does google love your business?

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Does Google Love Your Business?Adam Dince @adamdinceDirector of Earned Media, Deluxe

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. AgendaIntroduction Earned MediaSEOResultsQuestions

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Introduction

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Deluxe Enterprise Operations, LLC. Proprietary and Confidential. About me - @adamdincePrior to Deluxe: VP, Director of Search MRM-McCann, iCrossingMBA, Integrated Marketing Communications (2017), St. Catherine UniversityMore than 15 years of experience in online marketing and Web development, both B2B and B2CHave helped dozens of Fortune 100 companies as well as small business owners create winning online strategies

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Overview of online mediaPaid vs owned vs earned

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Deluxe Enterprise Operations, LLC. Proprietary and Confidential. The three primary types of mediaPaid MediaPaid (advertising)

Earned MediaNon-Paid (Not advertising) Online WOM Marketing

Owned MediaWeb Properties

Drives TrafficPays off media with quality content/experience

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Definition of earned media

Earning (not buying) marketing results on search engines, social networks and the Web at large

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Three components of earned mediaSEO: Convincing search engines that we are the best possible result to return for a users queryHigh quality content + keyword optimization + Website experience + clean code + inbound linksSocial Media: Building a relationship with our audience that nets in long-term sales and friendshipsContent Marketing: Helpful content that solves problems and convinces them we are the right solution

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. SEO continues to be the biggest driver of earned media performance

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. SEO will continue to be the biggest driver of earned media resultsSearchers are actively looking for something

Typically, people on social media are in a passive mode, dont want to be interrupted by brands

People already have content fatigue which makes content marketing challenging

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. What is SEO?

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Deluxe Enterprise Operations, LLC. Proprietary and Confidential. People are searching

91% of Internet Users Search (via search engines) Every MonthHubSpot, 2014Over 80% of Deluxe customers use search engines to find products

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Across a multitude of devices

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Across a variety of search engines

Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

The search results landscapePPCMaps Local SEOSEO LocalEarned MediaNon-PaidLong-TermEarned MediaNon-PaidLong-TermPaid MediaAuction BasedImmediateEarned MediaNon-PaidLong-Term

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Organic / earned results, most trusted

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. How SEO works

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Deluxe Enterprise Operations, LLC. Proprietary and Confidential. SEO starts by a search engine robot visiting your Website

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Remember Pac-Man? Search robots work the same

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Once search engines store Website pages, they become eligible for return in search results pages

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Theres a science behind ranking well in search results

200 + factorsUpdated 2-3 times a dayMachine learning

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. The algorithm boils down to the following top-level themes

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. The technical stuff

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Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Have you heard the rumor that all you need is good content to rank well in search results?

Source: www.rimmkaufman.com

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Premium contentFollowing Googles lead

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Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

What does Google know about quality anyway?

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Google knows a lot!

Source: http://www.mylocalbusinessonline.co.uk/google-quality-rater-guidelines-leaked/

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Human feedback informs algorithmic factors

Source: Searchmetrics.comSource: WiredSEO.com

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Like the Phantom update launched on April 29th 2015

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Google does provide free advice for quality contentWould you trust the information presented in this article/page?Is this article written by an expert or enthusiast who knows the topic well, or is it more shallow in nature?Does the article/page provide original content or information, original reporting, original research, or original analysis?Does the page provide substantial value when compared to other pages in search results?Would you be comfortable giving your credit card information to this site?Does this article contain insightful analysis or interesting information that is beyond obvious?

Source: http://googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-building-high-quality.html

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Youll get what you give

Source: thisisindexed.com

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. On-page optimization

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. The perfectly optimized Web page

1234567#ElementDescription1URLIncluding keywords in the URL will help search engines better understand what the pages content is about2PAGE TITLEThe most important SEO element. Include keywords as close to the beginning of the title as possible. Limit 55 characters.

Appears in the browser tab and is the blue clickable text in a search result.3META-DESCRIPTIONDoes not appear on page. Returns as the regular text underneath the blue clickable text in a search result4PRIMARY HEADLINEThe second most important SEO element. Include keywords within the H1 tag.5BODY CONTENTMake sure to include keywords where appropriate. Do not stuff. Ensure content reads well.6IMAGE NAMESWhen placing important images on your Web pages, include keywords in the filenames as appropriate7IMAGE ALT TAGSMost Website platforms allows you to append ALT text to images. Include keywords as appropriate.

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Some on-page elements return in search results pages

Page TitleURLMeta-Description

Page TitlePage Title

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Ensure keywords are included in content

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Give your location the spotlight

In the header of every pageIn the footer of every page

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Earning Trust

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Deluxe Enterprise Operations, LLC. Proprietary and Confidential. What is off-site optimization?Just because you write content doesnt make you an authority

Google sees quality Websites linking to your Site as votes of trust in your favor

The more quality inbound links your Website receives, the better you will rank in Google