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10 Search Commandments By Colleen Harris


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From the SMX Advanced Conference in Seattle, Washington, June 22-23, 2016. SESSION: Advanced Enterprise SEOs, Unite!. PRESENTATION: 10 Search Commandments - Given by Colleen Harris, @cdawg2610 - CDK Global, Search Engine Optimization Specialist. #SMX #12A

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10 Search Commandments By Colleen Harris

  1. 1. #SMX #12A @cdawg2610 10 scalable steps for SEO on an Enterprise level “10 Search Commandments”
  2. 2. #SMX #12A @cdawg2610 • First website was on Geocities • 10 years in digital marketing • Love of link building and listings • Nickname of the “Google Whisperer” • Employed with CDK Global since 2013 About Me Colleen Harris @cdawg2610
  3. 3. #SMX #12A @cdawg2610 10 Search Commandments “I’m just like my country, I’m young, scrappy and hungry And I’m not throwing away my shot.” @HamiltonLyrics
  4. 4. #SMX #12A @cdawg2610 1. Demand Verification Google+ as a social network is gone Google listings still matter to a business Search “Business Name +” to find rogue listings On twitter? Use #ghelp hashtag & follow @googlemybiz
  5. 5. #SMX #12A @cdawg2610 2. Check Your Business Across Devices “50% of consumers who conducted a local search on their smartphone visited a store within a day, and 34% who searched on computer/tablet did the same.1 ” Don’t throw away your shot on mobile Google Mobile FriendlyTest MobileTest Multi-ScreenTest ThinkWith Google SiteTester *Source 1: Google “Understanding Consumers’ Local Search Behavior,” 2014
  6. 6. #SMX #12A @cdawg2610 3. Tell Your Story in Photos “80% of Internet shoppers say images are imperative when deciding to buy or use a company’s product or services.1” Use GMB suggested categories to sort your photos for all directories *Source 1: Your Business Needs these 3 amazing benefits of Google Business View “Having photos on your listing increases direction requests by 42% and clicks to your website by 35%.2” *Source 2: Google My Business Profile Most Important Image
  7. 7. #SMX #12A @cdawg2610 4. Negotiate your Duplicates “Citation quality and consistency remain top- five factors for both pack results and in competitive markets.1” SuccessfulCitation work needs a 3rd party Yext Power Listings Whitespark Local Citation Finder Moz Local Search Definitive Local Search Citations *Source 1: Moz Local Ranking Factors
  8. 8. #SMX #12A @cdawg2610 5. Get your Titles Up To Date “The top 3 ranking factors to help improve ranking are Links, Content and Rank Brain.” Google “ question you are answering” To see Google’s page choice for an answer box Run Full Site Audits for • PageTitle • Descriptions • H1 tags *Source: Know the Top 3 Ranking Factors AnswerThe Public
  9. 9. #SMX #12A @cdawg2610 6. Mark your Site Up with Structured Data Structured Data = Markup of your business information for the search engines “We recommend using JSON-LD as the data format.1” Which language to use? *Source 1: Data and Local Business JSON LD Playground JSON MarkUp Generator
  10. 10. #SMX #12A @cdawg2610 7. Leave Breadcrumbs for your Visitors Breadcrumbs =Website NavigationTrail for the Search Engines Add it in with your JSON in the header Displays in Mobile and Desktop Search
  11. 11. #SMX #12A @cdawg2610 8. Leave your Reviews for the Stars “92% of consumers now read online reviews, while Star rating is #1 factor used by consumers to judge a business.” 3rd party review sites do matter Definitive Local Review Sites *Source: Local Consumer Review Survey
  12. 12. #SMX #12A @cdawg2610 9. Link Building Lives On Local Link Building looks at the relationship between two sites over other factors. Community Pages – Automatic Local Links “Old School”Traditional Link Building is dead. “3 for 3” Strategy
  13. 13. #SMX #12A @cdawg2610 10. The One Step to Remember If you do only one thing, verify your Google Listing and always be aware of how you look on the map. This is Google’s world, we’re all just living in it.
  14. 14. #SMX #12A @cdawg2610 Download your own copy of the 10 Search Commandments TEN SEARCH COMMANDMENTS 1. DemandVerification 2. Check you business across devices 3. Tell you story in photos 4. Negotiate your duplicates 5. Get you titles up to date 6. Mark your site up with structured data 7. Leave breadcrumbs for you visitors 8. Leave your reviews for the stars 9. Link building lives on 10. If you remember nothing else…. GOOGLE! @cdawg2610 @CDKGlobal