google updates february 2011

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How to Use Recent Google Changes to Get on Page One February, 2011 Joe Bavonese, PhD Uncommon Practices www.uncommonpractices.com (800) 940-0185

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Joe Bavonese, PhD of Uncommon Practices describes the changes in Google search since October 2010 as it affects local referrals for private practice.

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Page 1: Google updates February 2011

How to Use RecentGoogle Changes

to Get on Page One

February, 2011Joe Bavonese, PhD

Uncommon Practiceswww.uncommonpractices.com

(800) 940-0185

Page 2: Google updates February 2011

Google Changes

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Has Made Important Changes Since October, 2010 in Each of the Following Areas:

• Google Instant

• Google Maps/Places

• Google Preview

We’ll discuss how these Changes affect Search Engine Optimization (SEO) and Google AdWords (Pay Per Click Advertising) – and the opportunities they present for greater referrals

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A. Google Instant - Announced Sept 2010

• Google realized that the slowest part of a search is the user’s typing

• Google Instant lets users type a query and see results without hitting the ENTER key

• Each letter triggers a predictive search until a user clicks on a link he or she find useful – based on the frequency of most common searches

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A. Google Instant

• Reduces a typical search from 25 to 8 seconds

• Sample search using Google Instant on the next slides

• Both the free organic search listings AND the pay per click sponsored links change with each letter typed

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A. Google Instant

• Google Instant takes advantage of the very short attention span of people online

• It returns very high frequency search results based on its database of searches

• But it can also very easily distract a searcher from their original topic

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A. Google Instant and Search Engine Optimization (SEO)

• The highest frequency search keywords automatically show up on the page

• Even though people might have a search phrase in mind, they now often abandon their phrase when search results begin to appear on the screen

• Rather than reading through an entire page or two of search results, there is more clicking on the first results on the top of the screen

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A. Google Instant and SEO

• Creative, unusual domain names suffer in search results

A more paranoid, conspiratorial perspective: Google is telling us how to think

• People are rewarded and reinforced for typing less

• People lose focus and get off track more frequently as new, interesting results appear on the page with each letter that they type

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A. Google Instant and SEO

• Research since 10/10 shows that 1-2 word keyword phrases are increasing in search results, and longer keyword phrases are decreasing

• The speed of a search, from beginning to end has gotten faster, which means even more importance on being the top 3-5 results on a page – to be seen without scrolling down the search results page

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A. Google Instant and Pay Per Click Advertising (Google

AdWords)

• Bid prices for the top 1-2 keyword phrases have gone UP as their frequency of clicks increases

• Cheaper, lower frequency “long tail” keywords get fewer clicks than before

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A. Google Instant and Pay Per Click Advertising (Google

AdWords)

• Click through rates (CTR) and Quality Scores have been negatively affected, because of

more Impressions occurring instantly

If your ad shows up on the screen for at least three seconds, it counts as an impression

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A. Google Instant and Pay Per Click Advertising (Google

AdWords)

• Eye movements tend to follow movements/changes on the page. More visual attention is now on the center of the page vs. the right column

• Sponsored links update instantly with each letter typed, so headlines become more important than ever – your typical 2-3 second scan now becomes less than ½ second in many cases

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A. Google Instant – Important Notes

• Google Instant can be turned off – but so far only 2% of users have turned it off (My view: most people don’t know how to turn it off)

• Google Instant now shows up in browser toolbars AND in mobile searches

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A. Google Instant: What To Do re SEO

• Test out what Google is suggesting for your area of specialization and geographical location – experiment with typing in the first few letters and see what appears automatically

• This along with the Google Keyword tool, will help you find out what people are most likely to see when doing a search for your services

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A. Google Instant: What To Do re SEO

• Note that the Google Keyword tool now shows different results for Mobile Searches – see next slide

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A. Google Instant: What To Do re SEO

• Note that the Google Keyword tool now shows different results for Mobile Searches – see next slide

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A. Google Instant: What To Do re SEO

• Once you have those high frequency keywords, apply them as much as you can on your website

• When starting a new website, use domain names with high frequency keywords – or register a new name and redirect it to your existing website

• Be sure your Title and Description tags contain these high frequency keywords

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A. Google Instant: What To Do re SEO

• Be sure to put your 1-2 word high frequency keywords on your Home page text at least two times

• Diversify your online presence and traffic sources, using

video articles pay per click ads mobile search social media

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A. Google Instant: What To Do re AdWords

