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Seo for business owners

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SEO for Business Owners - Winning SEO in 3 Steps. See how to leverage all brand elements to improve organic visibility.

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Seo for business owners

  1. 1. Winning SEO in 3 Steps SEO for Business Owners Winning SEO in 3 Steps SEO for Business Owners Courtesy of BusinessOnlineExperts.comCourtesy of BusinessOnlineExperts.com
  2. 2. Today, SEO is Many ThingsToday, SEO is Many Things Local Business ResultsInformation Discovering Answers to Questions
  3. 3. As a Business Owner, You Need to Be Found in Every possible SEO Scenario As a Business Owner, You Need to Be Found in Every possible SEO Scenario Local Business ResultsInformation Discovering Answers to Questions
  4. 4. Why? Because Consumers Performer Multiple and Different Types of Searches Online Why? Because Consumers Performer Multiple and Different Types of Searches Online 81% • 81% of Shoppers Conduct Online Research Before Buying* 61% • 61% will read product reviews before making any purchase* 3 • A consumer will consider 3 brands before making their purchase* * source: http://www.adweek.com/socialtimes/81-shoppers-conduct-online-research-making-purchase-infographic/208527
  5. 5. To Win SEO, Business Owners Need to Think of How the Consumer Searches Online To Win SEO, Business Owners Need to Think of How the Consumer Searches Online
  6. 6. Consumers Search on Various Terms before They Purchase Consumers Search on Various Terms before They Purchase
  7. 7. So You Have the Opportunity to Be Found at Every Step of the Journey So You Have the Opportunity to Be Found at Every Step of the Journey Articles Articles/Video Google Local Website Content On site Support Google Local Social Media
  8. 8. But You Have Limited Time and Budget! So You Need to Start from the Bottom Up But You Have Limited Time and Budget! So You Need to Start from the Bottom Up Business Category Searches Region Searches Brand Searches Articles Articles/Video Google Local Website Content On site Support Google Local Social Media Start Here !
  9. 9. To Win in SEO You Need to Take 3 Steps:To Win in SEO You Need to Take 3 Steps: • Step 1: Optimize for Your Brand • Step 2: Optimize for Your Region • Step 3: Optimize for Your Business Category
  10. 10. SEO Step 1: Optimize for Brand SEO Step 1: Optimize for Brand
  11. 11. Optimizing for Brand Terms First Allows You to Target Those Individuals who are Actually looking for You (i.e. BRAND SEARCHES) Optimizing for Brand Terms First Allows You to Target Those Individuals who are Actually looking for You (i.e. BRAND SEARCHES) On site Support Google Local Website Content Google Local Social Media
  12. 12. The Goal is to OWN the First Page in Google for Your Brand Terms The Goal is to OWN the First Page in Google for Your Brand Terms
  13. 13. Here are SEO Tactics to Leverage to Improve BRAND SEARCH Visibility Here are SEO Tactics to Leverage to Improve BRAND SEARCH Visibility • Internal Link Structure Optimization • Google My Business • Structured Data Markup • Social Profile Creation • Social Profile Optimization
  14. 14. These Tactics are All About Optimizing Your Website and Brand Profiles to DOMINATE the First Page in Google for Your Brand Term These Tactics are All About Optimizing Your Website and Brand Profiles to DOMINATE the First Page in Google for Your Brand Term • Internal Link Structure Optimization • Google My Business • Structured Data Markup • Social Profile Creation • Social Profile Optimization Own more real estate in first position in Google Provides more detailed regional and Brand-specific data on first page in Google Social Profiles can rank for brand terms on the first page in Google
  15. 15. SEO Step 1a: Internal Link Structure Optimization SEO Step 1a: Internal Link Structure Optimization
  16. 16. The Way You Structure Your Website can Improve the Way Your Site Shows Up in Google The Way You Structure Your Website can Improve the Way Your Site Shows Up in Google Vs.
  17. 17. Here’s How You can Influence Your Website Search Results Here’s How You can Influence Your Website Search Results • Top Navigation on All Pages • Breadcrumbs throughout your website • Consistent with your internal linking
  18. 18. SEO Step 1b: Google My Business & Structured Data Markup SEO Step 1b: Google My Business & Structured Data Markup
  19. 19. Validating Your Physical Business Location, Services and Serviceable Regions can Allow for Owning More Real Estate in Google Validating Your Physical Business Location, Services and Serviceable Regions can Allow for Owning More Real Estate in Google Vs.
