SEO 2017 Strategy & Presentation

THE STATE OF SEARCH 2017
PRESENTED BY:

QUICK AUDIENCE POLL
Show of Hands: How Many
of You are Engaged in an
SEO Campaign Presently?
@Fasturtle © 2017 Fasturtle Digital All Rights Reserved. www.fasturtle.com
CONFIDENTIALITY NOTICE: This document contains privileged and confidential information intended only for the use of the individual or entity to which it is addressed.

© 2017 Fasturtle Digital All Rights Reserved. www.fasturtle.com
We specialize in delivering the full ecosystem:
Graham Ware: VP Digital
• Hyper Responsive Website Design &
Development
• Local & Organic Search Engine
Ranking
• ROI Driven Paid Media
• Social Media Disruption
• Reputation Monitoring
• Video Production
• Persona Segmented Email
Marketing
• Content Development and more
Eric Olsen: CEO
@EricSOlsen @WolfOfSEO
WHO THE HECK ARE WE?
@Fasturtle

DIRECT QUESTIONS TO OUR
TWITTER
@Fasturtle @EricSOlsen
@WolfofSEO
Visit Our Booth 349
@Fasturtle

TODAY’S TALKING POINTS
Organic SEO vs. Mobile Local SEO; What You Need To Know1
Evolution of Search in 2017; Machine Learning, AI, Chatbots…2
Winning The Shift To Mobile Local SEO; Win Patrons3
How To Measure ROI From SEO; KPI’s & Business Objectives4
How Do You Find the Right People To Do This?5
@Fasturtle

CONFIDENTIALITY NOTICE: This document contains privileged and confidential information intended only for the use of the individual or entity to which it is addressed. @Fasturtle
In the Last 2 Years, Google’s
Made a Lot of Big Changes!

Unconfirmed by Google
but appeared to be a
Mobile-first Core Update
affecting sites with
mobile pop-ups, UI
navigation issues and
more.
November 10, 2016
Google officially
announced Core
algorithm update.
JAN. 8, 2016
Google rolls out
Possum update that
impacted local
search results (3-
pack)
September 1, 2016
Unconfirmed, but a lot
of webmasters spoke
of massive SERP
changes in the organic
space.
December 15, 2016
Google rolls out Mobile-
Friendly 2.0 penalizing
sites that are not mobile
friendly
May 12, 2016
Google announced Penguin
4.0 roll out and that the
algorithm was aimed
particularly at links & was
baked into their “core
algorithim.”
September 27, 2016
Unconfirmed, but
Google’s Gary Illyes
called the algorithm
“Fred” as an update
impacting widespread
organic rankings.
March 8, 2017
Google announces
intrusive algorithm
update aimed at
penalizing sites with
aggressive interstitials.
January 10, 2017
RECENT ALGORITHIM UPDATES
çΩΩFull list of algorithm definitions & updates here

Google’s 3 Fundamental
Pillars (E.A.T)
Expertise Authority Trustworthy

Is it responsive?
Does it have user friendly navigation (UX)?
Does it load fast?
Does it have AMP pages implemented?
Are there CTA’s (Call To Actions)?
Does it contain SSL or have capability to add?
Does it have tracking capabilities on the backend?
Is it powered by a CMS?
IT ALL STARTS WITH YOUR WEBSITE

Google has shifted much of their search results
(SERP) based on the technology you are using to
find information (desktop vs. mobile device +
location) and let’s be honest, money (Ads)
• August 15, 2016; Local Search Condensed from
a 7-pack to 3-Pack
• March 2017; Featured Images in Local Pack
• More Paid Space made at the top of searches
(varies by industry but averages 4 Paid
spaces)
• What used to be 10 Organic results on page 1
has shrunk to 5-8
• For the Nightclub, Bar & Restaurant industry
more Organic results pulling localized
directories
Local Results
Organic Results
Paid ResultsORGANIC SEO vs LOCAL SEO

