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How to Use Google to Grow Your Business

How to Use Google to Grow Your Business

Key Takeaways

How someone uses Google will vary based on their current need and position in the buying journey.

Focus on optimizing content for the need of your audience based on the position they are in in their buying journey and not on keywords or phrases only.

Do you really understand how people actually use a search engine? This question is important in planning out your digital marketing strategy and writing content for your website. Let’s look at how we use search engines today.

We use search engines to:

  • Ask questions – Should I go on a trip? What is the value of this item I want to buy? Is there a local business nearby that can I can buy something from?
  • Get ideas – we type in what we want and then watch for the other options Google offers up. Or we look at the results and what others searched for. This gives us more ideas and sometimes new direction.

Understanding how we use this tool is important to help us better understand our clients and customers and how they use search. 

Search Engines or Recommendation Engines?

Google has grown in how it works. It has adapted to our needs – this is what AI (artificial intelligence) is all about. The adjustments and changes Google makes to help their customers (i.e., our customers) means we have to change too. Businesses can no longer just create content to appease an algorithm, adding just keywords and phrases. We need to be thinking about the needs of our clients and what they are using Google for at each stage of their buying journey. 

Understanding the Funnel 

The marketing funnel is an important visual and provides context to discussing the needs of your potential customers and clients. Plan out your content strategy around the questions that often arise at each stage. These are often what clients are Googling and will connect with when they come up in search results.

The marketing funnel is an important visual and provides context to discussing the needs of your potential clients

How Do You Know?

Not sure how to find out what your clients or customers are searching for? Listen to them. Observational data is one of the best ways to create a content plan. Outline the questions you hear most when you’re chatting with your audience. Then create stories and content around these important areas. You have an unlimited list as long as you listen to what your customers have to say.

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Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office