Understanding Google, Search Engines, & Adwords
We want people to understand exactly what online advertising does. From social media to the Google
search engine to banner retargeting, so we have taken away all the technical babble to make it clear and concise.
The important thing is to not think of online marketing as some mysterious and confusing puzzle only a few
people know how to piece together. In many ways online is the easiest form of advertising because it’s
the only method you can actually measure your results against the dollars you spend. Our goal is to demystify
the strange world of online marketing by putting it into very real world terms. Let us begin!
The Real Version of Google
Most of us have experienced a SEO/SEM marketer rattle off how you need to rank higher on Google and then
there is something about crosslinking, content creation, and HTML titles….maybe even a little talk about an
algorithm mixed with adwords to really confuse you. So what is the real world version?
Imagine if you hired an assistant (lets call him Groodle) whose only task was to give you answers to all your
questions. Yes, I do mean everything... from your business, to your health, to where you should take the family
on vacation. The catch is the internet does not exist and the advantage is Groodle has unlimited funds and can
get the information from anywhere.
What Groodle might do is build a giant library of information, build a massive filing system of contacts who
might be able to give them the answer, and he would get to know you as fast as possible so that he could
anticipate your interests, likes, and needs.
So let's say after a few years you want to find out which country in the best in the world to expand your
business into, you want to know what shots you need to travel there, and you need some vacation
destinations in that country so your family can join.
Groodles would go into his library and do all the research for you. He would go through pages of
documents of each country and maybe pick the top 10 countries. Then he would research each
country and come up with 10 reasons each country was the best.
He would call medical professionals to find every possible disease you need a shot for in each of those countries
and he may even call your doctor to check your current health records. He would make sure you didn’t have any
prior health risks that could be affected by the new climate.
Then he would look up vacation destinations for each country but quickly eliminate anything he knows you
don't like such as rock climbing or getting chased by bulls. He would use personal knowledge of you to give the
best option based on your likes and dislikes.
He would bring in stacks of paper from his library. All the information would be divided into categories with the
best recommendations at the top of the stack and his secondary choices at the bottom.
As you guessed, Groodle is the real life version of Google. In real life he would be running around reading thousands
of books, phoning experts, and trying desperately to understand your needs. Google created an online version that
goes out and looks at the information other people have put into the public using their websites and blogs.
What is the Googlebot AKA Google Spider?
Just like Groodle the little Google robot looks at the title of what he is about to read. If the title says 10 Best Countries
to Do Business In he will open up the folder, if the description outlines clearly what the article is all about he will
continue on and read through all the content. If he is satisfied with the information he will put it at the top of
the pile for you. Just like Google puts certain websites as your first search results.
Every time you Google search that little googlebot (sometimes also called the google spider) crawls around the internet to find
good information which he then delivers, stores, and uses to anticipate what you might need next time you search. The
first year your assistant might be a little out of sync with your needs but after years and years he will get better and better
at knowing the information you need and who has the best information to give. Google has been around for over 20 years and has
not only learned to deliver information faster but also provides tailored results to your needs.
What is SEO on Google?
Search Engine Optimization or in the real world it might be called BIGOTOP (Best Information Goes On Top Of The Pile).
The more information Google has the better these details will be laid out. The easier it is to access the more likely it will be
given priority. Of course there are strategies to help Google place your company at the top of the stack but good titles and
accurate information is a good place to start.
What is Good Information for Google Ranking?
Imagine you are living in Houston, Texas, and your vacuum breaks. You send Groodle out to find the best vacuum so this never
happens again. If Groodle was on the way to his library to research vacuum suppliers and your neighbor put up a massive sign saying
Vacuums for Sale with 10 more billboards of all the vacuums in stock, it would make him stop to find out more. When Groodle stopped
to look he sees that your neighbour is standing beside the sign with books of information about the vacuums and for added effect
he has a 60 inch flat screen demonstrating how the vacuum work.
Now remember Groodle can’t purchase for you, he can only give you information. So he would go to the neighbour get all the info,
continue on to the library, and bring back 10 options like he always does. Only this time he puts your neighbor on top of the pile.
That is the power of putting content on your website. If your neighbour takes all that information and puts it on a website his chances
of being found by the whole neighbourhood just went up.
Do Only Big Companies get Found on Google?
This is a very important question because the answer may change how you view opportunity to expand your business. If you are willing
to make the right investment in developing content such as photos, videos, and written information a professional marketing team
should be able to get you results no matter the size of your company.
Putting Content on Your Website for Better Google Search Results
Creating a Title for Your Webpage
If you sell Vacuums in Houston, Texas and have 5 new models you sell. You will need 6 pages on your website. 1 for the overview of
all 5 models and one page for each of the models. Here is an example of your overview page.
Simply title your page “Vacuums for Sale in Houston, Texas | 5 New Models Available”
Note: Google doesn’t like clever it likes accurate. So be very straightforward with your title and you will rank higher.
Explaining Webpage Content and Information
Google reads ALL your content on each page so if your vacuums are “the best vacuums because they provide more suction than
any other brand and is built with the most durable material on the market”... say all of that.
List 2-10 reasons is a good choice and expound on those five reasons, e.g.
1. More Suction Than Any Other Vacuum
- Then describe in detail why they have they most suction and how much more they have.
2. Durable Built Vacuum
- Explain the material, what test have been done, where it is built, how long it lasts etc.