There are hundreds of ranking signals that algorithms dissect for how and when a business is listed in the Local
3 Pack and/or the Organic search results. Here are some key things to consider:
Local SEO Organic SEO
NAP (Name, Address & Phone) Consistency Website (Responsive, Mobile Friendly, CTA’s, Resourceful)
Authoritative citations (Top Tier / Niche) Unique Relevant Content, Headings
Authentic Reviews (frequency, rate etc.) CTR (Click through rate from SERP & onsite)
Verified Google My Business listing
How to Verify here
Engagement, Bounce Rate, Time On Site, Page views
Location / Proximity Quality Links
GMB Engagement: click to call, directions, site clicks Coding DSM, Schema, Meta Data, Rich Snippets, AIML
Location Schema Markup On Website User Experience, use of SSL/HTTPS, sitemap/navigation
Site Speed (AMP), Robots.Txt File,
Penalty (Manual/Soft) Free
Social Media Influence
SOME ORGANIC & LOCAL SEO FACTORS

Google Data Structure Testing Tool: https://search.google.com/structured-data/testing-tool/u/0/
Google Page Speed Insights: https://developers.google.com/speed/pagespeed/insights/
JSON Schema Validator: http://www.jsonschemavalidator.net/
Google UTM Builder: https://ga-dev-tools.appspot.com/campaign-url-builder/
Google Robots Txt. Tester: https://www.google.com/webmasters/tools/robots-testing-tool
Barracuda Penalty Tool: https://barracuda.digital/panguin-seo-tool/
Competitor Analysis Tool: https://www.fasturtle.com/ (Click on Digital Assessment)
Google Mobile Friendly Verification: https://search.google.com/search-console/mobile-friendly
Google Trends: https://trends.google.com/trends/
Google Certified Videographers: https://www.google.com/streetview/hire/
Screaming Frog Site Crawler – Title Tags, Meta, 404 etc: https://www.screamingfrog.co.uk/seo-spider/
SOME COOL TOOLS YOU SHOULD CHECK OUT

The average searcher performs ~3 search
queries per day for a product, service, or
answers related to a specific topic.
SEARCH ACTIVITY BEHAVIOR

Too often, business owners fail to think of user intent and focus only on
their own interest: To succeed long term you will need to serve relevant,
related search intents with your content onsite, social media, email, etc.
•
Searches related to “Nightclub Las Vegas”
•
BUILD TO SERVE MULTIPLE SEARCH INTENTS

The old way of stuffing
keywords and having
onsite that does not read
right to a user is null and
void.
Your onsite Title Tags
and Descriptions should
read as if they answer a
users question. Rule of
thumb: Read it out loud
if it doesn’t sound
natural, change it.
New Way
Old Way
YOU MUST SHIFT YOUR ONSITE OPTIMIZATION

Identify what your
users are looking
for, use the Google
Keyword Planner
and Google Search
Trends to see
seasonality,
impressions and
what keywords are
best to go after.
USE GOOGLE TRENDS

Schema Markup is code meant to enhance content
blocks for search engines (bots) to categorize and
display in the SERP as rich media.
Various Schema Types include:
• Location Based
• Service Type
• People Based
• Product Based
• And so on…
Event Markup
ADVANCED MARKUP SCHEMA & DSM

Paid Media
Traffic
Social Media
Traffic
Email Marketing
Traffic
Content Marketing
Traffic
Influencer / Link
Traffic
While Google is the top Search Engine, one minor tweak to their algorithm could cripple your site.
Instead look toward a holistic approach to growing traffic & online business.
• Retargeting campaigns
to recapture previous
visitors
• Paid Ads drive traffic to
specific landing pages
on your site
• Paid social ads also can
drive traffic
•
• Include links to a relevant
page on your website
• Share your images across
multiple networks like
Pinterest, Instagram,
Flickr etc.
• Post content and updates
at optimal times
•
• Include links to your website
within the email content
• Use services like Constant
Contact to send targeted
email messages
(segmentation is key)
• Use UTM to track
effectiveness in Analytics
•
• Turn blogs into
infographics or videos
• Content Press Releases
• Set budget for paid
content promotions on
StumbleUpon or
Facebook to boost
exposure
•
• Identify influencers that
are passionate about your
brand or message & will
post content
• Social conversations with
links
• Get partners, vendors to
link to your website from
theirs & cross-promote
•
ADVANCED MARKUP SCHEMA & DSM

The Evolution Of Search

MOBILE SEARCH IS NOW MORE PROMINENT

Google uses BSSID, ESSID & SSID (mac address of cell phone) information from
your WLAN (wireless local area network) Access Point to get an approximation of
where you are located & this is how they serve targeted ads, produce localized
results & gather info about you.
HOW DOES GOOGLE KNOW WHERE I AM?

