Optimize My Website - Google OneBox

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Google OneBox

Written by Administrator

Monday, 21 July 2008

Google OneBox

Google Login In an attempt to make searching more informative the search providers are experimenting with displaying content other than pertinent text (organic results) found on websites. These display options have been referred to as Vertical Search, Site Links, Google Mini and now OneBox. Interestingly, Google's OneBox can be displayed in many ways, some of which you have come to expect and others are still experiments and all are being studied in order to make search more useful with many options still to be seen. Google even provides resources for developing your own OneBox tools .

With a name like OneBox you would assume that there would be a single standardized output or tool. Nope. Here are some OneBox examples. Obviously not every option will apply to every site, and there are probably many more options not shown here or that did not exist when this was written. OneBox is an ever evolving product. With that said though, there is an area that will probably come up more than others; Local Search.

Getting Started

To do anything with Google you will need an account. If you are doing this for someone else create an account for them. Working for more than one person on a single account is going to be troublesome in the future, so start now with a unique login for this person and while you are at it setup a Google Analytics account and even Google's Webmasters Tools. One login will control all of Google's tools.

http://gmail.com/

https://www.google.com/local/add
https://google.com/analytics/settings/home
https://www.google.com/webmasters/tools/

• bullet points •

OneBox Examples

Local Search; Region based Services or Google Mini

Google OneBox Typically, this is what will come to mind when reference is made to a OneBox. In the case shown the search for "Houston Dentistry" or "Dentistry in Houston" was made. A map with locations for dental offices is shown with more information to the right, even contact info is listed. In this example 10 locations are shown, but notice the link to the bottom, "More results near Houston, TX". There are a total of 5,286 locations and only the first 10 are shown on the first page. So the question comes to mind, how did these listings on page one beat out their 5,276 competitors? Obviously we want to be on page one.

Maps.google.com

Similar to the Region based Services option mentioned above is http://maps.google.com . You can also use the regular Google search and enter an address which directs you to this tool. The maps feature provides a tool similar to MapQuest, but like the Local Search option also lists places offering the service searched for. Interestingly, when searching for the same above service, "Houston Dentistry", the Maps tool provides a slightly different list of places on the map. No idea why that happens; maybe a bug?

OneBox Options - for helping positioning

The answer to getting on page one of either Local or Maps is simple to give, but harder to implement. Just like organic search, the key to better positioning is to do more than your competitors. Notice the OneBox options below. The more of these options that are implemented the greater your chances at better positioning will be. Not all of these below options will apply to every site though. Another aspect is that some of these options will impact a site's positioning more than others. Google is constantly tweaking the value each option holds and to complicate matters further more options are being added.

The trick is to use what applies to your site. If after a month you are still not on page one then consider updating your website so that more options can be taken advantage of. There are no automatic options and every site and every region has differing competition. The only mistake you can make is not to get started today. I did mention, longevity is a big factor; the sooner you start the better.

The OneBox feature is still fairly new and still in beta. Google has changed the method of getting started more than once and is even trying to automate the process; you can imagine how ugly the results for the automated data can be. It is best to manually setup an account even if you are already listed by Google as then you can insure that the information is correct. The current link at Google is https://www.google.com/local/add , but this will change unexpectedly again, as has what Google calls this feature. OneBox is truly still in beta.

Coupons

Did you notice when setting up the Local data that there is a tab at the top of the page title, "Coupons"?

Blog

Google OneBox Blog Tool Adding a blog to your website (while making sure that it is regularly updated) offers multiple benefits. In the case of the OneBox blogs can make a difference in your positioning. While it is doubtful that your blog will be listed in the OneBox, its existence will impact your sites positioning in the local listing. It is odd that the blog OneBox is listed at the bottom of the page of search results. Is this tool still so new and buggy that Google is embarrassed to list it at the top? Will it be promoted to top of the page listing later? The blog listing does not always appear when you think it should, but adding the word "blog" to your search phrase often helps. And who is this Obama character anyway?

Images

Google OneBox Image Tool Image Search is nothing new and one of the first options to start appearing in the generic search results. When Googling "tulip" these images appeared at the top of the organic listings. Each image when clicked on takes you to the page that the image originated. This is the same as using the Images Google link at the top of the Google Page. To get your images on Google is pretty straight forward as Google finds images when browsing websites. If you use alt tags for the images and name them accordingly and even place an image near text on the page describing the image then the image will be added to the Google index. Oh, and there is a selection on Google Webmaster Tools page which gives Google permission to use your images, so checking that box might be important.

Shopping / Products

If you are searching for a "hard drive" to add to your new Macintosh computer a simple Google search will provide the Products OneBox tool. This is a little trickier to implement for your website if you sell products and want to let Google know what you have to offer.

To start with you need to already have a Google account. This is easy to setup as there is a Sign In link at the top of the Google search page. If you already have an account then login, if not then follow the applicable links. After you have an account then login to https://www.google.com/local/add . You are going to want to "Add a new listing" using the "Google Base" link below. Follow the directions. Through the process you will download an example file which you will need to edit with your own products and then upload the file to Google using their upload tool. It is all pretty straight forward, but take it slow and make sure that you follow the steps closely. After you are up and running do a product search like the one above for "hard drive" and see what you are competing with and adjust your products file and re-upload to Google often. Staying competitive is important. And again, listing products for free using Google will help on its own, but it also helps in getting your site on page one in the local search too.

Phone Numbers

By Googling "Chris Mackey WA" we can view his phone number and partial address with even a map link. You can publish your name pretty simply with Google. Of course they will automatically find this information when spidering your website, but Google also works with the TELCOMs. So if your phone number is listed then Google probably knows about you.

Google Groups

Google OneBox Groups Tool Social Media is currently one of the best areas to get your site noticed. If your website has been optimized for generic search, then let others know about it. Http://groups.google.com provides a great resource for doing just that and best of all, it works with Google directly so they will see what you have to say and Google will go to your website thus providing real time submission. Find a group that you can join or create your own group and then talk it up. Do NOT make your comments look like spam as this turns people off. If there is a topic that you provide a solution for then exchange some informative dialogue and then let them know what your source of information is by plugging your website. Place a link directly to the page containing the information or give instructions for finding that page. Ensure that your posts are informative and compelling so that people will want to go to your site to learn more. Like most things Google, this service is free... free like beer.

Google Analytics

Google Analytics is a server stats program showing your visitor details. There are a number of reasons to use Google Analytics, but also be aware that their numbers are far from accurate; see Site Traffic Stats . The benefits of Google Analytics are great as they provide:

1) A free web stats solution

2) Much information as to a visitor and even what pages they viewed

3) Works with Google's Adwords and thus provides valuable PPC conversion data

4) Lets Google know about your site and the visitors you are getting

5) and the graphs are pretty

If you are using other Sponsored Ad services then use their Analytics programs so that you can track that PPC conversion data. Google is only one playing on the block, albeit the biggest player. Also recognize that a site's hosted stats program provides the most accurate data; see the above link. Use stats programs for their strengths and recognize their weaknesses. There is no one perfect stats program, but by knowing what each provides you can then get a complete picture as to how your website is progressing in visibility.

OneBox Options - worthy of mention but do not help for positioning

Music

By searching for an band, in this case "They Might Be Giants", or artist you will get album information, artwork and even reviews.

Movies

Google OneBox Movies Tool Trailer, reviews and even show times for local theaters using the Google supplied location tool are shown; for US only so far.