book

Google® Business Solutions All-in-One For Dummies®

Name: Google® Business Solutions All-in-One For Dummies®
ISBN: 9780470386873

by Bud E. Smith, Ryan Williams

May 2009

Beginner to intermediate

782 pages

17h 59m

English

For Dummies

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Copyright
About the Authors
Acknowledgments
Publisher's Acknowledgments
Introduction
Taking a Look under the HoodBook I: Google AppsBook II: Google Search Tools for BusinessBook III: Highlighting Your BusinessBook IV: Creating a Web Site with Google SitesBook V: Google Tools for Your SiteBook VI: Google Ads and AnalyticsBook VII: Securing Business InformationBook VIII: Getting Noticed with GadgetsFoolish AssumptionsConventions Used in This BookIcons Used in This BookTime to Get Started!
I. Google Apps
1. Getting Started with Google Apps
1.1. What Are Google Apps?1.2. How Will This Work for Me?1.2.1. The necessary services1.2.2. What Google Apps can do for you1.2.3. How much will this run me?1.2.4. Running Google Apps tools on your hardware1.2.5. Coping with the switch to Google Apps1.3. Exploring the Google Apps Applications1.3.1. Gmail1.3.2. Google Calendar1.3.3. Google Docs1.3.4. Google Sites1.3.5. Personalized start page1.3.6. Google Talk1.4. Setting Everything Up1.4.1. Selecting a URL1.4.2. Establishing your domain1.4.3. Pointing in the right direction1.4.4. Decorating your start page1.4.5. Granting access1.5. Calling In Reinforcements1.5.1. Supporting your peers1.5.2. Premium assistance
2. Making Gmail Work for Your Business
2.1. Considerations Before You Make the Change2.1.1. Coping with a loss of control2.1.2. Implementing a complex migration2.1.3. Getting adjusted to the new system2.1.4. Training users2.1.5. Dealing with a resistance to change2.1.6. Managing accounts2.1.7. Getting e-mail where it needs to go2.2. Configuring E-mail Addresses and Lists2.2.1. Asking permission2.2.2. Managing e-mail settings for users2.2.3. Using e-mail lists2.2.3.1. Creating an e-mail list2.2.3.2. Editing an e-mail list2.2.3.3. Deleting an e-mail list2.3. Importing Messages and Contacts from Old Accounts2.3.1. Bulk e-mail migration2.3.2. Mail fetcher2.3.3. Importing e-mail contacts2.4. Communicate Instantly!2.5. Using Gmail with Traditional E-Mail Apps2.5.1. Configuring IMAP access2.5.2. Configuring POP3 access2.6. Common User Problems2.6.1. I can't log into my account2.6.2. It's taking too long to download messages2.6.3. Mail is getting stuck in my outbox2.6.4. I'm not getting some of my mail2.6.5. Working with Google
3. Be More Productive with Google Calendar
3.1. Creating Your First Calendar3.1.1. Adding calendar events3.1.2. Editing calendar events3.1.3. Deleting calendar events3.1.4. Creating multiple calendars3.1.5. Adding a subscription3.1.6. Notifications3.2. Using Shared Calendars Effectively3.2.1. Adding collaborators to your calendar3.2.2. Scheduling resources3.2.3. Adding RSS feeds for the public3.2.4. Embedding your calendar3.3. Syncing Your Calendar3.3.1. Microsoft Outlook3.3.2. Blackberry
4. Collaborating with Google Docs
4.1. Understanding the Power of Collaboration4.1.1. Updating files instantly4.1.2. Sharing documents near and far4.1.3. Understanding the different levels of sharing4.2. Organizing and Searching for Documents4.2.1. Uploading your old documents4.2.2. Organizing your documents with folders4.2.3. Using the Search function4.2.4. Tracking changes4.3. Creating Documents Effectively4.3.1. Document4.3.1.1. Setting default document styles4.3.1.2. Downloading your documents4.3.2. Presentation4.3.2.1. Adding new slides4.3.2.2. Arranging your presentation4.3.3. Spreadsheet4.3.3.1. Staring your spreadsheet4.3.3.2. Using formulas4.3.3.3. Viewing your data4.3.4. Forms

