50 essential facts about Google every marketer needs to know 0

Posted on November 20, 2016 by Rob Petersen


Google is 20 years old this year. The company began as a research project, nicknamed “Backrub,” between Larry Page and Sergey Brin, PhD student at Stanford University. “Backrub” was to find out what web pages link to a given page based on backlinks. The goals was to help make it easier to find citations in academic publishing.

Although they didn’t know it, Page and Brin created the world’s first search engine. Quickly, they were to find out a much larger audience than academics was interested in this advancement.

Today, Google is the world’s largest search engine, video provider and online advertising network. It’s hard to imagine a business that doesn’t rely on the company in one way or another,

Here are 50 facts about Google every marketer needs to know.

  1. 117 billion unique searches occur on Google every month (Search Engine Land)
  2. $74.5 billion is Google’s global revenue; $67.4 billion is revenue from advertising (Statista)
  3. $1.6 billion is how much Google paid to acquire YouTube (CNN)
  4. 6 billion videos are watched on YouTube every month (DMR)
  5. 1.6 billion smartphone users worldwide use Android system (LunaMetrics)
  6. 1 billion unique users each month are on YouTube (LunaMetrics)
  7. 1 billion people use Gmail (DMR)
  8. 1 billion YouTube video are viewed on mobile device every day (DMR)
  9. 500 million Gmail accounts have been created (LunaMetrics)
  10. 10 million to 25 million websites use Google Analytics (LunaMetrics)
  11. 2.3 million searches occur on Google every second (Business Insider)
  12. 1.2 million businesses advertise on Google Search Networks (Wishpond)
  13. $400,000 is the average cost for a YouTube home page ad (Wishpond)
  14. 300,000 mobile apps currently serve Google Mobile Ads (Wishpond)
  15. 57,000 people are employed at Google’s Mountain View headquarters (CNN)
  16. 323 days of YouTube videos are viewed on Facebook every minute (DMR)
  17. 200 factors are taken into account before Google delivers you the best results to your query in 1/8 of a second (Business Insider)
  18. 127 companies have been acquired by Google in the past 12 years (Spinfold)
  19. 88 languages are available on Google (Spinfold)
  20. 40 languages are available on Google Analytics (Pop Creative)
  21. 40 minute is the average time spent on YouTube per session (DMR)
  22. 10 years is how long Gmail has been around (DMR)
  23. $135 is the highest cost per action on Google AdWords which comes from the legal industry (Search Engine Land)
  24. $55 is the most expensive word, insurance, Gongle AdWords (MediaVision)
  25. $7 is the lowest cost per action which comes from the Dating and Personals industry (Search Engine Land)
  26. 10 Super Bowl audiences is the viewership of YouTube (Wishpond)
  27. Searches doubled when Google introduced the “Did you mean?” function (Spinfold)
  28. $2 in revenue is how much businesses make on every $1 of spend on Google AdWords (Wishpond)
  29. #1 search engine in the world; Google also owns YouTube, the #2 search engine in the world (Social Media Today)
  30. 92% of startups use Gmail (LunaMetrics)
  31. 90% of Google’s revenue came from advertising in 2015 (Business Insider)
  32. 80% of the global smartphone market uses Android systems (LunaMetrics)
  33. 75% of Gmail users open their email on a mobile device (DMR)
  34. 72% of marketers plan to increase their Google AdWords spending (Wishpond)
  35. 70% of businesses with mobile phones that list on Google Ads receive a call (Wishpond)
  36. 67% percent of searches in the U.S. occur on Google; 20% of searches occur on Bing (LunaMetrics)
  37. 57% of American kids use Google as their first word (Spinfold)
  38. 56% of internet users Google themselves (Spinfold)
  39. Over 50% of Google searches occur on mobile devices since April 2015 (Business Insider)
  40. 50% of smartphone users in the US use Android systems; compared to 40% for Apple (LunaMetrics)
  41. 50% of mid-sized businesses use Gmail (LunaMetrics)
  42. 50% of business websites use Google Analytics (LunaMetrics)
  43. 40% drop in global internet traffic occur when Google went down once for 5 minutes (Business Insider)
  44. 31% of global digital advertising is controlled by Google (LunaMetrics)
  45. 25% of Americans use Gmail during working hours (DMR)
  46. 20% of mobile queries on Google are voice searches (Search Engine Land)
  47. 20% of Google’s ad revenue comes from the Google Display Network (LunaMetrics)
  48. 0.1% of emails in Gmail are spam (DMR)
  49. Google employs the largest network of translator in the world (Spinfold)
  50. Industries with the highest CPC’s (Cost-Per-Click) on Google Adwords are insurance, banking and legal (LunaMetrics)

