Google 101 - Analytics, AdWords, Webmaster Tools and Places,


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How to Learn to Love Google and Embrace Their Suite of Evil Genius Products For Business Success

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  • Google estimates that its search and advertising tools generated $64 billion of economic activity across the United States in 2010 – only about $102.5 Million could be attributed to Louisiana specifically. This estimate is based on the economic value generated by Google Search and AdWords, Google AdSense and Google Grants. Here ’s how Google came up with this estimate: For search and AdWords, Google estimates that for every $1 a spent on AdWords, a business receives an average of $8 in profit through search and AdWords. To derive the economic value, Google multiplied AdWords revenue by 8. The estimate was developed by Google ’s Chief Economist, Hal Varian, based on observed cost-per-click activity across a large sample of advertisers; his methodology was published in the American Economic Review in May 2009. For Google AdSense, economic impact is the estimated amount Google paid to website publishers for placing Google ads next to their content. For Google Grants, economic impact is the total amount spent by grants recipients out of the $10,000 per month awarded to them. You can download the report at t; it includes a state-by-state analysis.
  • Some Key Statistics to Keep In Mind: 97% of consumers in the U.S. research products online before buying (Kelsey Group) 77% of Internet users SEARCH on a daily basis 71% of online Americans have bought a product via the web. One in three searches has local intent. Only 54% of small business owners believe that they ’re making technology work effectively for their businesses in 2010, down from 60% in 2009. 1 When small business owners think about their presence online, they often think it ’s too hard, too expensive or not right for their business. Google provides many resources to help business owners promote themselves online. In this presentation we will provide an overview of some of these tools.
  • Today we ’ll focus on four ways Google’s tools can help you: Getting found online in Google ’s natural or “organic” results Finding customers using Google ’s advertising platform, AdWords Free market intelligence tools that help you understand your web traffic and keep tabs of your online presence. Finally, increasing your office productivity with Google ’s free suite of tools, Google Apps.
  • Before we can strategize ways to get our website found, it is helpful to understand how a search engine results page is organized. Keep in mind that this page may look different for different searchers based on factors like their geographic location, their search history, and their page settings. At the top, the searcher can type in a word or phrase. This is called a search query. Searchers type these words in to help find appropriate websites and webpages within those sites. Google will display the most relevant results it can, based on the keywords and information it has about the searcher.
  • In the above example, we see the “natural” or “organic” results. Google displays links to Web pages it determines to be the most relevant to the search query. A click on these links does NOT cost the owner of the website money.
  • The first section we will look at contains Google ’s ads, served by the AdWords platform. These are paid placements. Advertisers are competing against each other for spots on this page. Ads can appear directly above the search results or on right side of the page. By default, there can be up to 11 ads on a page. Clicks on AdWords ads DO cost the advertiser money - they set their own maximum price or a click. Advertisers are NOT charged if their ads are not clicked on. We will discuss the AdWords advertising program in subsequent presentations.
  • The last section on the above example shows local business results pulled from Google Places. Google Places offers free, hosted Web pages for businesses. It ’s one of the easiest ways to get online immediately. Another bonus of Google Places is the opportunity to appear on the search engine results page in this special section. Each area on a search engine results page is treated separately. So, it is possible to have your website listed in the AdWords results, the organic results, and the local business results powered by Google Places. For maximum exposure of your website, your goal may be to list your business in all of these places!
