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Google Business Applications
(search, ads and analytics)
Google Search vs. Yahoo Directory
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Google uses a crawler-based search engine
search is automated by computer algorithm
Yahoo also includes a vast search directory
It is managed by humans
Divided into categories and sub-categories
Can help improve rankings on Google search
How do you sign up? What’s the catch?
Google (crawler-based) Search
• Google sends out little crawler/spider/robots that
index much of the information on the web
• They return this info to Google’s massive servers
• You type in your search terms
• Google’s algorithm checks your search and
provides the results which are ranked
Improving Google Search Results
• Go to View > Source on your browser
• You can view the source code (HTML, java, etc.)
on the current page
• Look for where the keywords occur
• Where are they placed and repeated?
(location and frequency method)
• Linking to and from sites with similar keywords
and keyword phrases can help improve your
search results
Crawler/Spider blockers
• Beware that there are several things that can
prevent Google spiders from indexing your site
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too many keywords/keyword phrases (spamming)
Frames
Rich media content
Dynamic content, especially dynamically-generated
(temporary) URLs
Google
• Go to the Keyword Tool page
https://adwords.google.com/select/KeywordT
oolExternal?defaultView=2
• here you check keyword search patterns to help
choose the best keywords and keyword phrases
• come up with a set of keyword phrases that are
popular and best describe your site
• aka. (meta)tags, tags, labels
Google
• provide these to your webmaster to embed
in your site pages
• Or do it yourself in Dreamweaver
• repeat these in the titles and descriptions of
your pages (location and frequency method)
Google
• look at the
– advertising programs
(http://www.google.ca/intl/en/ads/)
and
– business solutions
(http://www.google.ca/services/)
• links at the bottom of the Google page
• what are the main ad and business programs?
Google
• create an AdWords account
https://adwords.google.com/select/starter/sign
up/ForkAuth
• compare the keywords tools available here to
those we looked at earlier
• what kinds of ads can you create?
Google
• look at Google’s CMS and web site creation tools
• compare them to Blogger, Wordpress and
Microsoft Office Live’s site creator
• here is an introductory movie:
http://www.google.com/sites/help/intl/en/overv
iew.html
Google
• Analytics programs or services analyze your web
traffic
• the statistics they provide are also known as
metrics
• the most important of these may also be called
KPIs
Google
• some of the more important metrics include:
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visits/visitors
views (page views or impressions)
preferably these are unique
landing (entrance) and exit pages
conversions
Google
• create a Google Analytics account
https://adwords.google.com/select/starter/sign
up/ForkAuth