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Benj Arriola
Internet Marketing Inc.
Google Tools

                Made
Partially      for SEO
for SEO

            Not for
             SEO




    How you make
    it work for SEO
Why Use SEO Tools?


         Research




                      Web
Production
                    Analytics
How do we use SEO Tools?




UI             API
Remember these when looking at the tools

                Made
Partially      for SEO            Research
for SEO

            Not for
             SEO                                         UI   API
                                               Web
                         Production
                                             Analytics
    How you make
    it work for SEO



Improved Efficiency  Increase Productivity / Less
Resource  More Profits
Google Tools for Research: Keywords
Google Adwords             Popular usage:
Keyword Tool                 Obtaining Search Volume
Google Traffic Estimator
Discontinued Tools:
  Google Web Based
  Keyword Research Tool
  Google Keyword Wonder
  Wheel
Google Tools for Research: Keywords
Google Adwords             Real value in many tools
                           Popular usage:
Keyword Tool               is how you use it. Volume
                               Obtaining Search
Google Traffic Estimator   Some ideas:
Discontinued Tools:          Keyword Silos/Categories
  Google Web Based           Common Long Tail
  Keyword Research Tool      Patterns
  Google Keyword Wonder      Keyword Ideas
  Wheel                         Related Words
                                   Synonyms
                                   Competitor
                                   Supplementary
Google Tools for Research: Keywords
Google Adwords Keyword Tool
  UI: https://adwords.google.com/select/KeywordToolExternal
  API: http://code.google.com/apis/adwords/
Google Adwords Traffic Estimator
  UI: https://adwords.google.com/select/TrafficEstimatorSandbox
  API: http://code.google.com/apis/adwords/
Google Web Search
  API: SOAP http://code.google.com/apis/soapsearch/
  API: AJAX http://code.google.com/apis/websearch/
  API: REST: JSON, Atom
  http://code.google.com/apis/customsearch/
  CURL: http://www.google.com/
     AKA Scraping
     Challenges: CAPTCHA, Banned IP
Google Tools for Research: Keywords
Google Trends         Popular usage:
Google Hot Searches     Comparing Search Volumes

