Several tools by Google that the SEO professional can use. This presentation was made by Benj Arriola for SEMCon 2011.

1. Benj Arriola
Internet Marketing Inc.

2. Google Tools
Made
Partially for SEO
for SEO
Not for
SEO
How you make
it work for SEO

3. Why Use SEO Tools?
Research
Web
Production
Analytics

4. How do we use SEO Tools?
UI API

5. Remember these when looking at the tools
Made
Partially for SEO Research
for SEO
Not for
SEO UI API
Web
Production
Analytics
How you make
it work for SEO
Improved Efficiency  Increase Productivity / Less
Resource  More Profits

6. Google Tools for Research: Keywords
Google Adwords Popular usage:
Keyword Tool Obtaining Search Volume
Google Traffic Estimator
Discontinued Tools:
Google Web Based
Keyword Research Tool
Google Keyword Wonder
Wheel

7. Google Tools for Research: Keywords
Google Adwords Real value in many tools
Popular usage:
Keyword Tool is how you use it. Volume
Obtaining Search
Google Traffic Estimator Some ideas:
Discontinued Tools: Keyword Silos/Categories
Google Web Based Common Long Tail
Keyword Research Tool Patterns
Google Keyword Wonder Keyword Ideas
Wheel Related Words
Synonyms
Competitor
Supplementary

8. Google Tools for Research: Keywords
Google Adwords Keyword Tool
UI: https://adwords.google.com/select/KeywordToolExternal
API: http://code.google.com/apis/adwords/
Google Adwords Traffic Estimator
UI: https://adwords.google.com/select/TrafficEstimatorSandbox
API: http://code.google.com/apis/adwords/
Google Web Search
API: SOAP http://code.google.com/apis/soapsearch/
API: AJAX http://code.google.com/apis/websearch/
API: REST: JSON, Atom
http://code.google.com/apis/customsearch/
CURL: http://www.google.com/
AKA Scraping
Challenges: CAPTCHA, Banned IP

9. Google Tools for Research: Keywords
Google Trends Popular usage:
Google Hot Searches Comparing Search Volumes
Google Insights
Google Zeitgeist
Google Correlate

10. Google Tools for Research: Keywords
Google Trends Real value in many tools is
Popular usage:
Google Hot Searches how you use Search Volumes
Comparing it.
Some ideas:
Google Insights
Deciding on the main
Google Zeitgeist keyword to target
Google Correlate Looking for seasonal trends
to prepare for the future
Keyword Ideas Using
Correlate
Related Words
Synonyms
Competitor
Supplementary

11. Google Tools for Research: Keywords
Google Trends Real value in many tools is
Google Hot Searches how you use it.
Some ideas:
Google Insights
Deciding on the main
Google Zeitgeist keyword to target
Google Correlate Looking for seasonal trends
to prepare for the future
Keyword Ideas Using
Correlate
Related Words
Synonyms
Competitor
Supplementary

12. Google Tools for Research: Keywords
Google Trends
UI: http://www.google.com/trends/
API: https://github.com/suryasev/unofficial-google-trends-
api
Google Hot Searches
UI: http://www.google.com/trends/hottrends
Google Correlate
UI: http://www.google.com/trends/correlate
Google Insights
UI: http://www.google.com/insights/search/
Google Zeitgeist
UI: http://www.google.com/intl/en/press/zeitgeist/

13. Google Tools for Research: News & Blogs
News
UI: http://news.google.com/
API: http://code.google.com/apis/newssearch/
Ideas: sort by date or sort by relevance
Blogsearch
UI: http://www.google.com/blogsearch
API: http://code.google.com/apis/blogsearch/
Ideas: sort by date or sort by relevance

14. Google Tools for Research: Newsfeeds
iGoogle
Popular usage:
Install a bunch of
useless gadgets.
Real value in many
tools is how you use
it.
Some ideas:
A single page of all
RSS feeds from sites
related to my
industry.
http://www.google.com/ig

15. Google Tools for Research: Partners
Google
Popular usage:
Search for whatever you are looking
for.
Real value in many tools is how you
use it.
Some ideas:
Use search commands like inurl: and
site: to find websites under specific
domain extensions.
Popular blog platforms, forum
platforms and other platforms where
UGC is accepted. Ex: powered by
wordpress, powered by vbulletin, etc.
Related industry or supplemental
product or service.
Niche directories/portals

16. Google Tools for Research: Competitors
Google
Popular usage:
Search for whatever you are
looking for.
Real value in many tools is how
you use it.
Some ideas:
Find competitors to know what
you are against. Use search
commands like intitle:, inurl:,
phrase search.
Do SEO Shadowing after
discovering your competition.

17. Google Tools for Research: Competitors
DoubleClick Ad Planner
Popular usage:
Gathering Demographic
Data

18. Google Tools for Research: Competitors
DoubleClick Ad Planner
UI: https://www.google.com/adplanner/
API: http://advertisersapi.doubleclick.net/

19. Google Tools for Analysis: Analytics & Diagnostics
Google Analytics Popular Usage:
View of Traffic, Bounce
Rate, Time on Site, Page
Views.