5. Sharing Information with Google Sites
5.1. What You Can Create with Google Sites5.1.1. Company Web pages and intranets5.1.2. Individual Web pages and employee profiles5.1.3. Project homepages5.2. Collaborating Effectively Using Google Sites5.2.1. Inviting users to collaborate5.2.2. Defining different levels of permission5.2.3. Limiting access5.2.4. Editing pages5.2.5. Subscribing to page changes5.3. Creating a New Site from Scratch5.3.1. Changing the appearance of your site5.3.1.1. Site Elements5.3.1.2. Colors and Fonts5.3.1.3. Themes5.3.1.4. Manage your corporate look5.3.1.5. Create an integrated view5.3.2. Adding pages to your site5.3.2.1. Editing your pages5.3.2.2. Organizing and sharing your pages5.3.3. Adding attachments and comments5.3.4. Making the sidebar useful5.3.5. Adding another site5.4. Quickly Searching Google Sites5.4.1. Searching through a single site5.4.2. Searching through all the sites you own
6. Creating Your Corporate Start Page
6.1. Customizing Your Color Scheme6.2. Creating the Header and Footer6.2.1. Adding images to headers6.2.2. Adding links to headers and footers6.2.3. Adding text to your header or footer6.3. Managing the Content Your Users Will See6.4. Making Your Start Page Live
II. Google Search Tools for Business
1. A Smart Tour of Google Search
1.1. Using Google Search1.2. Exploring Other Ways to Start Google Search1.3. Understanding Free Search Results1.3.1. Example: A specific search1.3.2. Example: A general search1.3.3. Sponsored links and shopping results1.4. Fine-Tuning Searches1.5. Advanced Searches
2. How Google Search Works
2.1. Crawling the Web2.2. Ranking Pages on Search Terms2.3. Understanding Google's Approach to Ranking Pages2.4. Returning Results to Users2.5. What Makes Google So Special?2.6. What's Wrong with Google?2.7. Google Searching for Yourself2.7.1. Broadening your ego search2.7.2. Checking domain names2.8. A Note of Caution: The Google Hacking Database
3. Understanding How Your Customers Use Google
3.1. Understanding How People Really Search3.2. Defining What Google Is Best At3.3. Exploring the Different Types of Searches3.3.1. Searching by name3.3.2. Searching by type3.3.3. Searching by region or area3.3.4. Using combined searches3.3.5. Searching outside of Google3.4. Identifying Your Key Search Terms
4. Search Engine Optimization Basics
4.1. A Sample Business Web Strategy4.2. A Simple Web Site Organization4.3. Using Web Site "Tricks" for SEO4.3.1. Directing traffic to home pages or product pages4.3.2. Stuffing search terms into your site4.3.3. Creating Web site content for SEO4.3.4. Getting links4.3.5. Specializing first
5. Adding Google Search to Your Site
5.1. Exploring the Benefits of Google Site Search5.2. Trying before You Buy5.3. Customizing Your Custom Search Engine5.4. Customize Your Home Page
III. Highlighting Your Business
1. Standing Out on Google Maps
1.1. The Basics of Google Maps1.1.1. Changing the map view1.1.2. Adding more information1.2. Starting Your Search1.3. Hitting the Streets1.4. Searching Locally with GOOG-4111.5. Promoting Your Business on Google Maps1.5.1. Displaying your AdWords ad on Google Maps1.5.2. Getting better results with Universal Search1.5.3. Fine-tuning your business location1.5.4. Attracting customers with coupons1.6. Adding Google Maps to Your Web Site1.6.1. Creating your map1.6.2. Understanding your customer's point of view1.6.3. Putting a simple map on your Web site1.6.3.1. Adding a link to your map1.6.4. Embedding your map in your Web site1.6.4.1. Positioning your map1.6.4.2. Making it work the best way you can1.6.5. Letting customers interact with your map1.6.6. Adding items to a map1.6.6.1. Adding multiple locations1.6.6.2. Adding points of interest1.6.6.3. Adding lines1.6.6.4. Adding shapes1.6.6.5. Showing Street View of locations
