Google for Communicators Guidebook

Professional communicators need help with Google, but the kind of help you need is not on wrestling with inscrutable interfaces or buggy software. Rather, you need eyeopening explanations of the vast possibilities of Google’s tools and how other communicators have taken advantage of them.

That is the aim of the contributors to the Google for Communicators Guidebook. “After about a year of honing my Google Analytics skills,” says Greg Kunkel, senior marketing and communications program manager at Pacific Northwest National Laboratory, “my CPC was low and my conversion rates were higher than my marketing counterparts…my budget increased that year.” Kunkel explains how his journey brought him success, and his fellow authors pitch in with their advice about Analytics, AdWords, YouTube and beyond.



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Overview

“It’s Google’s internet; we just live in it.”

The above thought has probably flashed through your mind at some point—or you at least acknowledge a glimmer of truth in it. It’s nearly pointless to discuss search engines, website traffic analytics, even the structure of the internet itself, without concentrating on Google.

But Google holds dominion for good reason: It is constantly figuring out smarter solutions for its users, as well as more intuitive and user-friendly ways to put those solutions to work for your brand or client.

The world is changing. “We’re trying to make everything we launch with mobile at the forefront,” says Katy Martin, senior account manager at Google. Terrence Fleming of PwC adds, “Searchers are becoming more comfortable with giving companies their approximate location (via GPS-based location services) in exchange for a more tailored, personalized experience.” This book will help get you on the right path as the internet of tomorrow broaches the horizon.

