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Grow Your
Business With
More content was created in the
last two years than the previous
5,000 years of humanity.
Handles 64.4% of all Searches
Google works for the individual performing a
search. Their job is to deliver the most relevant
websites (best answer) to a searcher’s query.
comScore Explicit Core Search Share Report April 15, 2015
Google now processes more than
40,000 searches EVERY second -
3.5 billion searches per day!
#2 Search engine on the web making it
a great resource for traffic and leads.
500 Years of YouTube videos
are watched everyday.
More video is uploaded to
YouTube in one month than
the 3 major US networks
created in 60 years.
82% of searchers will use
their phone to help them
make a decision about an
in-store purchase.
There is more computing power used to do a
single Google search than all existing NASA
computers used to land on the moon in 1969.
By 2020, there will be 7 connected
devices for every person on earth.
Each device can create and filter noise.
We've gone from being exposed to
about 500 ads a day back in the 1970's
to as many as 5,000 a day today.
Grow Your Business with Google
Google My Business is a free and easy-to-use
tool for businesses and organizations to manage
their online presence across Google, including
Search and Maps. By verifying and editing your
business information, you can both help
customers find you and tell them the story of
your business.
Manage the information that Google users see when they search
for your business, or the products and services that you offer.
Interact with customers - Read and respond to reviews from your
customers, and post photos that show off what you do.
Understand and expand your presence - See insights on how
customers searched for your business, and where those
customers are coming from.
Increased visibility in search
Better shopping experience for buyers
More traffic to your website, social
channels, and front door
Businesses that add photos to their listings
receive 42% more requests for driving directions
on Google Maps and 35% more clicks through to
their websites than businesses that don’t.
Knowledge panels contain information
about businesses or people.
Panels appear on the right in the
desktop search results. It contains
information about the company, for
instance when the company was
founded and where the company is
situated. A panel also contains pictures.
Knowledge
Panels
Having a consistent
Name/Address/Phone Number (NAP)
is quite important, because Google
places a lot of weight on having that
information accurate and correct.
Reputation Management
It takes seven positive
experiences to make
up for one unresolved
bad experience.
Positive reviews send signals to Google
that the business is trustworthy and
provides a good experience for customers.
Google uses an algorithmic solution
designed to de-rank sites that offer
poor customer experience.
74% of businesses have at least one review.
88 percent of buyers research products online
before making a purchase.
86 percent will hesitate to purchase from a
business that has negative reviews.
Transparency is a continuous process of
learning and improving, turning negative
feedback into constructive conversations
that build trust and win loyal customers.
Respond quickly.
Offer to make it right.
Be authentic - conversational and honest.
Take the high road.
Be sympathetic.
Think of future customers.
Contact the customer offline.
Grow Your Business with Google
Grow Your Business with Google
Grow Your Business with Google
Search engine optimization (SEO)
is the process of affecting the visibility of a
website or a web page in a search engine's
unpaid results—often referred to as
"natural," "organic," or "earned" results.
Google’s Mission:
Serve the right content to the right
person at the right time.
High ranking is a vote of confidence!
Meta Tags explain to search engines and
(sometimes) searchers themselves what
your page is about. Meta Tags are inserted
into every page of your website code.
Focus on singular
keyword
Focus on long tail
keywords, keyword
intent and
searcher’s needs
OLD SEO NEW SEO
Semantic search seeks to improve search accuracy
by understanding searcher intent and the
contextual meaning of terms as they appear in a
search to generate more relevant results.
Google had changed its famous algorithm to focus
on the understanding phase of the searches.
Two terms are crucial in a semantic search:
1. Intent. It denotes what the searcher is looking for.
2. Context, which describes everything that gives
their search phrase a meaning.
Semantic search aims to identify both and deliver the
most relevant results based on that knowledge.
Grow Your Business with Google
High-quality sites rank higher in
search results and demote sites that
may be of lower quality.
The days of keyword stuffing, or
writing meaningless content that
would only impress search engines,
are thankfully a distant memory.
On-The-Page search ranking factors are those
that are almost entirely within your control.
What type of content do you publish? Are you
providing important clues that help search
engines (and users) determine relevancy?
Does your site architecture help or hinder
search engines?
• Very targeted search phrase containing
3 or more words.
• Comprise over 70% of all search traffic.
• Generate better quality traffic because
they are more specific.
• Less competitive.
Keyword: Insurance
Long Tail Keywords:
Group Health Insurance for Small Business
• Each page of your website should focus
on one set of long tail keywords.
• Try to use long tail keywords in your
page headers.
Research keyword performance, historical
statistics and create keyword lists.
www.adwords.google.com/KeywordPlanner
Link Building
Grow Your Business with Google
Link building is the process of acquiring
hyperlinks from other websites to your own.
When someone links to your website, they are
effectively saying it is a good resource.
1. To discover new web pages
2. To help determine how well a page
should rank in their results
When another website links to
one of your pages, it's a vote of
confidence. It's an indication of
relevance, and Google notices.
