Getting Found Online
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The document discusses the story and growth of NectarMedia and its related businesses over time. It started as a wine blogging business with no online presence in 2009 and has since grown significantly, ranking highly in various metrics and expanding to include additional businesses like a tasting room, wine and beer shop, and catering company. The rest of the document discusses the importance of search engine optimization and provides an agenda and overview of key topics to help businesses get found online, including understanding Google's algorithm, SEO best practices, and the seven key areas of signals that impact search engine rankings.
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Getting Found Online
- 1. Getting Found Online The Keys to Unlocking Search Engine Success NectarMedia | Nectar Tasting Room | Nectar Wine and Beer | @nectarmedia | mayhem@nectarmedia.co
- 2. November 2009 Now Wine consumer with a vision Three businesses Unknown in wine blogging community Ranked in top 25 for traffic, top 10 for engagement and top 5 for link backs – in the country 0 page views per month 20,000 page views per month 0 Facebook fans 5000 Facebook fans 0 Twitter followers 15000 Twitter followers 0 Linkedin Connections 5000 local Linkedin Connections 0 YouTube Videos 160 Videos (15,000 views) 0 Blog posts 500 posts The Story NectarMedia | Nectar Tasting Room | Nectar Wine and Beer | @nectarmedia | mayhem@nectarmedia.co
- 3. The Story NectarMedia | Nectar Tasting Room | Nectar Wine and Beer | @nectarmedia | mayhem@nectarmedia.co •5 Wineries 40 Wines 1 Location •Co-op business model •Event facility (3000 sq ft) •Future expansion •Voted “Best new biz in 2011” •Featured in Alaska Airlines Magazine and on MSNBC.com
- 4. The Story NectarMedia | Nectar Tasting Room | Nectar Wine and Beer | @nectarmedia | mayhem@nectarmedia.co •Author •Seminar Leader •Consultant •Build affordable template based web sites •Manage businesses online content
- 5. The Story NectarMedia | Nectar Tasting Room | Nectar Wine and Beer | @nectarmedia | mayhem@nectarmedia.co •Wine and beer specialty shop in Kendall Yards •Opening new location in Spring 2017
- 6. The Story NectarMedia | Nectar Tasting Room | Nectar Wine and Beer | @nectarmedia | mayhem@nectarmedia.co •Specialty and custom catering •Weddings, events, corporate lunches and holiday parties •Formerly Just a Couple of Moms Catering •Over 20 weddings in 2016
- 7. Why Getting Found is Critical Understanding Google Algorithm Understanding SEO 7 Keys to Unlocking Search Engine Success Q&A Throughout NectarMedia | Nectar Tasting Room | Nectar Wine and Beer | @nectarmedia | mayhem@nectarmedia.co Today’s Agenda
- 8. Why Getting Found is Critical NectarMedia | Nectar Tasting Room | Nectar Wine and Beer | @nectarmedia | mayhem@nectarmedia.co Customer has a need Customer searches need Is your content found? Yes No Part of the choice Customer asks friends Social media influence Traditional media influence
- 9. Why Getting Found is Critical NectarMedia | Nectar Tasting Room | Nectar Wine and Beer | @nectarmedia | mayhem@nectarmedia.co Customer Makes Purchase
- 10. Why Getting Found is Critical NectarMedia | Nectar Tasting Room | Nectar Wine and Beer | @nectarmedia | mayhem@nectarmedia.co Search is king 1/3 of searches are done mobile 61% result in a call “Having” a web site is no longer the solution The way we get information has changed in the last 3 years Your Website is the only content you own
- 11. Understanding Google Algorithm NectarMedia | Nectar Tasting Room | Nectar Wine and Beer | @nectarmedia | mayhem@nectarmedia.co If you understand these, then you might have a clue 2009 2010 2012 2014
- 14. Understanding SEO NectarMedia | Nectar Tasting Room | Nectar Wine and Beer | @nectarmedia | mayhem@nectarmedia.co SEO – Search Engine Optimization Shift from Keywords to QUALITY CONTENT Shift from Links to CREDIBILITY Shift from Search Engine to KNOWLEDGE ENGINE Shift toward MOBILE FIRST CONTENT INDEXING •Is it more than 20% original •First 90 characters of title •First 220 characters of body •Image / Video Titles •Link Titles
- 15. Other Ways Customers Find You NectarMedia | Nectar Tasting Room | Nectar Wine and Beer | @nectarmedia | mayhem@nectarmedia.co •1.2 billion accounts •405 minutes month •Engage •600 million accounts •30 minutes month •Conversation •350 million accounts •10 minutes month •Search Engines •80 million accounts •405 minutes month •Drives web traffic •200 million accounts •17 minutes month •Professional /Resume •400 million accounts •200 minutes month •Attention
