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Foundational SEO for Startups

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Our Operations Manager and SEO whiz Conor Doyle talks about Foundational SEO for Startups. We look at the three things that we believe you should focus on if you're just getting started with SEO for your business.

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Foundational SEO for Startups

  1. 1. Foundational SEO for Startups with Conor Doyle #SFGettingSmarter
  2. 2. 2 What we hope you can take away from this: 1. Knowing what you should be focusing on in order to build your business online. 2. From our experience, the easiest things you can do or invest in right now to improve your long game. 3. Why you don’t ever have to care about the “scary algorithms” when you have competitor intelligence at your fingertips.
  3. 3. 3 The biggest thing that small business owners forget about… All consumers are moving rapidly through a multi-device, multi-channel journey. If you’re lucky enough to capture them for a moment in this journey, or be even more lucky and have them remember you… They need to be able to find you. FAST
  4. 4. 4 What you need to provide 1. Your website (in position 1 on Google) the second they search for you. 2. A user experience that is pleasant, simple and easy 3. Proof that others used your product or service, and loved it
  5. 5. 5 It all starts with the name • Business names targeted to keywords now work against you • For searches like these, Google will keep things broad and offer a variety of results • The best brand name is a random string of characters that until now, means nothing to Google or anyone on the planet
  6. 6. 6 What happens when you use a random brand name with no prior meaning: Youfoodz - Top 10 Results on Google Youfoodz: You'll never eat frozen again. Fresh meals delivered to your ... https://youfoodz.com/ View Our Menu https://youfoodz.com/collections/all Meal Plans https://youfoodz.com/collections/meal-plans Stockists https://youfoodz.com/pages/stockists Youfoodz Reviews - ProductReview.com.au https://www.productreview.com.au/p/youfoodz.html Youfoodz - Home | Facebook https://www.facebook.com/youfoodz/ Youfoodz Reviews | Read Customer Service Reviews of youfoodz.com https://au.trustpilot.com/review/youfoodz.com youfoodz: Deals, Coupons and Vouchers - OzBargain https://www.ozbargain.com.au/deals/youfoodz.com Youfoodz Wholesale https://www.yfwholesale.com/ YouFoodz Stockist Locations | Ritchies Supermarkets https://www.ritchies.com.au/youfoodz-stockist-locations
  7. 7. 7 What happens when you attempt to target a keyword: Brisbane Plumbing And Gas - Top 10 Results on Google Brisbane Plumbing and Gas - Reliable Plumbing Services https://www.brisbaneplumbinggas.com.au/ Brisbane Plumbing & Gas in Balmoral, Brisbane, QLD, Plumbing ... https://www.truelocal.com.au/business/brisbane-plumbing-and-gas/balmoral Plumbing & Gas Co: Brisbane Plumbers and Gas Fitters http://plumbingandgasco.com.au/ Brisbane Plumbing & Gas, Plumber - Word of Mouth https://www.wordofmouth.com.au/reviews/brisbane-plumbing-and-gas Plumbers & Gas Fitters Brisbane https://www.waterwiseplumbing.com.au/ Brisbane Plumbing & Brisbane Gas Fitting - Blaze Plumbing & Gas http://blazeplumbingandgas.com.au/about-us/ 59 Brisbane Plumbing And Gas jobs | Jora https://au.jora.com/Brisbane-Plumbing-And-Gas-jobs 55 Brisbane Plumbing and Gas jobs in Brisbane QLD | Jora https://au.jora.com/Brisbane-Plumbing-and-Gas-jobs-in-Brisbane-QLD Plumbers & Gas Fitters in BRISBANE CBD, QLD - Yellow Pages https://www.yellowpages.com.au/find/plumbers-gas-fitters/brisbane-cbd-qld Brisbane Plumbing and Gas Pty Ltd - Bulimba - Julia ... - Hipages https://www.homeimprovementpages.com.au/connect/smartstateplumbing/service/343346
  8. 8. 8 What happens when you attempt to target a keyword: https://www.brisbaneplumbinggas.com.au/ https://www.truelocal.com.au/business/brisbane-plumbing-and-gas/balmoral http://plumbingandgasco.com.au/ https://www.wordofmouth.com.au/reviews/brisbane-plumbing-and-gas https://www.waterwiseplumbing.com.au/ http://blazeplumbingandgas.com.au/about-us/ https://au.jora.com/Brisbane-Plumbing-And-Gas-jobs https://au.jora.com/Brisbane-Plumbing-and-Gas-jobs-in-Brisbane-QLD https://www.yellowpages.com.au/find/plumbers-gas-fitters/brisbane-cbd-qld https://www.homeimprovementpages.com.au/connect/smartstateplumbing/ser vice/343346 Correct Brand Site or Related Competitor Jobsite Directory Listing
  9. 9. 9 How to own all 10 organic spots on Google • Website + sitelinks • Your twitter feed (have to be posting frequently for it to work) • Facebook Page • YouTube Page • LinkedIn Page • Twitter Page • 1-5 spots as directory listings (word of mouth, yellow pages, truelocal, yelp, productreview, trustpilot) • 1-2 spots as job site profiles (glassdoor, seek) • 1 spot as your Wikipedia page (save this for once you’re bigger)
  10. 10. 10 Action points: • Choose a brand name that is completely unique • If you already have a brand name that isn’t unique, speak to an SEO agency about other tactics to push your competition out of Page 1 (difficulty level = hard mode) • Create your website sooner rather than later, Google needs to index it for weeks or months before it will show. • Create your social media accounts. • Submit your business and website to directory listings, and fill out everything you possibly can. • Create your job board profiles (optional)