Moz.com/local
Moz.com/blog
SearchEngineLand.com
Rand Fishkin - Moz
Matt Cutts - Google
Hubspot.com
Content Curation is the art of continually
finding, grouping, organizing, and sharing
the best and most relevant content with
your brand's audience.
Content Curation is about showing thought leadership.
Good content creation tools help you save time and
increase productivity.
They streamline the process of:
• Coming up with content ideas on a consistent basis
• Organizing and executing content promotion
• Identifying link prospects
• Tracking your results
Google News is a news aggregator that presents a continuous, customizable
flow of articles organized from thousands of publishers and magazines.
Scoop.It! helps you find content from your favorite topics and allows you
to share it via your favorite social networks or blogs.
Grow Your Business with Google
Drive traffic to your website
Increase your SEO/ SERP
Position your brand as an industry leader
Develop better customer relationships
Integrating long-tail keywords in your blog posts
can help you maximize your organic search
rankings and organic traffic.
Long-tail keywords generate 70% of search
volume traffic.
Grow Your Business with Google
Google Analytics helps you track many
important stats and information about
traffic to your website like knowing
number of people visiting your site and
the most popular pages.
Analyze Sources of Traffic
Google Analytics can show you how
users are being driven to your website,
for example the number of people who
visit your website through a referral link
from another website, organic searches
or from paid ads or from search engines.
Specific Page Popularity
Google Analytics can provide data about
which of your pages are the most popular,
or visited frequently, allowing you to see
which pages of your website are
considered relevant by the visitors so we
can improve the content and experience.
Website Bounce Rates
Bounce rate is noted when users view only
one page of your website before leaving
the site. If our bounce rate is high it is most
likely that we are not providing relevant
information to your users.
Grow Your Business with Google

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Grow Your Business with Google

  • 2. More content was created in the last two years than the previous 5,000 years of humanity.
  • 3. Handles 64.4% of all Searches Google works for the individual performing a search. Their job is to deliver the most relevant websites (best answer) to a searcher’s query. comScore Explicit Core Search Share Report April 15, 2015
  • 4. Google now processes more than 40,000 searches EVERY second - 3.5 billion searches per day!
  • 5. #2 Search engine on the web making it a great resource for traffic and leads. 500 Years of YouTube videos are watched everyday.
  • 6. More video is uploaded to YouTube in one month than the 3 major US networks created in 60 years.
  • 7. 82% of searchers will use their phone to help them make a decision about an in-store purchase.
  • 8. There is more computing power used to do a single Google search than all existing NASA computers used to land on the moon in 1969.
  • 9. By 2020, there will be 7 connected devices for every person on earth. Each device can create and filter noise. We've gone from being exposed to about 500 ads a day back in the 1970's to as many as 5,000 a day today.
  • 11. Google My Business is a free and easy-to-use tool for businesses and organizations to manage their online presence across Google, including Search and Maps. By verifying and editing your business information, you can both help customers find you and tell them the story of your business.
  • 12. Manage the information that Google users see when they search for your business, or the products and services that you offer. Interact with customers - Read and respond to reviews from your customers, and post photos that show off what you do. Understand and expand your presence - See insights on how customers searched for your business, and where those customers are coming from.
  • 13. Increased visibility in search Better shopping experience for buyers More traffic to your website, social channels, and front door
  • 14. Businesses that add photos to their listings receive 42% more requests for driving directions on Google Maps and 35% more clicks through to their websites than businesses that don’t.
  • 15. Knowledge panels contain information about businesses or people. Panels appear on the right in the desktop search results. It contains information about the company, for instance when the company was founded and where the company is situated. A panel also contains pictures. Knowledge Panels
  • 16. Having a consistent Name/Address/Phone Number (NAP) is quite important, because Google places a lot of weight on having that information accurate and correct.
  • 18. It takes seven positive experiences to make up for one unresolved bad experience.
  • 19. Positive reviews send signals to Google that the business is trustworthy and provides a good experience for customers.
  • 20. Google uses an algorithmic solution designed to de-rank sites that offer poor customer experience.
  • 21. 74% of businesses have at least one review. 88 percent of buyers research products online before making a purchase. 86 percent will hesitate to purchase from a business that has negative reviews.
  • 22. Transparency is a continuous process of learning and improving, turning negative feedback into constructive conversations that build trust and win loyal customers.
  • 23. Respond quickly. Offer to make it right. Be authentic - conversational and honest. Take the high road. Be sympathetic. Think of future customers. Contact the customer offline.
  • 27. Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's unpaid results—often referred to as "natural," "organic," or "earned" results.
  • 28. Google’s Mission: Serve the right content to the right person at the right time. High ranking is a vote of confidence!
  • 29. Meta Tags explain to search engines and (sometimes) searchers themselves what your page is about. Meta Tags are inserted into every page of your website code.