Did you know all these facts about Google. Do you find them worth knowing?

Google says keywords [not provided]. 10 SEO resources to find them 1

Posted on October 14, 2013 by Rob Petersen



Keywords are the currency of the internet. Most people find a website by first typing keywords in the query box of a search engine. This information is telling for words that should be on your site; it is rich with insights about the unmet needs of your audience; it is the foundation for SEO (Search Engine Optimization).

Google Analytics is the most widely used tool for understanding consumer behavior on a website. It is rich with insights. It is the GPS for a site but keywords are no longer one of the things Google Analytics gives.

Google has always [not provided] some keywords but it is now encrypting all keyword search activity — except for clicks on Google ads. Google says this has been done to provide “extra protection” for searchers, and the company may be aiming to block NSA spying activity. Possibly, it’s a move to increase ad sales. Or both according to Search Engine Land.

He that giveth can taketh away. Google gave us Google Analytics for free but 96% of Google revenue is from ads. Obviously, Google can do what that want.

But what are the rest of us? What do we do? Here are 10 other SEO resources now that Google has taken away our keywords.

  1. BING WEBMASTER TOOLS: Contain an organic keyword research tool. The keyword tool measures up to six months of historical data and is ideal for long tail keyword research, since the data is based completely off of organic information and not paid data. Look for some of the fall out from Google to migrate offer to Bing for organic keyword data.
  2. ALEXA: A subsidiary of Amazon, has a user base of over 1,000,000 people and is a vast repository of information about the traffic and structure of the website. Among the information they report is top keywords for your site as well as your competitors. Alexa also trends this information if you go to their subscription service.
  3. KEYROW: How would you to see the top keywords for your site and track those changes without even registering? How would you also like to see a side-by-side comparison of those keywords to your competitors? KeyRow does all this just by typing your site, your keywords or your competitor’s site in the KewRow query boxes.
  4. TRELLIAN KEYWORD TOOL: While it won’t give you the keywords for your site, it will give you the keywords for your industry or your type of business. Trellian Keyword Tool also gives you keyword searches, seasonality and density. Trellian Keyword Tool has been around for awhile and has always been a valuable keyword resource.
  5. KEYWORD EYE:  is a cool little tool to help you conduct keyword research. With a unique visual approach that uses a “Keyword Cloud.” Keyword Eye makes keyword research creative, fast, simple and even fun–adding a new twist to keyword brainstorming.
  6. MOZ TERM EXTRACTOR: Register for a free account at, a great resource. You will then have access to this tool as well as a variety of their other free SEO tools. Enter the URL of your site or your competitor to receive one word, two words, and three word phrases.
  7. MOZ OPEN SITE EXPLORER: also falls under the MOZ tools umbrella. To use this tool for keyword ideas, enter your or your competitor’s URL and go to the Anchor Text Distribution tab. This will show you up to 20 of the keywords that you or your competitor uses for anchor text when link building.
  8. COMPETE: is a subscription, not free, resource but a great one. Like Alexa or some of the other tools listed, it gives you keyword information for your site or a competitors. It has a panel of over 2,000,000 and is considered by many to be the gold standard for competitive analytics and business intelligence.
  9. GOOGLE ANALYTICS (CONTENT): While Google has taken away keywords, they haven’t taken away the ranking of what your write. If you have Google Analytics on your site, go into the Content tab, this will list the most viewed pages in sequence. Think about the keywords on them and you’ll have a good idea of rhw keywords people use to find your site. If your site has a blog, it will also give you a very good idea of the topics your readers value most.
  10. GOOGLE KEYWORD PLANNER: If you can’t beat ’em, join ’em. Google Keyword Planner won’t tell you the top keywords for your site, but it is perhaps the best tool for estimating search volume for specific keywords as well as giving ideas for other words that are similar and worth considering.

