Whether you like it or not, Google now controls virtually everyone’s online business and Web site, and knowing of its future plans is the only thing that can prepare you for the changing future of search engine marketing and make plans for it.
Fortunately, Google’s been kind enough to make their plans and “predictions” (at least for 2010) known to the general public. Its just a matter of keeping close tabs on them and keeping notes of what they’re saying.
Google will continue to expand in many directions at once:
- it’s going to enable people to search for more types of information,
- going to understand content better,
- going to look for and return better data,
- going to push for a faster Web
- going to change some things under the hood – it expects original high quality content, frequent updates and no spam
These tools can provide marketers with data-driven insights that will guide them in formulating their marketing message and media strategies.
- Insights for Search lets users compare search volume pattern distribution across specific regions, categories, and time frames and helps them identify current and upcoming search trends as well as those that are in the decline.
- Search-based Keyword Tool helps users discover new opportunities to connect with their customers. With this tool, users can find new and relevant keywords that they haven’t advertised on yet.
- Ad Planner lets users easily identify which websites are the most likely to attract their target audience. It also enables users to define audiences by demographics and interests.
This tools are geared at helping marketers in identifying and engaging with the right customers and decide on the media with which to convey their messages.
- Webmaster Central offers a set of tools which can help improve a website’s visibility in Google’s natural search results which, in turn, can boost traffic and brand consideration.
- Google AdWords enables users to capture customers who are actively searching for their business or category, ensuring their brand’s exposure in the midst of intensifying competition.
- Google Product Search is a powerful comparison shopping engine which lets users display their products to value-minded shoppers when they search on Product Search and on Google.com.
- Local Business Center for Google Maps lets users lead their customers to their door by allowing them to create a business listing together with their address, phone number, and hours of operation. In addition to that, it also lets users create coupons, and display photos and videos.
- Google’s TV Ads platform provides users with free ad creation resources that can help them create a campaign in a matter of minutes.
- Google Analytics, with its powerful, flexible, and easy-to-use features, lets users understand how current trends are affecting the way people find and interact with their website.
- Website Optimizer is an easy-to-use tool for testing site content that lets users get direct feedback from their site’s visitors, increase their site’s effectiveness and visitor satisfaction, and eliminate guesswork in coming up with the right content combination that will lead to the most conversions.
Google’s real-time search enables users to find breaking news as they come out, even if they’re not the most popular news of the day and even if the user didn’t know about it before hand.
