it’s not just about bringing traffic it’s about … · it’s not just about bringing...
TRANSCRIPT
IT’S NOT JUST ABOUT BRINGING TRAFFIC...
IT’S ABOUT BRINGING CUSTOMERS
Georgia SBDC Digital Marketing Boot Camp
GET FOUND –
LOCAL SEO FOR RESTAURANTS
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www.google.com/mybusiness
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Other Map Registrations
Apple Maps
https://mapsconnect.apple.com/
bing places for business
https://www.bingplaces.com/
Yahoo! Small Business
https://smallbusiness.yahoo.com/local-listings
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Yelp Listing
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Other Directories
Open Table: https://restaurant.opentable.com/get-started/
CitySearch: https://signup.citygrid.com/cyb/find_business
Local.com: http://www.local.com/claim-your-listing/default.aspx
Trip Advisor: https://www.tripadvisor.com/GetListedNew
Zomato.com: https://www.zomato.com/addrestaurant
Moz: https://moz.com/local
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Pay Attention to Your NAP
1251 Cobb Pkwy, Marietta GA 30062
1251 N. Cobb Parkway Marietta Georgia
1251 Hwy 41 N., Marietta, GA
1251 Highway Forty-one North, Suite 103, Marietta, GA
1251 Cobb Parkway, NW, #103, Marietta, Georgia 30066
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FaceBook for Business
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Who Sees your FaceBook Posts?
Most of your Followers
Some that have liked a post
None who don’t know you
The goal is to get a click, comment, or share
Is it an advertisement or something useful for the reader?
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FaceBook Advertising: Boosted Post or Ad
You may have to
pay to play
Allows for very
specific targeting
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Do I really need a website?
Website
You Own Content
You Decide what people can see
Website is basis for SEO scoring
Only you know how many visitors
Not everyone is on FaceBook
Largest Social Network
FaceBook owns content
FaceBook decides what people will see
Everyone knows how many followers
FaceBook only a small factor in SEO
ranking
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What is SEO? Advantages
Search Engine Optimization
Only affects “organic” listings in search engines
(like Google, Yahoo, Bing).
Changes as Search Engine Algorithm changes
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Top U.S. Sites according to Alexa
1
2
3
4
5
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Websites Compared to Newspapers
Over 200 Factors affecting Search Rank
Site StructureDomain Name
Page Titles
Title Tags
Page Structure
Headings
Keyword positioning
ContentReadable Text
Keyword Usage
Content length
Uniqueness
Newness
Image Readability
Video Content
TimePage Load Speed
Visitor Interaction
Responsive Design
LinksQuality of Inbound links
Quantity internal links
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Site Structure
Domain
URL Address
Title Name
Meta Description
Content
Headings
(<h1, <h2, h3)Text
Keywords
Images
Alt Tag
Captions
Video
Links
Transcript
Pages
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Domain Authority
Age – How long has the domain existed
Popularity – How many inbound links
connected to domain
Size – The larger the size, the more links
that should be connected
Trust – Possessing SSL Certificate
(https://)
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Page Structure
<title>Digital marketing system - Wikipedia, the free encyclopedia</title>
Page URL
Page Title
Meta
Description
Digital marketing is an umbrella term for the targeted, measurable,
and interactive marketing of products or services using digital
technologies to reach consumers. The key objective is to promote
brands through various forms of digital media. It is embodied by an
extensive selection of service, product and brand marketing tactics,
which mainly use the Internet as a core promotional medium, in
addition to mobile and traditional TV and radio
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Page Structure
Page URL
Which is better?
http://www.example.com/index.php?id_sezione=360&sid=3a5ebc944
f41daa6f849f730f1
http://en.wikipedia.org/wiki/Aviation
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Page Structure
Page Title
<html>
<head>
<title>Brandon's Baseball Cards - Buy Cards, Baseball News, Card
Prices</title>
<meta name="description=" content="Brandon's Baseball Cards provides a
large selection of vintage and modern baseball cards for sale. We also offer
daily baseball news and events in">
</head>
<body>
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Meta Description
• Describes contents on that particular page
• Each page should have a unique meta description
• Description should not be longer than than 160 characters
• Search engines may choose a description if is not specified in the structure
Meta Keywords have become much less important as algorithm elements for search engines
Page Structure
Slide Show TipsA user performs the query [baseball cards]. The homepage shows up as a result, with the title
listed on the first line (notice that the query terms the user searched for appear in bold).
A title tag tells both users and search engines what the topic of a particular page is.
The <title> tag should be placed within the <head> tag of the HTML document (1).
Slide Show TipsA user performs the query [rarest baseball cards]. A relevant, deeper page (its title is unique
to the content of the page) on a site appears as a result.
