I?m here at smAlbany 2012 at the University of Albany College of Nanoscience & Engineering. The session I?m covering here is Grow Your Business Online with Joe DeMike from Google.
Does anyone know how old Google is? Google is 14 years old, founded in 1998 as a Stanford University graduate project. Reminiscing about AltaVista, Yahoo?s directory folders that were categorized by humans.
Google?s mission is not to take over the world [evil laugh] is to organize the world?s information and make it easily accessible. They are focusing on personalized results. The average query length in Google is four words. The word ?creepy? was bandied about earlier, but they don?t want to be creepy.
The Paris Hilton Problem
Depending on who you are, searching for Paris Hilton has different meanings. If you?re in the 20ish crowd, you?re probably looking for the heiress fashionista. If you?re over 50, you?re more likely to be searching for the Hilton hotel in Paris, France. They use personalized signals to determine what you?re looking for, although you can turn this off in your privacy settings.
Google?s motto is ?Don?t Be Evil.? They have that hung up in their boardroom. But over the last few years, they?ve created a problem. People are going online with purchase intent, but if your business is not online, you are being unfairly left out because only one person in this packed auditorium has opened a phone book in the last 30 days. No one looks for businesses without doing their research online anymore.
Small Business Advocacy is working on getting American businesses online. Joe works on the Small Business Advocacy project. FYI: Google does not generally call people about AdWords and getting them online. Other people use their name in these calls though, so beware.
Overview of Google?s Online Tools
- Get found on Google (search, AdWords)
- Connect with your customers (Google+)
- Get unique insight (Google Analytics)
- Office productivity tools (Google Apps)
Get Found on Google
97% of online consumers research products & services online before buying. If you are not online, you are not an order qualifier. An order qualifier is a collection of businesses at least good enough to search within. The order winner is the one from which the purchase is made.
How Google search works: Organic search results are where you can?t pay to get higher rankings. Paid search results appear based on ad spending. Paid ads are on the top and the sides; there can be 3 paid ads on the top and 8 on the side of a Google SERP. The person who pays the most does not always appear on the top of the paid ad listings.
Search Engine Optimization (SEO)
- Content is the key
- Be engaging
- Use important keywords
- Keep up-to-date
- Use Webmaster Tools
- Find out how Google sees your site
- Sign up for alerts
- Tell Google about your site
- Set realistic expectations
Tips for Promoting your website
- Use email for efficient, inexpensive communication.
- Use social media to develop relationships with fans.
- Promote your website on receipts and other print materials.
- Give people an incentive to visit you online.
- Invite happy customers to recommend your site.
You are 7 times more likely to buy something that has been recommended by someone else. It doesn?t matter if strangers ?like? you on Facebook or +1 you on Google+ because it?s most effective when the purchaser knows the person making the recommendation?it jumps to 14 times more likely.
Search Engine Marketing (SEM)
- Pay-Per-Click (PPS) model
- Advertisers do not pay to show ads
- Pay only when someone clicks on the ad
- Google offers two PPC options
The goal of SEM campaigns is conversions. You can use the conversion tracker to keep track of website purchases, but there?s obviously no way for Google to track when a person clicks on your ad and then walks into your store. That?s why you pay per click and not per conversion.
AdWords FAQ
- How much does AdWords cost? Advertisers control the cost.
- Where will ads appear? Advertisers decide.
- What will the ads say? Advertisers write ads that can be changed anytime.
- What is the commitment? None. There are no startup or cancellation fees.
AdWords Express FAQ
- How is this different from AdWords?
- AdWords Express picks keywords and bids based on your monthly budget.
- No website required.
- Ads appear on Google and Google Maps only.
- Ads are text only.
- Express uses a monthly budget, while AdWords uses a daily budget.
Social Media and Google+
90% of consumers online trust recommendations from people they know
Google shows +1 recommendations from people you know on SERPs, Google search ads, and websites.
You can add the +1 button to your website.
You can create a Google+ Page: a free business profile with interactive features.
- Posts
- Business info
- Photos
- Videos
- Group video chats (Hangouts)
- Circles
King Arthur Flour uses Google Hangouts to invite their customers to watch live streaming video of chefs in their kitchen to demonstrate recipes and allow the audience to ask questions. The video also streams live on YouTube and is available to watch later.
The industry standard is 80% of revenue coming from repeat business.
Why do analytics and website optimization matter?
Missed opportunities: Website visitors who did not become customers.
What answers can Google Analytics provide?
- Where are visitors coming from?
- What keywords did they use?
- Am I creating effective content?
- Where are visitors abandoning my shopping cart?
- How can I improve site interaction?
Advertisers have to capture interest within five seconds. This is why you can?t skip YouTube ads for five seconds. If you?re not interested after 5 seconds, you can skip the ad, and the advertiser doesn?t have to pay.
Set goals and track performance.
Google Insights for Search
View what the world is searching for and gain insights for your business. You can see interest over time for various web searches to see when to time your ad campaigns.
Compare interest between states or regions. Example: What type of jeans should a Wyoming retailer stock? What about Oklahoma?
Type in a search query, and whenever something new appears on the Internet that Google?s spiders crawl, you get an email with the link(s).
Mobile Compatibility
Mobile matters
- By 2013, more people will use their mobile phones than computers to get online
- By 2015, there will be one mobile device for every person on Earth
Mobile websites are:
- Designed for small screens
- Thumb friendly
- Easy to navigate
Did you know? The Web is a subset of the Internet. The Web is what you can see, while the Internet includes all of the data that travels through cyberspace that you can?t see (like email)
Create your mobile site at HowToGoMo.com
Google Apps
- Web-based email, calendar, and documents for teams
- Saves money, no software to buy, maintain, or upgrade
- Free for up to 10 users and 10 GB email storage
Apps for Business
- $5 per month per user or $50/year
- Unlimited users
- 25 GB email storage
- Email organized into threads
- White label branding
The latest version, no problem! Google Apps supports multiple file formats.
Source: http://christinagleason.com/grow-your-business-online-with-joe-demike-from-google/
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