Definitive guide to Google Adwords Google Adsense and Google Analytics

Books on Search Engine Optimisation

Search engine optimization

There are many schools of thought on what makes for good search engine optimization. This term has and still is much debated in various forums and Blogs on the internet. Search Engine Optimisation, or SEO as it is more commonly known, refers to the ability for the search engines to find your website and provide it in the first page of a search for your clients to be able to find you easily if their keyword search describes your product.

Search engines allocate a page rank to your website as and how it determines the relevance of your content and products to be for those specific keywords and the result is search engine optimisation. This means that for a specific set of keywords, your website may appear on page 1 and for a different set of keywords, your website may be found on page 100. This has given rise to a culture of trying to ensure that your website is optimized to appear at the top or on page 1 of all search keywords relating to your product or content with reference to its search engine optimisation.

Once you have read the section on Google Analytics you will have an understanding of page ranking with search engines. The one school of thought relating to optimization is to flood your site with backlinks to other websites in order to boost the amount of content that you are able to offer or link to in order to assume huge amounts of traffic through your site.

I feel that this is flawed in that it detracts from the impression you will be creating for you customer base as a website. The customer wants to know that it is easy to navigate and find the suitable subject related content for which they might be searching without being directed to another site where your product can be found. The traffic is not the only criteria by which a website is ranked and much importance is placed on the subject content.

What is Google adwords

If you were to search for an item or subject matter on Google for example, you will notice a shaded area at the top of the search results called Google results.This is Google adwords. Google Adwords usually has only three websites listed for each page of search results. These website owners are making use of a tool offered by Google called google adwords which provides a bidding system for each of the keywords (search words) that you have typed into the search bar in order to arrive at the resultant website list. The tool is called Google Adwords and is available to anybody who wishes to pay per word that users may use to find their product. Over time this can build awareness for your website, but can be a costly exercise if no sales are made to counteract the cost of Google Adwords advertising campaigns. The entry level is a minimum of a $50 budget allocation upfront and $5 activation cost.

What is Google adsense

Using the same example as used in the Google Adwords search, you will note that some advertisements appear in the right hand side of your screen. These are Google Adsense campaigns and work on a similar bidding system for the keywords that someone may use to search for a product or subject matter. These advertisements are however only billed to the advertiser on a pay per click system which means that only once someone clicks on the relevant four line advert which directs the searcher to their website, will Google bill the advertiser for that searcher to click through. This method requires constant monitoring in order to maintain the advert on the first page by ensuring bids for each keyword is in the top four bids. Some advertisers will purposefully try to be the forth or fifth advertiser as this is a persons natural line of site to be searching in the middle of the page.

Google Analytics

Google Analytics is the means by which Google is able to monitor the amount and type of traffic which reaches your website. Originally it was an internet company which offered this service for a small fee to website owners in order to ascertain where their customer base was originating from and what type of customers they were. This Google analytics tool was eventually bought by Google and is now offered as a free service in order to improve their offering as a search engine.

Once your website is place on the World Wide Web, it is imperative that you sign up for this free service (Google Analytics) as it is able to provide you with a tremendous amount of helpful and useful information regarding your customer base and visitors to your site. This is the basis for analysis which gives you your page ranking and inadvertently your profit margins.

The system works by a code which Google provides to you on signup which is implemented into each page on your website. This is an invisible code which is used on a daily basis by the Spiders and Searchbots ( Googles’ analysis programs) which invariably identify any changes in your website. This may be the IP addresses of your visitors computers needed to determine what type of Adsense to use for their geographical location. It may also determine what pages are most visited which is useful for your marketing strategy improvement. You will also want the Search engine to know immediately of any new content which you have placed on your website. Imagine if at the same time a search engine user is typing in their keywords, you have just uploaded a new product catalogue which has the product which they are searching for, you would want them to know about it. It’s genius. I love it and it’s free to all website owners.

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