This is to give you alternatives. While none of them do exactly what Google Analytics used to, they reveal how valuable keywords are the the insights and ideaa they offer.

Were these resource valuable to you? Do you have any to add?

Has the ad biz gotten so big it’s bad? 9 say yes; 5 no; 1 maybe 2

Posted on August 02, 2013 by Rob Petersen



Omnicom - Publicis merger

“How big can we get before we get bad?” asked legendary ad executive Jay Chiat of his agency, Chiat Day, in the 1980’s.

Chiat Day doesn’t exist anymore. It was acquired by TBWA, which is a part of the Omnicom Group, which doesn’t exist anymore, because it is now merged and is called the Publicis Omnicom Group.

Last week, after decades of buying up boutique firms, the advertising conglomerates Omnicom Group and Publicis Groupe decided two heads are better than one. They merged to create the world’s biggest family of agencies, with a stock market value of $35.1 billion and more than 130,000 employees.

Raising the question again: “How big can we get before we get bad?”

What’s the answer? 16 experts weigh-in. Has the ad biz gotten so big it’s bad? 9 say yes; 5 say no; 1 says maybe.


  • Bigger is not better – today, when clients are hyper-focused on ROI, efficiencies, true expertise and agility rather than sheer bulk – Dr. Augustine Fou, Digital Consigliere at Marketing Science Consulting Group, Inc.
  • Bigger companies might result in bigger efficiencies, but they don’t necessarily result in bigger or better creative ideas. Acting like a startup, leanness and agility have become the mantras of the marketing world – Arwa Mahdawi, Strategy Director, Contagious Communications
  • I’m not sure this is in the best interests of their clients or their talent. Clients today want us to be faster, more agile, more nimble and more entrepreneurial, not bigger and more bureaucratic and more complex – David Jones, CEO, Havas
  • This move is about enhancing profit margins for conglomerates, not improving results for clients – Adam Kleinberg, CEO, Traction
  • It’s going to affect, negatively, the smaller brands because the smaller brands are going to be less important to the corporate holding company –  Larry Chiagouris, Professor, Pace University
  •  There will be downsizing, synergies, and cost cutting. As a result of that, there will be some shakedown of people and accounts – Al DiGuido, CEO, Optimus Publishing
  • I’ve read about this whole idea that they’ve merged because they want to leverage Big Data. But if you’re not leveraging Big Data within your organizations prior to the merger, you generally don’t consolidate to become better at managing technology or Big Data – Jon Morris, CEO, Rise Interactive
  • Publicis Omnicom Groupe has a fake Twitter account. It’s pretty hilarious – The Onion
  • Ad agencies now work with Google, Facebook and Twitter, but the tech companies can easily bypass the agencies to work directly with, say, Ford Motor Co. or PepsiCo Inc. – Paula Dwyer – Bloomberg News


  • It will be a good thing, as it will particularly help the performance marketing industry, and provide greater value to clients who are seeking a more comprehensive, full-service approach to their customer acquisition needs – Peter Klein, SVP, MediaWhiz
  • Advertising firms and other service businesses typically don’t need as much debt as manufacturers or other companies that deal with physical goods – Jeff Davis, Managing Director, Mercer Capital.
  • They will also be able to leverage greater volume purchasing and more strategic relationships from the likes of Google and Facebook,” says Paul Pellman, CEO, Adometry
  • I’ll bet you $1,000 right now that within 12 months WPP will have made a major acquisition or made a major merger—just watch –  Larry Chiagouris, Professor, Pace University
  • We believe this is more about global scale and efficiency and the potential increased leverage against first-party networks, such as Facebook and Google, which could radically change the media business over the next five years –  Brian Deagan, CEO, Knotice


  • Marketers hire agencies for innovation and creativity. Clients of Publicis and Omnicom should directly ask their agencies — “What’s in this for me?” and “How will this impact my business?” Marketers who are clients of Publicis and Omnicom, in fact, have a responsibility to have those candid conversations – Bill Duggan, EVP, Association of National Adertisers (ANA)

Which side are you on? Do you think the ad biz has gotten so big it’s bad? Is it ever likely to change? If Jay Chiat were still with us, what would he say? What would Dan Draper think? What do you think?