Google Insights
Google Zeitgeist
Google Correlate
Google Tools for Research: Keywords
Google Trends         Real value in many tools is
                      Popular usage:
Google Hot Searches   how you use Search Volumes
                        Comparing it.
                      Some ideas:
Google Insights
                         Deciding on the main
Google Zeitgeist         keyword to target
Google Correlate         Looking for seasonal trends
                         to prepare for the future
                         Keyword Ideas Using
                         Correlate
                            Related Words
                                Synonyms
                                Competitor
                                Supplementary
Google Tools for Research: Keywords
Google Trends         Real value in many tools is
Google Hot Searches   how you use it.
                      Some ideas:
Google Insights
                         Deciding on the main
Google Zeitgeist         keyword to target
Google Correlate         Looking for seasonal trends
                         to prepare for the future
                         Keyword Ideas Using
                         Correlate
                            Related Words
                                Synonyms
                                Competitor
                                Supplementary
Google Tools for Research: Keywords
Google Trends
  UI: http://www.google.com/trends/
  API: https://github.com/suryasev/unofficial-google-trends-
  api
Google Hot Searches
  UI: http://www.google.com/trends/hottrends
Google Correlate
  UI: http://www.google.com/trends/correlate
Google Insights
  UI: http://www.google.com/insights/search/
Google Zeitgeist
  UI: http://www.google.com/intl/en/press/zeitgeist/
Google Tools for Research: News & Blogs
News
  UI: http://news.google.com/
  API: http://code.google.com/apis/newssearch/
    Ideas: sort by date or sort by relevance
Blogsearch
  UI: http://www.google.com/blogsearch
  API: http://code.google.com/apis/blogsearch/
    Ideas: sort by date or sort by relevance
Google Tools for Research: Newsfeeds
iGoogle
Popular usage:
  Install a bunch of
  useless gadgets.
Real value in many
tools is how you use
it.
Some ideas:
  A single page of all
  RSS feeds from sites
  related to my
  industry.
http://www.google.com/ig
Google Tools for Research: Partners
Google
Popular usage:
   Search for whatever you are looking
   for.
Real value in many tools is how you
use it.
Some ideas:
   Use search commands like inurl: and
   site: to find websites under specific
   domain extensions.
   Popular blog platforms, forum
   platforms and other platforms where
   UGC is accepted. Ex: powered by
   wordpress, powered by vbulletin, etc.
   Related industry or supplemental
   product or service.
   Niche directories/portals
Google Tools for Research: Competitors
 Google
 Popular usage:
   Search for whatever you are
   looking for.
 Real value in many tools is how
 you use it.
 Some ideas:
   Find competitors to know what
   you are against. Use search
   commands like intitle:, inurl:,
   phrase search.
   Do SEO Shadowing after
   discovering your competition.
Google Tools for Research: Competitors
 DoubleClick Ad Planner
 Popular usage:
   Gathering Demographic
   Data
Google Tools for Research: Competitors
 DoubleClick Ad Planner
   UI: https://www.google.com/adplanner/
   API: http://advertisersapi.doubleclick.net/
Google Tools for Analysis: Analytics & Diagnostics
 Google Analytics           Popular Usage:
                              View of Traffic, Bounce
                              Rate, Time on Site, Page
                              Views.
Google Tools for Analysis: Analytics & Diagnostics
                            Real value in many tools is how you
 Google Analytics           Popular Usage:
                            use it.
                            Some ideas: Traffic, Bounce
                                View of
                                Rate, Timebetween traffic
                                 Correlation on Site, Page
                                 and ranking.
                                Views.
                                 Segmentation of data.
                                 Time on site and bounce rate
                                 may be deceiving.
                                 Long Tail Analysis
                                 Link up Google Webmaster
                                 Tools
                                 Use the new attribution