2. Listing in Google Maps Local Business Center
2.1. Adding Your Business to the Local Business Center2.2. Using Business Categories for Search2.3. Using Photos and Videos in Your Business Listing2.4. Your Unique Business May Require Unique Attributes2.5. Finishing Your Local Business Center Listing
3. Attracting Customers with Google Coupons
3.1. The Art of Using Coupons3.1.1. Should my business use coupons?3.1.2. Where do people find my coupons?3.2. Creating a Printable Coupon3.3. Using Coupons with Google Maps3.4. Coupons and Google Checkout
4. Showcasing Your Stuff with Google Base
4.1. Finding Products and Services4.1.1. Searching on Google Base4.1.2. Finding products and services on Google Base4.1.3. Narrowing your search4.2. Adding Products and Services to Google Base4.3. Adding Items One at a Time4.4. Creating a Data Feed to Add Multiple Items at Once4.4.1. Setting up your feed4.4.2. Testing your XML file
5. Feeding Your Products to Google Product Search
5.1. Using Google Product Search's Advanced Search Options5.2. Adding Products to Google Product Search5.2.1. Submitting your products5.2.2. Where is my product?5.3. Managing My Products5.3.1. Editing your product listing5.3.2. Removing your product listing5.3.3. Promoting your product5.4. Introducing Product Search Feeds5.5. Creating a Product Search Feed5.5.1. Tab-delimited text files5.5.2. XML files5.6. Registering and Submitting Your Data Feed
IV. Creating a Web Site with Google Sites
1. Domain Names for Existing Businesses
1.1. Improving Google Search Results with Domain Names1.2. Typing Domain Names Directly1.3. Choosing Appropriate Domain Name Endings1.4. Nation-Specific Alternatives1.5. Choosing the Ideal Length1.6. Determining Your Ideal Domain Name1.7. Selecting Keywords for Domain Names1.8. Check for Trademark Infringement
2. Domain Names for New Companies and More
2.1. Designing an Internet Business2.2. Picking a Novel Domain Name2.3. Sizing Your Online Effort2.4. Defining Your Site's Appearance2.5. Making the Right Impression
3. Buying a Domain Name
3.1. Why Are Some Domain Names Unavailable?3.2. Checking for Available Domain Names3.3. Registering with GoDaddy3.4. Purchasing a Domain Name3.5. Registering a Domain Name Privately3.6. Purchasing Multiple Domain Names
4. A Tour of Google Sites
4.1. What Is Web 2.0?4.2. How Google Sites Started4.3. Plusses and Minuses of Google Sites4.4. Understanding What Google Sites Can Do for You4.5. Creating Your First Google Site4.5.1. Adjusting your Google Site's appearance4.5.2. Changing site elements4.5.3. Changing Colors and Fonts4.5.4. Going further
5. Creating a Search-Friendly Site
5.1. Selecting Your Dirty Half-Dozen5.1.1. Search terms for BATCS5.1.2. Competitive surfing5.1.3. Distributing keywords on your Web site5.2. Using Keywords to Create Your Site Map5.2.1. Case study: The BATCS site map5.2.2. Creating a draft of your site
6. Creating a Google Site
6.1. Initial Site Decisions6.2. Creating a Site6.2.1. Creating initial pages6.2.2. Changing navigation6.2.3. Changing colors, fonts, themes, and so on6.2.4. Managing collaboration
7. Editing a Google Site
7.1. Editing Pages — Text Options7.2. Google Sites and HTML7.3. Editing with the Format Menu7.4. Inserting a Horizontal Rule7.5. I Think, Therefore I Link7.6. Linking within a Page7.7. Inserting Images7.7.1. Image size on disk and in display7.7.2. GIF, JPEG, and PNG images7.7.3. Resizing images7.7.4. Compressing images7.7.5. Inserting an image in Google Sites7.7.6. Using a Web-based image in Google Sites
V. Google Tools for Your Site
1. Adding Google Documents to Your Web Site
