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SEO for Small Business


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There are 2,065,523 small businesses in Australia that account for 33% of Australia’s GDP. Search engine optimisation, being the cheapest form of digital marketing can have some incredibly impactful, long term transformative results for a business. Here's my deck from deep diving into SEO for Small Business.

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SEO for Small Business

  1. 1. SEO for Small Business Authored by Nik Ranger Webfirm’s SEO Specialist
  2. 2. INTRODUCTION. A LITTLE ABOUT ME. ● I’ve worked as a Search Professional for 4 years ● I specialise in creating SEO strategies, site auditing and finding opportunities to surpass your competitors ● SEMrush Finalist for the Search Professional Of The Year 2018 ● In my free time I’m an Electric violinist, surrealist illustrator and videographer Brands I’ve worked with in my career
  3. 3. SMALL BUSINESSES IN AUSTRALIA. ● There are 2,065,523 small businesses in Australia ● They are prevalent in all sectors of the Australian economy across all regions ● Over nine in ten Australian businesses are small businesses ● Small business owners pay around 12% of total company tax revenue ● They account for 33% of Australia’s GDP ● They employ over 40% of Australia’s workforce
  4. 4. WHAT IS SEO AND WHY IS IT IMPORTANT? ● SEO is an acronym for Search Engine Optimisation. ● It’s the process of making your site visible in Search Engine Results Pages (SERP) to bring relevant, meaningful organic traffic to your website.
  5. 5. Local SEO and Small Business SEO are closely-related, because small business is more often than not community driven. So that’s largely what we’ll cover in this presentation.
  6. 6. HOW TO GET YOUR SMALL BUSINESS FOUND ONLINE ● The Mechanisms of Search: How SEO Works For Your Business ● Your Niche Topic & Keyword Targeting ● Writing Content & How To Get Your Business Found ● Your Business’s Brand ● Google My Business ● Local Ranking Factors - Structured Data ● Business Ratings & Reviews ● Business Community Link Sharing ● Overall Takeaway
  7. 7. BEFORE WE BEGIN, HERE’S MY ASSUMPTIONS: ✓ You’ve already set up Google Search Console ✓ You’ve already set up Google Analytics ✓ You’ve already set up Google Tag Manager ✓ You’ve already conducted a Technical SEO audit on your site
  8. 8. THE MECHANISMS OF SEARCH HOW SEO WORKS FOR YOUR BUSINESS First, I’m going to walk you through some marketing 101 you might have learned at business school and show you how that’s still 100% applicable to the real world of online business.
  9. 9. When your customers are searching online, 99.5% of the time they’re not looking to buy.
  10. 10. THE PURCHASE FUNNEL B2C • Search for information • Learn about products • Read Reviews and compare products • Put product in cart • Review shopping cart and go to checkout • Transaction completed Lead Generation Lead Nurture Sales Awareness Interest Consideration Intent Evaluation Purchase B2B • Search for information • Buyers examine specific product and reviews • Buyers share research on products and brands with other stakeholders • Buyer gets product demo • Buyer gets contract proposal • Transaction completed
  11. 11. ● Generally speaking, what you write on your website is how you get found. ● You want to make sure you have relevant information to be found for the right search intent. ● When your page is indexed (added to the search directory) by a Googlebot, it detects what your page is about from certain factors that you have on and off your page. YOUR NICHE TOPIC AND KEYWORD TARGETING Page Page Page Page Page Page Page Page Page Page Page Page Page
  12. 12. YOUR NICHE TOPIC AND KEYWORD TARGETING ● Optimise your existing pages and create pages that reflect each point of the purchase funnel. ● This process is called a silo. ● Each page in your silo is centred around keywords in your topic. Page Page Page Page Page Page Page Page Page Page Page Page Page
  13. 13. NICHE TOPIC = A SET OF KEYWORDS TO TARGET ● Determining your niche topic is vital for local or small businesses. ● If you have a clear niche, you can compete locally with large national brands – despite their multi-million dollar advertising budgets. 43% Shop In Bed 20% Shop In Bathroom 20% Shop In Car 23% Shop In Office 10% Shop While Out Drinking Purchase Reviews Demo Trial Research Interest in Product or Brand Learns Product Exists Niche Topic
  14. 14. 70% of search queries are long tail Long tail keywords convert 2.5x more frequently PurchaseReviews Demo TrialResearch Interest in Product or Brand Learns Product Exists THE SEARCH DEMAND CURVE
  15. 15. WRITING CONTENT & HOW TO GET YOUR BUSINESS FOUND ● Your small business SEO will get a significant boost from the right content. ● Make sure when looking at your content strategy to plan out your content with the five factors. ● Ensure you’re writing content for all the questions your customers have about what you do and how you’re different from your competitors.
  16. 16. • Each page has a primary target keyword reflects the purchasing journey of your customers. • Focus on making an awesome first impression on your potential customer. PurchaseReviews Demo TrialResearch Interest in Product or Brand Learns Product Exists guitar effects boss gt-8 for sale which guitar effects processor is best Music store near me guitar effects boss gt-8 guitar effects vs processor guitar effects that sound like violin what guitar effects are used in songs
  17. 17. OPTIMISING YOUR PAGE FOR YOUR TOPIC KEYWORDS ● URL: Recognisable to the customer that they’re clicking through to the right page ● Title: primary target keyword ● Meta Description: Gives a short description of topic and your brand and call to action