- 16. NectarMedia | Nectar Tasting Room | Nectar Wine and Beer | @nectarmedia | mayhem@nectarmedia.co
- 17. 7 Keys to Unlocking SEO Success NectarMedia | Nectar Tasting Room | Nectar Wine and Beer | @nectarmedia | mayhem@nectarmedia.co 1. My Business Signals 2. External Location Signals 3. On Page Signals 4. Link Signals 5. Review Signals 6. Behavioral Signals 7. Social Signals
- 18. My Business Signals NectarMedia | Nectar Tasting Room | Nectar Wine and Beer | @nectarmedia | mayhem@nectarmedia.co Add Your Business to Google My Business Google.com/Business 1. Upload Photos 2. Choose Category 3. Add Website 4. Add NAP 5. Add and verify a domain based email
- 19. External Location Signals NectarMedia | Nectar Tasting Room | Nectar Wine and Beer | @nectarmedia | mayhem@nectarmedia.co
- 20. External Location Signals NectarMedia | Nectar Tasting Room | Nectar Wine and Beer | @nectarmedia | mayhem@nectarmedia.co CITATIONS A citation is a reference to your business on the internet Structured – from sites like Yelp, Bing, Superpages and Yellowpages Unstructured – event listings, blogs, newspapers, job sites
- 21. External Location Signals NectarMedia | Nectar Tasting Room | Nectar Wine and Beer | @nectarmedia | mayhem@nectarmedia.co BUILDING CITATIONS Claim your business listing on sites like Bing, Yahoo, Yelp (and other review sites) Submit events to online newspapers and event sites Write a press release with your business NAP on it Join local chambers and organizations
- 22. External Location Signals NectarMedia | Nectar Tasting Room | Nectar Wine and Beer | @nectarmedia | mayhem@nectarmedia.co INTERNET YELLOW PAGES Internet yellow pages are sites where you can enter consistent NAP and website information Yelp Angies List Better Business Bureau Insider Pages Superpages.com
- 23. External Location Signals NectarMedia | Nectar Tasting Room | Nectar Wine and Beer | @nectarmedia | mayhem@nectarmedia.co NAP CONSISTENCY Important to keep name, address and phone number consistent across all citations Include NAP in all press release information and on as many internal website pages as appropriate
- 24. External Location Signals NectarMedia | Nectar Tasting Room | Nectar Wine and Beer | @nectarmedia | mayhem@nectarmedia.co DATA AGGREGATORS Data aggregators collect and distribute data to search engines and online directories Acxiom Infogroup Factual Nuestar Localeze Use Express Update to add your business to all data aggregators ExpressUpdate.com
- 25. On Page Signals NectarMedia | Nectar Tasting Room | Nectar Wine and Beer | @nectarmedia | mayhem@nectarmedia.co On page signals are the most important ranking factor for local SEO Header Tags Title Tags Images Maps NAP citations on pages Keyword in content Site speed Content, content content
- 26. Link Signals NectarMedia | Nectar Tasting Room | Nectar Wine and Beer | @nectarmedia | mayhem@nectarmedia.co Link signals are similar to link building for normal SEO • Give an interview to a local reporter or interviewer about your website • Offer a scholarship or job to students in college • Sponsor charity events • Create content for other websites
- 27. Review Signals NectarMedia | Nectar Tasting Room | Nectar Wine and Beer | @nectarmedia | mayhem@nectarmedia.co • Google correlates good reviews with a good business. Businesses with good reviews will return higher in search results.
- 28. Behavior Signals NectarMedia | Nectar Tasting Room | Nectar Wine and Beer | @nectarmedia | mayhem@nectarmedia.co • How a user interacts with your website can effect how Google views your site • Bounce Rate • Website Speed • Time on site • Duration • Mobile Friendly • CTR Click Through Rate
- 29. Social Signals NectarMedia | Nectar Tasting Room | Nectar Wine and Beer | @nectarmedia | mayhem@nectarmedia.co • A popular website, in terms of shares, retweets, +1’s tells Google that it is relevant • Think in terms of how can my website get shared • Facebook advertising • Like and follow other content • Be active on social profiles • Optimize all social profiles
- 30. 7 Keys to Unlocking SEO Success NectarMedia | Nectar Tasting Room | Nectar Wine and Beer | @nectarmedia | mayhem@nectarmedia.co 1. My Business Signals 2. External Location Signals 3. On Page Signals 4. Link Signals 5. Review Signals 6. Behavioral Signals 7. Social Signals