Part	
  1:	
  	
  Tips	
  &	
  Tricks	
  on	
  Using	
  Google:	
  
How	
  To	
  Be	
  a	
  Smarter	
  Tech	
  Marketer.	
...
 
	
  
This	
  tips	
  you	
  off	
  that	
  you	
  may	
  not	
  have	
  to	
  wade	
  through	
  all	
  731,000	
  searc...
5. Google	
  only	
  actually	
  reports	
  four	
  (4,	
  dotted	
  circle)	
  pages	
  with	
  only	
  334	
  
results	
...
 

	
  
9. When	
  we	
  enter	
  the	
  term,	
  “open	
  server”	
  in	
  Google	
  Trends…	
  

	
  
	
  
	
  
…you	
  ...
 

	
  
Options	
  available	
  include	
  selecting	
  results	
  by	
  “Cities”	
  (upper	
  right	
  above)	
  and	
  
...
Final	
  Analysis	
  

	
  

Despite	
  the	
  seemingly	
  gloomy	
  outlook	
  reported	
  in	
  the	
  first	
  section...
 
	
  
	
  

©	
  2013,	
  Lee	
  Stein,	
  Stein	
  Writes,	
  Inc.	
  All	
  Rights	
  Reserved.	
  Reuse	
  OK	
  with	...
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Google Search: Tips & Tricks for Technology Marketers

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This brief white paper describes how technology marketers can leverage hidden features in Google Search. You will learn how to extract actual relevant results from Google's reported search results, how to identify low-cost keyword opportunities, and whether your keywords are rising or falling in search popularity.

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Google Search: Tips & Tricks for Technology Marketers

