Okay, my last blog was about Google tools, but this is worth noting. Googles New Search Tool in beta is kinda cool. The premise is reverse engineering keywords as an intelligence tool (of course they want you to use it to increase ad spend for AdWords, but whatever.

*Based on actual Google search queries
*Matched to specific pages of your website with your ad and search share

They load keyword suggestions based on content already on your site. Then it shows you how competitive the word is and, here’s the self serving element, cost af the word in an AdWord campaign.

Try it and tell me what you think;)

GOOGLE ANALYTICS

Where else but Google can you get such great business building tools for free? If you have an online business and you’re not using Google Analytics, well you’re just plain silly not to (unless you have no interest in knowing what your visitors are doing on your site). You can create a report that breaks down your visits by their source, which search engine, which referrals, which links are driving traffic. More importantly, you can see which source is generating the best conversion and focus marketing efforts on traffic sources that grow your business. Break your sales down by keyword within each engine and make educated choices about which keywords you should be focusing on for your search optimization efforts. No matter how close you are to this data, I promise you there will be surprises and some great opportunity to improve conversion and overall sales.

If you want to learn more about Google Analytics, attend the SEMpdx Google Analytics & Hot Seat Review Tues, Nov 11th (I’ll be serving on the panel;) Just $35, great education from Google Analytics experts, great appetizers and no host bar at the Hotel DeLuxe.

GOOGLE SEARCH SUGGEST

Now Google is helping you fill in the blanks when you start a search query, type in “search engine” and you’ll see other suggestions such as “search engine optimization”, “search engine marketing” and “search engine submission”. Helpful if you’re a searcher and helpful if you’re a search marketer. Use this tool to see emerging trends in search queries as well as give you suggestions for keyword sets you may not be pursuing.

GOOGLE LOCAL

I’ll say it again, if you’re not using Google Local and there is any benefit in local business to you, you’re just plain silly. Go to local.google.com and claim your business listing. Build citations from other local businesses or organizations (chamber, yellow pages, relevant industry groups) and keep an eye on where your placing in local results.

GOOGLE WEBMASTER TOOLS

If you have a Google Account, go to “My Account” under “My Products” you should see “Webmaster Tools”, if not click More under “Try Something New” and choose Webmaster Tools. Verify your site by placing a snippet of code and you have access to diagnostics, statistics, links and other great tools.

There really are no excuses, these products are all free. They take little or no technical expertise to implement. The hard work is making analyzing metrics and continued improvement an integral part of your marketing program.