0
Adam Dince
Small Businesses: How To Succeed on Google for Free
Deluxe Corporation
Today we’ll cover:
• Introduction
• Why Google Is Important
• How Google’s Search Results Work
• How To Get To The Top
• Q...
A QUICK INTRODUCTION
3
• Current: Head of Organic Search (SEO),
eBusiness, Deluxe Corporation
• Prior: VP, Director of Search and Content
Strateg...
Image Source: Ed.gov
• Publicly traded company
• 3-4 million small business
customers
• 5,000 banks and financial
institution partners
• 14 mil...
WHY IS IMPORTANT?
8Image Source: http://www.xatakaon.com/
Because it’s big
• The world’s largest
search engine
• Owns between 70 to 85%
of all searches in the US
• In 2012, Google ...
Search happens!
http://pewinternet.org/~/media/Files/Reports/2012/PIP_Search_Engine_Use_2012.pdf
Which means that you, the small business
owner have an opportunity to:
• Be found when people are looking for your brand,
...
ENOUGH OF THE SMALL TALK…
LET’S GET DOWN TO BUSINESS12
Source: http://doblelol.com/uploads/3/funny-superhero-pics-rotten-p...
PPC
(Ads)
PPC
(Ads)
Traditional Organic
Listings
Organic Local
Listings
• Advertisements
• Auction based
• Avg. CPC for “b...
Today, we’ll focus on the organic (free) results
It all starts with a robot
www.webpronews.com
Like Pacman eats pellets, search
engine robots consume content on
the Web
Source: http://technetcrew.com
Then content becomes returnable in
search results
TIPS TO GET TO THE TOP
OF TRADITIONAL ORGANIC RESULTS
18
Image Source: http://doblelol.com/
A simple formula
Image Source: blog.emergingscholars.org
Content
User
Experience
Authority
Rankings
&
Performance
Content
• Informative
• Solves a problem
• Answers a question
• Grammatically sound
• Unique value prop
• Diverse assets
•...
User Experience
• Engaging
• Easy to use
• Intuitive
• Shareable
• Bookmarkable
• Mobilized
• Tested
• Optimized
Image Sou...
Authority
• Links from 3rd party sites
• Social mentions
• Google Publisher
• Google Authorship
• Build relationships
(onl...
• Develop measurement criteria (KPIs)
Examples:
• Track rankings
• Track Website visits
• Track in-store visits
• Track on...
MOVIN’ ON UP TO THE TOP
ORGANIC LOCAL RESULTS
24
Image Source: http://www.nydailynews.com
A simple formula
Image Source: blog.emergingscholars.org
Citations
Google Plus
Places for
Business
Rankings
&
Performance
Citations
• Local & industry directories
• Consistent NAP (name, address, phone)
• No PO Boxes
• Link to Website
• Industr...
Use the entirety of the Web
Image Source: http://alvinisms.blogspot.com
• Register your business
• Encourage reviews
• Grow circles
• Share content
• Link to your Website
Google Plus Places for ...
• Google offers great opportunity to SBs
• People are searching
• Get found in traditional organic results
• Get found in ...
• Talk to a Digital Media Account Executive 866-
203-2740
• http://ww.Deluxe.com
• Personal Twitter: @adamdince
• Deluxe T...
Image Source: www.struckout.co.uk
Q&A
Small Businesses: Learn How To Succeed on Google For Free
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Small Businesses: Learn How To Succeed on Google For Free

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Small & Enterprise businesses alike should be taking advantage of Google's free listings in its organic search results. Learn why it's important and how to get started in this presentation I'm facilitating to small business owners at the NVSBC, 8/6-8/8

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Transcript of "Small Businesses: Learn How To Succeed on Google For Free"