                                 analytics functions.
                                 Goal Tracking, Conversion
                                 Tracking
                                 Virtual Page Views
                                 Custom Variables
Google Tools for Analysis: Analytics & Diagnostics
 Google Analytics           Popular Usage:
 Google Webmaster Tools       Submission of XML
                              Sitemaps
Google Tools for Analysis: Analytics & Diagnostics
 Google Analytics           Real value Usage:tools is how
                            Popular in many
                            you use it.
 Google Webmaster Tools        Submission of XML
                            Some ideas:
                               Sitemaps Google Analytics
                                Link up to
                                Check crawl errors often.
                                Control Sitelinks
                                Set URL parameters if
                                needed.
                                Save Top Queries monthly.
                                Duplicate Content Title
                                Tags. (HTML suggestions)
                                Organic CTR.
Google Tools for Analysis: Analytics & Diagnostics
 Google Analytics           Popular Usage:
 Google Webmaster Tools        Multivariate Testing
 Google Website Optimizer   Real value in many tools is
                            how you use it.
                            Some ideas:
                               Test a few variables at a
                               time.
                               Make sure you have enough
                               data to draw conclusions
                               Use high traffic pages
                               Check if your data us
                               statistically significant. (Chi-
                               Squared Test, x2 test)
Google Tools for Analysis: Analysis & Diagnostics
Google Analytics
   UI: http://www.google.com/analytics/
   API: http://code.google.com/apis/analytics/
Google Webmaster Tools
   UI: https://www.google.com/webmasters/tools/
   API: http://code.google.com/apis/webmastertools/
Google Website Optimizer
   Signup: http://www.google.com/websiteoptimizer
   API: http://code.google.com/apis/analytics/docs/gwo/
Google Trifecta
   http://www.youtube.com/watch?v=9yKjrdcC8wA
Google Voice
   https://www.google.com/voice/
   http://code.google.com/p/pygooglevoice/
   http://code.google.com/p/google-voice-java/
Google Tools for Production: Design/Development
 Google Web Font
    UI: http://www.google.com/webfonts
    API: http://code.google.com/apis/webfonts/
 Google Swiffybeta
    UI: http://www.google.com/doubleclick/studio/swiffy/
 Google Browser Size
    UI: http://browsersize.googlelabs.com/
 Google Page Speed
    Info: http://code.google.com/speed/page-speed/
    Browser Ext: http://code.google.com/speed/page-speed/download.html
 Google Java Developer Tools
    Download: http://code.google.com/javadevtools/
 Google Web Toolkit
    Download: http://code.google.com/webtoolkit/overview.html
 Google Custom Search Engine (CSE)
    UI: http://www.google.com/cse/
    API: http://code.google.com/apis/customsearch/
Google Tools for Production: ORM
Google Alertsbeta
IU: http://www.google.com/alerts
Google Tools for Production: Social Media
YouTube
     http://www.youtube.com/
Blogger
     http://www.blogger.com/
Picasa
     http://picasaweb.google.com/
Google Groups
     http://groups.google.com
Google+/Orkut
     https://plus.google.com/
     http://www.orkut.com/
+1
     http://www.google.com/+1/button/
Google Tools for Production: eCommerce
Google Product Search
  (Was called Google Shopping, Google Base, Froogle)
  http://www.google.com/prdhp
Google Merchant
  http://www.google.com/merchants/
Google Checkout
  https://checkout.google.com/
Google Rich Snippets
  http://schema.org (Reviews, Ratings, Products, Offers,
  Business, Places, Video, Images)
  http://www.google.com/webmasters/tools/richsnippets
Google Tools for Production: Geotargeting
Google Places
  (Was called Google Local Business Center, Google Maps)
  http://www.google.com/local/add/businessCenter
Google Rich Snippets
  http://schema.org (Business, Places)
  http://www.google.com/webmasters/tools/richsnippets
Individual Country Google Versions
Google Translate
  http://translate.google.com/
Q: Why Use APIs? A: Efficiency
                Integration
               between tools



