Google is the number one go-to tool on the planet for instantly connecting people to products and services. Whether you want to drive traffic, generate leads or convert sales, starting out with Google will bring results.
Look at these five ways Google helps 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 features at the top of the search results when a user searches for your keyword/s. You only pay when the user clicks to visit your website or clicks to call you.
Features: 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 receives a high ranking within the search results.
Success Factors: A well-designed campaign will quickly drive traffic to your website.
A well-designed campaign that uses many keywords will efficiently drive more traffic to your website. You will see results quickly, 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 links
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 an 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 both relevant and have appeal for your visitors. It needs to contain keywords that your customers use to search for your product or service. These keywords need to be used throughout your website and included in URLs, heading titles and copy. Content that is more relevant equals more exposure.
2. 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 need to link back to your website as well. Think of it like a web of links.
Your backlinking needs to be realistic, honest and organic in Google’s view. If you outsource the process then you will need to 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 vital to ensure you don’t receive penalties from Google. It was once common practice to hide keywords in coding sections of your website, but Google no longer accepts this practice. It’s imperative that your keywords are used appropriately within the content of 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 result will be a higher conversation rate because you will bring 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 when customers search for your business it will appear on the web and Google Maps, and in Google+, making your business information easy to find. You can respond to customer reviews, and share news and updates with customers, as well as determine how your customers found you.
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 that relates 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 to 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 is displayed to potential customers who are in the market for your business – they have conducted previous searches your keywords, they have visited your website as well as 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 relate to, or are in some way 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 feature the same topics or keywords in their content.
Features: Campaigns use geographic targeting that 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 (price per click), however, you can cap your spending.
Different advertising formats mean your content can stand out in the form of text, imagery or video.
Success Factors: Businesses willing to measure, optimise and improve ads
Businesses willing to take the time to set up their campaign correctly, that is, analysing and identifying target keywords and niche topics, and then measuring and optimising their campaigns, will see the most benefit.
Where to from here?
The team at Thrive Digital 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. Request your FREE Strategy Session with one of our Digital Marketing Consultants to help you decide on the best path for your business.