  20. 20. Here’s How You can Own More Brand Visibility in Google Here’s How You can Own More Brand Visibility in Google • Submit Business to Google My Business • Use Schema Markup for Your Business Details • Create a Wikipedia Page (IF possible) https://www.google.com/business/ https://schema.org/LocalBusiness
  21. 21. SEO Step 1c: Social Profile Creation & Social Profile Optimization SEO Step 1c: Social Profile Creation & Social Profile Optimization
  22. 22. Establishing and Optimizing Social Media Profiles can Take up Additional Spots in Google for Your Brand Terms Establishing and Optimizing Social Media Profiles can Take up Additional Spots in Google for Your Brand Terms Vs.
  23. 23. Here’s How You can Own More Brand Visibility in Google Here’s How You can Own More Brand Visibility in Google • Create Social Profiles (that make sense for targeting your demographic) • Optimize Social Profiles for Brand and Business Category Terms • Be Active On Social Media Profiles
  24. 24. SEO Step 2: Optimize for Region SEO Step 2: Optimize for Region
  25. 25. Often Times, Customers Discover Your Brand by Doing a Region Search First Often Times, Customers Discover Your Brand by Doing a Region Search First
  26. 26. The Goal is to be Present when Someone Does a Regional Search for Your Business Services The Goal is to be Present when Someone Does a Regional Search for Your Business Services
  27. 27. Here are SEO Tactics to Leverage to Improve REGIONAL SEARCH Visibility Here are SEO Tactics to Leverage to Improve REGIONAL SEARCH Visibility • Google My Business Location Confirmation/Optimization • Encourage Reviews on Google My Business • Business Listing Submissions
  28. 28. These Tactics are All About Optimizing Your Website to be Present at the TOP of the First Page in Google for Region Searches These Tactics are All About Optimizing Your Website to be Present at the TOP of the First Page in Google for Region Searches • Google My Business Location Confirmation/Optimization • Encourage Reviews on Google My Business • Business Listing Submissions Tells Google you are Physically Located in this Region Tells Google you are Active Business in Good Standing Provides Google with Confirmation You are Located/Service a Specific Region
  29. 29. SEO Step 2a: Google My Business Location Confirmation/Optimization SEO Step 2a: Google My Business Location Confirmation/Optimization
  30. 30. Google Wants to Show Local Businesses for Region Searches. So If You’re Local, You Need to Show It. Google Wants to Show Local Businesses for Region Searches. So If You’re Local, You Need to Show It.
  31. 31. Here’s How You can Own More Region Visibility in Google Here’s How You can Own More Region Visibility in Google • Confirm Physical Location of Business Through Google My Business (postcard) • Use Region Terms on Your Website • Use a Region-specific Phone number for Your Business (IF possible) https://support.google.com/business/answer/2911778?hl=en
  32. 32. SEO Step 2b: Encourage Reviews on Google My Business SEO Step 2b: Encourage Reviews on Google My Business
  33. 33. Google Wants to See that You are an Active Business and Have a Good Business Reputation Google Wants to See that You are an Active Business and Have a Good Business Reputation
  34. 34. Here’s How You can Own More Region Visibility in Google Here’s How You can Own More Region Visibility in Google • Encourage Customers to Leave Reviews on Google My Business Page (and make it a habit to do so via post purchase emails, directly at service call, incentivizing, etc.) • Monitor Reviews and Flag if Necessary (ONLY if it violates Google’s Guidelines) • Do NOT Repurpose reviews or Create Fake Reviews (Google Knows All) https://support.google.com/business/answer/4596773?hl=en
  35. 35. SEO Step 2c: Business Listing Submissions SEO Step 2c: Business Listing Submissions
  36. 36. You can Submit You Business Location to Google, but Google Looks for Additional Verification on Other Sites You can Submit You Business Location to Google, but Google Looks for Additional Verification on Other Sites Google My Business Facebook Yahoo Local
  37. 37. Here’s How You can Own More Region Visibility in Google Here’s How You can Own More Region Visibility in Google • Claim Your Business Listings on Various Local Websites • Mapquest • Yahoo • Yelp • Etc. • Use the Same NAP Details (Name, Address, Phone Number) • Submit Your Website to Other Directories (such as the local Chamber of Commerce)
  38. 38. SEO Step 3: Optimize for Business Category Searches SEO Step 3: Optimize for Business Category Searches
  39. 39. Before Someone Even Considers Hiring A Professional, They Often Try To Diagnose and Fix the Problem Themselves Before Someone Even Considers Hiring A Professional, They Often Try To Diagnose and Fix the Problem Themselves
