how does google see your web site?
TRANSCRIPT
How Does Google See
Your Web Site?
Who is Surefire Social?
2
Internet Marketing Technology and Services Provider
Started in 2009 with 1 client, 3 people and a good idea
Today- 225 clients and over 120 SEO/Internet specialists
90%+ clients in Home Improvement business
2014 named to the Inc. 500- number 341
Next-generation technology stack- SurePulse- debuts in
March 2015
Your Presenter- Bob Sheehan
2
Contractor marketing since 1999
5 Years + tenure at Surefire Social
SVP Client Services- with 9 other coaches
First coach, central to the planning &
execution of our SEO strategies
Relationship Manager for
Renewal by Andersen
Google is BIG
People search in many
places today to find
your website….search
engines, directories,
social media…but lets
face it, Google is the big
daddy we have to
please. 68% of search
happens on Google as
of May 2014.
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Google is a MACHINE
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You see this: Google sees this:
Google is a MACHINE
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You see this: Google sees this:
How does Google decide who to put on Page 1?
Why can’t I just be #1?
Why does Google
have a hard job
deciding?
What’s in it for Google
to get it right? Wrong?
How does this all
matter to the viewer?
Is your Site Worthy of Google’s TRUST?
Google (the machine) puts web sites they trust on the first page. Everything we
do to sites is designed to reinforce this idea. If you build trust factors on a site, it
will rank better. If you do things that tell the search engine it can’t trust you, your
site will drop. Is your site Trustworthy?
Trust Factors
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Domain Age- New Domain or many years old?
This is measured not in weeks and months, but YEARS.
Relevance- is the content on the site relevant to the
words it claims to support?
Quality- does the site have a quality structure, build,
look/feel, overall consistency?
Speed- is the site built well for a strong user
experience?
Recency- is there regular work being done to improve
the site and its content?
Sharing of content- does your site allow for this?
Reputation around the web - directories and social
media profiles for your company
Dis-Trust Factors
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New domains- it takes time to gain Google’s trust
Spammy domain names www.goodsidingandwindowsindetroit.com?
Thin content- is it helpful? Or is it just a lot of words
designed to bring the machine to the page?
Spammy links- Are you posting to article farms in
Romania and linking back to the site 100 times a
month? (You might want to reconsider that…)
Hosting on a platform that is shared with “questionable”
websites
Domain history can work against you as well
No directories, social, BBB…bad sign.
Time spent on your site and clicks
What is SEO?
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Search Engine Optimization
On Page
Off Page
Social
Directories & Citations
On Page SEO
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Title Tags-page by page- do they contain info on page content as well as
geography? 66 characters, front side more important, geo targeting necessary.
On Page SEO
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Title Tags-page by page- do they contain info on page content as well as
geography? 66 characters, front side more important, geo targeting necessary.
On Page SEO
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Meta Description- do these help the user know what’s really on the page?
155 characters, shows up on search page, not in the index. Strictly to help the visitor.
On Page SEO
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Schema- Schema- local business, review, opening hours, roofer, Geo-Juice, etc. –
code to help Google to know what’s on the page and make it easier to index that
content. Google has stated CATEGORICALLY that they index this and use it in search.
On Page SEO
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Schema- Schema- local business, review, opening hours, roofer, Geo-Juice, etc. –
code to help Google to know what’s on the page and make it easier to index that
content. Google has stated CATEGORICALLY that they index this and use it in search.
On Page SEO
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Content- pages, and posts (blogs)- is it well written, significant,
unique and relevant?
On Page SEO
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Links (internal)- Do the internal pages of your site link to each other in a way that
is helpful to the customer?
On Page SEO
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Site structure- content hierarchy- is the more important content nearer to the top
of the navigation and the site map? Is what’s on the Nav what you think you want on the
nav? Are people searching that way? “Products” vs. “Replacement Windows”.
On Page SEO
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Xml sitemaps- this is to tell the search engines what’s here and how it’s
organized. Is it set to ping the search engines regularly?
On Page SEO
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Site speed- how long does a viewer have to wait to see the page?
Off-Page SEO
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Blogging- is it regular, helpful and relevant? Does your blog
consist solely of the latest reviews, posted mechanically
every 4 days like clockwork? Is that blogging? Is it natural?
Social postings-is the site owner active in Social media and
do visitors interact with this content?
Checkins- this is one way we tell the search engines what the
geography is for the web site. Foursquare…Geo-
Juice…Facebook…all establish Geographic signals for web
sites.
Linking- REAL links that are earned, not bought, and not
manufactured. Did you sponsor that charity race last month?
Get a link. Did you get a page on your manufacturer’s web
site for a thing you did? Get a link? Were you written up in the
local paper? Get a link.
Off-Page SEO
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Blogging- is it regular, helpful and relevant? Does your blog
consist solely of the latest reviews, posted mechanically
every 4 days like clockwork? Is that blogging? Is it natural?
Off-Page SEO
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Social postings-is the site owner active in Social media and
do visitors interact with this content?
Off-Page SEO
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Checkins- this is one way we tell the search engines what the
geography is for the web site. Foursquare…Geo-
Juice…Facebook…all establish Geographic signals for web
sites.
Off-Page SEO
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Linking- REAL links that are earned, not bought, and not
manufactured.
Or this?This?
Directories & Citations
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Google, Yahoo, Bing, Yelp, Angie’s, Local-EZE, Merchant Circle,
Mapquest, plus local phone directories, business directories, over
500 of these are relatively important.
Directories & Citations
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Google, Yahoo, Bing, Yelp, Angie’s, Local-EZE, Merchant Circle,
Mapquest, plus local phone directories, business directories, over
500 of these are relatively important.
Directories & Citations
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What’s important here?
Presence- how many are you listed in?
Consistency- are they all the same?
Accuracy- do they look like you do in the real world?
No duplicates- Suppress or eliminate these.
NAP records only- no tracking numbers.
Claim as many as possible and manage these as if they’re important- they are.
So Let’s Review
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What should a good SEO program contain?
On page- Titles, Meta, Schema, Speed, Image Optimization,
good quality relevant content, presented in an easy to navigate
format that is fast and well built.
Off Page- is the site owner active in social media, posting blogs
and articles in relevant places and doing things that support the
geo location of the site content? Are links real, not
manufactured, earned instead of bought?
Directories- are these plentiful, accurate, and consistent? Are
there few dupes? Is there an effort to appear in these the same
way you appear in the real world?
So Let’s Review
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Which of those things matters the most, and which is
second, etc. etc?
Short answer- no one knows.
Google doesn’t publish a playbook- we work the
problem
It’s different for every site and some sites respond
better than others
It’s not possible to ever know the whole history, and
history matters
If all this is too much…
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You’re not alone. Get Help!
Surefire Social-
Started in 2009 with 1 client, 3 people and a good idea
Today- 225 clients and over 120 SEO/internet specialists
90%+ clients in Home Improvement business
2014 named to the Inc. 500- number 341
Next-generation technology stack- SurePulse- debuts in
March 2015
Marketing Technology Landscape January 2014
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2
Because the Technology is Overwhelming...
Publishing
And Tech Needs Coordination with Services
Bob Sheehan
2
Contractor marketing since 1999
5 Years + tenure at Surefire Social
SVP Client Services- with 9 other coaches
First coach, central to the planning &
execution of our SEO strategies
Relationship Manager for
Renewal by Andersen
Contact:
Phone- 617-257-1354
Get a Free Visibility Analysis
2
Visit www.surefiresocial.com/james-hardie
Start Getting More Leads!