use this transcript to write a press release in the business newspaper targeting small businesses looking to boost online visibility: e're going to actually jump into the next topic, which is called Google Search (0:13) Console. Just want to make sure I didn't miss anybody.
Okay, Lorna mentioned that pricing is (0:27) not something that she usually put on her graphics, and I 100% agree with that. Like I said, (0:32) it depends on the product or the service. If you're doing a luxury good, like a glamping, (0:38) for example, so if your package is you do glamping out in the top of cockpit country, (0:45) right, we don't expect you to put the price for the glamping because one, it will vary depending (0:49) on each person, how big the tent is, if they need transportation or not.
But luxury goods like that, (0:56) it's usually a contact us to request more information, rather than oh, here's the price. (1:02) And for services, it's usually based on a quotation. So you do an inspection of the (1:07) business, and then you give them.
So unless you have something that is very commoditised, (1:13) like buy off the shelf, or your service is so standard, that you can easily advertise it with (1:20) the price, you're not going to find that you put your price onto the graphic that's going online. (1:29) Okay. So in answering Stacey's question, and also just answering one of your questions, (1:37) one of the big things that we do, is we will look for trends related to a client's business.
(1:46) And the way that we do that is with a couple tools that I'm going to introduce to you today. (1:50) I'm going to share with you maybe one, one or two, depending on time. But just for your (1:56) knowledge, there are a lot more tools that allow you to do this at a higher level.
(2:00) And we as an advertising agency and web development agency, we have access to (2:05) tools that give us better, better keyword research. But the tool we're going to look (2:11) at today is a free tool that any of you can use if you've connected it to your website. (2:16) And I highly recommend that you do if you have a website.
(2:20) So Google has a tool called Google Search Console. And what it does is it allows you (2:27) to track how your website shows up in Google search results. So if you have a website, (2:34) and you've connected it to Google, and Google has indexed it, then you can connect your website (2:39) to Google Search Console to see what people are searching when you pop up.
So let me show you (2:44) exactly what that looks like for one of our clients. So this client is in the tourism industry. (2:56) They are not operators, but they are a destination in a sense.
And they're also a place where you can (3:04) do shopping, you can eat, it's very, it's a very nice setup that they have. And so on their search (3:11) console results page, we can see that people have been searching and finding their website (3:16) over the last three months. So they've gotten 6000 clicks in the last three months, 5000 impressions, (3:23) and I'll tell you what those two things are.
And then the click through rate and the average (3:27) position are both here as well. Now average position means this is the number result you showed up as (3:33) on Google. So like this is saying on average, they're number 10, or 11, or lower, or sometimes (3:40) higher, but around the 10 ish point.
What is interesting about Search Console, and what I (3:47) recommend is that once you've found the performance of your result on Google, go down to the section (3:54) that says queries. And you'll actually be able to see what exact search terms people are looking for (4:00) that they then click to your business for. So we're going to do this live here.
(4:07) So this is the name of the business. So you can see when they search the exact name. (4:13) 1015 impressions means it showed up 1015 times in a search list.
And then 320 clicks means after (4:21) showing up in that search list, 320 people would have clicked from Google to their website. (4:26) Now this is good. This is great, right? In fact, a 31% click through rates is fantastic.
That's (4:34) industry leading. But what's also exciting about this is you can see the things that people search (4:40) but didn't click on you for. So you can actually see what keywords you can use, or what is actually (4:45) trending.
So let's look at the ones that had the most impressions. So people also search Rose Hall (4:54) Great House. Now Main Street Rose Hall is very close to Rose Hall Great House.
And so and they (5:00) also have a tour that takes you to Rose Hall Great House. So they had 7000 impressions here, (5:06) but only three people clicked. So as the person who's optimising to get more business into your (5:13) into your website, you can look back and say, all right, well, maybe we can do some sort of (5:19) promotion where we highlight Rose Hall Great House.
Maybe we just add a line on the homepage (5:24) saying we're close to Rose Hall Great House. Right? These are some of the things that you can do. And (5:28) if you have any ideas related to this, you can throw them in the chat as well.
(5:33) Jamaica colours. I'm not sure why people were searching Jamaica colours. But this might have (5:40) been a global audience that was just trying to figure out what are the Jamaica colours, (5:44) and Main Street Rose Hall would have come up.
Pandora Jamaica. Now this is this is important (5:50) for Main Street because Main Street has a Bijou, Bijou jewellers on its compound. (5:58) And Bijou is the only authorised dealer of the Pandora charm for the Pandora bracelet for the (6:03) Jamaica charm.
So this is actually a very important keyword for them to come up for because this is (6:09) something they want people to be searching. Right? So if it seems that many people, 61 persons (6:14) clicked and 4000 people searched in just the last three months for this Pandora charm (6:19) for Jamaica, then that's probably something to pay attention to. (6:25) And you can continue on just like that.
They have a Scotchies on at Main Street. So if you're (6:30) looking for a Scotchies and will be that's one of the options, and so on and so forth. (6:35) Now what you do with this is you can take this content, because Google is literally telling you, (6:41) this is what's trending.
