Google Adwords

Google Adwords is their online advertising program and the source of the sponsored links that you generally see on the right hand side and across the top of a Google search results page.



The beauty of Adwords is that they are targeted and that you pay per click.

When you set up your advert with Google you decide on a geographic target area. This can be a country, a region of a country, a town, or a specific distance from an address. That way if you are a very locally based business like a builder or a plumber you don't waste your money advertising to the other end of the country.

The next stage is the wording of your advert. You have

• A Headline
• 2 Description Lines
• A URL (web address)

Finally you have to decide on target keywords. These are short words or phrases that are

• relevant to your business
• popular search terms
• not too competitive (i.e. there are lots of other web sites all using the same target keywords)

Google can help you with this and provide you with hints and suggestions that you may not have thought of.

The final stage is to do with money. You need to.

• Choose a currency
  

• Set a maximum cost per click for the ad (CPC)

• Set your daily budget for the ad (This is not as expensive as you might think. If you set up a budget of £1.00 you will never pay more than £30 a month for advertising to the whole English speaking world!)
  

You also need to set up a Google Account and give them details of your credit card to pay for your advert.

More Information on Google Adwords

Search Engine Optimization

Search engine optimization (optimisation if you prefer the UK spelling or SEO for short) is a tricky, big and constantly changing area in web design. Part of the problem is that there are very few people who know exactly how they work. Whilst the people who run the search engines are prepared to say a bit, they are generally pretty cagey with this details as anyone who knows how the likes of Google work could make millions.

Wikipedia defines S.E.O. as

the process of improving the volume and quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results.

Generally the process takes 4 Steps

Step 1 Ensure the Site Works Properly

Web browsers are very forgiving things. Web sites that look fine to a user can be riddled with errors some of them pretty serious. These errors can sometimes throw the search engine spider off the scent and prevent the site from being properly indexed by the search engines.

Step 2 Find Popular Search Phrases

When people search on a specific topic they will go into a search engine and enter a word or phrase in the search box for that engine. The critical question is

"what phrase are they using?"
There are a couple of ways of finding out. You can use online services like wordtracker, or Google's Keywords Tool

The important thing is to go with popular search phrases that relate to the web site or the business, search engines can sometimes exclude sites if they believe the search phrases aren't relevant and may be trying to mislead them in some way.

Step 3 Build Those Phrases into The Site

Web sites and search engines work best when web pages are specific and information rich. If for example a company makes widgets (don't they always?) and two popular search phrases are "blue widgets" and "widget sizes" then the company's web site needs to have one page about blue widgets and one about widget sizes rather than trying to cram all the information onto one page.

There are critical bits of the page that need to include the phrase "blue widgets" These include

• The page title
• The page desciption
• Titles on the page
  
• The main text of the page, at the beginning
• Links
• The ALT text for the pictures
  

Too much and the search engine thinks you are keyword stuffing or spamdexing, too little and it thinks you are irrelevant.

Step 4 Submit The Site

Each search engine has it's own page for submitting a site and it's details. Each needs to be approached to submit a site individually, and it needs to be done in that apallingly old-fashioned way, by a human being! Seriously there are automatic services that claim to submit your site to hundreds of search engines that most of the big search engines will ignore. There's no short cut you have to sit down and go through the motions for each web page.

Google have a technology called site maps. These are a file in a particular format that tells Google all about your site, how your site fits together, how often and when your site was last updated and the relative importance of the different pages. If you create one of these, place it on the site and tell Google all about it it can help smooth the whole indexing process and ensure that Google sees your site the way you want it.

Further Information

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How Search Engines Work

There are four big search engines. Google, MSN, Yahoo and Ask. They cover just about all searches ever done online.

Search engines actually have a series of parts or functions.

Firstly they have to find web sites, and they can do this in 2 different ways. There are crawler or spider based search engines and human powered search engines. Crawler based search engines have automatic programs that crawl the web looking at web pages and following links to other web pages. Human powered search engines rely on an army of people reading submissions of web sites from people like me, looking at the web site and deciding on a category for that web site.

Once the search engine knows that the site exists it adds it to its index. The index is simply a huge database of information about every single web site it has ever found, billions of the things.

The final job of the search engine is to take searches and present results, something that they do literally billions of times every day.

All quite simple so far?

The critical bit as far as any web site owner is concerned is the third bit, presenting the results. Why? Because the Internet is huge, even for the simplest results you get millions of responses. Because you get millions of responses you have to rank the results in some kind of order. Ranking the results is complicated... very complicated.