    Scalable                    Faster
    Process                    Reports




               Visualization
The API Challenge
API                               UI
  Needs more resources:                Does not need much resources.
      Programmers/Developers           Can work on a project right away.
                                       Individual projects may be more
      Strategist/Analyst               time consuming since not all tools
      Takes Time to Develop            are integrated.
  Creates your own intellectual        Good knowledge of Excel,
                                       databases and business
  property.                            intelligence tools can help speed
  Increases the value of your          up the process.
  services.                            There are many 3rd party tools that
                                       connect to the APIs already that
  Improves productivity.               are not that expensive, so there is
                                       no need to make your own.
Summary

                Made
Partially      for SEO            Research
for SEO

            Not for
             SEO                                         UI   API
                                               Web
                         Production
                                             Analytics
    How you make
    it work for SEO



Improved Efficiency  Increase Productivity / Less
Resource  More Profits
Summary

                Made
Partially      for SEO            Research
for SEO

            Not for
             SEO                                         UI   API
                                               Web
 Thank you.              Production
                                             Analytics
    How you make
    it work for SEO

 Questions?
Improved Efficiency  Increase Productivity / Less
Resource  More Profits

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Google Tools for SEO

  • 2. Google Tools Made Partially for SEO for SEO Not for SEO How you make it work for SEO
  • 3. Why Use SEO Tools? Research Web Production Analytics
  • 4. How do we use SEO Tools? UI API
  • 5. Remember these when looking at the tools Made Partially for SEO Research for SEO Not for SEO UI API Web Production Analytics How you make it work for SEO Improved Efficiency  Increase Productivity / Less Resource  More Profits
  • 6. Google Tools for Research: Keywords Google Adwords Popular usage: Keyword Tool Obtaining Search Volume Google Traffic Estimator Discontinued Tools: Google Web Based Keyword Research Tool Google Keyword Wonder Wheel
  • 7. Google Tools for Research: Keywords Google Adwords Real value in many tools Popular usage: Keyword Tool is how you use it. Volume Obtaining Search Google Traffic Estimator Some ideas: Discontinued Tools: Keyword Silos/Categories Google Web Based Common Long Tail Keyword Research Tool Patterns Google Keyword Wonder Keyword Ideas Wheel Related Words Synonyms Competitor Supplementary
  • 8. Google Tools for Research: Keywords Google Adwords Keyword Tool UI: https://adwords.google.com/select/KeywordToolExternal API: http://code.google.com/apis/adwords/ Google Adwords Traffic Estimator UI: https://adwords.google.com/select/TrafficEstimatorSandbox API: http://code.google.com/apis/adwords/ Google Web Search API: SOAP http://code.google.com/apis/soapsearch/ API: AJAX http://code.google.com/apis/websearch/ API: REST: JSON, Atom http://code.google.com/apis/customsearch/ CURL: http://www.google.com/ AKA Scraping Challenges: CAPTCHA, Banned IP
  • 9. Google Tools for Research: Keywords Google Trends Popular usage: Google Hot Searches Comparing Search Volumes Google Insights Google Zeitgeist Google Correlate
  • 10. Google Tools for Research: Keywords Google Trends Real value in many tools is Popular usage: Google Hot Searches how you use Search Volumes Comparing it. Some ideas: Google Insights Deciding on the main Google Zeitgeist keyword to target Google Correlate Looking for seasonal trends to prepare for the future Keyword Ideas Using Correlate Related Words Synonyms Competitor Supplementary
  • 11. Google Tools for Research: Keywords Google Trends Real value in many tools is Google Hot Searches how you use it. Some ideas: Google Insights Deciding on the main Google Zeitgeist keyword to target Google Correlate Looking for seasonal trends to prepare for the future Keyword Ideas Using Correlate Related Words Synonyms Competitor Supplementary
  • 12. Google Tools for Research: Keywords Google Trends UI: http://www.google.com/trends/ API: https://github.com/suryasev/unofficial-google-trends- api Google Hot Searches UI: http://www.google.com/trends/hottrends Google Correlate UI: http://www.google.com/trends/correlate Google Insights UI: http://www.google.com/insights/search/ Google Zeitgeist UI: http://www.google.com/intl/en/press/zeitgeist/
  • 13. Google Tools for Research: News & Blogs News UI: http://news.google.com/ API: http://code.google.com/apis/newssearch/ Ideas: sort by date or sort by relevance Blogsearch UI: http://www.google.com/blogsearch API: http://code.google.com/apis/blogsearch/ Ideas: sort by date or sort by relevance
  • 14. Google Tools for Research: Newsfeeds iGoogle Popular usage: Install a bunch of useless gadgets. Real value in many tools is how you use it. Some ideas: A single page of all RSS feeds from sites related to my industry. http://www.google.com/ig
  • 15. Google Tools for Research: Partners Google Popular usage: Search for whatever you are looking for. Real value in many tools is how you use it. Some ideas: Use search commands like inurl: and site: to find websites under specific domain extensions. Popular blog platforms, forum platforms and other platforms where UGC is accepted. Ex: powered by wordpress, powered by vbulletin, etc. Related industry or supplemental product or service. Niche directories/portals