Right? These are what people are actually searching on Google. (6:46) In the last three months, that you can then tweak your website or your advertising message to say, (6:55) Pandora bracelet, Jamaica, or get your Pandora charm in Jamaica, (6:59) or Pandora special in Jamaica, or find one of the two Scotchies in Montego Bay. (7:07) And you can then use that to bring more people to your business.
(7:11) So this is Google Search Console. (7:15) Very important that you can try to use this. If you don't have a website, unfortunately, (7:21) you will not be able to get access to Search Console because it's directly tied (7:25) to a website URL.
So that's definitely a good question. (7:32) But if you don't come into that question, RW, I like that question. (7:40) Um, but yeah, if you don't have a website, you won't be able to access this direct information (7:45) here.
But what you can use is another tool giving you some of the juice, you know, called Ubersuggest. (7:56) Nothing to do with the car company. And you can use it on your competitors.
(8:04) Right? So you can put in a keyword for one of your competitors, (8:07) or your own brand, and see what it gives you. Now, this one is kind of tricky. (8:20) Not to understand, it's very simple to understand.
But because of the location limitation, (8:26) if you don't have users in the US who are coming on your site, (8:31) you're not going to get good, a lot of good quality data. (8:35) I'm not sure that they have Jamaica yet. Let me just check.
They do. Let's try that. (8:42) Okay, same information.
So you can put in the name of your brand, if you don't have a website, (8:47) or your URL, and get some of the ideas for the keywords, but then a lot of it will be (8:52) paid because it's not your information. And this way, you can see kind of what's (8:59) of from your website is actually drawing people to your business. So that's Ubersuggest.
(9:07) You can definitely try that one out. It looks like you'll get free three daily searches, (9:12) which should be more than enough for you to get started with keyword research. (9:18) And remember, these are things that are literally trending.
This is not like a gut feeling about (9:22) what's trending. This is people are searching these exact terms. So we can create a graphic (9:28) for Instagram in line with this trend.
Or we can update our website in line with this trend too. (9:33) We can do a giveaway in line with this trend, because this is what's actually trending. (9:36) All right.
No problem, Sherry. Now, if your website was built with AI, you can use this one. (9:50) You can use Ubersuggest as well.
And you can also set up Search Console for yourself (9:57) for your website. I'm not familiar with strikingly, (10:04) RW, but that should be good as well. All right, keeping it moving.
So that is Search Console. (10:14) Now, I have just spoken to you about Google Search Console. Now, what we just spoke about is a topic called SEO, right? Search Engine Optimisation.
(2:23) But the truth is one of the biggest trends that's recently come about is that SEO is no longer the (2:31) only player in town. For all of you that have businesses and businesses that provide (2:41) information and business websites, you now need to consider something called AEO. (2:47) And it's really an important thing for you to pay attention to because it changes how (2:52) people search for information.
So SEO stands for Search Engine Optimisation, (2:59) which means you are telling the search engines more about your business through your website (3:06) so that when people search terms, they can find a link to your website. (3:12) AEO is Answer Engine Optimisation. So it's no longer about the fun of the search.
(3:19) It's about directly getting the answer to their query. So I think I had mentioned it last week. (3:26) It didn't really work last week, but we're going to try it again.
And we're going to look for top. (3:35) I'm just going to pull up google.com and see if we can get this to show up. (3:50) Let's see if this demo will work.
So we're going to look for top restaurants. (3:59) I think I give this example all the time. Top Chinese restaurants (4:05) in Kingston, in New Kingston.
Let's just use that. Okay, they're not working with me again. (4:14) Who? All right, let's try that.
Who are the Chinese restaurants? Okay, beautiful. (4:24) Sometimes you have to give it in the format of a question to trigger it. (4:28) But you'll notice that there's this new thing called an AI overview.
(4:32) Now this is very important. Follow me. The AI overview is the way that Google is now doing (4:40) Answer Engine Optimisation.
So people aren't even getting to the search results anymore. (4:45) They are now getting the answer directly at the top of Google search. And Google is pulling that (4:51) information from your website and other websites that reference you.
So it's saying China Garden (4:58) Restaurant, Dragon Court Restaurant, Golden Bowl Restaurant, Jade Garden Restaurant. It's giving me (5:05) the answer I asked about without me having to visit any websites. What's the big deal? Why is (5:10) that important? One, it means that website traffic globally is going to go down.
So you are going to (5:19) see a dip in your website traffic unless your website is just starting up and you don't have (5:24) a baseline. But you're going to see less people visiting the website. If they're just searching (5:29) for things like your opening hours or your location, they'll be able to get it right here.
(5:34) And there's no reason for you to go to the website. But more importantly, and more positively, (5:40) if you have a website, it's very important that you have well written content on your website (5:46) so that Google can reference your site. Right? More than ever, it's very important that you have (5:52) good content.
Images are important. But when people are searching for answers, they're going (5:58) to be pulling from your site's content to make sure that this is the most relevant answer possible.