Major Google Changes in September 2010

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Joe Bavonese, PhD reviews recent changes in Google's search services, including Google Instant, Google Maps and Google Mobile. Changes are discussed in terms of SEO and pay per click advertising.

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Major Google Changes in September 2010

  1. 1. Major Google Changes September, 2010 <br />Uncommon Practices<br />www.uncommonpractices.com<br />(800) 940-0185<br />
  2. 2. Google Changes<br />Uncommon Practices<br />www.uncommonpractices.com<br />2<br /> Has Made Important Changes in Each of the Following Areas:<br /><ul><li>Google Instant Search
  3. 3. Google Maps
  4. 4. Google Mobile</li></ul>We’ll discuss how these Changesaffect Search Engine Optimization (SEO) and Google AdWords (Pay Per Click Advertising) – and the opportunities they present for greater referrals<br />
  5. 5. Google Changes<br />Uncommon Practices<br />www.uncommonpractices.com<br />3<br />A. Google Instant - Announced Sept 8th<br /><ul><li>Google realized that the slowest part of a search is the user’s typing
  6. 6. Google Instant lets users type a query and see results without hitting the ENTER key
  7. 7. Each letter triggers a predictive search until a user clicks on a link he or she find useful – based on the frequency of most common searches</li></li></ul><li>Google Changes<br />Uncommon Practices<br />www.uncommonpractices.com<br />4<br />A. Google Instant <br /><ul><li>Reduces a typical search from 25 to 8 seconds on average
  8. 8. Sample search using Google Instant on the next slide
  9. 9. This is a search for ‘Help with ADHD’
  10. 10. note how the free organic search listings AND the sponsored links change with each letter typed</li></li></ul><li>Google Changes<br />Uncommon Practices<br />www.uncommonpractices.com<br />5<br />
  11. 11. Google Changes<br />Uncommon Practices<br />www.uncommonpractices.com<br />6<br />
  12. 12. Google Changes<br />Uncommon Practices<br />www.uncommonpractices.com<br />7<br />A. Google Instant and SEO<br /><ul><li>The highest frequency search keywords will automatically show up on the page
  13. 13. Even though people might have a search phrase in mind, many will abandon their phrase when search results begin to appear on the screen
  14. 14. Rather than reading through an entire page or two of search results, there will be more clicking on the first results on the top of the screen</li></li></ul><li>Google Changes<br />Uncommon Practices<br />www.uncommonpractices.com<br />8<br />A. Google Instant and SEO<br /><ul><li>Creative, unusual domain names will suffer in search results
  15. 15. A more paranoid, conspiratorial perspective: Google is telling us how to think
  16. 16. People will be rewarded for typing less
  17. 17. People will lose focus and get off track more frequently as new, interesting results keep appearing on the page with each letter that they type</li></li></ul><li>Google Changes<br />Uncommon Practices<br />www.uncommonpractices.com<br />9<br />A. Google Instant and SEO<br /><ul><li>Keywords which were already less frequently used will show up even less
  18. 18. The speed of a search, from beginning to end, will get faster, which will mean even more importance on being the top 3-5 results on a page</li></li></ul><li>Google Changes<br />Uncommon Practices<br />www.uncommonpractices.com<br />10<br />A. Google Instant and SEO<br /><ul><li>Newer sites will have a more difficult time showing up in the predictive results; existing sites with a strong Internet presence will have an advantage
  19. 19. See example on next slide </li></li></ul><li>Google Changes<br />Uncommon Practices<br />www.uncommonpractices.com<br />11<br />
  20. 20. Google Changes<br />Uncommon Practices<br />www.uncommonpractices.com<br />12<br />A. Google Instant and Pay Per Click Advertising (Google AdWords)<br /><ul><li>Bid prices for top keywords will go up as their frequency of clicks increases
  21. 21. Cheaper, lower frequency “long tail” keywords will get even fewer clicks than before</li></li></ul><li>Google Changes<br />Uncommon Practices<br />www.uncommonpractices.com<br />13<br />A. Google Instant and Pay Per Click Advertising (Google AdWords)<br /><ul><li>Click through rates (CTR) and Quality Scores will be negatively affected, because of
  22. 22. more Impressions occurring instantly
