Google is the number one go-to tool on the planet that connects people to products and services instantly. Whether you want to drive traffic, generate leads or convert sales, starting with Google will get you results.
Here are five ways Google can help businesses connect with their target market.
#1: Google Adwords
Purpose: Drive traffic to your website quickly
Google Adwords is online advertising. You pay Google to ensure your ad is at the top of the search results when a user searches for your keyword. You only pay when the user clicks to visit your website or clicks to call you.
Features: Your payment per click depends on keyword competitiveness
The amount you pay for each click depends upon the popularity of your keyword.
If other third-party campaigns also use your keyword/s then the amount you pay per click will cost more to ensure that your website has a high ranking in the search results.
Success Factors: A well-designed campaign will drive traffic to your website quickly
A well-designed campaign that uses many keywords will drive more traffic to your website quickly. You will see fast results, but to ensure ongoing traffic and more business, you will need to continue and maintain your campaign.
To run an effective campaign you need a realistic budget and extensive keyword analysis to ensure you target your market.
#2: Search Engine Optimization (SEO)
Purpose: Get your website noticed through relevant content and linking
A strong SEO strategy means your website will be seen by potential customers when they perform a Google search using your keywords.
There are no shortcuts with a SEO strategy; content on your website needs to be high quality, updated regularly and relevant to your site visitors.
Features: A strong SEO strategy has a three-pronged approach
1. Content driven marketing
When Google searches the web, it returns websites that are deemed “authorities” or “experts” in their field. To reach this status the content on your website needs to be relevant and appeal to your visitors. It needs to contain keywords that your customers use to search for you. These keywords need to be used throughout your website and included in URLs, heading titles and copy. More relevant content means more exposure.
2. The backlinks to your website
The way other websites link to yours affects your overall search ranking. You need to engage your market by encouraging sharing through social media, responding to client reviews, and linking to similar websites. These websites also need to link back to your website as well. Think of this like a web of links.
Your backlinking needs to be realistic, honest and organic in Google’s view. If you outsource the process use a reputable source, because if done incorrectly you may receive penalties from Google, which could affect your page ranking.
3. Behind the scenes of your website
Search engines need help to understand the backend coding of your website. Investing in clean code is a must to ensure you don’t receive any penalties from Google. It was once common practice to hide keywords in coding sections of your website, but Google doesn’t accept this anymore. It’s very important that your keywords are used appropriately within the content on your website, not within the coding.
Success Factors: SEO is all about being slow, steady and systematic
SEO is not a short term strategy. It requires an approach that includes planning and patience. It takes time, but the conversation rate is higher because you are bringing the right people to your website.
#3: Google My Business
Purpose: Connect with customers
Google My Business allows for social interaction between you and your customers. Think comments, reviews, posts, critiques, and conversations, all to do with your business.
Features: Your business profile is seen across all Google search platforms
Having a profile means that when customers search for your business it will show up on the web, on Google Maps, in Google+ making your business information easy to find. You can respond to customer reviews, share news and updates with customers and discover how customers find your business.
Success Factors: Smaller businesses tend to thrive
Small businesses tend to see more benefits from having a profile. They can ask their customers to review their experience on the spot. They can build closer, more genuine relationships but responding to customer comments and feedback.
#4: Google Remarketing
Purpose: Re-engage customers who are in the market for your business
Google has a banner ad network throughout the internet. Remarketing involves showing your banner ad to people who have visited your website or searched for something related to your business and market.
Google knows what websites you have visited and what you have previously searched for, which means that banner ads, that are relevant to you, follow you around when you browse the internet.
Success Factors: Businesses looking run a serious campaign through relevancy
Google Remarketing is most effective for businesses that target their ads around internet searches as well as their products and services. When done correctly, this means your ad displayed to potential customers who are in the market for your business – they are searching your keywords, they have visited your website, and they are visiting similar websites.
#5: Google Display Network
Purpose: Create awareness of your business by advertising on other websites
Display text, image or video advertisements on websites that are related or relevant to your business to reach potential customers.
Determine topics or keywords that are relevant to your business and use these to target other sites that also have the same topics or keywords in their content.
Features: Campaigns use geographic targeting, can be capped and offer different formats
Businesses wishing to service their local area can benefit from geographic targeting. Your ad will appear to people within a certain location, who are on a website with similar topics or keywords to yours.
Campaigns are PPC however you can cap your spending.
Different advertising formats mean your content stands out in the form of text, an image or a video.
Success Factors: Businesses willing to measure, optimise, and improve ads
Businesses willing to take the time to set up the campaign correctly – analyse and identify your target keywords and niche topics – and then measure, optimise and improve their campaigns will see the most benefit from running these campaigns.
Where to from here?
The team at Web Based Marketing are experts when it comes to boosting your brand using Google. Which product is for you will depend on what you want to achieve from your marketing strategy. Talk to us today and we can help you decide.