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Using SEO to Grow Your Small Business | MACH Digital

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SEO is not black magic or a secret science, but there are some important things you should know about SEO: how it looks in 2018, how it can benefit your business and if it's actually the best solution for you.

This workshop should help you by:
1. Improving your knowledge to be more confident about SEO for your business
2. Equipping you with practical advice and action steps to do some of it yourself
3. Explaining what to look out for when working with a digital agency and how to get the most out of the relationship

Topics Covered:
1. Before You Start with SEO…
2. SEO: What You Need to Know
- YOUR WEBSITE
- LOCAL SEO
- THE IMPORTANCE OF ‘SHARE OF SERP’ [WORKSHOP]
- INBOUND AND CONTENT MARKETING
- THE ‘OTHER STUFF’
3. Choosing an SEO Partner / Agency

Learn more at http://www.machdigital.com.au/digital-marketing-blog

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Using SEO to Grow Your Small Business | MACH Digital

  1. 1. Using SEO to Grow Your Small Business MACH DIGITAL
  2. 2. What We Will Cover Today: 1. Before You Start with SEO… (5min) 2. SEO: What You Need to Know (90min) • YOUR WEBSITE • LOCAL SEO • THE IMPORTANCE OF ‘SHARE OF SERP’ [WORKSHOP] • INBOUND AND CONTENT MARKETING • THE ‘OTHER STUFF’ 3. Choosing an SEO Partner / Agency (10min) MACH DIGITAL
  3. 3. Let’s Shoot For the Stars Today’s workshop should help you by: • Improving your knowledge to be more confident about SEO for your business • Equipping you with practical advice and action steps to do some of it yourself • Explaining what to look out for when working with a digital agency and how to get the most out of the relationship MACH DIGITAL
  4. 4. Quickly… Who Are We? Google certified professionals Not a digital agency Digital strategists over 15 years’ international experience Successfully worked with thousands from 3 to 60,000+ staff MACH DIGITAL
  5. 5. 1. MOVING FORWARD: BEFORE YOU START WITH SEO MACH DIGITAL ( 5min )
  6. 6. Understand Your Unique Value Proposition/s What are the main benefits of your products or services that are unique to your business? • Choose at least 2-3 and be as specific as 'great quality’. What's your grand vision / story / purpose? Why does your organisation exist? • Don't underestimate the importance of starting your organisation. MACH DIGITAL Before You Start
  7. 7. Be Clear on Your Goals … and what success looks like. Be specific. Don't just think 'more sales’. Goals should also be measurable, agreed upon and working with a digital agency), realistic, relevant and time- (SMART). • More revenue • More new or returning customers • To save you time? (provide resources online) The solution could lie in SEO, or something else! MACH DIGITAL Before You Start
  8. 8. Understand Your Customers • Who are your most valuable customers? • What do they look like? • Are your current customers your ideal customers? (why / why not?) MACH DIGITAL Before You Start http://www.machdigital.com.au/digital-marketing-blog/the-35- point-digital-marketing-checklist-for-small-medium-business
  9. 9. Understand Your Competitors • Who are you up against? • Are your SEO goals realistic based on this? • Everyone is climbing to the top of the same pile. Spots are limited. MACH DIGITAL Before You Start
  10. 10. Questions?