  11. 11. 11 What you need to provide 1. Your website (in position 1 on Google) the second they search for you. 2. A user experience that is pleasant, simple and easy 3. Proof that others used your product or service, and loved it
  12. 12. 12 In a recent study from Forrester Research, a well-designed user interface could raise your website’s conversion rate by up to a 200%, and a better UX design could yield conversion rates up to 400%. forbes.com
  13. 13. 13 Examples of user experiences that are pleasant, simple and easy to use
  14. 14. 14 Examples of user experiences that are pleasant, simple and easy to use
  15. 15. 15 Examples of user experiences that are pleasant, simple and easy to use • Simple, clean navigation • Strong and obvious CTA above the fold • USP front and center • Easy way to contact or ask a question
  16. 16. 16 Examples of user experiences that are pleasant, simple and easy to use • Mega menu makes getting around the site simple • Putting together this order is a breeze • No over complication, and more details readily available if you need them
  17. 17. 17 Examples of user experiences that are pleasant, simple and easy to use • FAQs separated by type of question, “Product”, “Ordering”, etc.
  18. 18. 18 Examples of user experiences that are pleasant, simple and easy to use • Queensland Building and Construction Commission License Number in the logo • Simple, clean navigation • Strong and obvious CTA above the fold • Phone numbers for days
  19. 19. 19 Examples of user experiences that are pleasant, simple and easy to use • “On Time Guarantee” • Further elaboration on USP, strong proposition • Breakdown of how it works • Accreditations and suppliers
  20. 20. 20 Examples of user experiences that are pleasant, simple and easy to use • Not stuck wondering about what services they offer
  21. 21. 21 Examples of user experiences that are pleasant, simple and easy to use • Contact Form is detailed, but not too detailed. • Only thing we would avoid is making providing an alternative number a mandatory field
  22. 22. 22 An example of a user experience that needs work • CTA is weak and generic – “QLD #1 doggy daycare” • So much non-utilized space • Everything else squished in as a result – makes it hard to read • Chat function is offline, should it be there if so?
  23. 23. 23 An example of a user experience that needs work • Extremely content heavy, ain’t nobody got time for that
  24. 24. 24 An example of a user experience that needs work • Not responsive, please don’t make me pinch to zoom • Had trouble tapping the boxes in the form let alone filling them out • Most people would give up straight away and look elsewhere
  25. 25. 25 Action points: • Speak to a professional about a website, just as you would for anything else you really care about • Be willing to invest $5,000+ on a site that looks great and is easy to use, it will help you get more traffic and win repeat customers • We recommend Wordpress for easy SEO - other CMS like Squarespace and WIX make SEO very difficult in some ways • Just like a chef who tries his own food before serving – you must put yourself in the shoes of your user
  26. 26. 26 What you need to provide 1. Your website (in position 1 on Google) the second they search for you. 2. A user experience that is pleasant, simple and easy 3. Proof that others used your product or service, and loved it
  27. 27. 27 92% of consumers read online reviews and testimonials when considering a purchase. 88% of consumers trust online reviews as much as personal recommendations. 72% of them say positive reviews and testimonials make them trust a business more. bigcommerce.com
  28. 28. 28 When a consumer interacts with your review, three things happen. • They are 58% more likely to convert • They generate 62% more revenue per site visitor • They buy 3% more per order bigcommerce.com
  29. 29. 29 Examples of social proof leveraged well
  30. 30. 30 Do other people like YouFoodz?
  31. 31. 31 Do other people like Brisbane Plumbing and Gas?
  32. 32. 32 Action points: • As an exercise, imagine you are a customer of your own business and try and find some information online about what other people think about the product or service. • If the overarching sentiment is not positive, your customers will walk away • Do you collect feedback from your customers? This is the place to learn about happy customers who you can encourage to share their experience on Google and other platforms. • Be careful though, Google & other platforms with review functionality do a lot of work to ensure reviews are genuine and authentic (never incentivise review posting). https://www.accc.gov.au/business/advertising-promoting-your- business/managing-online-reviews
  33. 33. #SFGettingSmarter THANK YOU! Conor Doyle Operations & Business Development Manager conor.doyle@searchfactory.com.au Search Factory Brisbane Lobby 2, Level 2 | 76 Skyring Tce, Newstead QLD 4006

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