Google Marketing Solutions
Google is regarded by most internet users as the industry leader in search engine technology, and many business owners (including Seagrass) are keen to see themselves amongst it's results pages for their business.
Google provides an ever growing list of Webmaster Tools that are (mostly) free of charge and knowing what they are and using them is now essential in order to achieve the best possible coverage on Google.
Google Chrome Exensions
AdWords is Google's flagship advertising product and main source of revenue. It offers pay-per-click (PPC) advertising, and site-targeted advertising for both text and banner ads.
The Google AdWords control panel lets Website owners can setup accounts by choosing keywords, creating ads, setting limits and monitoring performance.
Keyword Suggestion Tool
Having and maintaining a list of good quality key-words/phrases for your business is fundamental to online marketing success. Both advertising (AdWords) and search engine optimization (SEO) campaigns involve keywords (although in different ways).
The Google Keyword Suggestion Tool is a feature of AdWords, but you can still access an external version if you don't have an AdWords account. The tool gives you an indication of how a popular a key phrase is, and how many advertisers are currently competing for the keyphrase.
AdSense is an ad serving program run by Google who uses its search technology to serve ads based on website content.
Website owners can simply create an AdSense account and insert some code into their pages to enable them to show, and earn some revenue from advertisements on their sites.
Local Business Centre
Local Business Centre allows Website owners to edit and manage their own listing in the Google Maps / Local Business Direcory.
Local customers searching for the products and services you offer will be able to find you on Google search and on Google Maps.
A Google Sitemap is a special file you can send to Google which then gives you some control over which pages Google should index on your website and how often. In addition, the Google Sitemaps facility also reveals additional information to the webmaster such as crawl errors and popular key phrases.
Google sitemaps can be made in a number of formats and can either be generated by tools, or with a bit of skill, by hand. Full instructions are provided here.
To know how well your online marketing campaign is going you need a good "web statistics" package. Google Analytics is free to use, easy to setup and should provide more than enough features for most small businesses.
Google Analytics will tell you how many people are visiting your website and (on avergae) how long people stayed and what they looked at. Analytics also works very well in combination with other Google products such as AdWords, allowing you to monitor the effectiveness of your campaigns.
Google Website Optimizer allows website owners to test different versions of their website simultaneously (for example different pictures on a certain page, different product descriptions or testimonials) and provides reports to show which combinations produced the best results in terms of goal conversions.
You simply setup the various combinations to display through the control panel and insert the script into your page(s), then Website Optimizer alternates between different combinations as different visitors come along.
Other Useful Google Services
- Maps, Google Checkout, Site Search
- Google Apps, Page Creator, Url Submission