12 myths vs. reality about SEO: WEBINAR 6

Posted on March 25, 2013 by Rob Petersen



Search engine rank results

  • 80% of visitors to a website begin by typing keywords in the query box of a search engine
  • 42% click on the website in the #1 position on the search page
  • 90% click a website on the first page

Search Engine Optimization (SEO) is the process of maximizing the number of visitors to a website by remaining high on the list of results returned by a search engine. These facts underscore the reality, if your brand is on the internet, a high rank on the search engines is a requirement for business.

What’s the secret? To separate the myths from reality, on September 24th at 11 am EST,  Mike Moran and Rob Petersen are giving a webinar . This point counterpoint discussion is moderated by Peter Methot, Program and Marketing Director at Rutgers University, Center for Management Development.

To register, go to 12 Myth vs Reality about SEO Webinar.

What are some of the things you’ll learn at this webinar, here are 12 myths vs. reality about  Search Engine Optimization (SEO).

  1. A GOOD WEB DESIGN FIRM IS ALSO AN SEO EXPERT: That’s usually not true because SEO begins with keyword discovery. This involves numerical analysis of keyword search volume, competitiveness and input from you about your expertise to compare to what consumers want. As it turns out, building a beautiful website and getting your site to a top rank with the search engines are two very different skills.
  2. SEO IS ABOUT META TAGS , META DATA AND WRITING CODE: Once upon a time, the meta tag, an HTML tag that provides keyword information about a web page, was an important part of the SEO process. This process was quickly spammed to death. As a result, its importance has decreased. Today, it is of relatively low importance for effective SEO
  3. SEO DEALS MOSTLY WITH ON-SITE MODIFICATIONS: Content from keywords plays a big roles in determining relevance, but off-site factors such as how many high quality or authoritative websites link to you is equally important. Relevance and authority are the two factors that drive search rank.
  4. SEO INVOLVES TRICKING THE SEARCH ENGINE: The opposite is true. SEO is about creating web pages and writing copy that is intelligible to search engines and also creates an experience for visitors that makes them want to come and come back again to your site.
  5. GOOGLE IS THE ONLY SEARCH ENGINE THAT MATTERS: It’s true that Google represent 70% of all searches and the percentage is growing. But, last year, Bing had a record year at 16% and is growing too. To focus only on 70% and ignore 30% leaves a lot of potential business on the table.
  6. DUPLICATE CONTENT GETS YOUR SITE DE-LISTED: There is no duplicate content penalty. Duplicate content is substantive blocks of content within or across domains that either completely match other content or are appreciably similar. “There is no such thing as a duplicate content penalty” says Google in their webmaster blog. Bing and Yahoo say the same thing too.
  7. PAID SEARCH HELPS ORGANIC SEARCH: In all of the experiences ever witnessed or heard about, it has never been proven spending on search engine advertising (PPC) improves your organic SEO rankings.
  8. SEO HAPPENS QUICKLY: Nothing that is worth doing well happens overnight. With SEO, you are building equity in your brand. You should estimate 4 to 6 month for results behind keywords that matter for your business. A good tracking system shows progress and helps results occur in the most effective manner.
  9. ONCE A SITE IS OPTIMIZED, YOU DON’T HAVE TO DO ANYTHING ELSE: While the effects of a good SEO campaign last, rankings may begin to drop if you don’t update content and there are no new inbound links generated. However, if you continue to create good content, the site will stay “fresh” and hopefully you will continue to get real “organic” links from people who find your website useful.
  10. SEO SOFTWARE AUTOMATES IT ALL: No, it doesn’t.  There are plenty of apps and websites to help do keyword research, find possible link opportunities and analyze your competition. There are some really good tools and plugins that can help you do your on-site optimization. But none of them does the thinking for you. None of them is able to understand the subtle nuances of language, your customers and your business. No one of them gets results on their own.
  11. SOCIAL MEDIA DOESN’T IMPACT SEO (AND VISA-VERSA): Social media has everything to do with impacting SEO and visa-versa. It is a source for content, keywords and links that drive authority. It not only helps your business get to a top rank, it helps your business get multiple rankings on a search page and it builds 1-to-1 relationships.
  12. ONCE YOU HAVE A TOP SEARCH RANK, BUSINESS ROLLS IN: A top rank behind keywords that matter drives visitors to a website. The action they take, once they get there, depends on the how you guide them and create a good experience. For example of brands that do this well, here are 10 case studies that prove the ROI of SEO.

