Get More From Google: Free and Paid Tools for Small Business - Held Online

For many customers, Google is one of the first places they turn when looking for a product, service or local business. Yet many small businesses are either underusing Google's free tools or paying for advertising without first getting the basics right.

This practical workshop will show you how to strengthen your presence on Google, understand how customers are finding you and make better use of the information Google provides. You will also be introduced to simple paid advertising options that can help increase your visibility when organic search alone is not enough.

Outcome:

Leave with a clearer understanding of how Google's free and paid tools work together, what your business should be using and practical actions you can take to improve your visibility on Google.

Main Topics Covered:

• Set up and optimise a Google Business Profile to improve your visibility in local search and Google Maps

• Review important Business Profile information including categories, services, photographs, reviews and business details

• Understand how customers interact with your Business Profile and which performance measures matter

• Use Google Trends to explore customer terminology, changing interests and seasonal search patterns

• Set up and use Google Search Console to understand how your website appears in Google Search

• Identify the search terms generating impressions and clicks for your website

• Understand the difference between impressions, clicks, click-through rate and search position

• Understand where Google Analytics fits and how it complements Search Console

• Identify other useful Google tools and when they may be relevant to your business

• Understand the difference between organic visibility and paid advertising

• Explore simple advertising options available through Google Business Profile

• Consider when paying for additional Google visibility makes commercial sense

• Identify what should be in place before spending money on Google advertising

The workshop will include live demonstrations and practical examples relevant to small businesses.

Suitable for: Small business owners and operators who want to improve how their business appears on Google and better understand the tools available to them.

It is particularly suitable for businesses that:

• Depend on customers finding them through Google Search or Google Maps

• Have an existing Google Business Profile but are unsure whether it is properly optimised

• Have a website but do not know which Google searches are generating traffic

• Want to better understand how their business performs in Google Search

• Are considering Google advertising but want to understand the basics before spending money

No advanced technical, SEO or Google Ads knowledge is required.

Note: Maximum of 2 bookings per business.

Presenter: Rob Jefferson, SBDC Regional Business Advisor from IPS Management Consultants.

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IPS Management Consultants is a provider of SBDC Regional services in the South West, Peel, Mid West/Gascoyne, Pilbara and Wheatbelt regions.

This SBDC Regional workshop is funded by the State Government through the Small Business Development Corporation.