1.1. Using Google Documents on Your Site1.1.1. Google Documents — Word Processing in Your Web Site1.1.2. Inserting a Google document1.1.3. Understanding screen size issues1.2. Collaborating with Google Calendar1.2.1.1.2.1.1. Getting people on your Calendar1.2.1.2. Key points of Google Calendar1.2.1.3. Google Calendar in your Web site1.3. Embedding Google Presentations1.3.1.1.3.1.1. What Google presentations can do1.3.1.2. Sharing Google Docs presentations1.3.1.3. Google Docs presentations in your Web site1.4. Sharing Google Spreadsheets1.4.1.1.4.1.1. What Google spreadsheets can do1.4.1.2. Sharing Google spreadsheets1.4.1.3. Google Docs spreadsheets in your Web site1.5. Using Google Docs Spreadsheet Forms1.5.1.1.5.1.1. What Google spreadsheet forms can do1.5.1.2. Sharing Google spreadsheet forms
2. Adding Google Media to Your Web Site
2.1. A Brief Description of Picasa Web Albums2.2. A Brief Description of YouTube2.3. Solving the Hosting Problem2.4. You Say You Want a Resolution?2.5. Embedding Multimedia in Your Web Pages2.6. Creating a Picasa Web Albums Slideshow2.7. Inserting a Picasa Web Albums Slideshow2.8. Creating a YouTube Video2.9. Embedding YouTube Videos in Your Web Page
3. Adding Google Gadgets to Your Web Site
3.1. Using Google Gadgets3.2. Using Gadgets in a "Proper" Web Site3.2.1. Official Google Gadgets for work3.2.2. Google and non-Google Gadgets for fun3.3. Finding Google Gadgets3.4. Making Your Own Google Gadgets3.5. Inserting Google Gadgets in Your Web Page
4. E-Commerce with Google Checkout
4.1. Trust, Sales, and E-Commerce4.1.1. How many buyers will you have?4.1.2. An example sales funnel4.1.3. An e-commerce example from BATCS4.2. Google Checkout Features4.3. Signing Up to Use Google Checkout4.4. Signing Up for Your Account4.5. Adding the Buy Now Button to Your Web Page
5. Adding a Blog with Blogger
5.1. Taxonomy of a Blog5.2. Why Blogs Are So Popular5.3. What's Different with Business Blogs5.4. Planning a Blog5.4.1. Getting started with Blogger5.4.2. Changing settings in Blogger
VI. Google Ads and Analytics
1. Introducing Google Ads
1.1. What Is an AdWords Ad?1.2. See, Click, Convert1.2.1. See, Part I: Choosing keywords1.2.2. See, Part II: Targeting locations1.2.3. Click — Targeted content1.2.4. Convert
2. Creating Your First Google Ads
2.1. Understanding the Data-Driven Business Model2.2. Comparing Pay for Placement to Pay-per-Click2.3. Signing Up for AdWords2.4. Viewing Your Ad Campaign
3. Selling More with Google Analysis Tools
3.1. Modifying Your Web Site to Increase Sales3.1.1. BATCS: A case study3.1.2. Changing your site3.2. Using AdWords for a Split Test3.3. Showing More Options in Your Dashboard3.4. Looking at AdWords Graphs3.4.1. Changing the time period3.4.2. (Quick) looks can be deceiving3.4.3. The futility of stupidity3.5. Introducing Google Analytics
4. Maximizing Your Site and Your AdWords Ads
4.1. Understanding Why Traffic Matters4.2. Making Sure Your Site Lives Up to Expectations4.2.1. Including comprehensive contact information4.2.2. Adding e-commerce4.3. Comparing Yourself to Your Competition4.4. Targeting Google Ads4.4.1. Location, location, location4.4.2. Timing is everything4.5. Increasing Traffic to Your Site
VII. Securing Business Information
1. Is Security Really That Important?
1.1. Being Online Is Risky Business1.2. Staying Aware of Security1.3. Securing Your Computers1.4. Securing Your Passwords1.5. An Online Security Primer1.5.1. Testing your security1.5.2. Checking out new and existing employees1.6. Creating a Security Policy for My Site1.6.1. How can a policy protect my business?1.6.2. Key parts of a security policy1.6.3. Enforcing the security policy1.6.4. Keeping the policy updated
2. Securing E-Mail