  40. 40. The Goal is to be Present Even when Someone is not Ready to Purchase. Although it doesn’t always lead to immediate sales, it helps build brand visibility The Goal is to be Present Even when Someone is not Ready to Purchase. Although it doesn’t always lead to immediate sales, it helps build brand visibility
  41. 41. Here are SEO Tactics to Leverage to Improve CATEGORY SEARCH Visibility Here are SEO Tactics to Leverage to Improve CATEGORY SEARCH Visibility • Create General Guides/FAQs/ Advice Content (NOT SALESY) • Consistently Add New Guides/FAQs/Etc. • Promote Your Content
  42. 42. These Tactics are All About Optimizing Your Website to be Present for Relevant Business Category Terms These Tactics are All About Optimizing Your Website to be Present for Relevant Business Category Terms • Create General Guides/FAQs/ Advice-type NOT SALESY Content • Consistently Add New Guides/FAQs/Etc. • Promote Your Content Shows Google You are a Source for relevant information Shows Google You are Active in Providing People with Valuable Information Helps Push Your Content Further to Attract New Eyeballs
  43. 43. SEO Step 3a: Create General Guides/FAQs/Advice-type Content SEO Step 3a: Create General Guides/FAQs/Advice-type Content
  44. 44. People Use Google Every Day to Find Information. As an Expert In Your Field, You are Qualified to Offer this Information. But You Need to Have the Content First. People Use Google Every Day to Find Information. As an Expert In Your Field, You are Qualified to Offer this Information. But You Need to Have the Content First. *http://searchengineland.com/study-80-percent-of-searches-are-informational-20-are-navigational-or-transactional-13745
  45. 45. Here’s How You can Own More Business Category Visibility in Google Here’s How You can Own More Business Category Visibility in Google • Research Common Questions/Information Your Customers Tend to Ask (start with your own workers/customers) • Establish a Location to Add this Content to Your Website https://adwords.google.com/KeywordPlanner http://www.bluefrogplumbing.com/about-us/blog/
  46. 46. SEO Step 3b: Consistently Add Content SEO Step 3b: Consistently Add Content
  47. 47. Google Crawls Your Websites Many Times a Week (possibly many times a day!). So Google is Aware if You have old or new content on your site. Google Crawls Your Websites Many Times a Week (possibly many times a day!). So Google is Aware if You have old or new content on your site. Vs.
  48. 48. Here’s How You can Own More Business Category Visibility in Google Here’s How You can Own More Business Category Visibility in Google • Create a Content Schedule that is cohesive, seasonal and detailed • Add Links to New Content on Your Home Page
  49. 49. SEO Step 3c: Promote Your Content SEO Step 3c: Promote Your Content
  50. 50. A Wise Man Once Said:A Wise Man Once Said:
  51. 51. This is not the Case with GoogleThis is not the Case with Google
  52. 52. Google Needs to Be Able to See and Rate Your Content. They do this by Analyzing Backlinks and Brand Mentions Specific to Content and Categories Google Needs to Be Able to See and Rate Your Content. They do this by Analyzing Backlinks and Brand Mentions Specific to Content and Categories
  53. 53. Here’s How You can Own More Business Category Visibility in Google Here’s How You can Own More Business Category Visibility in Google • Promote Your Content Through Your Social Media Channels • Amplify Your Content Through Your Social Media Channels (and target local individuals) / Become a Guest Writer on Other Websites • Offer Discounts/Deals that can be Promoted on Other Websites https://www.cnm.edu/depts/hr/current-employees/employee-discounts/#amore
  54. 54. To Summarize: SEO Steps To Summarize: SEO Steps
  55. 55. The Path to SEO Success Consists of 3 Steps (and lot of sub steps): The Path to SEO Success Consists of 3 Steps (and lot of sub steps): • Step 1: Optimize for Your Brand • Optimize Internal Link Structure • Sign Up for Google My Business • Use Structured Data Markup • Create Social Profiles • Optimize Social Profiles • Step 3: Optimize for Your Business Category • Create General Guides/FAQs Advice Content • Consistently Add New Guides/FAQs/Etc. • Promote Your Content • Step 2: Optimize for Your Region • Confirm Physical Location in Google My Business Profile • Encourage Reviews on Google My Business • Business Listing Submissions (And BusinessOnlineExperts.com can Help You Every Step of the Way!)
  56. 56. QUESTIONS?QUESTIONS? Courtesy of BusinessOnlineExperts.comCourtesy of BusinessOnlineExperts.com
  57. 57. Winning SEO in 3 Steps SEO for Business Owners Winning SEO in 3 Steps SEO for Business Owners Courtesy of BusinessOnlineExperts.comCourtesy of BusinessOnlineExperts.com

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