getting google love - ppai expo · getting google love lynn pechinski president ... solomo •...

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Getting Google Love

Lynn PechinskiPresident

How to Get Your Website to Show UpWhen People Search for What You Offer


What is Local Search & Local SEO?• Local Search: using search engines to find products/services in a certain geographic area –

• Contact Information• Photos• Street View• Driving Directions• “Click to Call” from Mobile Devices

Local SEO

Local SEM

Local Listings & Local Organic Results

Pay Per Click


About SEO• Search Engine Optimization (SEO) is the work that goes in to showing the search engines that you are the absolute best answer to queries related to your product or service.

• SEO affects how businesses and information show up in Internet search results.

• Business who show up at the top of the list of search results have optimized their websiteAND have kept it optimized.

Keeping a website optimized is a ongoing process, because search engines

change their algorithms constantly.


Advantages of Local SEO

Control of your local business listing:Connects logo and branding.

Validates credibility of business.

Enables content like pictures, videos & coupons which boost ranking.

Your website can appear on the first page of local search results if you keep your website optimized

and follow best practices.


SEO

How does Search Engine Optimization work?

Indexability

RelevanceUser Experience Authority

Trust

ON‐SITE OPTIMIZATION OFF‐SITE OPTIMIZATION


IndexabilityAre your individual pages able to be viewed and categorized by the search engines? Are there certain elements of your website that disallow Google from understanding the content?

RelevanceDoes the information on your website accurately describe exactly what you do? Can the search engines clearly understand your content?

User ExperienceIs your phone number prominently advertised? Do you have a clear “Contact us” procedure laid out? Is there acall to action?

AuthorityAre other websites linking to your site, essentially referring their unique traffic to your website? Are the search engines able to see others out there are talking about your products or services?

SEO

How does Search Engine Optimization work?


How You see your website: How Google sees your website:

The Importance of Indexability


IndexabilitySearch engines ability to crawl and categorize website’s individual pages.

HOW TOMAKE YOUR SITE INDEXABLE?

XML sitemaprobots.txt filerelated follow / nofollow alt attributes


EXISTING CONTENT META INFORMATION KEYWORDS

<title tag></a>

What people can read on your site

Title tags, Meta descriptions

Placing the right keywords within your content

Relevance


Linking Luigi’s Pizza to a HVAC contractor makes no sense.Google penalizes such unnatural link behavior.

Dedication to Content UpdatesCreate original, quality content on a

consistent, frequent schedule.

SEO companies have extensive relationshipswith blogs all over the country – hours of your

budget aren’t being spent onresearching where to post content.

Blogs Algorithm‐Friendly ContentBest practice SEO companies use only the highest quality content to post on your behalf.

Industry‐Specific Links

How to Build Trust and Authority


Domain Authority• Best prediction of website’s overall standing within the search engines.

• Scaled from 1 to 100, analyzing a variety of metrics that coincide with Google’s current algorithms.

• Website age, popularity, size.

• The average score is 35.


User ExperiencePath from the initial site visit through to conversion (check out, query, phone, email.)

• Concise, relevant information that highlights your products or services.

• Prominently display your business phone numberin an easy to spot area (typically the far right sideat the very top).

• Create lead capture forms that require only the most pertinent information to be filled out. Fewer Steps = Higher Conversion


How the Search Process Works

When someone does a search, Google

knows the location of user’s server, tablet or smartphone.

Google looks around to see what

businesses are nearby.

Your website will not show up in search results if there is no text on the site to

find.


How can SEO complement your marketing campaign?

Advertising is all about getting your business in front of your target audience.

Most people will try to find your website. Investing in SEO makes sure your site is easily found.


Why Local SEO Matters• 4 in 5 consumers use search engines to find local information.

• 88% of searches for local information are on a mobile device.

• 53% use Google Maps to find directions to a local store.

• 50% of localmobile searches resulted in a store visit within a day.

• 18% of localmobile searches resulted in a purchase within one day.

• Over 53% of all Google searches occur on a mobile device.*Source: Google


There are over 100 billion searches on Google every month.

Those searching instinctively skip over the ads section and click on organic results to answer their question.

100 Billion Google Searches 96% of Clicks are Organic

96%100BILLION

Did you know?