20. Google Tools for Analysis: Analytics & Diagnostics
Real value in many tools is how you
Google Analytics Popular Usage:
use it.
Some ideas: Traffic, Bounce
View of
Rate, Timebetween traffic
Correlation on Site, Page
and ranking.
Views.
Segmentation of data.
Time on site and bounce rate
may be deceiving.
Long Tail Analysis
Link up Google Webmaster
Tools
Use the new attribution
analytics functions.
Goal Tracking, Conversion
Tracking
Virtual Page Views
Custom Variables

21. Google Tools for Analysis: Analytics & Diagnostics
Google Analytics Popular Usage:
Google Webmaster Tools Submission of XML
Sitemaps

22. Google Tools for Analysis: Analytics & Diagnostics
Google Analytics Real value Usage:tools is how
Popular in many
you use it.
Google Webmaster Tools Submission of XML
Some ideas:
Sitemaps Google Analytics
Link up to
Check crawl errors often.
Control Sitelinks
Set URL parameters if
needed.
Save Top Queries monthly.
Duplicate Content Title
Tags. (HTML suggestions)
Organic CTR.

23. Google Tools for Analysis: Analytics & Diagnostics
Google Analytics Popular Usage:
Google Webmaster Tools Multivariate Testing
Google Website Optimizer Real value in many tools is
how you use it.
Some ideas:
Test a few variables at a
time.
Make sure you have enough
data to draw conclusions
Use high traffic pages
Check if your data us
statistically significant. (Chi-
Squared Test, x2 test)

24. Google Tools for Analysis: Analysis & Diagnostics
Google Analytics
UI: http://www.google.com/analytics/
API: http://code.google.com/apis/analytics/
Google Webmaster Tools
UI: https://www.google.com/webmasters/tools/
API: http://code.google.com/apis/webmastertools/
Google Website Optimizer
Signup: http://www.google.com/websiteoptimizer
API: http://code.google.com/apis/analytics/docs/gwo/
Google Trifecta
http://www.youtube.com/watch?v=9yKjrdcC8wA
Google Voice
https://www.google.com/voice/
http://code.google.com/p/pygooglevoice/
http://code.google.com/p/google-voice-java/

25. Google Tools for Production: Design/Development
Google Web Font
UI: http://www.google.com/webfonts
API: http://code.google.com/apis/webfonts/
Google Swiffybeta
UI: http://www.google.com/doubleclick/studio/swiffy/
Google Browser Size
UI: http://browsersize.googlelabs.com/
Google Page Speed
Info: http://code.google.com/speed/page-speed/
Browser Ext: http://code.google.com/speed/page-speed/download.html
Google Java Developer Tools
Download: http://code.google.com/javadevtools/
Google Web Toolkit
Download: http://code.google.com/webtoolkit/overview.html
Google Custom Search Engine (CSE)
UI: http://www.google.com/cse/
API: http://code.google.com/apis/customsearch/

26. Google Tools for Production: ORM
Google Alertsbeta
IU: http://www.google.com/alerts

27. Google Tools for Production: Social Media
YouTube
http://www.youtube.com/
Blogger
http://www.blogger.com/
Picasa
http://picasaweb.google.com/
Google Groups
http://groups.google.com
Google+/Orkut
https://plus.google.com/
http://www.orkut.com/
+1
http://www.google.com/+1/button/

28. Google Tools for Production: eCommerce
Google Product Search
(Was called Google Shopping, Google Base, Froogle)
http://www.google.com/prdhp
Google Merchant
http://www.google.com/merchants/
Google Checkout
https://checkout.google.com/
Google Rich Snippets
http://schema.org (Reviews, Ratings, Products, Offers,
Business, Places, Video, Images)
http://www.google.com/webmasters/tools/richsnippets

29. Google Tools for Production: Geotargeting
Google Places
(Was called Google Local Business Center, Google Maps)
http://www.google.com/local/add/businessCenter
Google Rich Snippets
http://schema.org (Business, Places)
http://www.google.com/webmasters/tools/richsnippets
Individual Country Google Versions
Google Translate
http://translate.google.com/

30. Q: Why Use APIs? A: Efficiency
Integration
between tools
Scalable Faster
Process Reports
Visualization

31. The API Challenge
API UI
Needs more resources: Does not need much resources.
Programmers/Developers Can work on a project right away.
Individual projects may be more
Strategist/Analyst time consuming since not all tools
Takes Time to Develop are integrated.
Creates your own intellectual Good knowledge of Excel,
databases and business
property. intelligence tools can help speed
Increases the value of your up the process.
services. There are many 3rd party tools that
connect to the APIs already that
Improves productivity. are not that expensive, so there is
no need to make your own.

32. Summary
Made
Partially for SEO Research
for SEO
Not for
SEO UI API
Web
Production
Analytics
How you make
it work for SEO
Improved Efficiency  Increase Productivity / Less
Resource  More Profits

33. Summary
Made
Partially for SEO Research
for SEO
Not for
SEO UI API
Web
Thank you. Production
Analytics
How you make
it work for SEO
Questions?
Improved Efficiency  Increase Productivity / Less
Resource  More Profits