Google: Easier, better and more efficient by Christian Tom

Easier, Better and More Efficient
Christian L. Tom
Display Account Manager

SATW Pittsburgh #satw #satwpa
28 June 2011

Agenda

Introduction

SEO / SEM: Background and tips

Free Tools: Online collaboration and creation

Platforms: Twitter and YouTube

Discussion

Google Confidential and Proprietary

Dear Sophie


Introduction




Discussion


Christian @ Google


Internet users worldwide
2010 1.9 B

Mobile subscribers
2010 5B

Digital information in the world –
videos, photos, music, texts, etc.
2010 800 exabytes


Internet users worldwide
2010 1.9 B

2020 5B

Mobile subscribers
2010 5B

2020 10 B

Digital information in the world –
videos, photos, music, texts, etc.
2010 800 exabytes

2020 53 zettabytes

Americans watch online video once per month

Source: ComScore, Feb. 2011 Google Confidential and Proprietary

Travelers aren’t just watching more online video,
they’re increasingly watching travel related content

Personal Travelers Business Travelers Affluent Travelers

Watch Travel
Videos Online: 41% (vs. 36%)
63% (vs. 56%)
58% (vs. 53%)

Source: Traveler’s Road to Decision, 2010
Base: Personal Traveler 2010 vs 2009 (3500; 3450); Business Traveler (1500; 1552); Affluent (1567; 778).
Q. Typically how often do you watch videos online?
Q. What types of videos have you ever watched on the Internet?
Note: Box indicates a significant difference between 2009 to 2010 at the 95% confidence level Google Confidential and Proprietary

Viewers are watching more video online and paying
closer attention

Likelihood that full
Total U.S. monthly videos Average time spent per
attention paid to original
streamed online viewer per month
web videos

January 2010 – January 2011 January 2010 – January 2011 October 2010

+31% +45% 2.5X
YoY growth YoY growth Better than TV

Source: Video Metrix Media Trend, January 2011; Study on online video viewership by
Frank D. Magid Associates, NextNewNetworks and YouTube, October 2010. Google Confidential and Proprietary 10

Travelers use their mobile devices for a wide range of
travel related purposes

Travel-Related Activities Done Using Mobile Device

Source: Traveler’s Road to Decision, 2010
Base: Use Mobile Device for Travel-Related Information – Personal Traveler (525); Business Traveler (467).
You mentioned you access the Internet for travel-related information on your mobile device. Thinking about your
personal or business travel, which of the following travel-related activities have you used your mobile device for in the past year?
Note: Box indicates a significant difference between 2009 to 2010 at the 95% confidence level
Google Confidential and Proprietary 11

The four Be’s

Be Relevant Be Found

>Be Engaging Be Accountable


Introduction




Discussion


What is Google search? Life of a query


Search is fundamentally simple

To find the best results for a user, Google matches:

• What users want; and

•Content offered online

…and ranks your page based on:

• How well it matches what they want; and

• Your site’s reputation

…relative to everyone else’s pages


Your objectives

• Understand what users are looking for in your issue area based on
the keywords they’re typing

• Increase your use of these keywords or fill in content gaps

• Increase the number and quality of links to your site


What do people like to link to?

People link to:
• Interesting and useful content
• How-to guides and tutorials
• Lists
• Controversy
• Sites that update frequently

Research your issue community and reach out

Encourage linking


Use social media to generate links (more later!)

Use blogs and Twitter as focal points for users looking for the latest
• By telling users what’s new on your site, they’ll be more likely to link to it
• By building community, you generate a constant flow of traffic
• Links from your blog to your site count, too


Mind your reputation

Your links convey authority.

• Watch out for comment link spam

• Your site’s reputation can be affected by who you link to


Google Advertising Auction

Instant Auction
A live auction is run for every single query – every user,
everywhere around the world

Rank = Quality x “CPC”
In addition to “price,” there’s a consumer component – critical
for usefulness

Quality Factors:
Keyword Click-through rate, keyword relevance, ad relevance,
historical performance


A Level Playing Field


Choose specific keywords

Average US Search Phrase Length
sub-title

2 word phrases 29%

3 word phrases 22%

4 word phrases 20%

5 word phrases 12%

1 word phrases 6%

94% of people in the US search with multi-word phrases

Source: OneStat.com


Tools can help you understand what users want

…and the keywords they use to describe what they want.

• Keyword Tool
• Insights for Search
• Hot Trends
• Google Analytics
• Custom Search
• Website Optimizer


Keyword Tool
What terms do users search for on my issue?


Understand trends with Google Insights for Search
Insights for Search shows
interest in search terms by:
•Category
•Time period
•User Location

Explore related
top and rising
search terms

Search / Display Insights/Analytics Maps / Places Mobile Social
26

Hot Trends
What do users care about today across the web?


Understand site visitors with Google Analytics

Google Analytics helps you understand your site’s performance, with insights on:

• Which pages are they spending most time on? • Where are you losing visitors?
• Which landing pages perform best? • Where are visitors entering your site?
• Where are your visitors coming from?

The +1 Button, recommendations for Google Search

Available on:
Google search results
Google search ads
3rd Party sites (coming soon)


Here’s how the +1 Button works

Brian clicks the +1 button Brian’s friend Mary now sees
next to your ad or organic a personalized annotation,
search result. on search results and ads,
showing that Brian +1’d it.


Adding the +1 button gives users more opportunities to
endorse your brand or site

This site is
This site great. +1!
looks good, I
want to check
it out.


Personal recommendations can drive more, better
qualified traffic

Aaron and
Rebecca
recommend this.
I should really
check it out.


Will +1 affect search rankings and quality scores?