  23. 23. If your ad shows up on the screen for at least three seconds, it counts as an impression</li></li></ul><li>Google Changes<br />Uncommon Practices<br />www.uncommonpractices.com<br />14<br />A. Google Instant and Pay Per Click Advertising (Google AdWords)<br /><ul><li>Eye movement tend to follow movement on the page. More visual attention will go to the center of the page vs. the right column
  24. 24. Sponsored links update instantly with each letter typed, so headlines become more important than ever – your typical 2-3 second scan now becomes less than ½ second in many cases</li></li></ul><li>Google Changes<br />Uncommon Practices<br />www.uncommonpractices.com<br />15<br />A. Google Instant – Important Notes<br /><ul><li>Google Instant can be turned off – but so far 75% of users like it
  25. 25. Many people use Google search through a toolbar in their browser, and so far those searches are not using Google Instant (but they will in the future)</li></li></ul><li>Google Changes<br />Uncommon Practices<br />www.uncommonpractices.com<br />16<br />A. Google Instant – Important Notes<br /><ul><li>Google Instant is not being used in mobile devices yet (but will in the future)
  26. 26. Google has 70% of search, but Yahoo and Microsoft are merging and may reduce Google’s influence in the future
  27. 27. Many other search engines and web services are starting to imitate the “instant” idea </li></li></ul><li>Google Changes<br />Uncommon Practices<br />www.uncommonpractices.com<br />17<br />A. Google Instant: What To Do re SEO<br /><ul><li>Test out what Google is suggesting for your area of specialization and geographical location – experiment with typing in the first few letters and see what appears automatically
  28. 28. This along with the Google Keyword tool, will help you find out what people are most likely to see when doing a search for your services</li></li></ul><li>Google Changes<br />Uncommon Practices<br />www.uncommonpractices.com<br />18<br />A. Google Instant: What To Do re SEO<br /><ul><li>Once you have those high frequency keywords, apply them as much as you can on your website
  29. 29. When starting a new website, use domain names with high frequency keywords – or register a new name and redirect it to your existing website
  30. 30. Be sure your Title and Description tags contain these high frequency keywords in the beginning of the tag</li></li></ul><li>Google Changes<br />Uncommon Practices<br />www.uncommonpractices.com<br />19<br />A. Google Instant: What To Do re SEO<br /><ul><li>Be sure to put your high frequency keywords on your Home pagetext at least three times
  31. 31. Diversify your online presence and traffic sources, using
  32. 32. video
  33. 33. articles
  34. 34. pay per click ads
  35. 35. mobile search
  36. 36. social media</li></li></ul><li>Google Changes<br />Uncommon Practices<br />www.uncommonpractices.com<br />20<br />A. Google Instant: What To Do re AdWords<br /><ul><li>Track your Key Statistics (Cost Per Click, Avg. Position, Quality Scores and Click Through Rates) Starting September 8th, and compare to your previous results
  37. 37. Eliminate keywords that have less than 1 click every 300 impressions</li></li></ul><li>Google Changes<br />Uncommon Practices<br />www.uncommonpractices.com<br />21<br />A. Google Instant: What To Do re AdWords<br /><ul><li>If not on your current keyword list, add keywords that appear in the predictive results for your areas of specialization
  38. 38. Use other pay per click services such as Yahoo, Microsoft and Facebook
  39. 39. Maintaining the position of the top 3 results on a page is more important than ever</li></li></ul><li>Google Changes<br />Uncommon Practices<br />www.uncommonpractices.com<br />22<br />A. Google Instant: What To Do re AdWords<br /><ul><li>Split test different headlines – headlines are now more important than before, with shorter scan times
  40. 40. You may need to increase your Daily Budget to get the same number of clicks as before</li></li></ul><li>Google Changes<br />Uncommon Practices<br />www.uncommonpractices.com<br />23<br />B. Google Maps/Places<br /><ul><li>Google Maps has become a more important search location than before
  41. 41. You should create a business listing and verify it with Google – and it’s FREE to do so
  42. 42. You should put as much information in your listing as possible (photos, videos, office hours, etc.)
