Google Tools

Google Tools


Today, I’m going to show you all the
resources that Google has created to support you in your online marketing
strategy. Stay tuned. These are really cool. So, part of my work I hear a lot of
complaints about Google. And I say Google when I mean search engine. I mean Google
has the largest search share. When I was at Yahoo, Yahoo a 26% search share. And
we’re going to take Google any minute any minute. And we don’t hold out that worked
out right we don’t Yahoo it. We google it. So… But Google has a tremendous amount of
resources out there to help you to make good decisions around content and your
website. And to really understand how their properties are judging your
website. So, I’m going to walk you through 4 unique elements that Google
provides that you could run your website through. You can get ideas from that will
help you to be more connected with… If Google makes the rules then we just
have to know what the rules are and how we measure up. So, the first thing I want
to show you there’s a website called think with Google. And it is a Google
website it’s called thinkwith google.com. And they have a test on here
that tests how fast the website is being seen. Remember and some my other videos I
talked about over 40% of search traffic is coming from mobile devices to Google.
So, they care very much about how fast the website pulls. So, I’m going to come
right here. You’ll see this is a test my site. I’m going to come in here. Let’s say
I’ll do one of my client sites. shellshell.com. Because remember, if
I’m pulling you up on a smartphone, it has to be responsive it has to be mobile
friendly. It has to have click indicators where you can click. Also they even
talked about thumb stops. Right? You scroll up you stop. If it scroll up, you
stop. Like how many thumb stops is your homepage? Is it 3, is it 4, is it
5. All right. So, it’s still thinking here. So while we’re waiting for that to
cook. The next one we’re going to go to is the Google mobile-friendly test.
Ah! There we go. So we just got just to go back prior. Now, think with Google
I’m we’re on a mobile speed test. And I’ll see here that they get your mobile
site speed is 2.3 seconds. In the United States on 4G networks. And they’re saying
that’s average. But the nice thing is you can generate a report right here that
will then give you all of the cheats to going back and fix that to speed up the
site according to Google. So, you put your email address in there and they’re going
to send your report. Send it to your webmaster work on that and see if you
can’t get the read out of that report. Alright. The next one is going to be is
my site Mobile friendly? So, this is the Google
mobile test. So, you go in to search for just a Google mobile test. You’ll see the
link comes right up and I’ll take you right to this page. So, I’m going to go ahead
and do my website. Takes a few minutes for it. Takes about a minute or so for it
to run. Okay. While that’s cooking, let’s bump over to one of my favorite tools
which is Google Trends. Now, a lot of times it’s hard to keep your ear to the
ground and figure out what are people saying about specific topics. This one is
amazing because I can go in with any topic and it will give me a whole new
level of search information about specific keywords. So, I’m going to come
out here I’m going to go… I’ll just do SEO for right now. You can put your
keyword in here. You can do all kinds of different interpretations of that
keyword based on how they’re seeing it. So, I could do SEO. I could compare it to
SEM which is search engine marketing. All right. Now, what I want you to notice is
that to see how… Let me make this a little bigger. If I was going to pick
between SEO which is search engine optimization or SEM which is search
engine marketing. You could see here that the blue is a hands-down winner. SEO wins
over SEM every day. Now, I could add another one like organic. Now onto
organic traffic. I see how that measures up.
Yeah, even smaller. Do you see that? But when you’re like you’re trying to
wrestle between the nuances of the same keyword phrase, so let’s go back and
change this here. So, let’s do dog gift just for giggles. Cat gift. And then
animal gift. Let’s see who the winner is. Interesting. So, dog gift is by far a more
search phrase then we have cat gift and then we have animal gift. So, what this is
telling you is over time that you get… So you’ll see here I can do past 12
months. You could even do 2004 to present if you want to see like the full
category of that over time. Yeah. So, you’ll see here that dog gift has always
won over cat and animals. You can put anything into here and it will give you
some great data. You can also download it right here or share it. So, let’s come
down here. So, now we’re at compare breakdown by sub-region if you want to
know where people are searching for the United States. And then we’ll give you
related queries as well which is awesome. Gift cards, dog lover gift.
Dog Christmas gift ideas. Dog Christmas gifts and doghouse.
And we keep going down now it’s going to give me recommendations for Cat Cat gift
queries. So, you can get so much good information here. And this is on Google
Trends. So, let’s go back. Also you can do the trending searches. So let’s just say
you’re tired of talking about radon. They have a radon remediation company we work
with and you’re tired of talking about radon all the time. How do I get in here
