This is the slide deck is used during the Professional Development Days hosted by Kootenay Rockies Tourism in Cranbrook and Nelson BC. (01/31/17 - 02/02/17) Send me an email if you have questions: scott@navigatormm.com

1. PROFESSIONAL DEVELOPMENT DAYS
GOOGLE FOR SMALL BUSINESS
Scott Bauer - Navigator Multimedia Inc

2. Let’s Get To Know Each Other

3. My Top 10 Apps
1. Spotify
2. Starbucks
3. Snapchat
4. Instagram
5. Strava
6. Tinder
7. Shopify
8. Facebook
9. Podcasts
10. Google

4. We already kinda met…

5. GOOGLE FOR SMALL BUSINESS
Today’s Goal: Self
Management

6. User vs Google vs Business
The Stakeholders

7. User First

8. Resulting In...

10. GMB sits above organic results

11. And Branded Search

12. And Maps

13. Factors that influence rank (in no order)
- Page Verification
- Profile Completeness
- Reviews
- User Proximity
- Prominence
- Hours of Operation
- Physical Business Location vs Service Area
- And more
We can control these!

14. Let’s Get to Work!
Step 1: Create Google Account / Login to Google
Pro Tip: ONE Google Account for all business locations and Google products
Step 2: Find your Google My Business Page (beware of duplicates)
https://www.google.com/business
Step 3: Claim / Verify your Business Page

15. If you’re already signed in, the “start now” will redirect you to the right place

16. GMB
Dashboard

18. Photo Control: Weak
Here is how to flag photos that aren’t relevant or less important to your business

19. Factors that influence rank (in no order)
- Page Verification
- Profile Completeness
- Reviews
- User Proximity
- Prominence
- Hours of Operation
- Physical Business Location vs Service Area
- And more
Almost done!
Let’s get more reviews.

20. Get More Google Reviews
Step 1: Find your review link for GMB
Step 2: Have a follow up process for a CTA
(OTA’s do this, and email works great!)
Step 3: Follow up on their Follow up

21. 1. Copy the URL from the “write a review” button

22. 2. Copy the URL in your address bar from this screen

23. 1. Test it (Control+Shift+N)
2. (example)
https://www.google.com/#q=kootenay+rockies+tourism&lrd=0x5364d45ce71666bf:0x9bc15ea5d4b3
01e0,3,
3. Shorten it. Go here: https://goo.gl/
4. Share it!
a. Does your business have a CRM or customer list?
b. Do you have an email list or newsletter?

24. Get the app!
iOS:
https://itunes.apple.com/us/app/google-my-business/id853371601?mt=8
Android:
https://play.google.com/store/apps/details?id=com.google.android.apps.vega&hl=en

25. Google Trackable URL builder
Go here:
https://ga-dev-tools.appspot.com/ca
mpaign-url-builder/
Analytics Prelude: Track
Everything

26. Break Time

28. 1. Fundamentals and Setup
2. Clean The Data!
3. Top 5 Reports
4. #Goals
5. GA for SEO
6. GA for AdWords
Chapters of Learning and Application

29. Fundamentals and Setup
1. Chrome Browser Extension:
https://get.google.com/tagassistant/

30. Go Here: https://www.google.com/analytics
Account vs. Property vs. View
- Tracking Code and Install
- Test with Tag Assistant
- Add a separate view
- Apply Filters

31. Add a second (or third) view

32. Exclude Internal Traffic
*note we are currently on the Prestige IP

33. After copying your IP Address, had back to “view” in Analytics and create the IP Exclusion Filter

34. [Advanced] Hostname Filter
Go to:
Reporting Tab > Audience > Technology > Network > Hostname
Identify Spam hostnames, create filter!

35. Top 5 Reports

36. Audience Overview Report
Audience > Overview

37. Device Breakdown
Audience > Mobile > Overview

38. Top Performing Page Content
Behaviour > Site Content > All Pages
Blog
Blog

39. Acquisition > Overview

40. Organic Search Query Report
This requires linking Search Console to Analytics
https://www.google.com/webmasters/tools/home?hl=en
1. Sort by impressions
2. Identify search volume
and content creation
Ideas
3. Identify search
appearance

41. #Goals - What Should We Track?
Example Goals:
- Form Submit
- Email Sign Up / Newsletter / Gated content
- Phone Call?
- A Transaction (Ecommerce)

42. Typical form submit notice
Change in URL

43. Dedicated page for the
conversion

44. Get that /thank-you/ page! [WordPress]
Copy/paste this:
on_sent_ok: "location = '[COPY/PASTE
THANKYOU PAGE HERE';"

45. Destination Secured: Let’s create the goal.

48. Test it!

49. Goals Are Powerful - But Be Aware Of Attribution
In a multi-device world

50. Bonus! Site Search
Look for “/?” in the URL to identify the query parameter

51. Find “Site Search”
1. Admin Tab
2. View, View Settings

52. Break Time
Google Support: Call us at: +1-866-246-6453

54. Google’s Advertising Platform
AdWords is made up of:
- Search Ads
- Display Ads
- Shopping Ads
- YouTube Video Ads
We’re focusing here

55. Search vs. Social

56. When is comes to Search: It’s Google’s world, we just live in it.
Google Controls 70% of Search Market Share (US)
Bing has ~ 20%
- Most of the time when people search on bing, they
don’t know they are
10% - Other

57. Search Ads

58. Keyword Strategy
1. Branded vs. Non-Brand Keywords
(why branded search is important)
2. Keyword Match Types
a. Broad Match Eg: hotel in Nelson)
b. Broad Match Modifier Eg: +hotel +in +Nelson
c. Phrase Match Eg: “hotel in Nelson”
d. Exact Match Eg: [hotel in Nelson]
3. Organizing your Keywords (Start with your website Navigation!)

59. Let’s Get to Work!
Login -
https://adwords.google.com

60. PROFESSIONAL DEVELOPMENT DAYS
GOOGLE FOR SMALL BUSINESS
Scott Bauer - Navigator Multimedia Inc
Thank You!
Questions? Email me - scott@navigatormm.com