  11. 11. 2. WHAT YOU NEED TO KNOW ABOUT SEO MACH DIGITAL ( 75min )
  12. 12. A (Very Brief) Introduction to SEO It’s not black magic or a secret science But… What on Earth is SEO in 2017? Is it… • Market research? Keyword research? • Technical optimisation work behind the scenes? • Is it copywriting and great content? • Building links and authority? • Website usability and great User Experience that is mobile friendly? • Presenting a highly positive and credible image to potential customers? MACH DIGITAL What You Need to Know YES
  13. 13. MACH DIGITAL What You Need to Know
  14. 14. Key Areas We Will Focus on Today Website A well-structured, fast, mobile-friendly website is essential. • On-page basic optimisation is important – things like page titles and meta descriptions. Local SEO Local businesses need to consider local SEO best practices. • Authority building. Links are still highly correlated with strong search engine results. • Credibility. Case studies, portfolios, reviews and testimonials help you clinch the deal. Content & Content Marketing Valuable, timely content can put you in front of a wider audience and customer should choose you. MACH DIGITAL What You Need to Know
  15. 15. How Do People Search? Search engine Google, Yahoo, Bing etc. Typing in the web address into the browser If you know the URL you want to go to Online directory Can be more applicable to certain industry verticals People search by Voice and Text Over 20% of Google searches in the US are now voice searches. MACH DIGITAL What You Need to Know 94% of Australians use Google as their preferred search engine
  16. 16. How Do People Search? MACH DIGITAL What You Need to Know
  17. 17. MACH DIGITAL What You Need to Know How Customers Find You
  18. 18. A (Very Brief) Introduction to SEO How does Google work? MACH DIGITAL What You Need to Know
  19. 19. A (Very Brief) Introduction to SEO Google’s algorithm is the calculation Google uses to rank and display web pages, based on over 200 criteria in response on what users are searching MACH DIGITAL What You Need to Know https://www.link-assistant.com/news/google-algorithm-updates.html Google changes it’s algorithm regularly, with some small updates and some big ones.
  20. 20. What's the Difference? Between SEO (Organic) and paid ads (Adwords)? MACH DIGITAL What You Need to Know Industry Term: ‘Organic Results’ Ads (up to 4) Organic Results
  21. 21. A Few Industry Terms • On page VS off page SEO • White Hat Vs Black Hat • PPC • Back links • SEM MACH DIGITAL What You Need to Know
  22. 22. Why is SEO Important to My Local Business? Almost everyone is online and mobile • 94% of people use Google to search (not Yellow Pages etc.) • Even if you are not actively doing it, about your business, leaving reviews etc. MACH DIGITAL What You Need to Know
  23. 23. Mobile Customers 85% of smartphone users have searched for local info 81% have taken action as a result 40% visited the store in person 35% called a business after searching
  24. 24. Why is SEO Important? Meet Bob* the Mechanic (*may not be his real name)
  25. 25. Bob The Mechanic: Option 1 Bob opens an auto repair business But, he does it in the middle of the desert… His shop is quite nice and he has some of the latest tools But nobody is connected to him and nobody can find him MACH DIGITAL What You Need to Know
  26. 26. Option 2 Bob opens his workshop on a busy street corner filled with cars Bob is seen by people passing by Bob puts up a big sign to promote his 24 emergency service Bob gets referrals from other local happy customers
  27. 27. How Much Does SEO Cost? Study by Moz and AYTM of over 400 agencies internationally: • Monthly retainer $251-$500/month (13.8% of sample) or of sample) most common. • Per-project - prices can range from $1,000-$7,500. MACH DIGITAL What You Need to Know http://www.machdigital.com.au/digital-marketing-blog/ how-much-does-seo-cost-for-small-or-large-business
  28. 28. How Cheap is Too Cheap? Consider some of the risks of going 'too cheap’ 1. Use of Black hat techniques 2. Bad or Duplicated Content 3. Plateaus MACH DIGITAL What You Need to Know http://www.machdigital.com.au/digital-marketing-blog/ how-much-does-seo-cost-for-small-or-large-business
  29. 29. MACH DIGITAL What You Need to Know
  30. 30. It's extremely unlikely that any real benefits will be realised for $100 a month, despite a number of businesses feeling businesses feeling that this is a reasonable price point.
  31. 31. Is SEO Right For My Business? Consider: • Your Budget • Your Goals • Timeframe (4-12months+) • Competition from Ads • Big Competitors • Your Starting Position MACH DIGITAL What You Need to Know Basic Things you should be doing YES More Advanced Stuff IT DEPENDS
  32. 32. Questions?
