Adam Howitt, Using Google Tools to Optimize Content for Business Results

Google Technology for Better Content By Adam Howitt content design & access tools & technologies content development & management

Overview Build a site around a goal Measure the results Tweak your content Understand conversions Drive more traffic to your site

Pick a Goal Event Registrations – sign up Leads – register Sales – buy something Readership – subscribe Be more specific – Don’t just buy something, buy this • Most profitable or • Underdeveloped

Build a Site Quickly – launch fast and learn fast 80% perfect Goal driven content Omit anything not driving the goal Your site can always improve

Garden Metaphor Start barren Plant seeds Constant care Things die Things get moved Things just don’t work

Main Street Store Goal 1 – Get them inside – Catchy Window Goal 2 – Get them to buy something specific – Avoid Distractions – Shelf placement and signage Goal 3 – Get them to buy more items – Carefully position related items Goal 4 – Get them to come back – Coupons, mailing list

Website Equivalent Goal 1 – Get them inside – Landing pages in Google – Should communicate end goal Goal 2 – Get them to buy something specific – Easy next step for the goal • Prominent • Eye catching Online is • Scannable • Desirable Like Offline Goal 3 – Get them to buy more items – Give them a next step after the goal • Turn thank you into please continue Goal 4 – Get them to come back – Get them to subscribe • Coupons, mailing list, fresh content

Measure your Goal – Google Analytics Demo of Google Analytics Demo of Page Views Demo of E-commerce Demo of Drilldown Demo of Funnels

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Adam Howitt, Using Google Tools to Optimize Content for Business Results

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