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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 …

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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  • 1. Adam Dince Small Businesses: How To Succeed on Google for Free Deluxe Corporation
  • 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. A QUICK INTRODUCTION 3
  • 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. Image Source: Ed.gov
  • 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. WHY IS IMPORTANT? 8Image Source: http://www.xatakaon.com/
  • 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. Search happens! http://pewinternet.org/~/media/Files/Reports/2012/PIP_Search_Engine_Use_2012.pdf
  • 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. ENOUGH OF THE SMALL TALK… LET’S GET DOWN TO BUSINESS12 Source: http://doblelol.com/uploads/3/funny-superhero-pics-rotten-peace.jpg
  • 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. Today, we’ll focus on the organic (free) results
  • 14. It all starts with a robot www.webpronews.com
  • 15. Like Pacman eats pellets, search engine robots consume content on the Web Source: http://technetcrew.com
  • 16. Then content becomes returnable in search results
  • 17. TIPS TO GET TO THE TOP OF TRADITIONAL ORGANIC RESULTS 18 Image Source: http://doblelol.com/
  • 18. A simple formula Image Source: blog.emergingscholars.org Content User Experience Authority Rankings & Performance
  • 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. User Experience • Engaging • Easy to use • Intuitive • Shareable • Bookmarkable • Mobilized • Tested • Optimized Image Source: www.peugeot.com
  • 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. • 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. MOVIN’ ON UP TO THE TOP ORGANIC LOCAL RESULTS 24 Image Source: http://www.nydailynews.com
  • 24. A simple formula Image Source: blog.emergingscholars.org Citations Google Plus Places for Business Rankings & Performance
  • 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. Use the entirety of the Web Image Source: http://alvinisms.blogspot.com
  • 27. • Register your business • Encourage reviews • Grow circles • Share content • Link to your Website Google Plus Places for Business
  • 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. • Talk to a Digital Media Account Executive 866- 203-2740 • http://ww.Deluxe.com • Personal Twitter: @adamdince • Deluxe Twitter: @deluxecorp Call Us @ Deluxe
  • 30. Image Source: www.struckout.co.uk Q&A