2.1. Understanding How E-Mail Works2.2. Protecting My E-Mail Server2.2.1. Using secure connections2.2.2. Using mobile and wireless devices2.3. Avoiding Phishermen2.4. Dealing with Spam2.4.1. You can't just delete it2.4.2. How spam can hurt2.5. Introducing Google Postini E-Mail Security Tools2.5.1. Blocking spam2.5.2. Vaccinating e-mail viruses2.5.3. Filtering messages2.5.4. Archiving messages2.6. Installing Postini2.7. Managing E-Mail Accounts with Postini2.8. Using the Postini Center2.8.1. Inbound services2.8.2. Outbound services2.8.3. Organization settings2.9. Using the Postini Message Center2.9.1. Tabbing through your e-mail2.9.2. Managing your e-mail account
3. Avoiding Web and IM Security Risks
3.1. Identifying Web Security Risks3.2. Focusing on Web Security3.3. Choosing a Web Security Provider3.3.1. Outsourcing Web security3.3.2. Bringing Web security in-house3.4. Letting Google Protect Your Web Site3.5. Identifying Instant Messaging Security Risks3.5.1. Words can hurt a business3.5.2. Instant messaging security primer
VIII. Getting Noticed with Gadgets
1. Introduction to Google Gadgets
1.1. Exploring the Gadget Directory1.2. Interacting with the iGoogle Homepage1.3. Keeping Informed with Google Desktop1.3.1. Installing Google Desktop1.3.2. Searching from Google Desktop1.3.3. Using Gadgets in the sidebar1.4. Uncovering the Secrets to Creating Viral Gadgets
2. Creating Your First Google Gadgets
2.1. Why You Should Make Your Own Gadgets2.2. Understanding the Building Blocks of a Google Gadget2.2.1. XML2.2.2. HTML2.2.3. JavaScript2.2.4. Writing Google Gadgets2.3. Using the Google Gadget Editor2.4. Making Your Own Gadgets — Even Easier
3. Creating Applications for Social Networks
3.1. Introduction to OpenSocial3.2. Where Does Your OpenSocial App Work?3.3. Can You Do It Yourself?
4. Google Chrome and Gears
4.1. Using Google's Machinery4.1.1. Installing Chrome4.1.2. Installing Gears4.2. What Is Chrome?4.3. What Is Gears?4.4. How to Make Chrome and Gears Work for You
5. Going Mobile with Google
5.1. Accessing Mobile Google5.1.1. Using the Google Mobile App5.1.2. Using Google Gears on mobile devices5.2. Exploring Google's Mobile Applications5.3. Making Google's Mobile Applications Work for Your Business

Content preview from Google® Business Solutions All-in-One For Dummies®

Chapter 2. How Google Search Works

In This Chapter

Understanding how Google arrives at its results and how it ranks them
Defining Google's pros and cons
Exploring how your own Google search results affect you

Even if you're not looking to become an expert, you should understand how Google search works. That way, you know what to expect from it — and perhaps how to get it to award your site a higher ranking on key search terms.

A search engine really does just three things: looks through, or crawls, the Web to build an index of pages; ranks pages on various search terms; and returns search results to users.

Note

Google keeps some details of its inner workings secret for two reasons: to protect its competitive position, and to keep search engine optimization (SEO) experts from developing tricks that get their pages higher rankings than they really deserve. Google is also constantly changing its techniques for the same reasons. So the descriptions here are likely to be generally correct, but no one can tell you what's happening specifically.

Crawling the Web

Search engines are described using terms that play off the name World Wide Web. A search engine starts by unleashing a spider — a computer program that follows links from one Web page to the next, crawling the Web to find pages on which someone might want to search. (Crawling the Web, in this way, makes more sense than surfing it does! Crawling is slower and more careful.)

As the search engine's spider crawls the Web, it examines each page ...

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