  1. 1. Part  1:    Tips  &  Tricks  on  Using  Google:   How  To  Be  a  Smarter  Tech  Marketer.     by     Lee  Stein   Stein  Writes,  Inc.   www.SteinWrites.com   Lstein@SteinWrites.com   +1-­‐707-­‐843-­‐5088     I  use  Google  every  day,  conducting  research  for  white  papers,  case  studies,  and   client  research  projects.  Over  the  years,  I’ve  regularly  updated  my  skills  and  tools   available  on  Google,  though  no  one  can  really  master  everything  Google  offers.   These  tips  cover  what  I  consider  basics  and  are  often  not  well  understood  by  most   marketers.  The  professional  marketers  with  whom  I’ve  shared  this  responded  with   such  enthusiasm  that  it  seemed  like  a  good  idea  to  share  it.     Example  Search  Term  #1:  “Open  Server”     1. Use  Google  Advanced  Search  and  in  “Settings,”  select  100  results  per  page.   This  will  reveal  some  unexpected  results.   2. When  you  then  enter  the  exact  term  (in  quotes)  “Open  Server,”  or  in  the   “Exact  Phrase”  box,  Google  returns  results  announcing  about  731,000  results   (circled  in  RED).                               3. When  you  scroll  to  the  bottom  of  Page  1,  you’ll  see  the  page  navigation  for   the  search  (also  circled  in  red).  Note  that  this  search  displays  8  pages.     ©  2013,  Lee  Stein,  Stein  Writes,  Inc.  All  Rights  Reserved.  Reuse  OK  with   accreditation.  Lstein@SteinWrites.com    +1-­‐707-­‐843-­‐5088   1  
  2. 2.     This  tips  you  off  that  you  may  not  have  to  wade  through  all  731,000  searches   to  discover  meaningful  results.     4. Next,  Click  page  8  and  the  following  appears  at  the  conclusion  of  the  report   on  page  4  (bottom):         ©  2013,  Lee  Stein,  Stein  Writes,  Inc.  All  Rights  Reserved.  Reuse  OK  with   accreditation.  Lstein@SteinWrites.com    +1-­‐707-­‐843-­‐5088     2  
  3. 3. 5. Google  only  actually  reports  four  (4,  dotted  circle)  pages  with  only  334   results  that  their  search  algorithm  deemed  relevant.  So  what  does  it  mean   when  you  see  731,000  results  at  the  top  of  page  1  in  your  search  results?  Yes,   Google  did  find  731,000  results,  but  Google’s  search  algorithm  deemed  them   not  as  relevant,  meaning  they  duplicated  other  results,  were  useless  pages,  or   other  reasons.     6. Let’s  look  at  the  Competitive  Adwords  Level:  Going  back  to  page  1,  note  that   there  are  no  Google  Adwords  banner  ads  (banners  span  the  width  of  the   search  results  page.  Note  also  that  no  standard  Google  Adwords  display  ads   appear  on  the  right.  (Two  red  arrows  indicate  where  they  would  normally   be.)  Since  Google  Adwords  is  a  dynamic  interaction,  this  analysis  is  only   accurate  as  of  the  date  of  this  search,  October  23,  2013.           7. Conclusion  of  the  Analysis:  If  you  wanted  to  reach  Google  users  searching  for   the  term,  “Open  Server,”  the  cost  of  your  Adwords  ad  would  be  very   inexpensive,  since  there  is  no  Advertising.  Also,  though  Google  denies  it,  both   my  web  designer  and  I  have  independently  proven  that  even  a  modest   Google  Adwords  ad  will  significantly  improve  your  organic  search  results.     More  Insight  on  Trends  for  “Open  Server”   8. Google  merged  the  former  “Google  Insight”  Tool  with  “Google  Trends”,   www.google.com/trends  (You  will  need  a  Google  login  account).  Google   trends  reports  search  activity  for  the  term  (in  this  case)  “Open  Server.”       ©  2013,  Lee  Stein,  Stein  Writes,  Inc.  All  Rights  Reserved.  Reuse  OK  with   accreditation.  Lstein@SteinWrites.com    +1-­‐707-­‐843-­‐5088   3  
  4. 4.     9. When  we  enter  the  term,  “open  server”  in  Google  Trends…         …you  notice  what  at  first  appears  to  be  a  distressing  peak  in  2005  –  06  and  steadily   declines.  Note  that  the  letters  on  the  trend  line  report  significant  news  coverage.     10.  The  second  part  of  the  Trends  report  on  the  term  “open  server”  appears   immediately  below  the  above  chart  and  documents  the  global  interest  by   region  on  a  normalized  scale  of  100.       Continued…     ©  2013,  Lee  Stein,  Stein  Writes,  Inc.  All  Rights  Reserved.  Reuse  OK  with   accreditation.  Lstein@SteinWrites.com    +1-­‐707-­‐843-­‐5088     4  
  5. 5.     Options  available  include  selecting  results  by  “Cities”  (upper  right  above)  and   “View  Change  Over  Time”  (lower  left).   11.  In  the  third  and  final  section  at  the  bottom  of  the  Google  Trends  Report  on   “Open  Server”,  note  the  two  really  valuable  lists  and  a  third  important   conclusion  as  follows:     a. The  list  on  the  left  documents  the  most  important  related  searches   and  scores  them  accordingly  (compared  to  the  search  term  “open   server”).     b. The  list  on  the  right  presents  what  the  Google  Trends  algorithm  has   determined  are  “RISING”  results.  Based  on  their  analytics,  all  of  the   terms  ranked  as  “Breakout”  terms,  poised  for  significant  growth  in   search  activity.           ©  2013,  Lee  Stein,  Stein  Writes,  Inc.  All  Rights  Reserved.  Reuse  OK  with   accreditation.  Lstein@SteinWrites.com    +1-­‐707-­‐843-­‐5088     5  
  6. 6. Final  Analysis     Despite  the  seemingly  gloomy  outlook  reported  in  the  first  section  of  the  Google   Trends  report,  the  slight  upturn  in  activity  in  recent  months  is  a  positive.  So  much  so   that  Google  rates  all  the  search  terms  related  to  “Open  Server”  as  “Breakout.”  In  the   stock  market,  the  beginning  of  a  “Breakout”  signifies  a  major  buying  opportunity.  So   if  you  were  a  technology  marketer  interested  in  reaching  the  Open  Server  market,   this  would  be  a  good,  low-­‐cost  Google  Adwords  opportunity.     This  report  identifies  multiple  opportunities  for  technology  marketers  in  the  Open   Server  environment,  which  you  can  successfully  mine  with  a  very  small  budget  (at   present).  Here’s  how:  Create  your  White  Papers  and  other  content  aimed  at  the   keywords  identified  in  this  report.  Even  a  low-­‐budget  Google  Adwords  campaign  is   one  of  the  ways  to  increase  your  organic  search  results.  Although  Google  stoutly   denies  this,  my  web  design  expert  and  I  have  independently  tested  and  found  that  a   Google  Adwords  campaign,  even  modest,  positively  influences  organic  search   results.       Ready  to  learn  more?       Next  report:  How  to  do  Keyword  Research.     For  Your  White  Papers,  Case  Studies,  and  Innovative  Research,  Feel  Free  to   Reach  Out  at:     Lee  Stein   Stein  Writes,  Inc.   +1-­‐707-­‐843-­‐5088   Lstein@SteinWrites.com   LinkedIn  Profile:  linkd.in/17fRN1D                         ©  2013,  Lee  Stein,  Stein  Writes,  Inc.  All  Rights  Reserved.  Reuse  OK  with   accreditation.  Lstein@SteinWrites.com    +1-­‐707-­‐843-­‐5088   6  
  7. 7.       ©  2013,  Lee  Stein,  Stein  Writes,  Inc.  All  Rights  Reserved.  Reuse  OK  with   accreditation.  Lstein@SteinWrites.com    +1-­‐707-­‐843-­‐5088   7  

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