Using to Promote Your Business Paige Johnson
Paige Johnson paige@insightsvt.com Facebook.com/InsightsLLC Insightsvt.com
Agenda § Importance/Examples of Google Search § Basic SEO § Online Moments that Matter § Google Maps § Google My Business § Pay to Play? § Google Analytics
Be Found On Google IT’S IMPORTANT TO BE FOUND ONLINE 98% of consumers use the web to find local goods and services.
Be Found On Google HOW GOOGLE SEARCH WORKS: SEARCH QUERY This is the search query.
Be Found On Google HOW GOOGLE SEARCH WORKS: Organic Results These are organic search results.
Be Found On Google HOW GOOGLE SEARCH WORKS: PAID ADS These are ads.
Be Found On Google SEARCH ENGINE OPTIMIZATION (SEO) Content is key Be engaging. Use important keywords. Keep up-to-date. Use Google Search Console: www.google.com/webmasters Get data, tools and diagnostics for a healthy, Google-friendly website.
Be Found On Google T IPS FOR PROMOTING YOUR WEBSITE Use email for efficient, • inexpensive communication. • Promote your site on receipts and other print materials . Ask happy customers to • write online reviews . Give people a reason to return to your site. • • Use social media to develop relationships with fans.
Be Found On Google REACH CUSTOMERS SEARCHING FROM MULTIPLE DEVICES Most people use a variety of devices: computer, smartphone, tablet, and TV. Your website should work on all of them. Mobile website tips Be “touch-friendly.” • Use easy-to-read fonts. • Write clear, concise content. • Mobile-Friendly Test: www.google.com/webmasters/tools/mobile-friendly
Mobile Friendly Example #1
HOW BRANDS WIN IN MOMENTS THAT MATTER
How Brands Win in Moments That Matter RISE OF THE MOBILE 150 We check our phones 150 times each day. 17 We spend 177 minutes on our phones each day 70 Each mobile session lasts 70 seconds.
How Brands Win in Moments That Matter STRATEGY #1: BE THERE Google helps businesses lead people from the moment of looking to the moment of clicking, calling, or buying. – I-Want-To-Know – I-Want-To-Go – I-Want-To-Do – I-Want-To-Buy
How Brands Win in Moments That Matter STRATEGY #2: BE USEFUL of smartphone users purchased from a company or brand other than the one they intended to because the information provided was useful. of consumers say that regularly getting useful information from an advertiser is the most important attribute when selecting a brand.
How Brands Win in Moments That Matter STRATEGY #3: BE QUICK Consumers want it now 40% of shoppers will wait no more than three seconds • before abandoning a retail or travel site. More than 1/3 are always in a hurry searching for a • local business on their smartphone. The PageSpeed Insights tool measures speed: • developers.google.com/speed/pagespeed/insights/
GET FOUND ON GOOGLE SEARCH AND MAPS
Get Found on Google Search and Maps CONNECT WITH CUSTOMERS WHEN THEY SEARCH ON GOOGLE
Get Found on Google Search and Maps GOOGLE MY BUSINESS WORKS ACROSS DEVICES
GET YOUR BUSINESS ON GOOGLE FOR FREE
Get Your Business on Google For Free STEP 1: SEARCH FOR YOUR BUSINESS Click “Find Out” to see if your business appears on Google Search and Maps. www.gybo.com/business
Get Your Business on Google For Free IS YOUR BUSINESS INFO COMPLETE? Add Verify Update your your your business business business info. info. info.
Get Your Business on Google For Free STEP 2: SELECT YOUR BUSINESS OR ADD IT See your business in the list? Click to continue. Don’t see your business? Click “Let me enter the full business details.”
Get Your Business on Google For Free STEP 3: ENTER YOUR BUSINESS DETAILS Can’t find the perfect category? Pick something close.
Get Your Business on Google For Free DO YOU WORK FROM HOME? Keep your residential address private. Check this box if your business serves customers at their locations. Then, set up a service area.
Get Your Business on Google For Free STEP 4: CONFIRM YOUR BUSINESS Agree to the Terms of Service. Then, click “Continue.”
Get Your Business on Google For Free STEP 5: VERIFY YOUR BUSINESS Click “Mail me my code.”
Get Your Business on Google For Free REQUEST A PIN Your PIN should arrive in about a week. Click “Send postcard.” Click “Continue” to visit Google My Business.
Get Your Business on Google For Free WHEN YOUR PIN ARRIVES Sign in here. Sign in: www.google.com/business
Get Your Business on Google For Free ENTER YOUR PIN Click “Enter code.”
Get Your Business on Google For Free COMPLETE VERIFICATION Enter your PIN, then click “Submit.”
TAKE A TOUR OF GOOGLE MY BUSINESS
Take A Tour of Google My Business COMPLETE YOUR BUSINESS PROFILE
Take A Tour of Google My Business EDIT BUSINESS INFORMATION Click pencil icons to edit. Remember to save changes.
Take A Tour of Google My Business MANAGE BUSINESS PHOTOS Click to add photos. You can only delete photos you add. Photos added by guests that you wish to remove have to be flagged. You will have to cite Click pencil icons to change & delete why you want it removed before Google will approve.
Take A Tour of Google My Business ACCESS MORE TOOLS FROM THE DASHBOARD See how people Advertise your interact with business on Google. your info on Google. Read and respond to reviews. Share updates on Google+.
Take A Tour of Google My Business ADD USERS TO HELP Choose Users. Invite users here. Choose their access level.
Take A Tour of Google My Business MAKE UPDATES ON THE GO WITH THE MOBILE APP Download the free app for Android or iOS.
To Pay or Not to Pay HOW ADS WORK ON GOOGLE 1 2 3 4
To Pay or Not to Pay PAID SEARCH ENGINE MARKETING (SEM) Pay-Per-Click (PPC) model • Be seen by customers when they search Google for things you offer. • Only pay when they click to visit your website or call.
To Pay or Not to Pay 1.Ad text 2 2.Search phrases 3.Select your audience 4.Set your budget
Get Unique Insights WHAT IS GOOGLE ANALYTICS? • A free, powerful web analytics tool • Provides reports showing how visitors found your website, and what they did when they got there • Measures the effectiveness of your online and offline marketing campaigns www.google.com/analytics
Get Unique Insights WHAT ANSWERS CAN GOOGLE ANALYTICS PROVIDE? • Where do visitors come from? • Is my content effective? • Where can the website be improved? • Where do visitors abandon the shopping cart? • How does this impact my bottom line?
Review § Importance/Examples of Google Search § Basic SEO § Online Moments that Matter § Google Maps § Google My Business § Pay to Play? § Google Analytics
Resources Let’s Put Our Cities on the Map Program www.gybo.com Micro-Moments Guide www.thinkwithgoogle.com/collections/micromoments-guide.html Google Economic Impact Report www.google.com/economicimpact PageSpeed Insights Tool developers.google.com/speed/pagespeed/insights Mobile-Friendly Test www.google.com/webmasters/tools/mobile-friendly
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