  • First and foremost, tell Google what your website it all about with keyword-centric, original content. Always make sure that the content you publish is relevant to the theme of your site. Blogs are great ways to keep your content fresh, and a website with good, up-to-date content is a resource. As people learn about your site, they will share the URL with others. And, if people decide to create a link to your site from their website or blog, it serves as a backlink to you. Every backlink is essentially a vote of confidence for your site. Backlinks help Google determine which websites are authoritative for particular topics. To get a backlink, your website must be linkable. Make sure that individual pages within the sites can be individually linked to. For example, a website can be built using frames. A frame loads new pages within a section of the page, and URL does not change. In this case, it is difficult to link to individual pages, and difficult for Google bot to index pages within the website. On a more technical side, another way to help your website get found is to create a Sitemap. In its simplest terms, an XML Sitemap is a list of the pages on your website. Sitemaps are a way to tell Google about pages on your site it might not otherwise discover. Creating and submitting a Sitemap helps Google know about the pages in your site, including URLs that may not be discoverable by Google's normal crawling process. Sitemaps are particularly helpful if: Your website has dynamic content. Your website has pages that aren't easily discovered by Googlebot during the crawl process—for example, pages featuring rich AJAX or images. Your website is new and has few links to it. (Googlebot crawls the Web by following links from one page to another, so if your site isn't well linked, it may be difficult to find it.) Your website has a large archive of content pages that are not well-linked to each other, or are not linked at all. A Sitemap doesn ’t guarantee that Google will crawl or index all of the pages of the website. But, Google will use your Sitemap data to learn about the site's structure, which will helps improve their crawler schedule. This can help Google do a better job crawling your site in the future. In most cases, webmasters benefit from Sitemap submission, and in no case is a website penalized for it. Don ’t be sneaky. Some people try to influence Google’s algorithm my trying to promote their websites in ways that violate Google’s webmaster guidelines. The simplest example would be “stuffing” Web pages with keywords, often hiding them in a color that matches the background (white text on a white background). Rule of thumb: if it feels sneaky, best avoid it. Finally, don ’t rush it! SEO is a slow, incremental process and you should see improvement over time.
  • Now that you know the words you want to be found for, which ones are you actually getting traffic – GOOD TRAFFIC from? What data is valuable? How much is enough traffic? Dive into Google Analytics to dig out the meaningful data it provides and what to do with it;
  • This is where you land when you enter Analytics. You can’t break it so start clicking around. Select your date range – compare to the previous month or the date range of your choice. Look at the progress your site is making based on the metrics provided. KPI
  • Visitors Where are people coming from? Are they new or have they been there before? Are they on a laptop or a cell phone?
  • When looking at your keywords, you are likely going to see your brand at the top of the list. If not, then you either havent branded yourself enough within your own site, or you havent branded yourself online at all. Either way, while that is valuable data, you can filter to see which non-branded keywords are driving traffic to your site, and what the quality of the visits are.
  • When looking at your keywords, you are likely going to see your brand at the top of the list. If not, then you either havent branded yourself enough within your own site, or you havent branded yourself online at all. Either way, while that is valuable data, you can filter to see which non-branded keywords are driving traffic to your site, and what the quality of the visits are.
  • It’s more than just the words being used to find you, it’s about the vehicle they are taking to get there. Are there opportunities for you to increase your visbility on a particular site, search engine or referral source that shows a lower volume, but high quality of visitors?
  • Segway – Top referring sites give you an idea of where you have an inbound link or places that you are receiving traffic now. Why look for new, when you can work to make these better sources of quality traffic. How you might ask….
  • Google offers a resource for you to get information about how Google understands your websites, called Webmaster Central. URL: Webmaster Central allows you to submit Sitemaps Webmaster Central ’s tools give detailed reports about your visibility on Google. It answers questions about crawling, indexing and ranking questions; provides an avenue for feedback and issues; and offers diagnostic tools that help you understand and fix potential crawling problems. View, classify, and download comprehensive data about internal and external links to your site with link reporting tools. Find out which Google search queries drive traffic to your site, and see exactly how users arrive there. You can also specify how you would like the URLs Google indexes to appear.
  • Google AdWords succeeds because it delivers prospects to you at the precise moment they are looking for you. To directly compare: with traditional advertising, you have to search for your customers, but with AdWords, customers quite literally search for you! For example, if you are a Nashville based shop offering Poodle grooming, you might bid on the keyword “Poodle Groomer Nashville.” When a searcher types in that query, your ad may appear with the search results, connecting you to a prospect.
  • With Google AdWords, you are not charged if your ad appears. You are charged only if a searcher clicks on your ad. And, you the advertiser control how much you spend. You set a daily budget as well as a maximum amount you ’re willing to pay for a click. This is why the bidding model is often referred to as “Pay Per Click” (PPC) or “Cost Per Click” (CPC) bidding.