  43. 43. You can also post events on your Google Maps listing</li></li></ul><li>Google Changes<br />Uncommon Practices<br />www.uncommonpractices.com<br />24<br />B. Google Maps/Places<br /><ul><li>Google also collects statistics on your Google Maps visits for you, and tells you what actions people took:</li></li></ul><li>Google Changes<br />Uncommon Practices<br />www.uncommonpractices.com<br />25<br />B. Google Maps/Places<br /><ul><li>A new feature to help your listing stand out more is a yellow “TAG” on Google Maps
  44. 44. A Tag can highlight your website, a coupon, a photo or a video
  45. 45. Tags are free for the first month and then cost $25 per month</li></li></ul><li>Google Changes<br />Uncommon Practices<br />www.uncommonpractices.com<br />26<br />B. Google Maps/Places<br /><ul><li>Google realized th</li></li></ul><li>Google Changes<br />Uncommon Practices<br />www.uncommonpractices.com<br />27<br />B. Google Maps/Places<br /><ul><li>Google evens tells you how many people click on your Tag
  46. 46. I found out that my tag inviting people to the website only got 1 click in the first month, so I switched to viewing videos, and got 7 clicks in the first week
  47. 47. See example on the next slide</li></li></ul><li>Google Changes<br />Uncommon Practices<br />www.uncommonpractices.com<br />28<br />
  48. 48. Google Changes<br />Uncommon Practices<br />www.uncommonpractices.com<br />29<br />C. Google Mobile<br /><ul><li>Mobile search on smartphones (iPhone, Android and Blackberry) and tablets (iPad) is growing rapidly – now over 500 million searches per month in North America
  49. 49. 20% of all cell phones now have search capability on them
  50. 50. Whereas Google has 70% of desktop search, they get 98% of mobile searches!</li></li></ul><li>Google Changes<br />Uncommon Practices<br />www.uncommonpractices.com<br />30<br />C. Google Mobile<br /><ul><li>Mobile search will continue to increase as smartphones get more powerful and more tablets enter the market
  51. 51. People who text frequently are prime users of mobile search
  52. 52. Even people who don’t like to enter text on a mobile device can now use voice input, which will also grow in use over time</li></li></ul><li>Google Changes<br />Uncommon Practices<br />www.uncommonpractices.com<br />31<br />C. Google Mobile<br /><ul><li>Google has started a ‘Click to Call’ option for its Pay Per Click advertising campaigns
  53. 53. When someone searches for help on a mobile device, and your ad shows up, and they click on your ad, instead of taking the searcher to your website, it dials your office phone number
  54. 54. Obviously a call to the office is much more valuable than a visit to the website – and these clicks are less expensive than other clicks</li></li></ul><li>Google Changes<br />Uncommon Practices<br />www.uncommonpractices.com<br />32<br />C. Google Mobile<br /><ul><li>To use this feature, view Ad Extensions in AdWords
  55. 55. Here’s how it looks – with my August statistics:</li></li></ul><li>Google Changes<br />Uncommon Practices<br />www.uncommonpractices.com<br />33<br />C. Google Mobile<br /><ul><li>What Percentage of Phone Calls do You Convert to a Client?
  56. 56. Probably much more than 10%
  57. 57. But here’s a 10% example: if you get 10 click to calls a month, and convert just 1, your Lifetime Value of that Referral is between $800-1200 – for a cost of $0.50 to $1.50 per click or $5-15</li></li></ul><li>Google Changes<br />Uncommon Practices<br />www.uncommonpractices.com<br />34<br />Summary<br /><ul><li>Google is the single most important service in online referrals of any kind
  58. 58. By staying up to date on how they change their services, you can stay ahead of the curve
  59. 59. We will continue to incorporate these and future changes in all of our programs and services</li>

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