This clarification of myth from reality is to point you in the right direction so you pursue the right path for your brand. SEO is a marketing science. Although there are those who claim to know the “special sauce,” check first if their implementation of SEO relies on myths or reality.

SEO is something BarnRaisers does and I teach as part of the MBA faculty at Rutgers CMD. With colleagues Mike Moran and Tim Peter, we have a unique offering for companies with on-site training called JumpStart Workshops where we come to you and to “hand-on” training to deliver an effective SEO strategy and plan for your business.

Did these 12 steps clear up the myth versus reality about Search Engine Optimization (SEO) for you? Are your going to attend this webinar?

20 most expensive Google AdWord categories and what they reveal about us (Infographic) 3

Posted on July 28, 2011 by Rob Petersen


90% of all purchase decisions begin on the internet.  75% of us shop online before we buy offline.

$33.3 billion is invested in Google Ads every year to help influence those decisions.  It’s where Google makes 97% of its revenue.

TechCrunch recently published the 20 most expensive categories for Google keywords.  The infographic below shows the numbers.  If we group them, they reveal some surprising insights into our real wants and needs.  And what marketers pay for that knowledge.  Here’s the infographic followed by some insights into what they reveal about us.

Here’s what the 20 most expensive Google AdWord categories reveal about our wants and needs.

GROUP #1 (1-3):  WE WANT A BRIGHT FUTURE (45.8%/$49.2 CPC)

The biggest and most expensive group by far centers around our need for a brighter tomorrow and the belief we can have it if we invest in the things that matter most – our home, possessions and ourselves – today.  It accounts for almost half of all Google Adwords and businesses pay almost $50.o0 just for a click.

  • INSURANCE: 24,0% of total/$54.91 average CPC (cost per clic
  • LOANS (Student, home, etc.): 12.8%/$44.12 CPC
  • MORTGAGE: 9.0%/$47,12 CPC_


What we have is worth protecting.  Situations beyond our control risk taking it away, and we need the resources and people who can protect us.

  • ATTORNEY: 3.6%/$47.07
  • CREDIT: 3.2%
  • LAWYER: 3.0%


Others are in need more than ourselves.  We want to help them if and when we can.

  • DONATE: 2.5%


Technology and tools help us accomplish more.  We want to know about them, use them and have them help bring us closer to the goal of feeling fulfilled in our work.

  • DEGREE: 2.2%
  • HOSTING: 2.2%
  • CLAIM: 1.4%
  • TRADING: 1.o%
  • SOFTWARE: 1.0%
  • TRANSFER: 1.0%


If our frailties take us off course or down the wrong path, we want to make amends and come out stronger.

  • RECOVERY: 1.0%
  • CLASSES: 1.0%
  • REHAB: 1.0%
  • TREATMENT: 1.0%
  • CORD BLOOD: 1.0%

Taken as a whole, these reveal not greed, status-consciousness or everybody is out for themselves; It shows what we really want is fulfillment, security, productivity and to make amends if we get off course.

These are what the insights from the most expensive Google AdWord categories reveal to me. What do they reveal to you?




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