  • AdWords allows you to specify where your ads are eligible to appear. So, to go back to our example, you can use restrict where your searchers are located. This helps you spend you your budget only on the most likely prospects. Advertisers also have the option to target specific languages. So, if you ’d like your ad to show to people who prefer to see their results in one of the 60+ languages Google supports, you can do that too! Google does not automatically translated. ****NOTE TO TRAINER - You may want update screenshot based on location of training ***
  • To recap the benefits of the AdWords program: It costs $5 to set up an account; after that, all the costs are up to you, from the amount you spend per click and per day. You can control when and where your ads will appear. There is no time commitment - you can turn your ads on and off, anytime. AdWords offers free tools to help track conversions - whether clicks on your ad result in the online goals you set. You can use that to determine your return on investment! If you plan to manage AdWords yourself, start slow, measure your results, adjust, try something new. Build on your success. If you prefer, find a great partner to help you.
  • From here, click ‘Start Now’ and the start-up wizard will walk you through the steps to get an account up and running for your business. To learn more about AdWords, please stay for the upcoming presentations - we will provide a deeper explanation of how the auction works and strategies for success.
  • You can increase your online visibility by creating a free business page on Google Places (formerly local business center). You do not need your own website for a Place page. Your Place page is like an online yellow pages listing that can direct customers to your storefront, menu, phone number or website – whatever makes sense for your business. You ’ll see that the pins correspond with your location, which you can set, and it can include a phone number, address, and whatever else you want people to see about you. To get started, you need to go to to claim your business, and enter the correct information that corresponds with your business and confirm your listing.
  • A Google Places page allows you to upload information about your business. The more information you provide, the more context Google will have about your business and how relevant it is to search queries. Note the Review section; you can invite happy customers to click on “Write a review” and leave feedback about your business.
  • There ’s been a steady increase in searches for coupons since 2004, with searches predicted to increase in 2011. Customers are looking for ways to save both with online purchases and in stores.
  • One of the best features within Google Places is the ability to create and manage coupons. You can update your coupons anytime. Promoting your coupons - via email, social media, offline promotion -- can drive traffic to your website and business.
  • The Google Places metrics dashboard provides statistics for your Places page usage. Data includes: Impressions: The number of times that your business listing was displayed during a search on Google or in a OneBox result after a regular search from Google. Actions: The number of users who have clicked through your business listing after viewing it as a search result. Statistics aren't real time. They're compiled for the past 30 days and are provided at a 24 hour delay.
  • Create or claim your listing by visiting
  • Claim your page…use google tools like the calendar to share events in your city, add video, connect it to your page, include offers (even if they are things that you give away now for free (consultation, review, other), encourage reviews…they are going to mean a lot!
  • Google 101 - Analytics, AdWords, Webmaster Tools and Places,

    1. 1. How to Learn to Love Google and Embrace Their Suite of Evil Genius Products For Business Success
    2. 2. Adele Tiblier Director of Interactive Strategy 504-894-8011 [email_address] @fscnola
    3. 3. Google ’s search and advertising tools generated $64 billion of economic activity in 2010.
    4. 4. 97% of consumers research products online before buying
    5. 5. Get Found Helping customers find your shop or office with Google Places – for free. Attract Customers Helping promote your business with ads on Google search and the Google Network. Market Intelligence Helping you analyze website traffic to identify why people are coming to your site. Office Productivity Helping you reduce costs and become more productive at the office.
    6. 6. <ul><ul><li>The anatomy of a search engine results page </li></ul></ul><ul><ul><li>An introduction to search engine optimization (SEO) </li></ul></ul><ul><ul><li>Tips for promoting your website </li></ul></ul><ul><ul><li>An introduction to Webmaster Central </li></ul></ul>
    7. 7. Query (Keyword)
    8. 8. 6 Organic Results
    9. 9. Ads (Google AdWords)
    10. 10. Local Results (Places Pages)
    11. 11. Spiders visit and read/crawl your site for words ( keywords ) These words are saved ( cached ) so when someone visits their site ( uses a search engine ), the matchmaking to provide the most relevant result based on the search begins. The more information you have that is relevant to what someone is searching for, the more likely you will be to show up atop the engines. Is that all there is? No. But it’s a start.