  18. 18. BASIC ANATOMY OF A PAGE • H1: Secondary relevant keyword • H2: Captures all the derivative questions of your topics – eg. Guitar Pedals Guide, – Multi Effects Processor, – What Guitar Pedals Should I Get? • H3: Captures all the answers – eg. What are the types of pedals you can get? – What are they best used for? – What’s the lifespan? – How much are they? – What do I need to use one? – Who else uses it in their set up? (Testimonials) ResearchExample: Photo Photo Video Video Demo Trial Purchase Reviews Contact Us Interest in Product or Brand Learns Product Exists
  19. 19. HOW TO CHOOSE KEYWORDS (ROUGH GUIDE) • When writing your content, be realistic about the chances of getting that content to rank in search. • If you are in a highly competitive market, content works very well as a marketing tool and as input for social media, but it doesn’t guarantee you’ll get you that number one spot in Google, and that’s OK. • Manage your expectations. Highest Avg. Monthly Search Volume Relevant Niche Keyword Highest CPC, Best Commercial Value Lowest Competition Value Adhering to Trends: Consistent or increasing, monitor change
  20. 20. WRITING CONTENT & HOW TO GET YOUR BUSINESS FOUND ● When creating content, it’s really important to keep in mind how you’re going to amplify it. ● Amplifying content using social media, PPC Ads (Google Ads, Bing Ads etc) will directly send traffic to where you want. Page Page Page Page Page Page Page Page Page Page Page Page Page Topic Information Silo Social Media Social Media & PPC Ads Non Branded Organic Traffic Branded Organic Traffic
  21. 21. WRITING CONTENT & HOW TO GET YOUR BUSINESS FOUND ● If you’re making valuable informative content, other websites referencing your content create backlinks. People engaging, sharing and clicking on your content improves your Click Through Rate (CTR). ● Your pages are like candidates. Backlinks are like votes. Google organises their SERP by popularity. More votes and attention (CTR), the better chance you’ll win top spot in the SERP. Page Page Page Page Page Page Page Page Page Page Page Page Page Topic Information Silo Social Media Social Media & PPC Ads Non Branded Organic Traffic Branded Organic Traffic
  22. 22. There are many correlations in the data that would suggest that Google favours branding. Generally speaking, well known brands get better rankings with fewer backlinks (votes). YOUR BUSINESS’S BRAND
  23. 23. Otherwise big brands will get showcased in the SERPs and small companies will get left in the dust. For small brands however, they need to work twice as hard because they’re not as well known. Brand Logo & Colours Social Reach & Influencer Marketing Company Values & Ethics Point Of Difference Community Engagement Unique Personality 6 Ways To Build Your Brand
  24. 24. Branded Organic Traffic If you have a clear niche, you can compete locally with large national brands – despite their multi-million dollar advertising budgets. If you build up your brand awareness, build trust and authority with your customers, they will associate you with quality and you’ll be uniquely searched. Non-Branded Organic Traffic
  25. 25. • There are many things that influence your local rankings, but there is one very obvious one: your address details or NAP, which stands for Name, Address, Phone number. • Make sure you use the exact same NAP details on both your website and your Google My Business listing and include your website link to your listing too. This is the only way for Google to understand the relationship between them. • Google My Business really is your friend if you want to rank in your specific geographical area, so get your details right. GOOGLE MY BUSINESS Fill Out All Of Information Verify Your Business in the right category Consistent NAP On GMB and Website Add Photos of Store, Products and Staff
  26. 26. • Structured data is a standardised list of attributes and entities that are all supported by the big search engines (Google, Bing, Yahoo). • Structured data helps organise and showcase your information in search. • Be sure to add your NAP these in the correct formatting (in code), using LOCAL RANKING FACTORS Your Essential Must Do!
  27. 27. • Google My Business, like Facebook, allows others to leave a review of your company. If your company has a good rating, people will be more likely to click through to your website from either of these two platforms. Make sure you monitor and maintain these reviews. • If you get a negative review for any reason, react by responding and solving your customer’s problem. Then, once you have, ask them to change their review afterward. In other words, turn that dissatisfied customer into a brand ambassador. RATINGS AND REVIEWS
  28. 28. • Social ‘proof’, like the ratings and reviews mentioned above, should be backed up with a few links from local directories. • You should get a listing on these sites, for the obvious reason that this means you also get a link to your website. If you can get some links from other related local websites in that directory, that will also help your site’s findability. • Note that links from other local websites should be from sites that are in a related profession. BUSINESS COMMUNITY LINK SHARING
  29. 29. OVERALL TAKEAWAY - HOW TO ACTION THESE STEPS FOR YOUR BUSINESS ✓ Prioritise keyword research for your business & pick your niche topics ✓ Organise your website around your niche topics ✓ Amplify new pages with social media & PPC ads ✓ Brand campaign - get yourself out there ✓ Optimise your Google My Business profile and set up Structured Data ✓ Get reviews for your business and respond to both positive and negative comments ✓ Build profiles on directory listings ✓ Monitor results in Google Search Console and Google Analytics
  30. 30. Thanks for having me! Contact me for more info THANKS FOR LISTENING. 1300 932 347 Level 2/419 Collins Street