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03.Advance search

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Google, RSS, Alerts

Google, RSS, Alerts

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  • 1. Module 3: Google, RSS, Alerts & Dashboards
  • 2. Is your website a billboard?
  • 3. Is your website updated regularly?
  • 4. Is your website useful to your own employees?
  • 5. I don’t know who you are. I don’t know your company. I don’t know your company’s product. I don’t know what your company stands for. I don’t know your company’s customers. I don’t know your company’s record. I don’t know your company’s reputation. Now – what was it you wanted to sell me? Moral: Sales start before your salesman calls…
  • 6. Google Quotient
    • Findability: Can your brand name, product or service be found easily?
    • Linkability: Are you linking out and being linked by others?
    • Relevance: Are the search results relevant to your potential customers?
    • Differentiation: Are the generic searches for your product or service rated higher than your competitor’s?
  • 7. Search engine results are key
    • 68% click a search result in the 1st page of results
    • 92% will go up to (at most) 3rd page before changing query (half will switch after 1st page)
    • 39% believe that the companies whose websites are in top search results are the leaders in their field.
    • Key lesson: If you're not ranking well for your desired search terms, brand names and other important key words and phrases, you're missing out on significant, highly qualified traffic .
    Source: iProspect & JupiterResearch, Search Engine User Behaviour Study on Google, MSN, Yahoo! Users, 2008
  • 8.  
  • 9. British Airways vs Virgin Atlantic: A basic search results comparison
  • 10. “ British Airways” – 1 st Page Results Source: http://www.distilled.co.uk/blog/reputation-wars/reputation-wars-british-airways-vs-virgin-atlantic/
    • www.britishairways.com - Owned
    • www.britishairways.com/travel/home/public/en_gb - Owned
    • www.baworldcargo.com - Owned
    • www.baworldcargo.com/tracking - Owned
    • en.wikipedia.org/wiki/British_Airways - Positive
    • www.britishairwaysjobs.com - Owned
    • www.britishairways.no - Owned
    • www.baa.com - Positive
    • www.oneworld.com/ow/member-airlines/british-airways - Owned
    • www.baholidays.com/packages/ - Owned
  • 11. “ British Airways:2 nd Page Results
    • www.foxnews.com/story/0,2933,291304,00.html - Negative
    • www.bavirtual.co.uk - Owned
    • ocaoimh.ie/tag/british-airways/ - Negative
    • www.bafc.co.uk - Owned
    • www.londoneye.com - Owned
    • www.britishairwaysrfc.co.uk - Owned
    • www.topix.net/com/bab - Positive
    • www.worldtracer.aero/filedsp/ba.htm - Positive
    • www.gbairways.com - Positive
    • www.flybmi.com/bmed - Positive
  • 12. “ Virgin Atlantic” – 1 st Page Results
    • www.virgin-atlantic.com - Owned
    • www.virgin.com - Owned
    • virgin.com/uk/default.asp - Owned
    • en.wikipedia.org/wiki/Virgin_Atlantic_Airways - Positive
    • www.virginatlanticglobalflyer.com - Owned
    • www.flyingwithoutfear.info - Owned
    • www.v-flyer.com - Owned
    • www.virginatlanticflights.com - Owned
    • gs19.globalsuccessor.com/fe/tpl_virgin01.aps?newms=hm - Owned
    • www.airlinequality.com/Forum/vir_atl.htm - Positive
  • 13. “ Virgin Atlantic”: 2 nd Page Results
    • www.cheapflights.co.uk/airlines/virgin-atlantic.html - Positive
    • www.forbes.com/forbeslife…etc - Positive
    • www.forbes.com/forbeslife…etc - Positive
    • www.virginatlanticglobalflyer.com/MissionControl/Tracking/ - Owned
    • farechase.yahoo.com/airlines/virgin_atlantic-214281 - Positive
    • www.engadget.com/2007/01/17…etc - Positive
    • www.virginmobile.co.za/…etc - Owned
    • www.cheapflights.com/airlines/virginatlantic.html - Positive
    • www.fastcompany.com/…etc - Positive
    • www.usatoday.com/…etc - Negative
  • 14. British Airways vs Virgin Atlantic
    • Own website
    • Own website
    • Own website
    • Own website
    • Positive: Wikipedia
    • Own website
