PRODUCTS

GOOGLE PRODUCTS

As already mentioned, there are many more besides the well-known Google products. Especially in online marketing, a service company can work more efficiently and easily with different Google applications. Some of these products are free of charge, others are subject to a fee. Some products are available as a free basic version with limited functions, which can be upgraded for a fee. Before I got to grips with the subject, I didn't know anything about the wide range of services offered by Google LLC. The company supplies more than 100 products in the areas of search tools, web applications, communication, information, software and hardware. Learn more about Google products and services you have never heard of before.

GOOGLE SEARCH
Google Search is definitely the application that most people know Google from. Apart from the well known browser search, there is also the possibility to do the Google search via voice control. Everyone can nowadays tell what the abbreviation SEO means. Entire new jobs have been created in recent years only for search engine optimization. In times of growing global trade and the concomitant increase in competition, companies must become visible. A good ranking on the search enginge results pages is essential for this. By consciously influencing the placement of websites in the search engine, their reach is to be increased. There are many ways to improve the appearance of your own website on Google. The basic step is to register your website in the Google Search Console so that the search engine knows it exists. Only then your page can be found on Google Search.

GOOGLE KEYWORDS

Keywords are words or groups of words describing a product or service. The selection of keywords determines when and where your ad can be placed. For a search query on Google, an ad can be placed if the keywords are similar to the search terms used. That is why good market research is important in order to know which terms a company's target group uses to search for the desired products. To better organize the keywords, the Google Keyword Planner is recommended. Here you can not only set new keywords, but also use analysis results to determine which keywords have the most need for optimization. It is important to include them qualitatively on your own page to rank high in the organic search results - these are the unpaid results. Avoid pure listings of relevant keywords or tricks like invisible keywords in the background layer of a website - the Google algorithm will notice this and rate them lower.

GOOGLE ADS PRODUCTS

There are several different ways to advertise online with Google. On the one hand there are the countless partners of Google, over which one can place advertisements. These are of course the well-known sites like YouTube, but also other sites where you can place your advertising. Depending on the desired design type, it is displayed, for example, as a popup, at the margins or in many other places. But the whole game also goes the other way around, as a website owner you can use Google AdSense to display advertisements on your own page for a fee. Of course, this is also possible for your own advertising on countless websites worldwide. Lastly, a well-known way of advertising with Google is search engine advertising, which the next section is about.

GOOGLE SEARCH ADVERTISING
If you search in Google for a certain term, you get to the search engine result page, also called SERP. At the top of the SERP you will find the search results marked as advertising. This is the position you want to reach as an advertiser, because the fact is: hardly any user goes to the end of the page, let alone to the second result page. To rank high, you have to bid on keywords and offer a quality website. The quality of the website is determined on the basis of various criteria such as individual content or user interaction possibilities. This will give Google a rating, with the best one being displayed first on the SERP. As far as the price is concerned, it is not the same as the price offered before. In fact, you pay one cent more per click on your own page than the bid of the runner-up. The ranking is therefore a combination of the price offered and the quality of the website.

GOOGLE ADWORDS ACCOUNT

The most important part of Google AdWords are the already treated keywords: With their help an advertiser can determine in advance that an ad should only be displayed in the results for a search for the mentioned terms or thematically suitable pages. This should enable a targeted orientation to the interests of the visitors and reduce wastage to a minimum. You can also define negative keywords for which the display does not appear. Google AdWords does not charge any fees for the display of ads, but only for an actual action by the user - usually a click on the ad and the associated visit to a linked website. In addition, a variant of the advertising platform was created: Google AdWords Express. It has a reduced range of functions and is aimed particularly at small companies with a regional target group.

GOOGLE ANALYTICS

It is essential for any company to link its website to Google Analytics. The service is like a kind of market research, data is collected, evaluated and clearly displayed in the Google Analytics account. With the help of this basis, an advertiser can direct his activities much more precisely. Among other things, the service examines the origin of visitors, their length of stay on individual pages, bounce rates and the use of search engines. Experts estimate that the free tool is used by 50-80% of all websites in the world wide web. Google also aims to make it easy to link Analytics to other Google services such as Google AdWords or Google AdSense. In this way, the standard analytics data can be enriched with further information from these services. This allows you to draw additional conclusions for the optimization of marketing campaigns and more.

GOOGLE LOCAL GUIDE

In times of the Internet one thing is of particular importance for customers: to get as much information as possible. This also applies to maps, everyone wants to know as much as possible about a city, a restaurant, a museum and so on in advance. This is where the Google Local Guides come in: they reveal as much as possible in advance - also about service companies. Once you have registered, you can rate restaurants, upload photos of places and attractions, write reviews or enter new locations. You'll get points from Google in a system of ten levels. At the beginning the rewards are limited to badges, but from level 4 you get down to business. The advantages from the previous levels are always retained. The higher your level, the more impressive your reward will be. From level 4 there are vouchers for Google Play Music and Google Play Movies. Google has not yet announced any other rewards.

GOOGLE MAPS & GOOGLE MAPS API

One of the most important things for a service company is to help the customer find you. Therefore, embedding Google Maps onto your website is crucial for a good customer relation. There are different options you can use Google Maps and Google Earth to your advantage. This includes maps and terrain data, pictures, industry entries, traffic information, reviews and more. If a company wants to include maps on its own website, it can do this via APIs. The first step is to create the so-called API key and embed it in the head area of the website. The second step is to integrate the Google Maps map into the website. Then there are various display options that make it even easier for customers to plan their route to the company. Examples of this are marked areas or zoom thicknesses.

GOOGLE AUTHORSHIP MARKUP

With the Authorship Markup, Google creates a connection between searched web contents and their authors. This reference to the author's profile strengthens his reputation and prevents plagiarism. In addition, this means that the reader is more likely to trust the web content from the source mentioned. This of course is important for companies, because consumer confidence in the contents of a company means a tendency to use its services. In the author's profile, information as well as a picture is shown. To identify the author of a content, the search engine needs to connect to an existing Google Plus profile and a website where the author's content is placed. Of course, the more people do this, the less effective it will be to link authors. That's why you have to stand out from the crowd of photos. Many professionals try to increase recognition with a creative use of the authors pictures.

GOOGLE TRANSLATE

Google's free service translates words, phrases and websites into over 100 languages in seconds. Google provides developers with a programming interface (API) to incorporate language translation into their own websites. There is also a mobile app available for Android and iOS that offers many features most users do not know. For example, you can use the microphone icon to have a conversation with someone who speaks a foreign language. After a short time, the spoken printout is translated into the desired output language and read aloud. Your partner can then answer in his or her native language, and the spoken words will then be translated back into your language. This results in direct real-time translation. It is also possible to draw words, which can be very helpful in Arabic or Chinese writing. Furthermore, up to 59 languages can be downloaded what guarantees translation in offline mode as well.

GOOGLE KNOWLEDGE GRAPH

In 2012, Google introduced the Knowledge Graph, a system that combines knowledge about people, places and facts and displays it graphically in a separate SERP area. With an update an additional function was added: since then comparisons of the compiled results are possible. The Knowledge Graph can be used on all devices such as PCs, tablets or smartphones. To simplify it one can say that with the Knowledge Graph the organic search results of the normal Google searches are extended and graphically organized. An enterprise can use this again for itself, in order to represent extended information like upcoming events for the customer graphically. On mobile devices such as the smartphone, the knowledge graph is displayed above the normal search results, while on computers, laptops and tablets it is displayed to the right of the organic search. A linkage to Google MyBusiness is recommendable.