  1. 1. Adam Dince Small Businesses: How To Succeed on Google for Free Deluxe Corporation
  2. 2. Today we’ll cover: • Introduction • Why Google Is Important • How Google’s Search Results Work • How To Get To The Top • Q&A
  3. 3. A QUICK INTRODUCTION 3
  4. 4. • Current: Head of Organic Search (SEO), eBusiness, Deluxe Corporation • Prior: VP, Director of Search and Content Strategy @ MRM – NYC • 13+ years of experience in digital marketing / advertising • Co-authored the SEO section of Digital Impact, the Two Secrets to Online Marketing Success @adamdince www.adamdince.com
  5. 5. Image Source: Ed.gov
  6. 6. • Publicly traded company • 3-4 million small business customers • 5,000 banks and financial institution partners • 14 million lifetime customers and 7-8 million active customers in our direct-to-consumer segment On behalf of Deluxe, thank you for the honor
  7. 7. WHY IS IMPORTANT? 8Image Source: http://www.xatakaon.com/
  8. 8. Because it’s big • The world’s largest search engine • Owns between 70 to 85% of all searches in the US • In 2012, Google recorded nearly 2,000,000,000,000 searches Source: themediaguru.blogspot.com http://www.statisticbrain.com/google-searches/ http://searchenginewatch.com/article/2269591/Googles-Search-Market- Share-Drops-as-Bing-Passes-17 MozCon 2013
  9. 9. Search happens! http://pewinternet.org/~/media/Files/Reports/2012/PIP_Search_Engine_Use_2012.pdf
  10. 10. Which means that you, the small business owner have an opportunity to: • Be found when people are looking for your brand, products and/or services on Google • Generate visits, leads and sales on your Website from Google referrals • Drive customers in store from Google search pages
  11. 11. ENOUGH OF THE SMALL TALK… LET’S GET DOWN TO BUSINESS12 Source: http://doblelol.com/uploads/3/funny-superhero-pics-rotten-peace.jpg
  12. 12. PPC (Ads) PPC (Ads) Traditional Organic Listings Organic Local Listings • Advertisements • Auction based • Avg. CPC for “business attorneys” is $6.06 • Immediate results • Gap fillers for organic • Great for promotions • Not Ads • Free (aside from consultant fees) • Awarded on quality and trust • Takes time to appear • Long-term effects • Not Ads • Free (aside from consultant fees) • Awarded on consistency • Must have physical address • Vital for small businesses
  13. 13. Today, we’ll focus on the organic (free) results
  14. 14. It all starts with a robot www.webpronews.com
  15. 15. Like Pacman eats pellets, search engine robots consume content on the Web Source: http://technetcrew.com
  16. 16. Then content becomes returnable in search results
  17. 17. TIPS TO GET TO THE TOP OF TRADITIONAL ORGANIC RESULTS 18 Image Source: http://doblelol.com/
  18. 18. A simple formula Image Source: blog.emergingscholars.org Content User Experience Authority Rankings & Performance
  19. 19. Content • Informative • Solves a problem • Answers a question • Grammatically sound • Unique value prop • Diverse assets • Uses targeted key terms • Location prominence Image Source: http://images5.fanpop.com/image/photos/29900000/Writing-writing-29931875-1366-768.jpg
  20. 20. User Experience • Engaging • Easy to use • Intuitive • Shareable • Bookmarkable • Mobilized • Tested • Optimized Image Source: www.peugeot.com
  21. 21. Authority • Links from 3rd party sites • Social mentions • Google Publisher • Google Authorship • Build relationships (online & offline) • Manage communities Image Source: www.marketingtechblog.com
  22. 22. • Develop measurement criteria (KPIs) Examples: • Track rankings • Track Website visits • Track in-store visits • Track online sales • Track offline sales Performance Image Source: www.marketingtechblog.com
  23. 23. MOVIN’ ON UP TO THE TOP ORGANIC LOCAL RESULTS 24 Image Source: http://www.nydailynews.com
  24. 24. A simple formula Image Source: blog.emergingscholars.org Citations Google Plus Places for Business Rankings & Performance
  25. 25. Citations • Local & industry directories • Consistent NAP (name, address, phone) • No PO Boxes • Link to Website • Industry Blogs • Customer Reviews Image Source: http://alvinisms.blogspot.com
  26. 26. Use the entirety of the Web Image Source: http://alvinisms.blogspot.com
  27. 27. • Register your business • Encourage reviews • Grow circles • Share content • Link to your Website Google Plus Places for Business
  28. 28. • Google offers great opportunity to SBs • People are searching • Get found in traditional organic results • Get found in organic local results • Get professional help In Closing
  29. 29. • Talk to a Digital Media Account Executive 866- 203-2740 • http://ww.Deluxe.com • Personal Twitter: @adamdince • Deluxe Twitter: @deluxecorp Call Us @ Deluxe
  30. 30. Image Source: www.struckout.co.uk Q&A
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