    • Own website
    • Positive : Airport website
    • Own website
    • Own website
    • Negative: News site
    • Owned
    • Negative: Blog
    • Own website
    • Own website
    • Own website
    • Positive: News Aggregator
    • Positive: Baggage Tracer
    • Positive: Travel booking site
    • Positive: Travel booking site
    • Own website
    • Own website
    • Own website
    • Positive: Wikipedia
    • Own website
    • Own website
    • Own website
    • Own website
    • Own website
    • Positive: Airline review site
    • Positive: Flight deals aggregator
    • Positive: Magazine site
    • Positive: Magazine site
    • Own website
    • Positive: Flight deals aggregator
    • Positive: Gadget news site
    • Own website
    • Positive: Flights deals aggregator
    • Positive: Magazine site
    • Negative: News site
    Score: 42/50 Score: 44/50
  • 15. Love vs hate
    • “ I love British Airways” - 436 results
    • “ I hate British Airways” - 172 results
    • Score: 36 / 50
    • “ I love Virgin Atlantic” - 597 results
    • “ I hate Virgin Atlantic” - 3 results
    • Score: (49.75 rounded up to) 50 / 50
  • 16. Fun test: GoogleFight.com
  • 17. 10 ways to monitor brands for free
    • Google Alerts: http://www.google.com/alerts, iGoogle
    • Yahoo Alerts: http://alerts.yahoo.com
    • Yahoo Pipes: Social media firehose
    • http://pipes.yahoo.com/update_maker/social_media_fire_hose
    • Blogsearch.google.com
    • Technorati.com
    • Backtype.com
    • Search.twitter.com
    • FriendFeed:
    • http://mashable.com/2008/12/05/how-to-get-the-most-out-of-friendfeed/
    • Socialmention
    • Compete.com
    • Bonus: whostalkin.com
  • 18. Fee-based trackers
  • 19. 15 Google tips
  • 20. Google search tips 1. Capitalization and quotation marks: Google searches are NOT case sensitive. Searches for najib razak, Najib Razak , and naJIb rAZak will all return the same results. Use “quotes” or + sign to include all words. Eg: a +b 2. Limit to .my sites Example 1: killinghall site:com.my Example 2: “abdullah badawi” site: gov.my 3. Either OR. If you want to include either this or that in result list, use the OR operator ( must be upper-case ): Example: "siti nurhaliza" OR "datuk khalid” site:my (Leave out the OR, Google returns pages that include both terms)
  • 21.
    • 4. Exclude the Wrong Results Using -
    • Exclude irrelevant results with minus (-) operator on every word that you want to exclude and try again.
    • Eg: killinghall -school -“north yorkshire"
    • -church –pubs
    • 5. Finding different Filetypes
    • Go to Google > Advanced Search.
    • Try finding Acrobat (pdf), Powerpoint (pps), Excel spreadsheet (xls) files on any .gov.my site.
    • Example: site:bnm.gov.my filetype:xls
  • 22.
    • 6. Older stuff
    • Try Google Cached or www.archive.org
    • 7. Daterange trick: as_qdr=d7, where d=day, 7=seven
    • http://www.google.com/search?q=site:abc.com&as_qdr=d7
    • 8. News and Images: http://news.google.com
    • http://images.google.com
    • 9. Google Finance: http://finance.google.com
    • 10. Tools: Calculator: Eg: 3200+5000 OR 5% of 3527
  • 23.
    • 11. Tools: Metric converter
    • Eg: “233 square feet in square meter”
    • OR “233 sq ft =? sq m”, 10 acres in hectares
    • 12. Tools: Dictionary, acronym finder
    • Eg: define: dodecagon OR define: PCR
    • 13. Tools: Currency converter
    • Eg: currency of Brazil in Malaysian money
    • Eg: 3.578 USD in MYR
    • Eg: 5.6 million British pounds in MYR
    • 14. Tools: Recipe tip
    • Eg: half a cup in teaspoons
    • 15. Phonebook
    • Eg: Brad, Pitt, LA OR rphonebook: Brad Pitt LA
    • Extra tip: Check flight status by typing flight code eg: mh 123
  • 24. Google AdWords, Google AdSense, SEO
  • 25. Understanding basic terms
    • Hits
    • Pageviews, Impressions
    • Unique visitors
    • Downloads
    • Embeds
    • Timespent
    • Traffic
    • PPC =pay-per-click, CPM =cost-per-1000
    • CPC= cost/click, CPA = cost/action
  • 26. Google PageRank
    • PageRank™ is Google's proprietary system for ranking web pages. 