Why claim your local listing?• A local listing probably already exists for your business in search engines and online directories:

• Search engines and directories provide consumers with comprehensive, relevant results.

• Many “unclaimed” listings have wrong / inconsistent information from core data providers like InfoUSA, Acxiom and Localeze.

Inconsistent or incorrect information will:

Hurt your local search rankings.

Confuse potential customers.

Ruin online credibility.


Claim Your Google My Business Page

1. Claim your business listing.2. Verify your business listing (generally via postcard or phone).3. Check to make sure all company information (contact info and location

on Google Maps) is correct. Make changes as necessary.4. Build your listing page (photos, customer reviews, company posts, etc.)

Website ‐ https://www.google.com/business/


Breakdown of Search Engine

Results Page

Paid, Local and Organic Search Listings


Search Engine Results Page


New Search Engine Results Page


Local Search Engine Results Page

Clicks on the Search Engine Results Page

1st – 32.8%

2nd– 11.8%

3rd – 10.7%

4th – 7.3%

KOMarketingAssociates.com Study, 2015


Getting Google Love

How to Get Google to Pay Attention to Your Website


Why create a website that can’t be found?

Use your website to: Optimize toGet Google Love

Attract attention to your products and/or services.

Drive traffic to your store(real or virtual).

– Keywords in Meta tags and in content/copy

– Link building to trusted sources

– Business Profiles– Blogs– Articles– Infographics– Press Releases


Get on the MapGoogle Maps has 150 Million mobile users

Google Maps App has over 64.5 Million users

Apple Maps App has over 42 Million users

…and SMBs have been ignoring the Google Local ecosystem…

Customers can’t find you if you are not on the map!

Tip: Include the Google Map locationfor your business on your website contact page

Source: The US Mobile App Report 10‐17‐14


Mobile Search Is Growing FastIn May 2015, Google confirmed that there are more searches than desktop.

Is your website mobile‐friendly?

0

500

1000

1500

2000

2500

2009 2011 2013 2015 2016

Mobile

Desktop

Internet Users (M

illion)


Mobile Optimization Is a Must• More than 50% of mobile users use smart phones for the convenience and speed.

Mobile or local coupons can get 10 times the redemption rate over traditional coupon marketing.

Someone searching locally on their PC will be between 10 – 50 milesfrom a business when searching online.

A mobile searcher is usually within 1 – 10 miles from a business when searching from their smart phone.

Sources: Prosper Mobile Insights and Borrell Associates.


SoLoMo• SoLoMo ‐ Integration of local SEO, mobile search and social media ‐ is evolving.

The benefits are far greater than the sum of the parts.

So Lo MoSocial Location Mobile


Google Is Ever-Changing• There are 2 audiences every website must appeal to:1. The user.

2. The search engine.

• Every website needs a good mix of information to appeal to the user and the search engine.

All Google wants is to give what the user wants.

If your site cannot be properly indexed, then Google can find no relevance and your site won’t rank well.


Google Algorithm ChangesGoogle Changes Algorithm To Penalize Site Scrapers Mashable.com

Google Changes Algorithm To Penalize Site Scrapers Mashable.com

EP1


Google LaunchesHummingbird September 27, 2013

(Google’s 15th Birthday)

Semantic Search


Best Practices for the Panda and Penguin UpdatesPANDA PENGUIN

• Webmaster tools to check and fix errors • Establish a variety of quality Inbound links• Optimize title tags • Optimize unique anchor text

• Establish internal links • Maintain a balanced link profile

• Fix “thin” content• Address duplicate content• Fix broken links• Blog, blog, blog (at least once a month)

Avoid Penalties


Top 35 Domains with High Trust and Link Authority

Source: Serpwoo.com 2016


Possum ChangesSeptember 1, 2016

• Businesses outside of physical city limits saw a huge spike in rankings

• Google is now filtering based on address and affiliation

• Physical location of the searcher is now more important

• Search results vary based more based variations in keywords searched

• Local filters are running more independently than organic filters


How Do I Boost My Local Search Ranking?

• Solid, unique content, easy‐to‐navigate and user‐friendly as possible• Claim and optimize your page on

• Submit your website to directories such as

• Use social media to engage and interact with customers and fans and generate buzz• Gather positive reviews from customers on directories• Maintain your tried‐and‐true SEO tactics

Google continues to change its search algorithms and the results will most likely fluctuate.


