Top Google Tools for Effective SEO Marketing to HR Buyers

Putting Their Suite of Intelligence to Work for You

Ever gone online and NOT found what you were looking for? Chances are it wasn’t Google’s fault.

Google It, the vernacular synonymous with finding everything and anything that exists, has dominated mainstream dialogue for the last decade. But what are the odds that this hospitable takeover would have spread like wildfire had it not been the giant all-knowing repository of fact (and fiction) it’s become?  Simple, (a) not likely, people only latch on to things that work, and (b) if you want really to know the exact odds Google It, they can probably tell you that too.

Analysts will wax rhapsodic about the virtues of Google. Their company, their culture, their values. From polite-granny friendly usability to professional platforms that fuel Wall Street’s money machines, Google’s capabilities are flexible and focused. For digital strategists, this unique dichotomy of intelligence paired with unmatched technology has helped them corner the market on SEO strategies. Their suite of resources has proven invaluable to organic and paid lead-generation and awareness campaigns.

As persona-based HCM marketers we eat, sleep, and breathe insight into the target audience. We crave knowledge behind behavior. And no, we’re not talking about unusual pastimes of a casual Saturday night (though it’s likely we can get that granular with help from our algorithmic friends at Google). What we seek are site visits. Click through rates. Keywords that work. And, above all, the transcendent ROI. Herein lies the GPS’ direct route to the cross-section of happy clients and profitability.

Top 3 Google SEO Tools HCM Marketers Shouldn’t Be Without

• Google Keyword Tool
  What’s the good word? More than positive news for marketers, the right word, phrase, or expression makes a world of difference. A foundational tactic used in digital campaigns, strategic selection and placement of keywords is a first line defense against the monstrous, ever-expanding warehouse of information we call the web. Enter the Google Keyword Tool – your personal shop ‘til you drop resource for identifying and purchasing terms that garner awareness and response. This tool lets you peruse common and favorable words that are frequently searched by HR buyers. With historical statistics and built in analytics that help you track the effectiveness of key terms, Google Keyword Tool elevates you wordsmithing to creative genius.

• Google Search Console (formally Webmaster Tools)
  Your website. A beacon of hope for the HR buyer. That initial step in finding the solution to a problem and an answer to their prayers. Your website should never be viewed as a set it and forget marketing asset. It’s a pulsating nucleus of evolving information that not only introduces your company to the target market, but represents your purpose in their world. The only way to position your online presence as a central figure in the HCM industry is to analyze effectiveness on a near daily basis. Gone are the days when only the IT team looked behind the scenes. Now, digital marketing agencies are analyzing activity on each page of the site. From indices to crawlers, queries to bots, the Google Search Console ensures that your website gets the most bang for the proverbial buck. It shows marketers how pages are being indexed and ranked for SEO, provides insight into backlinks, broken links, and a directory of internal links. The Console can help to avoid costly penalties from abusing tactics (the web police won’t show up at your door but your pages will be banned), and list crawl errors that can have an adverse effect on search marketing.

• Google Analytics
  By far the most widely used of the three tools, Google Analytics epitomizes digital marketing practices. The real-time reports generated by this comprehensive tool can lead to Christmas morning joy for digital marketers. Why? Because it is the mecca of all things “behavior” and the lifeblood of strategists. Google Analytics tells you who is visiting your site, how they got there, and where they went next. They introduce you to the new, returning, and even the obsessive site visitor. You may not get their name, but an intimate (marketing) relationship with your target market forms by evaluating behavior. Google Analytics is your satellite to street view camera of traffic navigating your site on the web. Through endless IP tracking, companies can scrutinize engagement and build campaigns accordingly. And, it plays well with others. Google Analytics can be integrated into email campaigns and OLA. No other tool is touted as effective as Google Analytics for generating the insight you need to maximize performance of online strategies.

So maybe analysts aren’t the only ones gushing about Google. But their platforms, reporting, and queries do make our lives, as digital marketers, a lot easier. And, while the elusive HR buyer may have retreated underground to shield themselves from over-zealous solutions providers, fear not. Google SEO tools has you covered. Find, and be found. Perfect and execute an SEO strategy using simple resources with powerful intel.

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