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Best Practices
Keep length of title tag to 50-60 characters
Place important keywords at beginning of title tag
Optimize for the human reader not the Google machine
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Headings Tips
• Six hierarchical size <h1> thru <h6>
• Typical text size changes with header size
• Use in hierarchical order for content
</head>
<body>
<h1>Brandon's Baseball Cards</h1>
<h2>News - Treasure Trove of Baseball Cards Found in Old Barn</h2>
<p>A man who recently purchased a farm house was pleasantly surprised ... dollars worth of vintage baseball cards in the
barn. The cards were ... in news papers and were thought to be in near-mint condition. After ... the cards to his grandson
instead of selling them.</p>
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Best Practices
• Use headings sparingly across the page
• Use heading tags where it makes sense. Too many heading tags on a page can
make it hard for users to scan the content and determine where one topic ends
and another begins
• Do not include all of the page's text into a heading tag
• Avoid using heading tags only for styling text and not presenting structure
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Content Affects Search Rank
Readable Text
Keyword usage
Content length
Uniqueness
Newness
Image Readability
Video Content
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Text Content Optimization
More content tends to rank higher (+1500 words)
Use provoking Headlines
Use sub headlines to communicate value and draw reader through content
Bold and italicize keywords
Use short sentences
Keep paragraphs short (4-6 lines)
• Use bullets
Include charts & graphs
Keywords in headlines
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How to find key words
Keyword = Search Query
Google Trends www.google.com/trends
Google Keyword Tool https://adwords.google.com/KeywordPlanner
Requires creating/Signing in to AdWords account
Wikipedia www.wikipedia.com (look in contents sections)Single Words
Apparel
Blouse
Tops
Shirts
Tshirt
Phrase Words
Black top
Stripe shirt
Cotton tee shirt
Long Tail Keywords
Ladies black top size 8
UGA Game Day Dress
Black 100% cotton ladies tee
Keywords are not just meta names, but used in Headers, Anchor text, Alt Tags, or within body content.
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Google Trends www.google.com/trendsWikipedia www.wikipedia.com (look in contents sections)
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Google Keyword Tool
https://adwords.google.com/KeywordPlanner
Search for words
and phrases – if
someone will pay
to advertise for
these words, they
may be important
Truck Insurance
=Keyword: bicycle Keyword: Mens Bike
233 million results 18 million results
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=Keyword: Best Hybrid Bikes for Men Under $500
143,000 results
Long Tail Keyword
No major retailers on first page
More likely to result in through click
through
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Uniqueness of Content
• Content Should be unique to each page
• Minor changes to duplicated material
does not bring that much uniqueness
• Think in terms of unique value – will the
reader gain something new as compared
to the original content on another site.
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Newness of Content
Newness of Content
Amount of Change on a single page
Frequency of Changes
Addition of new pages
Rate of link growth (internal and external
and links to old versus new content)
User behavior affects freshness
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Website Content Ideas
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Images Tell the Story
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Image SEO Techniques
File Name – rename name
files with descriptive words
1011_20139.jpg
My-Store-Main-Entrance.jpg
Include Alt Tag
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Image SEO Techniques
Use text above, below, beside image to describe
Compress images
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Video Optimization
Video Optimization
• Include a transcript
• 1-2 videos per page
• Include captions above, below or beside
video
• Keywords toward front
• Length directly proportional to user purpose
(shorter the better)
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Types of Videos
Demonstrate your product or service: Don't just tell, show your customers how your business works. Bring your how-to guides to life. Informed prospects are more likely to make purchases.
“How To”: Guide instruction on installation, uses, features. Think about when to buy, make repairs, new product reviews.
Use customer testimonials: Your best fans can explain on video how using your products or services solved a problem or improved their lives. Help prospects see themselves in the stories of real people.
Put donor dollars to work: Videos of how your charitable donations benefit a cause tell a compelling story, which makes a problem -- and how donations help remedy it -- more real.
Introduce your staff: This simple method can help show your dedication, passion and commitment to customer satisfaction. It can also create a greater connection with customers by showing them the faces and personalities of your employees.
Offer a video tour of your office or business location: Another option is to add some spice to your website's "About Us" page by providing an insider's look at your operation.
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Time is a Major SEO Factor
Page Load Speed
Dwell Time
Visitor Interaction
Responsive Design
Google PageSpeed Insights: https://developers.google.com/speed/docs/insights/about
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=
https://developers.google.com/speed/pagespeed/insights/
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Link Relevancy
Quality of inbound link
Topical Relationship of site
Authoritative sources
.gov
.edu
Quantity of Internal links/pages
Google My Business page
www.google.com/mybusiness
Social Media links
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Mobile SEO
Responsive design better than separate
mobile site
Load time more critical that desktop version
For mobile sites:
Use compressed images
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https://www.google.com/webmasters/tools/mobile-friendly/
Use the Google
Webmaster Tool
to test Mobile-
Friendly Design
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Google SEO Tools
www.google.com/Analytics
www.google.com/webmaster/tools
(Search Console)
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Free Tools for Testing SEO
Bartlett Interactive http://www.bartlettinteractive.com/evaluator/
Woo Grade http://www.woorank.com/ (One Free Per Week)
Web Accessibility Evaluation Tool (WAVE) http://wave.webaim.org/
Hubspot Grader http://marketing.grader.com
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Other Tools You can Use
http://www.spyfu.com/ Review competitors website
https://archive.org/web/ Past versions of websites
https://majestic.com/ Backlink Analysis
http://www.prchecker.info/ Google Page Rank
http://keywordtool.io/ Keyword idea generator
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SEO for Restaurants, Simple as ABC
AuthorityGaining respect as a useful site with quality links to pages inside and outside your website
Be Human Making your site easy, informative and reliable to people (not search engines)
ContentAdding new, unique content in text, images and videos