Despite the occasional Google-bashing by the media, in the final analysis, people LOVE using Google tools. Since its birth in 1995, and the first web-crawler being let loose in 1996, Google has now become a noun, a verb, an essential business tool, and an intrinsic part of the Internet.
So don’t just embrace it, tool up and enjoy it.
SEO and Google Analytics go hand in hand. As Google is the world’s most used search engine – so it stands to reason you need to be found there.
Make friends with www.google.com/analytics . Here you can not only be found by target customers, you can also get to understand how to make your own website more customer-friendly.
Google Analytics helps you discover (and therefore optimise) your customers’ journeys, both before they find your site, and then, once they land… where do they go? How long do they spend on each page? And most importantly, at which page do they leave? (Clue: It should either be on the contact page, or on the checkout page – after their order is placed)
It’s free, but it is complicated. So if you don’t want to spend a few months learning this tool, then ask your web company if they provide SEO. Or ask us at Aspidistra.
Great – so you’re being found, but how about using it to discover others? http://www.lifehack.org/articles/technology/20-tips-use-google-search-efficiently.html is an excellent article about getting the most from your searches. A total of TWENTY tips to search better. Yes, it really is a little more complicated than just typing a few words into a search bar. Save yourself some time and get better results.
Of course google has to make money somehow – so here it is. Optimising its search so you can buy “AdWords” and get to the top of the page. http://www.google.com/adwords/
Inside the AdWords tool, the “Keyword Tool and Traffic Estimator” will help you decide the best key words, and estimate your budget. All ads are charged on a pay per click basis, so you can spend as little or as much as you want. Tip: review how your customers will search. EG: if you’re a recruitment company, you may want to advertise a “vacancy” but your customers are more likely to be searching for “jobs”.
Get some Google Insight
If you’re creative and seeking inspiration, or a factual data-driven individual wanting stats to back up your presentation https://www.thinkwithgoogle.com/ is a knowledge hub of up-to-date, valuable and data-driven information. Use this for: email content, web content, informing strategy, grabbing stats, etc.
How do you discover what is being said about your business? How do you find out about your competitors? How about your industry, your suppliers…?
Set up a Google Alert here: https://www.google.co.uk/alerts and start learning what’s going on in corners of the web that you’d normally never venture into. It’s a simple service, and Google Alerts are delivered to your email inbox, either daily, weekly or when-it-happens.
Tip: Don’t sign up for too many alerts or you’ll be swamped with emails.