    12. 12. <ul><li>Finding the right words - Google Suggest </li></ul>
    13. 13. <ul><li>Finding out more ABOUT the right words - Google Keyword Tool </li></ul>
    14. 14. <ul><ul><li>Use keywords in text. </li></ul></ul><ul><ul><li>Keep content fresh. Blogs are great! </li></ul></ul><ul><ul><li>Earn links from other sites, treat them like gold. </li></ul></ul><ul><ul><li>Drive traffic to your site, make content linkable. </li></ul></ul><ul><ul><li>Use a Google Sitemap - ask your webmaster for help! </li></ul></ul><ul><ul><li>Don't be sneaky: show Google what humans see. </li></ul></ul><ul><ul><li>Don’ t rush it. SEO takes a long time! </li></ul></ul>Helping Google find your website
    15. 15. Learning to Love and Learn From Your Data
    16. 16. Key Performance Indicators
    17. 22. <ul><li>So…. </li></ul><ul><li>You’ve Signed Up For Social Sites </li></ul><ul><li> You’re Listed on Top Industry Sites </li></ul><ul><li> You’re Bio is on Major Conference Sites </li></ul><ul><li>But are all of these optimized with all this new found knowledge? </li></ul><ul><li>Use YOUR keywords to create a boiler plate description : </li></ul><ul><ul><li>On all of your social profile sites </li></ul></ul><ul><ul><li>As part of your standard bio </li></ul></ul><ul><ul><li>To create/enhance an existing association membership listing </li></ul></ul><ul><ul><li>To one-up your competition by seeking the sites that they are listed on and securing your own listing </li></ul></ul>
    18. 23. <ul><li>Start Using the Keywords EVERYWHERE! </li></ul><ul><li>Create a Keyword Rich Boiler Plate Description of who you are and what you do -- put it everywhere: </li></ul><ul><ul><li>As the description on all of your social profiles </li></ul></ul><ul><ul><li>As part of your standard speakers bio </li></ul></ul><ul><ul><li>To create/enhance an existing association membership listings </li></ul></ul><ul><ul><li>To find new places (like the sites your direct competitor is on) to create an ‘enhanced’ listing </li></ul></ul><ul><li>Use Keywords in Talking Points: </li></ul><ul><ul><li>As part of your presentation </li></ul></ul><ul><ul><li>Publicity and media opportunities </li></ul></ul><ul><ul><li>As part of your elevator pitch </li></ul></ul><ul><li>You never know when someone will be sharing what you are saying online. </li></ul>
    19. 24. Which Will Get Found and Get the Call? Free listing on LocalSource.IT
    20. 25. Which Will Get Found and Get the Call? Free listing on LocalSource.IT
    21. 26. <ul><li>Use email for efficient, inexpensive communication. – it’s not dead </li></ul><ul><li>Use social media to develop relationships with customers – and huge for building inbound links </li></ul><ul><li>Promote your website on receipts and other print materials – so many people overlook the simple things   </li></ul><ul><li>Have special offers available on your website – and share them on other sites </li></ul><ul><li>ENCOURAGE happy customers to write reviews – let someone else sell you </li></ul>
    22. 27. <ul><li>What you can get out of it: </li></ul><ul><ul><li>Sitemap submission </li></ul></ul><ul><ul><li>Actionable info on how Google and humans see your site </li></ul></ul><ul><ul><li>Early warning on problems (such as blocking Google) </li></ul></ul><ul><li>Helpful Resources </li></ul><ul><li>New tools, best practices and webmaster info </li></ul><ul><li>Webmaster Policies and SEO Starter Guide </li></ul><ul><li>Answers from other webmasters </li></ul>
    23. 28. Leveraging all this info can get tricky, but try not to get overwhelmed. Look for the trends and use the terms accordingly to create relevant content around the terms that are valuable to you and that people are searching for. Use Google Insights to find Trending Searches Google insights -
    24. 29. Leveraging all this info can get tricky, but try not to get overwhelmed. Look for the trends and use the terms accordingly to create relevant content around the terms that are valuable to you and that people are searching for. Use Google Insights to find Trending Searches Google insights -
    25. 30. Leveraging all this info can get tricky, but try not to get overwhelmed. Look for the trends and use the terms accordingly to create relevant content around the terms that are valuable to you and that people are searching for. Use Google Insights to find Trending Searches Google insights -
    26. 31. Don’t forget to Use Your Own Data Go back to your own Analytics data as a source for inspiration and trends. - Look collectively at the words that are driving people to your site - Are they variations of the same term? - Are they spending a good bit of time on your site ? - Compare your data to your keyword research; see any opportunities? Pooling all of this information to determine what people are looking for, what the current trending topics are, and how much information you have on your site will result in more than just food for thought. Crank Out Some Keyword Rich Content!
