • 4. www.goebelgroup.com
  • 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. 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. 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. Search Engines Ultimate Business and Consumer Tool www.goebelgroup.com
  • 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. 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. 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. What We Click • 64.5% Click on Organic Listings • 35.5% Click on Paid Listings www.goebelgroup.com
  • 13. Organic and Paid Listings Paid Organic
  • 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
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  • 17. How Does Google Search Work? www.goebelgroup.com
  • 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. www.goebelgroup.com
  • 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. What does the Google Bot See
  • 22. Title Tag, Description Tag
  • 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. 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. Marketing • Research – Google Trends – Google Zeitgeist • Advertising and Promotion – Google AdWords – Pay per Click – YouTube - Free • Google Analytics • Google News www.goebelgroup.com
  • 26. www.goebelgroup.com
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  • 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. 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
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  • 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. www.goebelgroup.com
  • 40. www.goebelgroup.com
  • 41. www.goebelgroup.com
  • 42. Turning Visitors Into Customers • Google Website Optimizer – Free Tool – Test Different Offers – Test Webpage Copy – Test Webpage Images www.goebelgroup.com
  • 43. Website Optimizer Video Click for Video www.goebelgroup.com
  • 44. Process • Test • Measure • Refine • Start over www.goebelgroup.com
  • 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. www.goebelgroup.com
  • 47. www.goebelgroup.com
  • 48. Smoothie Break www.goebelgroup.com
  • 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. 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. 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. www.goebelgroup.com
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  • 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. www.goebelgroup.com
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  • 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. www.goebelgroup.com
  • 63. www.goebelgroup.com
  • 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. 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. More Tools • UPS tracking • FedEx tracking • USPS tracking • Vehicle ID (VIN) numbers • UPC codes • Telephone area codes • Patent numbers www.goebelgroup.com
  • 67. More Tools • Google Desktop Search • Google Toolbar • Google Site Search • Google Pack – Free anti spam software www.goebelgroup.com
  • 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. 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. 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. Contact Info Dave Goebel dfg@goebelgroup.com 440-289-3227 www.goebelgroup.com www.goebelgroup.com