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a business guide to:
harnessing
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Marketing 2.0
a business guide to: harnessing the power of
There’s so much more to Google than a search field and Gmail. Marketing 2.0 contributor Tomer Garzberg offers a wealth of tips to harness the power of Google By Michaela mcnamara February 2011
Marketing 2.0
Help Google
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page 89
ou’re a human being functioning in today’s society, ces are you’ve heard the word “Google.” The search ne powerhouse has an incredibly influential stronghold e way we use the Internet and has, for many years, ed the way we spend our time online. Google, however, than just a plain old search engine. Its innovation has ered businesses big and small for quite some time.
s how you can take advantage of what it has to offer:
al Search
Search is quite simply, the natural results that appear on a search result. These are unlike “Sponsored Links” because ve been no direct payment to Google for these positions. natural relevance on these pages are achieved by doing er of things, called Search Engine Optimisation or SEO, g optimising your website, writing and publishing content ing links back to your website from other websites. The y to go about doing SEO is to find an SEO technician who p. February 2011
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Adwords
These are the “Sponsored Links” results you see when you search. These have been paid for directly to Google by the companies the websites represent. Rank on Adwords is different to Natural Ranks, whereby it’s not the age, or content, or links that your website has. Rather, it is determined by how much you can spend, per click to your website. This is referred to as Pay Per Click (PPC). A great way to find opportunities that your competitors haven’t found is to talk to a PPC expert.
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February 2011
Marketing 2.0
Help Google
Social Results
You may have noticed when typing a name of a company or interesting keywords into Google, you see YouTube, RealTime and News-related results. It’s extremely easy to take advantage of these results, but it requires commitment. • YouTube (which is also a Google product), allows you to upload and share your video content. Using the correct keywords when describing your video is crucial and will allow your video to rank on Google search results more easily. • RealTime is mostly generated from Twitter use, and from publicly visible Facebook chatter. Here, your active Maximize YouTube results involvement in Status Visit us online at www.businessreviewaustralia.com
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Updates and Tweets will help you to engage a more real-time conscious audience by appearing in Google results as well. • News results are generated from commercial news outlets, as well as blogs. Blogs are free and easy to use, and Blogger (another Google product), Wordpress and Tumblr rank very well on Google results.
Images
Google has a wealth of images it has scraped from the internet, so it becomes important for you to ensure your imagery has been properly alt-tagged. Alt Tags are descriptors which tell search engines what the image really is. This helps you to rank well in Google Images if you use the right words. A great way to rank well on Google is to use Picasa, another Google product that helps you to host and share images.
February 2011
Marketing 2.0
Google Images - Tags are crucial for SEO
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Help Google
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Local
This is a fantastic initiative by Google that allows someone searching for a product in their area to view companies near to them. Going to local.google. com will allow you to apply list your company. Once approved, you will appear in search results in your local area. This also allows the public to review your business to drive confidence even further. YouTube.com
Besides ranking on Google, having a presence on YouTube can help you infinitely. Popular videos on YouTube generate incredible audiences. Getting millions of views is not a rarity. Ensure your video contains plenty of information or entertainment to bring the masses. Gmail.com (and all the tools that come with it)
Getting a Gmail account for any business is a no-brainer. Gmail has incredible advantages that no February 2011
Marketing 2.0
Help Google
other e-mail provider ca into Google, it allows yo and ensures that no ma your e-mail is the same harmonise your schedu list that keeps you in th Inbox helps you scan eunderneath. Gmail acco initiatives easily. Adsense
If you want to make som Google Adsense is a bree thousands of Ad publishe Google Talk
Google’s offerings
Google Talk is a brilliant Similar to Skype it allow Gmail account. It also of including free calls to th
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an match. Besides importing your corporate e-mails ou to easily sync your e-mails on your mobile devices, atter which computer you use, anywhere in the world, e. To boot, it empowers you with Google Calendar to ule on the fly, and has an incredibly effective Tasks he know. Google’s recent introduction of the Priority -mails that are important first, with the others not far ounts also enable you to take charge of other Google
me money from the hits you’re getting on your website, using eze. It automatically pushes relevant content from Google’s ers. Visit adsense.google.com for more information.
t little tool that works very well inside Gmail as well. ws you to make video, voice and text chats to anyone with a ffers extremely low call rates that rival any other provider – he US. February 2011
Marketing 2.0
Help Google
Google’s Search Field
The most time-saving function of Google, comes right back to its Search field. There are some interesting things you can get Google to do for you: • Calculate: You can type in any mathematical equation (such as 3*6 / 2 +7) and get an immediate answer • Convert: Try “1 AUD in USD” and see real-time conversions • Define: Use the word “define” before any other keyword and get dictionary results • Images: Use the words “pic” or “pictures” to get image-heavy results • News: Type in any current news topic and Google will bring you the latest Google Define • Phonebook: Rolling Visit us online at www.businessreviewaustralia.com
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out to Australia soon, this will allow you to type in as much information you know about the business you’re trying to locate and Google will fill in the blanks • Questions: Type in such things as “temperature in Brisbane” or “population of Melbourne” and get your answers fast • Number Tracking: Type in area codes, flight codes, patent numbers, courier tracking numbers and see the latest information • Stocks: Just type in the ticker symbols for one or many of the companies you’re interested in and watch the stocks in real-time • Locations: Type an address and see it on a map Tomer Garzberg is the director of Strongman Digital Media. He has presented in front of groups of over 1000 CEOs, to small groups business owners, at Corporate, Government, and Non-Profit Organizations. braus
February 2011