  33. 33. SEO MYTHS: TRUE OR FALSE? MACH DIGITAL
  34. 34. “People only really click on the organic results” TRUE OR FALSE? MACH DIGITAL
  35. 35. “People only really click on the organic results” FALSE MACH DIGITAL True or False?
  36. 36. “People only really click on the organic results” MACH DIGITAL True or False?
  37. 37. “People only really click on the organic results” MACH DIGITAL True or False?
  38. 38. “More likes on your Facebook page improves your Google rank position” TRUE OR FALSE? MACH DIGITAL
  39. 39. “More likes on your Facebook page improves your Google rank position” FALSE MACH DIGITAL True or False?
  40. 40. “You can rank on page 1 of Google without having any of the searched keywords on the page” TRUE OR FALSE? MACH DIGITAL
  41. 41. “You can rank on page 1 of Google without having any of the searched keywords on the page” TRUE MACH DIGITAL True or False?
  42. 42. “You can rank on page 1 of Google without having any of the searched keywords on the page” MACH DIGITAL True or False?
  43. 43. “Adding more pages to your website is a sure way to improve SEO” TRUE OR FALSE? MACH DIGITAL
  44. 44. “Adding more pages to your website is a sure way to improve SEO” FALSE MACH DIGITAL True or False?
  45. 45. “Keywords are dead” TRUE OR FALSE? MACH DIGITAL
  46. 46. “Keywords are dead” FALSE MACH DIGITAL True or False?
  47. 47. “The user’s experience on your website can affect your Google ranking” TRUE OR FALSE? MACH DIGITAL
  48. 48. “The user’s experience on your website can affect your Google ranking” TRUE MACH DIGITAL True or False?
  49. 49. “High bounce rate is always a bad thing” TRUE OR FALSE? MACH DIGITAL
  50. 50. “High bounce rate is always a bad thing” FALSE MACH DIGITAL True or False?
  51. 51. Questions?
  52. 52. 2.1 YOUR WEBSITE MACH DIGITAL
  53. 53. Start From a Solid Base • Mobile friendly site • Loads fast (ideally 2-3 sec) https://testmysite.thinkwithgoogle.com/ • Good User Experience (UX) • Valuable content • Consider HTTPS Check and fix errors in Google Search Console MACH DIGITAL Your Website Industry Term: ‘UX’
  54. 54. Page Speed MACH DIGITAL Your Website Industry Term: ‘Bounce Rate’
  55. 55. Questions?
  56. 56. 2.2 LOCAL SEO MACH DIGITAL
  57. 57. Nail The Basics of Local SEO • Complete Google My Business Page • Consistency in local portals NAP (Name, Address, Phone Number) • Build authority with links • Add credibility with case studies, reviews, portfolios, We will cover these points in detail in the workshop section MACH DIGITAL Local SEO Industry Term: ‘NAP’
  58. 58. Some Technical Points Understand the differences between: • Map Listings (relevance, proximity, prominence incl. citations) • ‘Normal’ Search Results The role of reviews MACH DIGITAL Local SEO http://www.machdigital.com.au/digital-marketing-blog/ why-doesnt-my-business-show-up-on-google-search-results
  59. 59. Questions?
  60. 60. 2.3 SHARE OF SERP MACH DIGITAL
  61. 61. What is ‘Share of SERP?’ The share of available space on a search engine results page (or that can be earned by a single entity or web page through website optimisation techniques.
