Business Club Spring/Summer 2012


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June’s 40 minute talk is a fast paced, whistle stop tour starting with the birth of the Internet, whizzing through browser development, the job of search engines, the launch of Google, its growth in the UK, its fans & detractors and an overview of its product range. She breathlessly finishes with a brief overview of Google AdWords & Analytics, showing how businesses of all sizes & sectors can harness the power of the world’s biggest brand and possibly tap into this targeted, measurable & cost-effective advertising programme.

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Business Club Spring/Summer 2012

  1. 1. “organize all the world’sinformation and make it universally accessible”
  2. 2. What does Google like….. Keyword rich,regularly updated content which delivers what is searched forand then delights the user.
  3. 3. Google considers….. Your domain name The number of pages in your site Keywords in page titles/descriptions Inbound links from reputable sites Unique content on your site Frequency of your content change Strong internal links
  4. 4. Do you know……•How many visitors came last month•How many pages did they view•Which pages did they look at•How long did they stay•Where are they located•Which keyword attracted them•Which site referred them•Are they new to your site
  5. 5.
  6. 6. Free traffic/inbound links
  7. 7. Would you like to appear on Page 1 of Google when people search for your product/service in your specific area?
  8. 8.  200 character description Images Multiple categories Videos Opening times Coupons Reviews
  9. 9. But in 2012 what Googleloves more than anythingelse………is……
  10. 10. Social Media
  11. 11. Google also considers….. Your domain name The age of your site The number of pages in your site Keywords in your page title tags Inbound links from reputable sites Unique content on your site Frequency of your content change Site accessibility Strong internal links
  12. 12.  Set up a profile Tone of voice Find followers/friends/disciples/advocates Share information Interact with others Grow your audience (REPEAT) Not a broadcast medium
  13. 13. Your customers see your ad when theysearch Your ad reaches users at the moment they demonstrate interest
  15. 15. Keywords Be highly specific Plurals Misspellings
  16. 16. A Typical AdWords Ad • A T l (25 chaa erl ) d ite r ct imit • A T (3 chaa erl ) d ext 5 r ct imit • Displ yUR (3 chaa erl ) a L 5 r ct imit
  17. 17. Landing Page Must relate to the keyword used Must deliver what the ad promised Must have a strong call to action
  18. 18. Timing Be seen in 15 minutes Stop immediately Constantly improve performance Exploit events & industry news Weekdays only
  19. 19. Last year we spent £500,000 of our clients’ hard earned cash ….. …and turned it into £10,000,000 of new business for them
  20. 20. •Leave cynicism & fear at the door•Benchmarking is essential•Set a realistic budget•Use the keyword tool•Get on 10 directories•Get on Linked In•Get on Google Maps•Do something tomorrow