The Three Pillars of Google

1. WCA – 02th Feb 2012
The Three Pillars of Google
By Michael Ritter

2. Why Google
• 85% plus users are using google
• Gen Y just google it
• Even old people are googling it instead of the
Yellow Pages
• No one says Yahoo it or Bing it!

3. The Three Pillars of Google
• Google Adwords – Paid Advertising
• Google Places – Free Advertising
• Organic Search Results – Free but lots of effort

4. GOOGLE PLACES GOOGLE ADWORDS
ORGANIC

5. Google Adwords
PROS CONS
• Pay to be rank high • Payment becomes
• Improve Quality addictive
Score to reduce • Can waste money
costs on 1 second clicks
• Target for exact • Long term expense
keywords
• Measurable costs

6. Optimise Google Adwords
• Target your Keyword Phrases with brackets
• Repeat Keyword Phrases in ad to improve
quality score.
• Target times when people aren’t just
browsing.
• Constantly read your stats and refine
• Forget the right hand side. Top 3 or nothing!

7. Google Places (Local Business)
PROS CONS
• Free • Favours suburbs –
• In the Fold (usually) google checks
• Target for exact • Has many bugs
keyword Phrases (5) • Big on reviews
• Big on reviews

8. Optimise Google Places
• Live in Melbourne CBD
• Get Reviews in Places and elsewhere
• Respond to reviews
• Use 100% of your options, ie pics, videos
• Check your stats

9. Google Organic Searches
PROS CONS
• Once in, hard to • Can wastes lots of
move money on SEO
• Takes are more • Olders sites will
space in searches nearly always have
preference
• Target for exact • Most sites never
keywords suceed in organic
searches

10. Optimise Organic Searches
• Have your keyword phrase in the domain
name. Ie www.domainname.com
• Have your keyword phrase in the title.
• Have your keyword phrase in the text.
• Have your keyword phrase in links to your site.
Limohiremelbourne and not clickhere

11. MY FAVOURITE TOOLS