6 marketing tools from Google you need to be using
For many small business owners (and even marketing consultants or managers), the macro view of “online marketing” can be daunting.
There are so many things to think about, including website development and management, SEO, paid ads, social media, content marketing….the list goes on.
Fortunately, there are some free tools from Google that can help make your job easier, and also hopefully make your decisions more proactive.
Here are 6 Google Tools that can enhance the performance of your website, help to increase its visibility in the search engines, and make it easier for humans to use:
1. Google My Business
Want to get more business to your location? Claim your business listing in local search and maps through Google My Business. Make sure your “about” or “contact us” page includes your business name, address and phone number (NAP), and head over here to find out how to either verify or claim your business on Google.
2. Google Analytics Filters
If you have Google Analytics installed on your website, you’ve probably noticed a lot of spammy looking visits. “What’s this site that’s always sending me traffic?” you wonder, as you type in the referral domain into your browser. STOP!
Rather than trying to set a filter for each of the referring domains, you can set a filter to include visits from valid host names. Check this post from Carlos Escalera on Moz to learn more.
It’s also wise to exclude your own visits from the site.
3. Google Search Console
There’s a powerful report within Google Search Console that can revolutionize the way you look at keywords, and it’s called “Search Analytics”. According to Google, it shows you “how often your site appears in Google search results”.
So instead of just targeting search terms you wished you ranked for, why not add some queries into your marketing strategy that you already rank for and boost those rankings?
Google is constantly testing the search results, which means your site’s ranking positions are always changing. With Search Analytics, you can view how traffic from search changes over time, and which search phrases are most likely to display a page from your site.
4. Google Tag Manager
Not only will Google Tag Manager cut down on the number of individual tags, tracking codes and pixels that are slowing your page performance, but this tool will also help you identify how visitors are interacting with elements within each page.
Christopher Penn with Shift Marketing explains that Google Tag Manager allows you to set outbound click goals, which is important for social profile buttons so they don’t count only as exits from the site.
5. Google Drive
How’s your content strategy? If you said “I’m winging it,” chances are you could use a content calendar. Google Drive, and all the apps within, are perfect for keeping track of your content marketing strategy and becoming more proactive with it.
Check out this content calendar template from Page One Power.
6. Google Analytics Goals
Sure people might be coming to your site, but what are they doing when they get there? What’s the purpose of the site? If you have a contact form, shopping cart or phone number, you need to be using goals within Google Analytics.
Here are four Analytics goals your business should be using, from a post on Kissmetrics.