  • 16. Google Tools for Research: Competitors Google Popular usage: Search for whatever you are looking for. Real value in many tools is how you use it. Some ideas: Find competitors to know what you are against. Use search commands like intitle:, inurl:, phrase search. Do SEO Shadowing after discovering your competition.
  • 17. Google Tools for Research: Competitors DoubleClick Ad Planner Popular usage: Gathering Demographic Data
  • 18. Google Tools for Research: Competitors DoubleClick Ad Planner UI: https://www.google.com/adplanner/ API: http://advertisersapi.doubleclick.net/
  • 19. Google Tools for Analysis: Analytics & Diagnostics Google Analytics Popular Usage: View of Traffic, Bounce Rate, Time on Site, Page Views.
  • 20. Google Tools for Analysis: Analytics & Diagnostics Real value in many tools is how you Google Analytics Popular Usage: use it. Some ideas: Traffic, Bounce View of Rate, Timebetween traffic Correlation on Site, Page and ranking. Views. Segmentation of data. Time on site and bounce rate may be deceiving. Long Tail Analysis Link up Google Webmaster Tools Use the new attribution analytics functions. Goal Tracking, Conversion Tracking Virtual Page Views Custom Variables
  • 21. Google Tools for Analysis: Analytics & Diagnostics Google Analytics Popular Usage: Google Webmaster Tools Submission of XML Sitemaps
  • 22. Google Tools for Analysis: Analytics & Diagnostics Google Analytics Real value Usage:tools is how Popular in many you use it. Google Webmaster Tools Submission of XML Some ideas: Sitemaps Google Analytics Link up to Check crawl errors often. Control Sitelinks Set URL parameters if needed. Save Top Queries monthly. Duplicate Content Title Tags. (HTML suggestions) Organic CTR.
  • 23. Google Tools for Analysis: Analytics & Diagnostics Google Analytics Popular Usage: Google Webmaster Tools Multivariate Testing Google Website Optimizer Real value in many tools is how you use it. Some ideas: Test a few variables at a time. Make sure you have enough data to draw conclusions Use high traffic pages Check if your data us statistically significant. (Chi- Squared Test, x2 test)
  • 24. Google Tools for Analysis: Analysis & Diagnostics Google Analytics UI: http://www.google.com/analytics/ API: http://code.google.com/apis/analytics/ Google Webmaster Tools UI: https://www.google.com/webmasters/tools/ API: http://code.google.com/apis/webmastertools/ Google Website Optimizer Signup: http://www.google.com/websiteoptimizer API: http://code.google.com/apis/analytics/docs/gwo/ Google Trifecta http://www.youtube.com/watch?v=9yKjrdcC8wA Google Voice https://www.google.com/voice/ http://code.google.com/p/pygooglevoice/ http://code.google.com/p/google-voice-java/
  • 25. Google Tools for Production: Design/Development Google Web Font UI: http://www.google.com/webfonts API: http://code.google.com/apis/webfonts/ Google Swiffybeta UI: http://www.google.com/doubleclick/studio/swiffy/ Google Browser Size UI: http://browsersize.googlelabs.com/ Google Page Speed Info: http://code.google.com/speed/page-speed/ Browser Ext: http://code.google.com/speed/page-speed/download.html Google Java Developer Tools Download: http://code.google.com/javadevtools/ Google Web Toolkit Download: http://code.google.com/webtoolkit/overview.html Google Custom Search Engine (CSE) UI: http://www.google.com/cse/ API: http://code.google.com/apis/customsearch/
  • 26. Google Tools for Production: ORM Google Alertsbeta IU: http://www.google.com/alerts
  • 27. Google Tools for Production: Social Media YouTube http://www.youtube.com/ Blogger http://www.blogger.com/ Picasa http://picasaweb.google.com/ Google Groups http://groups.google.com Google+/Orkut https://plus.google.com/ http://www.orkut.com/ +1 http://www.google.com/+1/button/
  • 28. Google Tools for Production: eCommerce Google Product Search (Was called Google Shopping, Google Base, Froogle) http://www.google.com/prdhp Google Merchant http://www.google.com/merchants/ Google Checkout https://checkout.google.com/ Google Rich Snippets http://schema.org (Reviews, Ratings, Products, Offers, Business, Places, Video, Images) http://www.google.com/webmasters/tools/richsnippets
  • 29. Google Tools for Production: Geotargeting Google Places (Was called Google Local Business Center, Google Maps) http://www.google.com/local/add/businessCenter Google Rich Snippets http://schema.org (Business, Places) http://www.google.com/webmasters/tools/richsnippets Individual Country Google Versions Google Translate http://translate.google.com/
  • 30. Q: Why Use APIs? A: Efficiency Integration between tools Scalable Faster Process Reports Visualization
  • 31. The API Challenge API UI Needs more resources: Does not need much resources. Programmers/Developers Can work on a project right away. Individual projects may be more Strategist/Analyst time consuming since not all tools Takes Time to Develop are integrated. Creates your own intellectual Good knowledge of Excel, databases and business property. intelligence tools can help speed Increases the value of your up the process. services. There are many 3rd party tools that connect to the APIs already that Improves productivity. are not that expensive, so there is no need to make your own.
  • 32. Summary Made Partially for SEO Research for SEO Not for SEO UI API Web Production Analytics How you make it work for SEO Improved Efficiency  Increase Productivity / Less Resource  More Profits
  • 33. Summary Made Partially for SEO Research for SEO Not for SEO UI API Web Thank you. Production Analytics How you make it work for SEO Questions? Improved Efficiency  Increase Productivity / Less Resource  More Profits

Editor's Notes

  1. SOAP – Simple Object Access ProtocolREST – Representational State TransferJSON – JavaScript Object Notation
  2. SOAP – Simple Object Access ProtocolREST – Representational State TransferJSON – JavaScript Object Notation