More About SEO

Off‐Site and On‐Site Integration Is Key


What is Onsite Optimization?

Website data is indexed to establishWHAT your business does and HOW the website should appear in the search results.


The Importance of Offsite Optimization

Google relies on other websites linking to your website to verify you are a trusted authority

regarding your product or service.


“Onsite” Local SEO (Website)• NAP (name, address, phone number) must be on website, ideally at the header or footer of each page.

• Rankings are driven by unique citations.

• Important for “hybrid” local search results on Google if/when they appear.

• For example: search for “dentist in New York, NY”

Businesses interact with customers through:

– Blogging

– Reviews

Data needs to be consistent, updated and fresh.


Integration Is Key for Local SEO

Integrating:

Website links to listings.

Listings link to specific localized webpage.

Link juice improves rankings.

Offsite SEO (Listings) Onsite SEO (Website)+


2 Key SEO Factors1. Relevance (keeps people coming back):

• Words & Titles Matter• Search engines account for every word on the page.• Each page of a website has an official title.• Every page includes fresh and engaging content.

2. Trust (increases popularity):• Links Matter

• Links to a website = recommendation.• Words in links also matter.• Popularity of the linking sites matter.


The Local Search Ecosystem

Really?Really?


What keeps business owners awake at night?

Source: Global Strategy Group for Intuit Survey of 1,217 small business owners; February, 2011

SEO can help alleviate many of these worries.

26% Paying the bills.

25% Finding time to develop & run the business.

23% Growing the business.

18% Keeping customers happy.

5% Finding the right talent.


Search Engines Change Their Algorithms

• Google’s main mission is to confound marketers and expertstrying to exploit the tools to improve SEO.

• Once the landscape tilts too sharply in one direction because too many people take advantage of a tool, Google changes their secret algorithm.

It requires a lot of time, effort and knowhow to stay on top of the changing algorithms.


Google Analytics &

Google Webmaster Tools


Overview – All Traffic

Marketing Channel Detail View

Visitor Behavior Flow


How a SEO Company

Can Work for You

Leverage Local Search, Mobile and Social Media to Grow Your Business


SEO Company Program Goals

Be found. Be competitive. Get more business.

Expand your website’s visibility across popular search engines.

Program Goals Build credibility and trust for your website.

Increase traffic that stems from organic and local search rankings.

Increase your website’s authority.


Five Questions For Your SEO Provider1. Can you define deliverables and actions? What are they?

2. Are you Full Service? Onsite? Offsite?

3. Can you effectively report on and show the work you provide each month? How transparent are you?

4. Do you do fulfillment in‐house or offshore?

5. Do you provide support?


Ongoing Plan for Local Optimization• Optimize website‐ title tags, meta descriptions, header tags, and more

• Build links on specific landing pages including directories, bookmarks, articles, blog submissions, etc.

• Implement Google Webmaster Tools recommendations and other necessary on‐site changes in order to maximize campaign movement

• Create keyword rich content for website landing pages• Implement best practice internal linking strategy• Optimize sitemap and Robots.txt files• Continue to analyze keywords, rankings, and website content, and keep moving forward (Rinse & Repeat)


ConclusionThe Takeaway


Takeaway Points• Local SEO is a “must have” for any brick & mortar OR virtual business:Local Businesses National Chains (Including Franchises)Local/National Agencies

•Optimization requires onsite and offsite principles.•Ongoing attention to keep up with the Search Engines constantly changing algorithms.

• Mobile optimization is required.SEO requires continual analysis and creative work to be performed.


The Google Search Engine

There are 2 audiences every website must appeal to:1. The user.2. The search engine.

All Google wants is to give what the user wants.

If your site cannot be properly indexed, then Google can find no relevance and your site won’t rank well.


Questions


Thank you!Lynn PechinskiPresident , 1st Straw Marketing & Promotions609.654.2576Sales@1st‐Straw.com

Facebook: http://www.facebook.com/1stStrawMarketing

Twitter: https://twitter.com/LynnPechinskiLinkedIn: http://www.linkedin.com/in/lynn1ststrawmarketingGoogle+: https://plus.google.com/u/0/112686297546791084347/posts

getting google love - ppai expo · getting google love lynn pechinski president ... solomo •...

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