The search engine looks at where in your website certain keywords specified in the search occur. They will look near the top of the body text, in headings, page titles, descriptions of pictures and links. The frequency and positioning of the words all makes a difference.

Each search engine also adds it's own different factors to the ranking process, a lot of them are a closely and carefully guarded secret. One of these is Google's page rank technology. This is can be summed up by saying "the more web sites that link to yours the better" This is something you can organise for free, but makes a huge difference to your web site's page ranking.

Contact Me Forms, Spam and Email.

Obviously, really really obviously, you want your customers to contact you from your web site.

This does however has it's pitfalls.

It's possible to post a thing called a mailto link. This looks like a normal web page link, in blue and underlined, but, when you click the link, your computer fires up it's email program and puts the email address in the 'to' field for the message. All clever stuff, and nice and simple for the browsing public.

Unfortunately this method has fallen prey to spammers. Spam is unwanted junk email. Why it is called Spam is beyond me. Spammers have automatic programs called spiders that sift through millions upon millions of web sites looking for the email address that's written into the web sites. When they find them the email is added to their list of addresses to recieve their unwanted email junk about investment opportunities and viagra, how welcome all that rubbish is every morning.

There are a couple of ways around this.

One is to use a 'contact me' form. This is a form that you can put on your web site for your interested prospective customer to fill in. You can customise the form to ensure that your customer gives their email address and can tick boxes related to the type of service they want, or anything really. Once filled in we write a small program that collates all the details, puts them in an email and sends it to your email address. The email address is however hidden from the dreaded spammers. This is by far the most satisfactory way to deal with customer contact. It does have it's disadvantages. Whilst browsing the Internet people (myself included) have a very short attention span, literally seconds. When confronted with a form people often can't be bothered to fill it in and so you loose your customer's contact.


Another workaround, the one we use, is to keep your email on site and just deal with the spam as it comes in. You need to get a program called a spam filter, we use zone alarm and it only lets through a few of the hundreds of spam messages you may get in a single day.

Another is to write a small file called a .htaccess file that blocks access to the spammers. This is a good hi tech method of dealing with spammers, but only works in certain areas.


Another simple method is to put your email address in a picture like this.


It all comes down to personal preference in the end.

Search Engine Optimisation

This was an interesting programme on the BBC. 'Click' is their technology show and I watch whenever I can (yes I know...what a geek). Watch the first 8 minutes of this programme for some very useful information about Search Engine Optimisation from some people who are far more expert in this area than me.

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Text Version of the article

Internet use in the UK

This is a very interesting (well at least to me) article on the BBC Website.

It's the results of the Oxford Internet Survey of Internet Use in the UK. Here's some of the salient points

• 67% of the overall population use the Internet
• 31% of retired people use the Internet
• 97 % of students use the Internet
• 5% fewer women than men use the Internet
  

• 75% of people who use the Internet have bought online
• 66% of people who use the Internet collect information about local events
• 'virtually all' Internet users use it to track email
• 85% of users have a high-speed connection
• 21% of users access using a mobile phone or PDA

Interesting stuff

Googlebase

Do you want to get your products into Google in a nice uncluttered, straightforward and inexpensive way?

Googlebase allows you to add details of your products or services to Google, independent of your web site. Google then make the details search-able and adds them to their index. All clever stuff.

What's the benefit?

Well it short-circuits the process of getting your products and services into Google. Normally Google would go through your site starting with the home page and working its way through the various pages on the site. Eventually it will work down to individual products and it will index the products and product details. You then have the whole process of ranking your product pages alongside all the other pages that might come up in a person's search. Also if your product details are stored in a database and fed into your web site then this can upset the whole process and mean that Google only has the sketchiest of details of your products.

With Googlebase you cut straight through all of that and go straight to the product, details, price and pictures of the product. Your products could appear in Google, Google product search or Google Maps. In Google Product Search they are ranked alongside any other supplier that sells a similar product and has their products in Googlebase.

It's still early days but it looks to be an excellent web application with a lot of potential.

How do you get your products into Googlebase?

At the simplest level you have a form to fill in with the details of your product. It's easy, quick and doesn't take long and you can do it yourself. They recommend this if you have 10 items or fewer. If you have more then they recommend bulk uploading options. This is where we come in. We create a bulk upload file of all your relevant product detail , that is in a format that Googlebase recognises. We then upload that file to Googlebase and they process all of the information and create a series of products. If all of your product details are stored in a database we can write a small program that will link the database to Googlebase and so your products and their details will keep in sync.

Just Contact Us for details.