Kako privući Google-ovu pažnju? - HoReCa Adria · Miroslav Varga Certified Google trainer. Malo o...

Kako privući Google-ovu

pažnju?

Zagreb, 27. 10. 2017. godine

Miroslav Varga Certified Google trainer

Malo o tvrtki iz koje dolazimOsnovani 2003. godine ☺

Escape d.o.o. je trenutno među manje od 100 tvrtki na svijetu koje su Google Analytics pro reseller, Gogole Tag Manager i Google Data Studio certified i jedna od nekolicine tvrtki na svijetu u kojoj rade 2 Google Certified trainer-a.

Od 2008. godine

Od 2013. godine

Od 2015. godine

Od 2016. godine

http://escapestudio.hr

http://www.google.com/analytics/partners/partners-detail.html#Escape

https://www.google.com/partners/#a_profile;idtf=012030830256944771984;

https://www.google.com/analytics/partners/search/services?q=&certification=330&geo=

https://www.google.com/partners/#a_profile;idtf=5590895531

U Europi ima 4000 AdWords agencija

Malo o meni

Miroslav Varga dipl. ing. stroj., MEUSmiroslav@escapestudio.hr

https://twitter.com/avinash/status/694969042831069184

Prema AdWorldexperience jedan od top stručnjaka u ovom području 5

http://www.adworldexperience.it/en/adwexp-ambassadors/

Kako se sprijateljiti s Google-om?Zašto?Da bi vas gosti brzo i lako pronašli ... i došli....

Google AdWords

SEO

Svakog dana na Google tražilici tražitelji upisuju 16%-20% pojmova

koji se prije nisu pojavili!Izvor: http://www.internetlivestats.com/google-search-statistics/

http://www.internetlivestats.com/google-search-statistics/

Može se i zločesto igrati...

10 pouka

Pouka 1: Upoznaj svoje tržište!

Primjer Oxylus ili kako poslati adresu hotela nekome iz Japana?

https://www.youtube.com/watch?v=1K5SycZjGhI&index=90&list=PLA570C901AB66E15F&t=13

Pouka 2: Ne traži pod žaruljom

Izvor: https://www.youtube.com/watch?v=d5GecYjy9-Q

https://www.youtube.com/watch?v=d5GecYjy9-Q

IZVOR: http://www.slideshare.net/infusionsoft/social-success-turning-social-media-into-measurable-revenue/download

Pouka 3: Jednom ko’ ni jednom

2 ϭ Populacije (95,45%) treba 5-15 puta ‘piknuti’

http://www.slideshare.net/infusionsoft/social-success-turning-social-media-into-measurable-revenue/download

Pouka 4: Pažnja nam je opala

... over the past two decades, the cost of one minute of a person’s attention to TV in the U.S. has risen by a factor of seven, even after controlling for inflation (Teixeira, Thales. "The Rising Cost of Consumer Attention: Why You Should Care, and What You Can Do About It."Harvard Business School working paper. Jan 17, 2014.)

... the percentage of ads considered fully viewed with high attention has decreased from 97% in the early 1990s to less than 20% just a few years ago (Teixeira, Thales. "The Rising Cost of Consumer Attention: Why You Should Care, and What You Can Do About It."Harvard Business School working paper. Jan 17, 2014)

http://www.hbs.edu/faculty/Publication%20Files/14-055_2ef21e7e-7529-4864-b0f0-c64e4169e17f.pdf

https://www.thinkwithgoogle.com/marketing-resources/data-measurement/consumer-attention-economy-marketing-principles/?utm_source=newsletter&utm_medium=email&utm_team=twg-us&utm_campaign=20170831-twg-us-think-executive-monthly-edition-OT-OT-CS&utm_content=article1&mkt_tok=eyJpIjoiWlRSa09UVXhaR0l3WXpReSIsInQiOiJrSGdkRzZiMm9hTytFNkZ4RThFNHI4ZTBCZ2xLd2UrRWF6bTNGbTd0djUrWlRQdkZRVGlFWFdpOVFYQ2p2TDFGazFqM2FYYzRNREtpaWdhR3NsQnh3c3J2cHBDanNaUUVjRXJka2lIaFhaY3RJaktRczZoYjdieGt3akphOFpWbyJ9

● 53 percent of mobile site visitors will leave a page that takes longer than three seconds to load

● A 100-millisecond delay in website load time can hurt conversion rates by 7 percent

● A two-second delay in web page load time increase bounce rates by 103 percent

Izvor: https://www.akamai.com/us/en/about/news/press/2017-press/akamai-releases-spring-2017-state-of-online-retail-performance-report.jsp

Pouka 5: Jako smo nestrpljivi

https://www.akamai.com/us/en/about/news/press/2017-press/akamai-releases-spring-2017-state-of-online-retail-performance-report.jsp

Pouka 6: Sjedi u taxi kad ti kažu

Na kraju ovog članka je link na alate za procjenu web stranice. Svakako ‘provucite’ stranicu kroz te alate!

Preporučam da pročitate i ova dva članka:

http://escapestudio.hr/blog/asimetrija-informacija-ili-zasto-tvrtke-propadaju/

http://escapestudio.hr/blog/savjeti-za-pisanje-adwords-oglasa/

http://escapestudio.hr/blog/sto-adwords-agenciji-treba-na-web-stranici/

http://escapestudio.hr/blog/asimetrija-informacija-ili-zasto-tvrtke-propadaju/

http://escapestudio.hr/blog/savjeti-za-pisanje-adwords-oglasa/

Pouka 7: Promijenili smo navike1. Korisnici koriste Internet u procesu kupnje roba ili usluga:

... A recent survey by Pew Research suggests 97 % of consumers use the Internet when looking for products and services...

(Više osoba ima mobitel, nego četkicu za zube. Mobitel češće koriste od četkice)

2. Korisnika s internetom vezom ima sve više:

...More than 43% of the world’s population is now online and over 95% of the global population is now covered by a mobile cellular signal, according to the International Telecommunications Union (ITU)...(Više osoba ima signal za mobitel, nego električnu energiju)

3. Korisnici koriste svoj pametni telefon i usred druge aktivnosti:

...Of smartphone users, 91% look up information on their smartphones while in the middle of a task.

http://www.prnewswire.com/news-releases/nearly-all-consumers-97-now-use-online-media-to-shop-locally-according-to-biakelsey-and-constat-87221242.html

https://www.siliconrepublic.com/comms/itu-ict-report-2015-mobile-broadband

https://www.thinkwithgoogle.com/articles/how-micromoments-are-changing-rules.html

Pouka 8: Ne koristimo ni ono besplatno

Naziv WiFi mreže: Google My Business

Društvene mreže

Pouka 9: Ne istražujemo dovoljno

Klijent pita:

Možete li istražiti zanimanje u Velikoj Britaniji za privremeni smještaj starih i nemoćnih osoba.

Pojam istraživanja: ‘respite care’