Search Engine Optimization (SEO) is one of the most critical components of your online presence...but with SEO constantly changing, it's not easy to stay ahead of the curve and outrank the competition. Join us as we walk through the latest trends and elements your website should have in order to win more local homeowners online. We'll discuss: - The role online search plays in the customer journey - How mobile and local search have changed dramatically over the past year - Key elements your website MUST HAVE to rank high locally - How a coordinated approach to digital marketing increases your chances of getting found online by the right people

1. Simple SEO
How to Build Trust with Google

2. 2
Why We’re Here
Meet the team
Discussion on the fundamental
building blocks of SEO
Q&A
Stay tuned in till the end…
...One lucky attendee will be
awarded a Google Home Mini!

3. 3
Meet Your Speaker
Bob Sheehan
SVP Brands & Customer Advocacy

4. 4
Today’s Discussion
● How to do local SEO right
● Leverage multiple channels to win the online
visibility game from local listings, web, mobile,
reputation, and SEM
● Connect critical signals to increase search
rankings and drive conversions
● Understand the link between your website,
location, and reputation and how it drives
brand awareness

5. 5
Understanding SEO

6. 6
Today’s Search Engines

7. 7
Search Engine Statistics
Google holds the first place in search. Both desktop & mobile search
engine market is also dominated by Google.
• Google - 79.45%
• Bing - 7.31%
• Baidu - 7.06%
• Yahoo - 4.91%
• Ask - 0.14%
• AOL - 0.05%
• Excite - 0.01
• Others - 1.06%

8. 8
Search Has Evolved Over the Years
Static Search Proliferation of Web
Services
Local Marketing to Location
Marketing
1996-2006 2007-2015 2016-present
Keywords Content Recency
Relevancy
Proximity
Prominence
+ +

9. 9
Searches
“Roofing contractor
near me”
Reads
A few articles on how to pick the
best roofing contractor
Emails
a friend for the name
of the contractor
they used
Visits
A few review sites
to check out their
reputation
Searches
for the top rated
contractor’s website
Calls
the business
Remarketing
sees an ad on
Facebook
Display Ads
We Live in a Multi-Touch Customer Journey

10. 10
What is SEO?
Search Engine Optimization
It is the process of getting traffic
from the “free,” “organic,”
“editorial” or “natural” search
results on search engines

11. 11
Paid Search
Organic SEO
Your Goal
To build a website and a
digital marketing strategy
that ranks your website in
ALL 3 sections
Local Search Results Page
Local SEO

12. 12
What is Google Looking For?
● To provide quality search results for its customers, so they will return again
and again, and view the PAID listings. This is how they make money.
● You help Google return quality results when…
○ Geo-tagged content
○ Relevant and frequent content
○ Mobile-friendly
○ Cultivate a digital footprint

13. 13
Search Signals That Influence Your Online Visibility
YOUR
WEBSITE
Recency Relevancy
Proximity
Prominence

14. 14
Types of SEO
Maps Organic

15. 15
What is On-Page SEO?
The act of optimizing different parts of your website that affect your search engine
rankings. It's what you have control over and can change on your own website.

16. 16
Off-Page Optimization
Focuses on increasing the authority of your domain through the
act of getting links from other websites.

17. 17
Off-Page SEO
Process of getting external pages to
link to a page on your website. It is one
of the many tactics used in search
engine optimization (SEO).
Basically by building external links to
your website, you are trying to gather
as many ‘votes’ as you can, so that you
can bypass your competitors and rank
higher.
Link Building

18. 18
Off-Page SEO
Social media marketing is the use of social
media platforms and websites to promote a
product or service. Most of these social media
platforms have their own built-in data analytics
tools, which enable companies to track the
progress, success, and engagement of ad
campaigns.
Social Media Marketing

19. 19
Technical SEO
Technical SEO refers to any
SEO work that is done aside
from the content
This aspect of SEO is focused on
how well search engine spiders
can crawl your site and index your
content

20. 20
Technical SEO
• Domain Age
• Platform Check
• Crawlability & Indexing Issues
• Key SEO Elements
• Website Performance & Issues
Technical SEO Checklist

21. 21
SurefireLocal.com 21
Get expert analysis of
your digital marketing
and recommendations
when you join a
Surefire team member
for a one-on-one call
LIMITED TIME
WEBINAR OFFER
Choose one:
● Tuesday
● Thursday
● Please email me to
schedule a private call

22. 22
Maps = Local SEO

23. 23
Local SEO Markup: What the Visitor Sees

24. 24
Local SEO Markup: What the Search Engine Sees

25. 25
Local SEO Markup

26. 26
Local SEO Physical Location
● Actual Address Only
● Only one GMB listing per
location
● Must look like the real world
● Get the category right
● Set the Radius
Do NOT:
● Set these up for places where
you’d LIKE to do business
● Set up duplicates
● Set these up for PO boxes or
non-physical location

27. 27
Local SEO Service Area Mapping
Services Area Pages
● Unique content
● Natural, helpful
content
● Start small and
make sure these
pages get into the
index...then add
DON’T:
● Dupe content
● Use unnatural
language- write for
the visitor, not the
search engine.

28. 28
Map Presence: Note the Importance of Reviews

29. 29
Map Presence: Note the Option to See Opening Hours

30. 30
Organic = Content SEO
Website Blog Directories
Social
Media
Images

31. 31
Paid Search
Organic SEO
Local Search Results Page
Local SEO

32. 32
Optimizing Various Elements of a Webpage
Image
Content
H2 Header
H1 Header
Title Tag
Links

33. 33
Analyzing Data

34. 34
Tools Google Offers

35. 35
Google Analytics

36. 36
Google Search Console: Location Signals

37. 37
Digging Deeper

38. 38
title
Taking Action

39. 39
Use Data to Drive Content

40. 40
Build a Comprehensive Digital Footprint

41. 41
SurefireLocal.com 41
Get expert analysis of
your digital marketing
and recommendations
when you join a
Surefire team member
for a one-on-one call
LIMITED TIME
WEBINAR OFFER
Choose one:
● Tuesday
● Thursday
● Please email me to
schedule a private call

42. 42
Q&A
Hey Google, who is the
lucky winner?
Today’s winner of the
Google Home Mini is…

43. 43
Join Us Next Week!
Check out all upcoming & on-demand
webinars at surefirelocal.com/webinars
Thursday, March 29nd
at 11 AM EST
5 Profit Levers Most Home Improvement
Companies SELDOM Pull
with Tim Musch
Director of Business
Development

44. HARDWORKING MARKETING
FOR HARDWORKING PEOPLE
SurefireLocal.com marketing@surefirelocal.com @SurefireLocal
Thank you!