+1s will be one of many +1s will not change how we
signals in organic search determine quality scores

+1 is one of many social signals used for As always, we look at an ad's performance
search ranking. We also use data from relative to that of other ads for the same
other social platforms, such as Twitter & query, position, and UI treatment.
Flickr, and hundreds of other other signals
to inform search ranking.
However, we believe that +1s will increase
+1s may affect search ranking and should CTR, which would positively affect high
be a positive thing for high quality sites. quality sites and ads.


Introduction




Discussion


Collaboration challenges


Remote and mobile access challenges


Google offers a new approach


Productivity from any device

Corporate IT Survey – Messaging & Collaboration, 2008-2009,” The Radicati Group, 2008.

Tools for today's writers and publishers


GMail
Manage information better
• 25GB quotas per user - never waste time managing quotas again
• Search your email -- find what you need quickly and easily
• Use labels to filter and sort messages
• Conversation threading to help manage your inbox

Anytime, anywhere access
• Web access from any connection
• Mobile access: Blackberry, iPhone, Android, Windows Mobile
• Outlook Connector: allow users
• to keep their existing client


Talk
Real-time communications
• Instant messaging with text
• Simple voice and video communications
• IMs archived and searchable with email
• Integrated directly into the Inbox

Simple to deploy and manage
• No client applications
• Built right into the web-browser
• Video available on any machine with a webcam


Groups
Simple configuration by users
• Users can create and manage groups -- without help from IT
• Rich capabilities to customize groups
• IT can control access to some features

Use groups everywhere
• Groups serve as email distribution lists
• Full searchable archive online for users
• Also useful for defining access controls on documents, sites, and
videos


Calendar
Rich functionality
• Quickly add meetings and find available times and resources
• Sync to Blackberry, iPhone, Android and Windows Mobile

Share calendars for easier
collaboration
• Corporate calendars
• Team calendars
• Launch calendars
• Even external calendars


Docs
Essential editing capabilities
• Word processing, spreadsheet, and presentation capabilities
• Unique features like forms for spreadsheets and remote viewing
of presentations

Focused on collaboration
• Real time co-authoring built into all of the applications
• Control access to documents at user, group, and company
levels


Sites
Simple creation of rich sites by users
• No knowledge of HTML required
• No need for admin assistance
• WYSIWYG editor
• Use templates to define default Site and page types
• Embed Docs, Calendars, Maps and other content Gadgets

Lots of use cases
• Personal sites
• Team sites
• Project sites
• Department sites
• Even public sites


Starting a conversation: Blogger


Sharing inspiration: Picasa


Keep your finger on the pulse - Google Alerts


Google Reader: Your listening hub


Chromebook


Introduction




Discussion


Overview: What defines online video?

It’s authentic, short, and shareable.
• Think: Royal Wedding clips


Oh, and…

It’s remixable


YouTube = #1 Online Video Site in the US

YOUTUBE STATS

3 billion page views per day

106 million monthly unique
users

55% reach of the online
population

48 hours of content uploaded
each minute

Over 1 million videos uploaded
each day

70% of online video is consumed
on YouTube
Sources: Nielsen NetView, April 2011, Internal Logs, Q1 2011

YouTube Reaches a Huge Audience

2nd Largest
Search
Engine


Travel Enthusiasts Can Be Found in Large Numbers

High Reach: YouTube reaches
44% of all Travel Enthusiasts,
almost 15 million per month

Targeted: YouTube visitors are
16% more likely to be Travel
Enthusiasts than the average
Internet user

Enagaged: Travel Enthusiasts are
20% more likely to use the
internet for 2+ hours per day (25%
more likely to use it 5+ hours)

Source: MRI, June 2011. “Travel Enthusiast” defined as 3+
personal domestic or international trips in past 12 months
AND shopped for airline tickets or made personal or business
travel plans on the internet. 56

Hitting the sweet spot:
10 best practices for persuasion


1. Be authentic, be different

You don’t need glamour or polish—you just need personality.


2. Keep it short

…and get to the point


3. Be relevant

Respond to current events
and popular destinations

Tag and title your videos so
youll show up in Related
Videos


4. Partner up

Use celebrity endorsements.

Partner with another organization or writer to double your reach.


5. Put something at stake

Running a contest? Make it worth something.
• Prizes
• Recognition
• Publicity


6. Promote, promote, promote

Use all available distribution methods to promote
your channel and videos.
• Your website
• Blog
• Email blasts
• Twitter feed

Embed, embed, embed.


7. Turn your audience into evangelists

• Ask your viewers and supporters
to embed
• Use your channel to recognize
others through Favorites and
Subscriptions
• Create mashup of best video
responses and contest entries—
and send to others
• Use your channel to train your
supporters to take action


8. Drive action

Use annotations within video. Embed video in calls to action.


9. Keep it inexpensive

Flip cameras, iMovie, Interns/Staff.

Campus Progress


10. Measure your results, adjust accordingly


Matt Harding


Users Engage With YouTube Travel Gurus

The Most Watched Travel Video… … And The Most
Talked About, Too!

Over 41K
More than 37 million views! comments!
Matt is a 30 year old, average Connecticut man, who danced and documented his travel to 39 countries on all 7
continents in 6 months thanks to Stride Gum, who sponsored his trips after discovering his original goofy travel videos
on the Internet.

Adventures from @GoogleTravel

Your Voice, Your Brand

Conversation: @mention, RT

Use Twitter handles (@GoogleTravel is an example)

Self-promote...promote others


Best Practices

What will people Retweet?

• Humor

• Controversy

• Breaking

• Analysis

• DIFFERENT


Introduction




Discussion


Stay in touch!

www.twitter.com/googletravel
www.twitter.com/cltom

christiant@google.com


Google: Easier, better and more efficient by Christian Tom

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Google: Easier, better and more efficient by Christian Tom