Important: Just like people, bolding text tells Google this is important information. So bold all important information if it
matches the other content and the title. This simple step increases the chance Google will consider it for a higher ranking.
Including Pictures and Videos for Google Search Results
Most people like pictures. Unfortunately, Google is blind to what pictures actually look like. They are working on AI (Artificial Intelligence)
to be able to actually look at a picture and know exactly what it is but we are still waiting on that technology. For now, Google can only
know by the name of the picture and the web page the picture is sitting on.
So when you put a picture on your website named 28465.jpg it is not likely Google will pick this photo as a good option for
images in Google search results. But if you name the picture “Vacuums for Sale in Houston Texas” NOW we have a match!
If you have multiple pictures that match your written content like “Durable Built Vacuums” then even better.
Throw up a video on that page under all the same titles and all of the sudden you have a full page on your website
just about “Vacuums for Sale In Houston Texas”.
Providing Google with Your Business Location
This is very important. Just like Groodle knows where your neighbour lives, Google knows where the computer or
smart phone is located that searched for the vacuum. So if you search “vacuums for sale” and don’t specify the
location Google will send you results based on which company has told them that they are in a similar area.
You will get your neighbour in Houston because you are both in Houston.
Again do not try to be too clever. If he says he sells “Vacuums in Houston and Texas” now Google will get confused.
If he is located in Houston but he sells to all of Texas his website title should say “Vacuums for Sales In Texas | 5 New Models Available”.
Within the page he might say he is located in Houston and distributes across the state including Dallas, Austin, etc.
A better idea would be to create a new page titled Vacuum Distribution Locations In Texas. Then fill the page with pictures of
each city titled “Vacuums for Sale in Austin, Texas”. Go on to give the Austin locations and contact information, include a picture
of the store and some pictures inside, have a video talking about the location, and the information cycle begins again. All of the
sudden there are many pages about vacuums for sale, where you can get the vacuums, why they are good vaccums, and Google can't help but rank
the website in the top ten search results.
In many ways the biggest hindrance for most companies is time. They just don’t have the team to create all the new web pages,
add all the content correctly, shoot a video, rename pictures, and monitor results.
Explaining Google Adwords
We are going to go back to your assistant. So you have had Groodle gather all this information for you, what you don’t know is
that while Groodle likes his job he thinks you pay way too little and he deserves to make some extra money. In his conversations
with businesses, doctors, and travel agencies he gets a great idea. Every time you ask for information he will phone 2 or 3 out of
his top 20 picks and see if they will pay him a commission if he puts their information on the top of the stack. He knows you
never look at anything after the top 10 so he really tries to sell to his 11-20 choices to ensure that you see them.
The first time he goes to deliver you the new information that includes the “paid top picks” he has a feeling of guilt and prints
paid choices a slightly different color of paper. As soon as you see it, you question why and he admits that in order to continue to work for
you, he needs to make more money from other sources.
At first, you are a little bothered but realize as long as he tells you they are paid ads and you still get the authentic search results,
him getting paid by other companies to do his job rather than you paying more is not a bad option.
Google Adwords are exactly the same. They offer you a free service and give you ten organic options and 2-3 paid options. The 10
organic results are based on companies who have supplied Google with enough information, pictures, and videos to match with the
information they have about you including what you searched, where you are, and what your past searches have been. The organic
content is Google's attempt to match your interest and 10 other companies information together to create a productive search result.
Pay Per Click (PPC) & Cost Per Click (CCP) on Google
Paid ads guarantee a company will see results regardless of wrong wording, not enough pictures, or a bad title. They know each
visit to their website is so valuable they are willing to Pay Per Click (PPC).
Any PPC needs to be budgeted and monitored closely to ensure the Cost Per Click (CPC) never costs more than the value of a
website visit. A simple example is if a website has 100,000 visitors per month and sells $5,000,000 per month, then the value
for each website visit is $50.00. If your CPC is only $1.00 then chances are it is money well spent.
This article is meant to stay simple so we won't dig any deeper into PPC and CCP other than to say it is very important to know the
value of each visitor to your site when you are deciding if you should pay Google for website visits.
Do Google Ads Work?
Yes, they do but there is a catch. People will always avoid ads unless you give them a really good reason to click or they already
know your brand. Spending advertising dollars on Google Adwords is most effective when combined with other online marketing
Google Ads are in many ways more complicated than SEO/SEM because you need to make sure you are targeting the right search
terms, areas, interests etc. Then you need to manage your budget, how many times your company show up to one person, what
time of day, and on and on.
At very least have a professional company do the research for you so thousands of dollars aren't targeted to the wrong
people at the wrong place at the wrong time. You will probably need to advertise on other platforms to familiarize customers with
your brand to maximize the results.
Should I do SEO/SEM and Google Ads at the Same Time?
You need both if you want to stay competitive. SEO may take longer but once you give Google enough information your
ranking will start to rise. Google Adwords will generate revenue while you create that content.
You certainly don’t need to hire an assistant named Groodle to get your information just use Google like everyone else.
Although, if you need to reach customers online and don’t have time to do everything in this article, you may need help
from a company like ours.
Want to Know More About Google?
Our 24ever Marketing Managers will be there to answer your questions.
Let's Get Talking!
Share this article with your fellow business executives and owners!
Written by Jerrod Downey
Jerrod Downey is the CEO of Crownsmen Partners.
His team has developed and managed marketing campaigns
for companies in local, national, and international markets.
He currently serves on the I.S.S.A. board and lives in Vancouver BC.
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