Google Search: Tips & Tricks for Technology Marketers

© 2013, Lee Stein, Stein Writes, Inc. All Rights Reserved. Reuse OK with accreditation. [email protected] +1-‐707-‐843-‐5088

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Part 1: Tips & Tricks on Using Google: How To Be a Smarter Tech Marketer.

by

Lee Stein Stein Writes, Inc.

www.SteinWrites.com [email protected]

+1-‐707-‐843-‐5088

I use Google every day, conducting research for white papers, case studies, and client research projects. Over the years, I’ve regularly updated my skills and tools available on Google, though no one can really master everything Google offers. These tips cover what I consider basics and are often not well understood by most marketers. The professional marketers with whom I’ve shared this responded with such enthusiasm that it seemed like a good idea to share it. Example Search Term #1: “Open Server”

1. Use Google Advanced Search and in “Settings,” select 100 results per page. This will reveal some unexpected results.

2. When you then enter the exact term (in quotes) “Open Server,” or in the “Exact Phrase” box, Google returns results announcing about 731,000 results (circled in RED).

3. When you scroll to the bottom of Page 1, you’ll see the page navigation for the search (also circled in red). Note that this search displays 8 pages.


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This tips you off that you may not have to wade through all 731,000 searches to discover meaningful results.

4. Next, Click page 8 and the following appears at the conclusion of the report on page 4 (bottom):


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5. Google only actually reports four (4, dotted circle) pages with only 334 results that their search algorithm deemed relevant. So what does it mean when you see 731,000 results at the top of page 1 in your search results? Yes, Google did find 731,000 results, but Google’s search algorithm deemed them not as relevant, meaning they duplicated other results, were useless pages, or other reasons.

6. Let’s look at the Competitive Adwords Level: Going back to page 1, note that there are no Google Adwords banner ads (banners span the width of the search results page. Note also that no standard Google Adwords display ads appear on the right. (Two red arrows indicate where they would normally be.) Since Google Adwords is a dynamic interaction, this analysis is only accurate as of the date of this search, October 23, 2013.

7. Conclusion of the Analysis: If you wanted to reach Google users searching for the term, “Open Server,” the cost of your Adwords ad would be very inexpensive, since there is no Advertising. Also, though Google denies it, both my web designer and I have independently proven that even a modest Google Adwords ad will significantly improve your organic search results. More Insight on Trends for “Open Server”

8. Google merged the former “Google Insight” Tool with “Google Trends”, www.google.com/trends (You will need a Google login account). Google trends reports search activity for the term (in this case) “Open Server.”


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9. When we enter the term, “open server” in Google Trends…

…you notice what at first appears to be a distressing peak in 2005 – 06 and steadily declines. Note that the letters on the trend line report significant news coverage.

10. The second part of the Trends report on the term “open server” appears immediately below the above chart and documents the global interest by region on a normalized scale of 100.

Continued…


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Options available include selecting results by “Cities” (upper right above) and “View Change Over Time” (lower left).

11. In the third and final section at the bottom of the Google Trends Report on

“Open Server”, note the two really valuable lists and a third important conclusion as follows:

a. The list on the left documents the most important related searches and scores them accordingly (compared to the search term “open server”).

b. The list on the right presents what the Google Trends algorithm has determined are “RISING” results. Based on their analytics, all of the terms ranked as “Breakout” terms, poised for significant growth in search activity.


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Final Analysis

Despite the seemingly gloomy outlook reported in the first section of the Google Trends report, the slight upturn in activity in recent months is a positive. So much so that Google rates all the search terms related to “Open Server” as “Breakout.” In the stock market, the beginning of a “Breakout” signifies a major buying opportunity. So if you were a technology marketer interested in reaching the Open Server market, this would be a good, low-‐cost Google Adwords opportunity. This report identifies multiple opportunities for technology marketers in the Open Server environment, which you can successfully mine with a very small budget (at present). Here’s how: Create your White Papers and other content aimed at the keywords identified in this report. Even a low-‐budget Google Adwords campaign is one of the ways to increase your organic search results. Although Google stoutly denies this, my web design expert and I have independently tested and found that a Google Adwords campaign, even modest, positively influences organic search results. Ready to learn more? Next report: How to do Keyword Research. For Your White Papers, Case Studies, and Innovative Research, Feel Free to Reach Out at: Lee Stein Stein Writes, Inc. +1-‐707-‐843-‐5088 [email protected] LinkedIn Profile: linkd.in/17fRN1D


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Marketing

Google Search: Tips & Tricks for Technology Marketers