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Announcer: Brought to you by BusinessBlueprint.com.au.
Mike Rhodes: Google+ is Google itself and we're doing this so that we
have a better understanding of who you are. Now, what he's not
saying there obviously is so that we can make more money because
if we understand you better and we can tie all this stuff
together, how you use search, what you do on YouTube, what you
do on your phone. Why do you think they started Android and
bought AdMob for 750 million bucks? Because they know that we're
doing more and more on our phone and I'll get to that. If we
understand you better, we can target ads better and if we target
ads better, advertisers will spend more money. This is the
future of Google. They are going to make this work. They have
tied every single employee bonus to the success of Google+.
They're serious about this.
How does that affect our businesses? Where do we need to skate
to, to get advantage from this trend? The only thing you need to
do for this for now is to build your Google+ page. If the Dalai
Lama has a page, maybe it's time we as business people did, too.
If this guy has a page, maybe you should, too. It changes the
results. It doesn't automatically mean you will improve your
search engine optimization. It doesn't automatically mean you're
going to show up at the top of Google, but think about how this
might work.
If the Dalai Lama has 1.5 million people that follow him on
Google+, okay, so let me back up. Let's talk about Facebook. If
I like a business on Facebook, that action, that like appears on
my Facebook page and some of my friends might see that. That one
in seven, if you believe the stats. The problem is then it's
gone and as soon as I do the next thing, that gets pushed down
the news feed. The benefit of this is, it's there forevermore
for everyone to see. If one of my friends likes my website,
everybody that is connected to any of those people from now on
when they search are going to see they made smiling faces and
their names next to that result.
If you can build a large following of people and there's a flour
company in the States, this is the best example I could find, a
flour company, you can't get more boring than that, they sell
flour, they have 130,000 people that follow them on Google+. If
they can do it, you can do it because this changes search. The
more people that you have that you're connected to, the more
chance you have of one of their friends showing up next to your
website. Your competitors are not doing this yet. Start a
Google+ page.
Now, this next bit isn't in Australia yet, but I want you to be
aware of it because it will roll out probably this year. It's
called Search plus Your World. If you look at the green arrow
there, you will now be able to choose between personalized
results and the normal Web. Now, this is live in the States.
It's not here yet, but it won't be far away. You won't be able
to turn these results on and off, but it will become very
quickly the standard. When you use Google, it will be turned on
by default, so you'll want to build that following on Google+.
It's also going to change the paid results in exactly the same
way. Now, I don't have to have someone click the +1 button next
to my ad. They just have to hit +1 button on my site. They're
not liking my ad. If someone has liked my page, they've clicked
this +1 button, which I've got on my website, exactly like we
saw before with the free results, now they're going to see their
mate's smiling face next to your ad. Now, Greg and Will have
talked to you about AdWords before. You know that it's not a
case of she with the biggest wallet wins. You don't just bid
your way to the top of Google. There's this thing called quality
there and the ads that gets clicked on the most basically gets
mate's rates. The better you do it, the cheaper it gets. A huge,
huge component of that is how many people click on your ads
versus your competitor ads.
If you've got smiley faces underneath your ads and people are
connected to those people and they see their friend has liked
your business, which ad are they clicking on yours every day of
the week. Now, you got two choices. You can either let your
quality improve and pay less or you can move your ad down the
right-hand side further and further down. You don't need to be
right at the top now because you're getting more clicks anyway,
so you're saving money either way you look at it. The more
people you can attract as Google+ followers, the more money
you'll save with your advertising, the better it helps your SEO.
It's also on display ads, which I'll somehow talk a little bit
later on, but does anyone not know what Google AdSense is or
what the Display Network is? Don't be shy. Good on you. Google
has this network of over 2 million websites. It's called the
Display Network and a whole bunch of websites have decided, "Oh,
this website, I need to make some money out of my website." They
do a deal with Google. They install this stuff called AdSense
code and they said to Google, "Here you go. You can put ads
here, here and here on my website. You figure out which ads
you're going to show. I'll build more pages on my site. We'll do
a deal and I'll take some of the cash if somebody clicks on the
ads." That's the Display Network.
You can show image ads, banner ads on over 2 million websites
from massive sites like Oprah, which is a bit expensive, all the
way down to tiny, tiny little blogs and forums and loads and
loads of websites. Most people ignore it. Most agencies don't
even know how to use it. It's an absolute goldmine. The same
thing is going to happen here. That little +1 button, your
friends' faces, and if you've got a few thousand people
following you on Google+ particularly if you're doing local
marketing, a lot of us have very local businesses and you've got
local people that have liked you on Google+, they're seeing
their friends there, they're going to be that more inclined to
click on your ads, which obviously brings more people to your
website. Again, the better you do, the cheaper it gets.
So, what do you need to do? Where do you need to skate? Set up a
Google+ page for your business and if you like for the company
leaders, that's you, your team, board, CEO, whatever it might
be, and share useful and relevant stuff. James talked about
posting on Facebook and Twitter daily. Just make sure you're not
shouting at people or talk to them or talk to Facebook and that
you're sharing stuff that they want to hear.
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