  62. 62. Get Visible! Get More Share of SERP BASIC On page optimisation (PAGE TITLES, URL, META DESCRIPTION) Don’t waste the space you already have earned. On the SERP: MACH DIGITAL Share of SERP Page Title URL Meta Description Industry Term: ‘Organic Click Through Rate’
  63. 63. 11 Ways to Get More Share of SERP “SEO is about being more visible and relevant, not just ranking higher” 1. Google My Business 7. Content Matched to Intent 2. Structured Data 8. Give the Best Answer 3. Consistent NAP 9. Think Beyond Text on a Page 4. Get Creative 10. Hijack the Knowledge Graph 5. Community 11. Wear a White Hat 6. Adwords MACH DIGITAL [Workbook] Share of SERPWorkbook
  64. 64. 1. Google My Business At a basic level, ensure your Google My Business (‘GMB’) listing is verified, completed, up to date and appears in the map listing section when you search for your exact business name. Go to: https://business.google.com/ Try the brand new Google Posts feature in GMB. Publish your events, products, and services directly to Google Search and Maps. MACH DIGITAL [Workbook] Share of SERP
  65. 65. 2. Add Structured Data Can help you potentially appear in the knowledge graph or even just stand out in the organic search results. One example is starred reviews. How? 1. Via Google Tag Manager using JSON-LD 2. If your site is on Wordpress – Plugins e.g.: Yoast, WP SEO Structured Data Schema 3. Google's Structured Data Highlighter within Google Search Console MACH DIGITAL [Workbook] Share of SERP http://www.machdigital.com.au/digital-marketing-blog/case-study-how-to-get-more-visible-in-google-in-3-weeks
  66. 66. 3. Consistent NAP Details Ensure your Name, Address & Phone Number are up to date and added to any high quality, relevant directory sites that rank for your search terms. Keep in mind - quality over quantity I.e.: Don't go out and spam a heap of low quality directory sites with links How to Tell Quality? Do a Google search and see what comes up! MACH DIGITAL [Workbook] Share of SERP
  67. 67. 4. Get Creative Check the search results for clues and other creative avenues that appear for your searched terms: • Does your business have relevant answers as an industry specialist to highly searched questions on Quora? • Does your business have any press/media opportunities – online articles? (‘HARO’: ‘Help a Reporter Out’) Other ideas? MACH DIGITAL [Workbook] Share of SERP
  68. 68. 5. Look to The Community Be active on industry group sites and appropriate online communities. Share relevant content and links where it makes sense and your business genuinely has something of value to contribute. Get Social! Complete and update those pages as appropriate too (Facebook, LinkedIn etc.) MACH DIGITAL [Workbook] Share of SERP
  69. 69. 6. Buy it With Adwords Ads take up more space on SERPs than ever - especially on mobile. Make sure that you take advantage of all the relevant ad extensions available to make yourself stand out. out. Depending on your business you might even try branded bids (bidding on your own name). MACH DIGITAL [Workbook] Share of SERP
  70. 70. 7. Match Content to User Intent Try to match content to the intent of the user who is searching for the page and provide a solution. Don't just write for single keywords or broad topics. MACH DIGITAL [Workbook] Share of SERP Source: https://www.link-assistant.com/news/optimizing-for-semantic-search.html
  71. 71. 8. Give the Best Answer Strive to create the very best answer to the question or solution to the problem that the user may be looking for with quality content – a response that truly deserves to rank on page one organically. MACH DIGITAL [Workbook] Share of SERP
  72. 72. 8. Give the Best Answer – Bonus Result 
  73. 73. 9. Think Beyond Text on a Page Think of content as more than text on a web page. Could your great answer be better served as a how-to video, infographic or a PDF e-book? Hint: Google also display info on SERPs such as Videos, Images, News, Maps, Books, Products and Twitter feeds. MACH DIGITAL [Workbook] Share of SERP
  74. 74. 10. Hijack The Knowledge Graph Think of other ways to own the Google knowledge graph that appears alongside other results... Build a glossary page, work to cement your business as an industry thought leader or aim to achieve a '#0 ranking' in Google ranking' in Google for instant answers: MACH DIGITAL [Workbook] Share of SERP
  75. 75. 11. Wear a White Hat. Don't Be That Guy... Lastly (it needs to be said) - don't try to game or trick the search engines. They are smarter than you. Most of those techniques have long been marked as black hat and if they aren't, it's probably not long before they end up on Google's radar. Even if you're winning now, you might be one algorithm update away from getting a slap down and losing all of your hard work. MACH DIGITAL [Workbook] Share of SERP
  76. 76. Questions? … Break!
