Building Your Business with Google For Dummies

Table Of Contents "Building Your Business with Google For Dummies" :

Introduction 1
About This Book 2
Conventions Used in This Book 3
What You’re Not to Read 4
Foolish Assumptions 4
How This Book Is Organized 5
Part I: Meeting the Other Side of Google 6
Part II: Creating and Managing an AdWords Campaign 6
Part III: Creating Site Revenue with AdSense 7
Part IV: Google Business for the Larger Company 7
Part V: The Part of Tens 8
Icons Used in This Book 8
Where to Go from Here 9

Part I: Meeting the Other Side of Google 11

Chapter 1: Meeting the Business Side of Google 13

Google and Its Competition 14
Two Sides of the Google Coin 16
Google’s Empowerment Model 16
The Three Goals of Every Webmaster 17
Google and Your Web Site 18
Google and Your Product 20

Chapter 2: Getting into Google 21
The Three-Step Process 21
Meet Google’s Pet Spider 22
Timing Google’s crawl 24
To submit or not to submit 25
The directory route 27
Checking your site’s status in Google 28
Keeping Google Out 30
Deflecting the crawl 30
Excluding pages with the meta tag 32
Avoiding the cache 33
The invisibility problem 34

Chapter 3: Building Your PageRank Through Networking 37
Incoming Links and PageRank 38
Human Networking 39
Working the Link Exchanges 40
Coding Effective Link Exchanges 43
Distributing Bylines and Link Sigs 45
Publishing articles 46
Posting messages with linked sig files 48
Assessing Your Incoming Link Network 49
Using the Google link: operator 49
Using the Theme Link Reputation Tool 50
Using Alexa 53

Chapter 4: Optimizing a Site for Google 55
Optimizing Before Building 56
Keywords, Keywords, Keywords 57
Going for the edge 58
Checking out Wordtracker 58
Trying the Overture Search Suggestion Tool 62
Peeking at competing keyword groups 64
Determining great keywords 67
Selecting a Domain 68
Effective Site Design 70
Page and Content Design 72
Tag Design 75
Creating a title tag 75
Creating a description tag 76
Creating a keywords tag 77
Creating alt tags 77
Poisoning the Google Spider 79
A Glossary of SEO Terms 80
Considering SEO Services 80

Chapter 5: Putting Google Search on Your Site 83
Terms and Restrictions 84
Getting Your Code 86
Free Web and Site Search 88
Tweaking the search form 89
Customizing Search Results 93
Building Your Own Google Site 98

Part II: Creating and Managing
an AdWords Campaign 101

Chapter 6: Introducing Search Advertising
and Google AdWords 103
Old Advertising in an Old Media 103
Old Advertising in a New Medium 104
New Advertising in a New Medium 105
What You Need to Get Started with AdWords 109
Understanding How AdWords Works 110
Seeing the Big Picture: The Google Ad Network 113

Chapter 7: Designing Your AdWords Campaign
and Starting an Account 117
The Big Picture: Campaigns, Ad Groups, and Keywords 118
Planning the first level: Campaigns 121
Planning the second level: Ad Groups 125
Setting Your Goals 128
Clarifying your marketing goals 128
Understanding the AdWords budget 129
Preparing Your Landing Page 130
Productive Budgeting 132
Writing Effective Ads 136
Creating an AdWords Account 139
Finding Your Ads at Work 144

Chapter 8: Understanding AdWords Statistics and Reports 145
Viewing Account Statistics 147
The account overview 147
Seeing inside the campaign 149
Seeing inside the Ad Group 150
Creating AdWords Reports 155

Chapter 9: Creating Effective Ad Groups 159
Creating New Ad Groups 160
Editing Elements of an Ad Group 162
Editing ads 162
Adding and editing keywords 164
Editing your bid 166
Researching and Refining Keywords 167
Hunting for the ideal keyword 167
Using the Keyword Suggestion Tool 174
Thinking like a customer 175
Complying with Google’s need for relevance 177
The gray area of trademark infringement 178
Using keyword-matching options 178

Chapter 10: Managing Ongoing Campaigns 183
Pausing and Resuming Portions of Your Campaigns 183
Repairing Broken Campaigns 185
Reactivating a slowed account 186
Recovering disabled keywords 186
Pros and Cons of Geo-Targeting 188
Setting Up Conversion Tracking 190

Part III: Creating Site Revenue with AdSense 193

Chapter 11: Introducing the Google AdSense Program 195
The Business of Serving Ads 195
The AdSense Overview 196
Evaluating Your Site’s Eligibility for AdSense 198
Content-Sensitive Ads . . . or Not 203
Running AdSense on Existing and New Sites 204
Show Me the Money 205
Working Both Sides of the Fence: AdSense and AdWords 206
Chapter 12: Starting an AdSense Account and Publishing Ads 209
Joining AdSense 209
Creating Your AdSense Code 211
Choosing an ad layout and color palette 212
Making a custom color palette 216
Viewing AdSense Reports 218
Viewing aggregate data 218
Viewing channel data 220
Setting Up AdSense Channels 221
Understanding channels 222
Creating channels 223
Adding New Pages and Sites 226
Removing Ads and Stopping Your Ad Publishing 227

Chapter 13: Enhancing Your AdSense Revenue 229
Optimizing Your Site for AdSense Success 230
Shooting for More Valuable Ads 232
Identifying high-value keywords 233
Conceiving and building high-value AdSense pages 237
Improving Clickthrough Rates 238
Placing ads above the fold 239
Choosing your pages 240
Fighting ad blindness 242
Filtering Ads 251
Using Alternate Ads 253

Part IV: Google Business for the Larger Company 255

Chapter 14: Getting into Froogle and Google Catalogs 257
Google as the Ultimate Shop Window 257
Understanding Froogle’s Index and Search Results 260
Being crawled by Froogle 260
Search results in Froogle 261
Submitting Product Information to Froogle 265
Optimizing for Froogle 268
It’s (still) all about keywords 268
Create sales 269
Optimizing your product description 269
Two final optimization tips 270
Getting into Google Catalogs 270

Chapter 15: Premium Services 271
Premium AdWords 271
Premium AdSense for Content Sites 274
Premium AdSense for Search Sites 276
Custom WebSearch 277
Silver and Gold Search 278

Part V: The Part of Tens 281

Chapter 16: Ten Site Optimization Resources 283
Search Innovation 285
HighRankings.com 286
Mediumblue.com 287
Keyword Verification and Link Popularity Tools 288
Marketleap Keyword Verification tool 288
Marketleap Link Popularity Check 290
Mike’s Link Popularity Checker 292
TopSiteListings.com 293
SEO Consultants Directory 294
Search Engine World Tools 294
Webpage Size Checker 294
Sim Spider 295
Keyword Density Analyzer 296
JimWorld 298
Eric Ward 299
SEO Directory 299

Chapter 17: Ten SEM and SEO Tips from the Pros 301
SEM Is (Somewhat) Revolutionary 302
On Keyword Targeting 305
On Finding the Balance between Free and Paid Marketing 307
Optimization versus Incoming Links 311
On Content and Site Design 313
On the All-Important Title Tag 315
Aiming for the Top Ten 316
On Large and Small Companies 318
Building Incoming Links 320
The Most Important Tips 321

Glossary 325
Index 337