• Track your Key Statistics (Cost Per Click, Avg. Position, Quality Scores and Click Through Rates) and compare to your results before Sept 2010

• Eliminate keywords that have less than 1 click every 300 impressions or a Click Through Rate under 0.3%

• Reduce bid prices for any keywords that show up in position 1.5 or lower on the page

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A. Google Instant: What To Do re AdWords

• If not on your current keyword list, add keywords that appear in the predictive results for your areas of specialization

• Use other pay per click services such as Microsoft Bing and Facebook

• Maintaining the position of the top 3 results on a page is more important than ever

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A. Google Instant: What To Do re AdWords

• Split test different headlines – headlines are now more important than before, with shorter scan times

• You may need to increase your Daily Budget to get the same number of clicks as before

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B. Google Maps/Places

• Google Maps has become a more important search location than ever before for free local search

• You should create a business listing and verify it with Google – and it’s FREE to do so – go to:

http://www.google.com/places

Ignore “Hotpot” and click on “Places for Business”

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B. Google Maps/Places

• * * * * Google Maps listings are now integrated in the regular search results – AND show up in an actual map ABOVE the pay per click ads on the right column * * * *

• You should put as much information in your listing as possible (photos, videos, office hours, etc.)

• You can also post events on your Google Maps listing

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B. Google Maps/Places

• Google Maps listings are now integrated in the regular search results – AND show up in an actual map ABOVE the pay per click ads on the right column

• You should put as much information in your listing as possible (photos, videos, office hours, etc.)

• You can also post events on your Google Maps listing

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B. Google Maps/Places

• Google Maps listings are now integrated in the regular search results – AND show up in an actual map ABOVE the pay per click ads on the right column

• You should put as much information in your listing as possible (photos, videos, office hours, etc.)

• You can also post events on your Google Maps listing

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B. Google Maps ListingsAre now Ranked by Red BalloonsWith a Letter Alphabetically Ordered

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B. Google Maps/Places

• How do you get an “A”?

• Have your Google Maps profile verified and filled out as completely as you can

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B. Google Maps/Places

• Google also collects statistics on your Google Maps visits for you, and tells you what actions people took:

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B. Google Maps/Places

• A new feature to help your listing stand out more is a yellow “TAG” on Google Maps

• A Tag can highlight your website, a coupon, a photo or a video

• Tags are free for the first month and then cost $25 per month

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C. Google Preview

• Google also started a new visual feature in October called “Preview”

• When you do a search, a small magnifying glass icon now shows up on the right side – see here:

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C. Google Preview

• Google When you click on the magnifying glass, a window pops up displaying a small version of your Home Page

• Pages with more color and faces are more appealing vs. plain text, as you can see in the following examples

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C. Google Mobile

• Mobile search will continue to increase as smartphones get more powerful and more tablets enter the market

• People who text frequently are prime users of mobile search

• Even people who don’t like to enter text on a mobile device can now use voice input, which will also grow in use over time

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C. Google Mobile

• Mobile search will continue to increase as smartphones get more powerful and more tablets enter the market

• People who text frequently are prime users of mobile search

• Even people who don’t like to enter text on a mobile device can now use voice input, which will also grow in use over time

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C. Google Mobile

• Mobile search will continue to increase as smartphones get more powerful and more tablets enter the market

• People who text frequently are prime users of mobile search

• Even people who don’t like to enter text on a mobile device can now use voice input, which will also grow in use over time

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C. Google Preview

• Getting on Page One is great, but it doesn’t help if your site doesn’t get clicked on

• The Visual Appeal of your Home Page is now critical in getting the click

• Do NOT use Flash animation – it shows up blank in Google Preview

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Summary

• Google is the single most important service in online referrals of any kind – with 70% of desktop and laptop searches, and 95% of mobile searches

• By understanding how SEO works, and how keyword selection has been affected by these changes, you can stay ahead of the curve

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Summary

• We have incorporated these changes in all of our programs and services

• If you want to learn how to do SEO yourself, take Joe’s Website Success Strategies six-week program which begins Feb. 10th

• If you want to learn how to do Pay Per Click advertising yourself, take Joe’s Pay Per Click Advertising six-week program which begins Feb. 17th

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Summary

• If you want us to implement SEO and other Internet Marketing for you, register for our Internet Marketing Made Easy service anytime

• Anyone listening to this call can receive a 20% discount on any of these services by typing in a special keyword in the coupon field