Using Google to Increase Your Online Sales

There is a reason that Google is one of the most equitable brand names in the world today, and its publicly-traded stock boasts a share price of nearly $500. It was an early innovator in understanding the marketing needs of internet-opportune companies and its powerful search engine resources can help a company dramatically increase traffic and sales conversion, if properly used.

While there are multiple ways to utilize the benefits of the Google search engine vehicle to improve your marketing and sales, here are four key areas that must be considered: 1) Search engine marketing, 2) Adwords, 3) Google alerts/feeds, and 4) Adsense.

Search engine marketing

Search engine marketing is the catalyst that helps drive (forgive the pun) traffic and lead to sales for the most successful online enterprises. While there are other opportunities to generate business online, there is no better long-term marketing solution on the internet that high search engine positioning through Google.

The methods and techniques to effectively develop search engine optimization (SEO) for your online presence are many. They include keyword-rich content, Meta tags, traffic generation, inbound links, article marketing, and more. The point here is to understand that your position in the results of a consumer’s Google search for keywords related to your product or service is vital to your traffic and sales success.

There is a dramatic drop off between the results that show up ‘above-the-fold’ or in the top 5, because usually people see the first five search results on their computer screen. Another drop off in traffic generation occurs after the first page of results. Very few searchers ever look beyond page three of Google results. All serious online businesses must explore effective SEO, and even consider an investment in the expertise of a SEO marketing firm. Driving traffic to your site is the first step to converting sales.

Adwords
Interest in pay-per-click, or sponsor advertising, is fast-growing. Pay-per-click advertising involves paying a per click rate each time a consumer clicks on one of your sponsor ads. Sponsor ads are positioned to the side of natural search results after a consumer does a keyword search. They are short ads designed to target customers with a key message and an effective landing page that produces sales conversions. Designing your ad toward a key landing page is a great way to sell specific products or services through your site.

Google has a program called Adwords that allows clients to develop advertising campaigns and message groups, select appropriate keywords, and choose bid rates. The goal of a pay-per-click campaign should be to generate efficient traffic, but also lead to sales conversions, new contacts, or some other type of performance objective. Typically, PPC are a short-term approach to driving traffic and sales as the natural (less expensive) SEO approach is preferred over the long run. The short-term sponsor ads help create awareness, boost traffic (which helps SEO), and develop a customer base.

Google Alerts/Feed
Site operators can benefit from tracking incoming links or other Google hits about your site. You can sign up to receive emails when predefined search terms or links are found by Google. This is a good way to track incoming media that will provide site traffic. It is also away to keep track of consumer reviews and messages about your company that are developing online. This can either be leveraged, or countered, by your sales efforts.

Additionally, many online consumers are using feeds to stay up-to-date on content with their favorite sites. You can place a Google View button on your home page which allows your visitors to subscribe to a feed and receive updates you time you add content to your site. This is a great way to maintain connections with established customers or visitors and to introduce them to new products or services without any extra time or effort on your part.

Adsense
A different approach to using Google for income is to consider the usefulness of selling advertising through your own site. Google has a popular program called Adsense, which allows site owners to place Google ads (like those suggested with Adwords) strategically throughout your site. When your visitors click on the ads, which are interest-based per Google.s search technology, you are paid revenue that ranges from a few pennies, to dollars. This can be a great source of additional revenue for high-traffic sites.