  77. 77. 2.4 CONTENT & INBOUND MARKETING MACH DIGITAL
  78. 78. How Does Your Website Look Naked? http://tagcrowd.com/ MACH DIGITAL Content & Inbound Marketing
  79. 79. Timing Is Everything: The Buyer’s Journey MACH DIGITAL Content & Inbound Marketing
  80. 80. Timing Is Everything: Micro Moments MACH DIGITAL Content & Inbound Marketing
  81. 81. Timing Is Everything: Micro Moments Video MACH DIGITAL Content & Inbound Marketing 1:37
  82. 82. What Does a ‘Well-Optimised Page’ Look Like? 1. Proper URL formatting 2. Relevant, keyword-rich title 3. Schema markup 4. Breadcrumbs 5. Internal site search 6. Optimized headings (H1-H6) 7. Keywords in the main content MACH DIGITAL Content & Inbound Marketing 8. Content length 9. Multimedia 10. Above-the-fold content 11. External links 12. Social share buttons 13. Mobile friendliness 14. Page speed https://www.link-assistant.com/news/perfectly-optimized-page.html
  83. 83. Finding Stuff to Write About (*Optional) Tips: Writing Content for the Web Start by solving user’s problems • Answerthepublic.com • Google suggested search results Trends: Buzzsumo MACH DIGITAL Content & Inbound Marketing
  84. 84. Finding Stuff to Write About (*Optional) Tips: Writing Content for the Web Keyword research: • Keywordtool.io • Ubersuggest.io • Moz keyword tool • Google Keyword Planner • ‘Keywords Everywhere’ browser add-on • LSI keywords and synonyms (lsigraph.com) MACH DIGITAL Content & Inbound Marketing
  85. 85. https://www.link-assistant.com/news/keyword-refinements.html
  86. 86. 2.5 THE ‘OTHER STUFF’ MACH DIGITAL
  87. 87. What Else Is There? (The Short Version) • The Digital Marketing Ecosystem • Understand the role of Social Media • Understand the role of Paid Ads • A Holistic Online Presence MACH DIGITAL The ‘Other Stuff’
  88. 88. (The Long Version)
  89. 89. Questions?
  90. 90. 3. CHOOSING AN SEO PARTNER / DIGITAL AGENCY MACH DIGITAL ( 10min )
  91. 91. How to Choose an SEO Partner • Conduct a 2 way interview. Check that the provider genuinely seems interested in you and your business • Check their references • Ask for (and you’ll probably have to pay for) a proper technical SEO and search audit Vs a free online reporting tool • What questions to ask? Many references online. MACH DIGITAL Choosing an SEO Partner http://www.machdigital.com.au/digital-marketing-blog/ how-much-does-seo-cost-for-small-or-large-business
  92. 92. How to Choose an SEO Partner What to look out for: • If it sounds too good to be true, it probably • No guarantees in Google! • Opinions should be verified by Google or a reputable source • The SEO provider might not be the right fit business and that’s perfectly OK MACH DIGITAL Choosing an SEO Partner http://www.machdigital.com.au/digital-marketing- blog/ how-much-does-seo-cost-for-small-or-large-business
  93. 93. Questions?
  94. 94. 4. RESOURCES MACH DIGITAL ( 15min )
  95. 95. Want to Learn More? Google video series ‘Bring your local business online’ https://www.youtube.com/watch?v=TUOyHUFhHK4 Google video ‘How to Hire an SEO’ https://www.youtube.com/watch?v=piSvFxV_M04 Google video ‘I can’t find my business on Google’ https://www.youtube.com/watch?v=GvFSlLWKJC0 MACH Digital blog and social media http://www.machdigital.com.au/digital-marketing-blog/ @MachdigitalAu MACH DIGITAL Resources
  96. 96. Thank You MACH DIGITAL

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