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Google

    First, we will create a Google account with which we can log in to Google Search Console, Google My Business, Google Analytics, Google Tag Manager, Google Ads, your YouTube channel, etc.

    Creating a Google Account

    It is not convenient to use an existing Gmail address or this account. will use it for personal e-mail, calendar, contacts, etc., but will only use it for the website, because I may also have to log in to it at some point. 

    Go to myaccount.google.com and create a Google account with an email address like: . Website visitors, etc., will never see that email address anywhere. The account is purely for the website administrators. Please send me your Gmail address and password.

    For privacy reasons, it is recommended that you delete and disable everything in “My Google Activity” so that Web and App Activity, Location History, and YouTube History are not retained.

    Account recovery  

    Go to myaccount.google.com/security and check whether under “Account recovery options” the “Secondary email address” and “Recovery phone number” are your own email and 06 number. If not, please edit it with your own details. 

    Warning e-mails  

    Important alerts about your website or Google Ads campaigns will be sent to this Gmail address. To make sure you get those alerts (without logging in, I recommend making sure email is forwarded to an email address you read daily. So go to mail.google.com and click on the gear icon in Gmail and choose settings. On the “Forwarding and POP/IMAP” tab you can set how your email should be forwarded. If you receive a warning email in the future, please forward it to me if you would like me to resolve the issue.

    Google Search Central 

    Google Search Central was created to help website owners get indexed in Google. For example, you will find out whether there are any problems. If pages are offline or have been hacked, you may also see this in Search Console and receive an alert email. Search Console is also where you can submit the website’s sitemap to help Google index the site. If you have changed URLs and forgot to set up 301 redirects, you can fix that here. So it is important to link your website to Search Central, submit your sitemap and keep a close eye on Search Console and the emails.

    Google Analytics 

    Google Analytics contains endless website statistics. There is information available about, for example:

    • Your website visitors: where they come from, their age, what kind of computer they use, what their interests are, etc.
    • How they found your website: via social media, your newsletter, Google search, other websites, by directly typing the URL in the address bar, etc.
    • How they behave on your website: where they enter, how they navigate and leave your site, and how they search on your website.
    • Whether your preset goals are achieved: You can track conversions, such as online purchases, registrations, etc.

    Google Analytics can help enormously in improving your online marketing. Based on the statistics you can determine your business goals, KPIs and annual planning. We can periodically see whether we are on track or whether we need to make adjustments somewhere.

    Google Tag Manager 

    With Google Tag Manager you can, among other things, link Google Analytics to your website, so that you can keep track of website statistics. At a later stage we can also use it to track GoogleAdsConversions. If you have entered the tag once in Google Tag Manager, you can then manage all tags from Google Tag Manager.

    Google My Business 

    By properly setting up Google My Business you can ensure that your company can be found more easily on: google.com/maps. Secondly, in Google My Business you can control the display of additional company information to the right of the results on the Google index page. This also makes it possible to collect reviews. 

    Google Ads 

    Simply put, advertising in Google can be done in two ways, namely through Search Ads and through Display Ads.

    Google Search Ads are paid advertisements in Google that are shown when someone searches for one of the keywords you have set in Google. You only pay per click that click comes from someone searching for something you offer. As long as the advertisements yield more than they cost, it is recommended to invest in Google Ads. Whether this also applies to your company is just a matter of trying, because the number of conversions it has generated is easy to measure. You will need to count in a few months to get the most out of it through optimization. You can start with a small budget and if you notice that it yields more than it costs, increase the budget.

    Google display Ads are shown on websites that are part of the Google display network. These are websites such as youtube.com. These advertisements consist of images, animations or videos. The advertisements are therefore shown to those who surf the Internet on various websites that are related to the topic you have set. This means that a wider audience can be addressed and is ideal for generating awareness. Clicks on display ads are also less expensive, because they often concern people who may not make a purchase immediately.

    Different topics or audiences can be targeted. The latter could be a remarketing list of people who visited your website. After they continue browsing they will then see your advertisements.

    Critical succesfactors

    It is important that you consider the following in advance. Do this not only for your company in general, but also per product group or service.

    • What makes your company unique?
    • What is decisive for the success of your company?
    • What are your core competencies?

    Target group and segments

    Describe in advance for each campaign as clearly as possible who your ideal customers are, on whom we can focus the campaigns.

    B2B  B2C  
    AgeWork field
    Sex  number of employees  
    Location  Location
    Education  Turnover
    ProfessionType of company 
    Function    
    Interested in    

    Focus

    It is not possible to optimize 1 page for multiple different keywords. You optimize each page for 1 group of keywords and alternatives. It is also too much work to optimize all pages in one go. It is better to first choose a number of important URLs and determine the keywords for them. For example, start with the 5 most important products or services, choose the URLs that correspond to them and start.

    Keyword tools 

    For example, with Google Ads we can find good alternatives to the existing ideas about keywords. With trends.google.nl we can also compare search terms with each other to determine which alternatives generate more visitors. We must take into account the “language” that your target group speaks and what they could use as search terms. Together we create a list of keywords for each product or service. The best tool to help you with this is semrush.com

    Specifiek or generiek?  

    We must choose keywords that will generate a lot of conversions without wasting the budget. This means that we sometimes also have to use search terms that are used less often (lower search volume), but that are very relevant to your company and that can generate a lot of turnover for you. The advantage of more specific keywords (with less search volume) compared to more generic keywords (with higher search volume) is that specific keywords are cheaper and yield more relevant clicks for you.