    27. 32. <ul><ul><li>Just an Overview of Google AdWords, answering </li></ul></ul><ul><ul><li>questions like: </li></ul></ul><ul><ul><ul><li>How much does it cost? </li></ul></ul></ul><ul><ul><ul><li>How do I control where my ads show and what they say? </li></ul></ul></ul><ul><ul><ul><li>What’ s my commitment? </li></ul></ul></ul><ul><ul><ul><li>Can I track it? </li></ul></ul></ul>
    28. 33. Traditional Advertising Advertising Through Google Customers
    29. 34. They all pay for the top spots
    30. 36. <ul><li>You control the cost </li></ul><ul><li>You control the daily spending limit </li></ul><ul><li>You decide where ads appear </li></ul><ul><li>You control marketing messages </li></ul><ul><li>No minimum term length </li></ul><ul><li>Track the total number of conversions </li></ul><ul><li>Determine your exact ROI </li></ul>AdWords gives you the flexibility to meet goals and be successful.
    31. 37.
    32. 38. <ul><ul><li>An introduction to Google Places </li></ul></ul><ul><ul><li>The anatomy of a Places page </li></ul></ul><ul><ul><li>Creating coupons in Places </li></ul></ul><ul><ul><li>Tips for setting up and optimizing your page </li></ul></ul>
    33. 39. <ul><li>How does it work? </li></ul><ul><li>People search and Google Maps to find local businesses </li></ul><ul><li>Business listings and enhanced data are gathered from multiple sources including: </li></ul><ul><ul><li>Websites </li></ul></ul><ul><ul><li>Yellow pages data </li></ul></ul><ul><ul><li>Direct feed and submissions </li></ul></ul><ul><li>Businesses can add or edit their business listings using Google Places </li></ul>Local Listings on Google Maps Local Listings on Google Search Results 20% of searches on Google are related to location
    34. 40. <ul><li>Reviews </li></ul><ul><li>Images </li></ul><ul><li>Ratings </li></ul><ul><li>Details </li></ul><ul><li>Map and Street View </li></ul><ul><li>Related Content </li></ul><ul><li>Ads </li></ul><ul><li>Accurate address & phone number </li></ul>
    35. 41. * Source: Google Insights for Search Increase in searches for coupons since 2004
    36. 42. <ul><li>Businesses can add coupons to their listing for free </li></ul>
    37. 43. <ul><li>Metrics Dashboard </li></ul><ul><li>Monitor your listing using the Google Places dashboard. </li></ul><ul><li>How many people saw your Places listing? </li></ul><ul><li>What search terms sent traffic to your business listing? </li></ul><ul><li>Make advertising or business expansion decisions with data you can ’t get anywhere else! </li></ul>
    38. 44. Step 1: Go to and select Google Places Step 2: Enter your country and business phone number Step 3: Enter/edit your business details Step 4: Verify your listing
    39. 45. Read all about it at
    40. 46. Adele Tiblier Director of Interactive Strategy 504-894-8011 [email_address]