  • 30. Focus on singular keyword Focus on long tail keywords, keyword intent and searcher’s needs OLD SEO NEW SEO
  • 31. Semantic search seeks to improve search accuracy by understanding searcher intent and the contextual meaning of terms as they appear in a search to generate more relevant results. Google had changed its famous algorithm to focus on the understanding phase of the searches.
  • 32. Two terms are crucial in a semantic search: 1. Intent. It denotes what the searcher is looking for. 2. Context, which describes everything that gives their search phrase a meaning. Semantic search aims to identify both and deliver the most relevant results based on that knowledge.
  • 34. High-quality sites rank higher in search results and demote sites that may be of lower quality.
  • 35. The days of keyword stuffing, or writing meaningless content that would only impress search engines, are thankfully a distant memory.
  • 36. On-The-Page search ranking factors are those that are almost entirely within your control. What type of content do you publish? Are you providing important clues that help search engines (and users) determine relevancy? Does your site architecture help or hinder search engines?
  • 37. • Very targeted search phrase containing 3 or more words. • Comprise over 70% of all search traffic. • Generate better quality traffic because they are more specific. • Less competitive.
  • 38. Keyword: Insurance Long Tail Keywords: Group Health Insurance for Small Business
  • 39. • Each page of your website should focus on one set of long tail keywords. • Try to use long tail keywords in your page headers.
  • 40. Research keyword performance, historical statistics and create keyword lists. www.adwords.google.com/KeywordPlanner
  • 43. Link building is the process of acquiring hyperlinks from other websites to your own. When someone links to your website, they are effectively saying it is a good resource.
  • 44. 1. To discover new web pages 2. To help determine how well a page should rank in their results
  • 45. When another website links to one of your pages, it's a vote of confidence. It's an indication of relevance, and Google notices.
  • 47. Content Curation is the art of continually finding, grouping, organizing, and sharing the best and most relevant content with your brand's audience.
  • 48. Content Curation is about showing thought leadership. Good content creation tools help you save time and increase productivity. They streamline the process of: • Coming up with content ideas on a consistent basis • Organizing and executing content promotion • Identifying link prospects • Tracking your results
  • 49. Google News is a news aggregator that presents a continuous, customizable flow of articles organized from thousands of publishers and magazines.
  • 50. Scoop.It! helps you find content from your favorite topics and allows you to share it via your favorite social networks or blogs.
  • 52. Drive traffic to your website Increase your SEO/ SERP Position your brand as an industry leader Develop better customer relationships
  • 53. Integrating long-tail keywords in your blog posts can help you maximize your organic search rankings and organic traffic. Long-tail keywords generate 70% of search volume traffic.
  • 55. Google Analytics helps you track many important stats and information about traffic to your website like knowing number of people visiting your site and the most popular pages.
  • 56. Analyze Sources of Traffic Google Analytics can show you how users are being driven to your website, for example the number of people who visit your website through a referral link from another website, organic searches or from paid ads or from search engines.
  • 57. Specific Page Popularity Google Analytics can provide data about which of your pages are the most popular, or visited frequently, allowing you to see which pages of your website are considered relevant by the visitors so we can improve the content and experience.
  • 58. Website Bounce Rates Bounce rate is noted when users view only one page of your website before leaving the site. If our bounce rate is high it is most likely that we are not providing relevant information to your users.

Editor's Notes

  1. Why Focus on Google Handles 64.4% of all searches Google works for the individual performing the search. Their job is to deliver the best answer to a searcher’s query
  2. Meta Tags Meta Tags explain to search engines and (sometimes) searchers themselves what your page is about. Meta Tags are inserted into every page of your website code.
  3. How SEO Has Changed. Old SEO focuses on singular keyword. New SEO focuses on long tail keywords, keyword intent and searcher’s needs
  4. Until recently, Google has relied entirely on the links and keyword mentions to understand topical relevance and hierarchy.
  5. Google looks at trending topics and displays information relating to them first.
  6. How SEO has Changed Google updated their search algorithm to decrease search engine rankings of websites that violate Google’s Webmaster Guidelines by using now declared Black Hat SEO techniques involved in increasing artificially the ranking of a webpage through manipulation. High-quality sites rank higher in search results and demote sites that may be of lower quality.
  7. The days of keyword stuffing, or writing meaningless content that would only impress search engines, are thankfully a distant memory.
  8. How SEO has Changed Google updated their search algorithm to decrease search engine rankings of websites that violate Google’s Webmaster Guidelines by using now declared Black Hat SEO techniques involved in increasing artificially the ranking of a webpage through manipulation. High-quality sites rank higher in search results and demote sites that may be of lower quality.
  9. Long tail keywords contain 3 or more words and comprise over 70% of all search traffic. They generate better quality traffic because they are more specific and less competitive.
  10. Long tail keywords contain 3 or more words and comprise over 70% of all search traffic. They generate better quality traffic because they are more specific and less competitive.
  11. Long tail keywords Each page of your website should focus on one set of long tail keywords. Try to use long tail keywords in your page headers.
  12. Google Keyword Planning Tool Research keyword performance, historical statistics and create keyword lists.
  13. SEO Resources