and really look and see what people are searching for? Well, you can come in here
and let’s just say you look at consumer energy. Or you look at any of these
different phrases that you might want to take a look at. But these are the
trending topics that are happening right there. So let’s say Krispy Kreme. So
Krispy Kremes birthday. That was a huge trending item over a hundred thousand
searches in that one day just four Krispy Kreme itself. So, we want to make
sure that we’re creating content based on what’s currently that’s sort of in
the vibration online. How can I insert what I do everyday
and to something that’s uniquely happening in the moment. This is
something that’s very hard to do. Google Trends will really help you to stay in
touch with that. And they do. This is a great tool. And you’ll be able to come
in here and look at all the most current things. And you can then riff off of that.
So let’s just say that you’re a travel agency. You might want to think about…
Well, what are we going to talk about? Well today, the whole thing came out
about the China diving Olympic and Olympics. That might be something you
might want to riff on and say, “Hey, if you want to go to China and get Olympic
tickets, we’re here to help but here’s a really cool article you might want to
read.” So, as an expert, you’re pulling people in from all these different
directions and then putting them on the right path together. Okay. So that’s
Google Trends. Let’s bump back to our Google mobile… Okay, there we go. So
my page is mobile-friendly. But there’s always work to be done. But this is
coming from Google. So, it’s not some third-party site that thinks
it knows how Google would see this. This is actually what Google is seeing and
then it gives you a site-wide report that you can go through and have your…
Have your your webmaster go through and fix the red in that report. So, we’ve
looked at how fast is my website pull. Is my website multi friendly and then we’ve
also looked at Google Trends to keep in the know of what’s happening
day to day in our own businesses. And then finally there’s a website called
think with Google. And this is all the consumer in all the consumer research
they do. They put into this portal. You can subscribe to this portal as well. I
use it to understand mobile… How people are engaging with mobile search through
their mobile devices through Google. I use it for stats. Anything I need where I
want to go right to the source and grab that text or grab that data and put it
into an article that I’m writing. So you can come in here. And it’s just so many
great resources here. So, they have consumer insights. Everything they could
gather. You can imagine they have a lot of smart people at Google that are that
are doing research gathering intelligence. Doing testing and modeling.
And this is where you would get access to that. So you can see here consumer
insights as wide travel marketers. Should know about people searching for
experiences. Why mobile gaming is the future of leisure time? 3 unexpected
reasons baby boomers are turning to YouTube. There’s a lot of really great
data in here. Then they have interactive reports. Like the future of car buying is
online. There’s a whole article there that’s been curated by Google and a
bunch of other ones. So all you have to do is go in. Marketing resources is
amazing. Under marketing resources, you have experience, monetization,
organizational culture. Then we have the advertising channel as well. Mobile
search in YouTube. So, let’s go down and take a look at search. Now, this whole
page has been curated and generated just for people doing search. A really big
concept right now is something called micro moments. And this is where you can
just have your brand touch them ever so slightly through a bunch of different
engagements. Like some of you might use Waze. It’s a a travel a navigation
service like Google Maps. But they have these little icons that you can purchase
on the map. So if your Starbucks, your little logo shows right up there on the
map. That would be a micro moment of branding where I see your logo there. I’m
not looking for it but the logo is right there in front of me because I’m in
Starbucks. There’s a whole article in here on micro moments. I highly recommend
you take a look at that. So, when people ask me why is there such a black box
around search, why isn’t everyone know what the Google algorithm is. 99% of what
I come out my videos is known. We know that
Google’s looking for thought-leaders. We know that they’re looking for certain
kinds of criteria. Yes, there’s a small amount in that that may not be available
to us because it’s at its a proprietary evaluation of a website. However
everything that Google puts out there is really super serving to their target
audience. Whether it be advertisers, whether people people trying just to
rank in SEO. Use these tools. So use the Google mobile test, the Google friendly
test. The Google Speed test and Google Trends and think with Google.
You will have direct access to the biggest and brightest minds at Google
right at your fingertips. Hey, make sure to bookmark all of those great Google
Sites. You’re going tO want to come back to them over and over again. And I don’t
want you to miss out on having that benefit as you’re creating your
marketing strategy. Don’t forget to subscribe to my channel and hit the bell.
So you get a notification every time I release a new findable video.

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