Chapters

  • How to Use Google’s Search Console to Monitor and Improve Your Site’s SEO By Chris Hornak
  • Back to SEO Basics, Plus 4 Unique Ways to Boost Your SEO Across Channels By Jamie Izaks
  • The Key to Search Is the Searcher: Personas, Tricks and Common Sense By Justin P. Lambert
  • How Keyword Optimization Can Work for Small Businesses (With a Little Research) By Amanda Trice Lucey
  • How to Do SEO Keyword Research That Enhances the Impact of Your Writing By Stephanie Pyrzynski
  • Search Results the #1 Press Release Goal for 25% of PR Pros, Yet 40% Neglect SEO By PR News Editors
  • Reverse SEO: 5 Ways Communicators Can Erase the Negative to Manage Reputation By Marek Biernacinski
  • 7 Steps of SEO: A Step-by-Step Guide to Search Engine-Friendly Content By Kristen Heflin
  • Tips and Tactics to Ensure Your Online Content Is Optimally Optimized By Amy La Sala
  • Developing and Sustaining an Online Presence With Search Engine Optimization By Olesya Venger
  • 3 Areas Where Most Communicators Miss Out on Fruitful SEO Opportunities By PR News Editors
  • Build Something People Like, and the Ranking Will Come: 4 Factors to Work On By Darius Fisher
  • A Mobile-First Strategy: Now an Essential for Every Website. Is Yours Ready? By Terrence D. Fleming
  • Gaming Google: A Better, Smarter Way to Integrate Search Into Your Blog Strategy By Lee W. Frederiksen
  • How to Approach SEO and Adapt as Google Moves to a Mobile-First Index By PR News Editors
  • It’s Good to Be King: How Creating High-Quality Content Solves SEO Issues By Marek Biernacinski
  • Close Chapter
  • How to Use Google Analytics Data to Optimize Content and Adjust Strategy By Michele Frost
  • How to Leverage Google Analytics to Prove Campaign Effectiveness By Bianca Hutton
  • 6 KPIs to Steer Your Google Analytics Program and Get Past Analysis Paralysis By PR News Editors
  • How to Beat the Competition and Boost Your Budget With Google Analytics By Greg Kunkel
  • The Google Analytics Metrics That Matter to Marketing and Sales (and Why You Should Care) By Renee Spurlin
  • How to Understand and Target a Niche Audience With Google Analytics By Olga Torres
  • Using the Metrics That Matter to Assess the Success of Your Social PR Strategy By Jennie Ford
  • How Google Analytics and Other Tools Can Help Prove Social Media’s Value By Tori Sabourin
  • Close Chapter
  • 4 YouTube Myths That May Be Limiting Your Brand’s Success, Debunked By PR News Editors
  • YouTube Video Marketing Guide: How to Make YouTube Videos Work for Your PR By Cheryl Joy
  • How to Approach YouTube Influencer Partnerships to Co-Create Content By Jennifer Reilly
  • Launch a Polished Video Series on the Cheap: Leveraging What You’ve Got By Erica E. Hurtt
  • 6 Quick Tips for Working With YouTube Influencers Who Gel With Your Audience By PR News Editors
  • Going Holistic: Use YouTube as More Than Just a Stagnant Video Repository By Ian Beckman & Scott Kramer
  • How an Online Brand Used Video Transparency to Gain the Public’s Trust By Eric Hollreiser
  • Reaching for the Stars: Successful Influencer Engagement on YouTube By Amelia Burke-Garcia & Dasha Afanaseva
  • How to Energize Your Organization’s YouTube Channel Without a Hollywood Budget By PR News
  • How to Develop an Essential, Lasting Relationship With Your YouTube Audience By Matthew Goldberg
  • How to Utilize Youtube to Amplify Your Advocacy Campaign and Raise Awareness By Joshua Habursky and Brian Kaissi
  • Optimize Your YouTube Videos: Production, Promotion, Analytics & More By Tod Plotkin
  • 7 Do’s and Don’ts for Video Storytelling: What Would a Reporter Do? By Kristin Twiford
  • Close Chapter
  • Navigating Google Ad Grants Program to Drive Business Results for Your Nonprofit By Alicia Blessing
  • Google’s Exact Match Keyword Changes: 10 Things Advertisers Should Know By Joe Wozny
  • What Google’s AdWords Redesign Means for PR Professionals and Brand Marketers By PR News Editors
  • 5 Google AdWords Tips for a Successful and Budget-Conscious Campaign By PR News Editors
  • Why It’s Critical for Organizations to Test Their Tactics When Using Google AdWords By PR News Editors
  • A Google Insider Offers a Peek at Changes Coming to AdWords (and YouTube) By PR News Editors
  • Close Chapter
  • In the Wild West of Influencer Marketing, How Can Brands Find Relevant Influencers? By Yasmin Ebrahimi
  • When to Swipe Right: Qualities to Look for When Finding the Right Influencers By Kate Milton, Regina Luttrell and Amanda Kitchens
  • How to Use Grassroots Practices to Build an Audience on a Small-Business Budget By Melissa Radiwon
  • 3 Ways to Develop a Deep Understanding of Your Digital Audience By Erica Pompen & Jeppe Christensen
  • How to Find and Work With the Right Influencers for Your Brand By PR News Editors
  • Words to Keep in Mind When Describing Your Audience: ‘Everyone’ Is No One By PR News Editors
  • How to Find and Work With the Right Brand Influencers Using Google Tools By Missy Voronyak and Katie Schutrop
  • How to Leverage Google Data Studio to Better Know Your Audience By Victoria Sawtelle
  • Close Chapter
  • Connecting Luxury Shopping With Key Influencers Through Google Strategies By Pam Abrahamsson
  • How a Small Brand Used ‘Fluency’ in Google Analytics (and a Blog) to Grow By PR News Editors
  • How a Nonprofit Took Advantage of Media Trends and Google’s Mobile Priorities By Scott Sleek
  • Close Chapter

Featured Companies

This guidebook features case studies and contributions from companies like:

Google for Communicators Guidebook Featured Company
Google for Communicators Guidebook Featured Company
Google for Communicators Guidebook Featured Company
Google for Communicators Guidebook Featured Company
Google for Communicators Guidebook Featured Company
Google for Communicators Guidebook Featured Company

Samples

Here’s a sample of some of the exclusive content in this guidebook:

Google for Communicators Guidebook Sample Article

A sample article: How to Use Google’s Search Console to Monitor and Improve Your Site’s SEO By Chris Hornak

Google for Communicators Guidebook Sample Article

An excerpt from Search Results the #1 Press Release Goal for 25% of PR Pros, Yet 40% Neglect SEO By PR News Editors

Google for Communicators Guidebook Sample Article

An excerpt from How to Leverage Google Analytics to Prove Campaign Effectiveness By Bianca Hutton

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Google for Communicators Guidebook


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