    • Google grades pages from PR 1 to 10 based on a complex algorithm that takes into account the page's content, and the number and quality of inbound links. 
    • The higher the inbound links, the higher in the search engine results page (SERP) your website/blog will appear after a query .
  • 27. Search Engine Optimization
    • The process of choosing targeted keyword phrases related to a site, and ensuring that the site ranks higher when those keyword phrases are part of a web search.
    Organic Paid Paid
  • 28. Wordtracker
    • Enter in keywords and search phrases
    • Find relevant terms
    • Use for brainstorming as well as drilling down into specific phrases.
    • Google Keyword suggestion tool:
    Free version:http:// freekeywords.wordtracker.com http://adwords.google.com/select/KeywordToolExternal
  • 29. Google AdWords: search results Exercise: 1. Search for keywords of your product 2. Who’s advertising your keyword?
  • 30. Google AdWords
    • AdWords is Google's flagship advertising product, and main source of revenue.
    • AdWords offers pay-per-click (PPC) advertising, and site-targeted advertising for both text and banner ads.
    • Google's text ads are short, consisting of one title line and two content text lines.
  • 31. Google AdSense
    • Website publishers can earn a portion of the ad revenue for placing Google-administered text and image ads on their sites or blogs.
    • The ads generate revenue on a per-click basis.
    • Google utilizes its search technology to serve ads based on website content, the user's geographical location, and other factors.
  • 32. Google Analytics
    • Tracks and generates detailed statistics about visitors to a site.
    • Used to optimize AdWords campaigns by analysis of where the visitors came from, how long they stayed, their geographical position and where exactly visitors click on the site.
  • 33. Building a simple monitoring dashboard
  • 34. RSS
    • Rich Site Summary/Really Simple Syndication is a method to syndicate your web content out to users. Using RSS files, you can create a feed that supplies headlines, news, blog posts, comments, forum threads, photos, audio files, and even video to your “subscribers”.
    • Subscribers can use a dedicated software called an RSS reader or aggregator to “pull in” all their favourite web content into one location and scan quickly. Current browsers come with integrated RSS readers.
    • Users can also use a web-based aggregator to pull-in feeds that are constantly updated and view a web page of feeds. Eg: Bloglines, Google Reader, Netvibes
  • 35. Using RSS
    • 1. Monitor News:
    • http://thestar.com.my/rss/
    • http://www.cnn.com/services/rss/
    • http://news.bbc.co.uk/2/hi/help/3223484.stm
    • 2. Monitor Press Releases:
    • Intel: http://www.intel.com/intel/rss.htm
    • IBM: http://www-1.ibm.com/services/us/igs/rss/rss.html
    • Dell: http://www.dell.com/RSS/
    • 3. Monitor Blogs:
    • http://www.tonyfernandesblog.com/main.php?tempskin=_rss2
    • http://rockybru.blogspot.com/atom.xml
    • http://www.kennysia.com/atom.xml
  • 36. Exercise: Add feed to iGoogle 1. Go to http://www.thestar.com.my/rss
  • 37. 2. Right click RSS, copy shortcut (IE) or copy link location (Firefox), or copy link address(Chrome)
  • 38. 3. Open igoogle.com. Click on ADD GADGETS Top left. 4. Click on “Add feed or gadget” (bottom left) and paste URL (over http://)
  • 39. 5. Create a dashboard of feeds and divide into tabs (topic headers) To add a tab, click on down arrow and Add Tab You can add up to 9 posts/updates per feed and re-arrange pages into 1-column, 2-column or 3-column
  • 40. Method B: 2. Clicking on RSS button 1. Switch to Google 2. Subscribe
  • 41. 2. Add to Google homepage
  • 42. Marty Weintraub, http://www.aimclearblog.com Bonus: How to Build a Reputation Monitoring Dashboard: http://tinyurl.com/repboard