Of Bar/Nightclub related
searches came from Mobile
devices as of December
2016. Source: Hitwise Study
83% 66%
Of Searches came
from Mobile devices
surpassing desktop in
2016. Source: Hubspot Dec. 2016
15.5 longer search queries: The Hubspot study found that mobile queries are
slightly longer than desktop queries. Example: Food & Beverage industries, on average
were 13.8 characters (2 words) on desktop vs. 15.5 characters on mobile (3-4 words).
HOW DOES GOOGLE KNOW WHERE I AM?

AI is the broader concept of machines being able to carry out tasks in a way
that we would consider “smart”.
Example: Auto-replies & prediction to your answer/replies in digital interaction
through website, voice device or personal assistants (Echo, Cortana, Siri,
Google Home etc.)
Machine Learning is a current application of AI based around the concept that
we should really just be able to give machines access to data and let them
learn for themselves. It constantly improves & advances.
What Is The Difference?
AI vs. MACHINE LEARNING

Google launched RankBrain & it is the third-most important signal built on AI &
ML. It in essence helps Google determine what signals to prioritize for which
search queries. This impacts how your SEO & content marketing strategy should
be done to ensure your website & GMB listing ranks.
• Interprets these
queries
• Determines searcher
”intent”
• Selects ranking
signals to match best
results to user
Search Queries By Users RankBrain
SO WHY SHOULD I CARE ABOUT AI & ML?

50%
According to Yext, by 2020, 50% of all searches will
be via Voice prompts. This will impact your Local
Search strategy, content & technical onsite
optimization.
60%
Of Voice Searches today, according to the Local
Search Association, users want less search results
and more voice replies & interaction.
VOICE SEARCH CONTINUES TO RISE

• My Starbucks Barista, powered by groundbreaking Artificial Intelligence (AI) for the
Starbucks Mobile app
• Starbucks Mobile app customers are now able to place their orders via voice
command or voice assisted messaging interfaces
• Delivers unparalleled speed and convenience, enhancing customer loyalty and
engagement and further extending the accessibility of the Starbucks app
HOW CHATBOTS, AI & ML ARE CHANGING THE GAME

Chatbots for the Service based Industries such as restaurants, bars and nightclubs are
expected to grow exponentially over the next 2 years as more and more consumers
look for quick answers. These Chatbots will solve customer queries efficiently, saving
human cost and giving customers a pleasant and personalized experience.
Think of how this AI, Chatbot & Machine Learning technology extends into bars,
restaurants, nightclubs…
• Ordering a reservation for a table or bottle service
• Ordering meals to go for restaurants
• Paying admission tickets to an event such as “Get tickets to Calvin Harris at
Marquee Nightclub” or YOUR nightclub events
• Getting on the VIP list, and so on…
The possibilities are endless and we are just getting started!!!
So What Is The Opportunity?
HOW CAN CHATBOTS BENEFIT MY NIGHTCLUB?

BEACON TECHNOLOGY & PROXIMITY MARKETING
Beacon Technology is continuing to grow and
shape the way consumers interact with brands,
making mobile devices more useful in measuring
offline impact of marketing efforts.
What is it? A Physical landmark device that is
placed in your nightclub/bar/restaurant and can
communicate & send signals with surrounding
mobile devices & users. It also retrieves data.

BEACON TECHNOLOGY & PROXIMITY MARKETING
Benefits & Features
• Precision provided data to understand
patron visitors who came into your
nightclub, bar, restaurant from digital
efforts (O2O)
• Use them to Geo-fence users within set
distances from your business
• Enables ability for App interaction to users
• As it becomes more widespread it will
give more visibility on consumer behavior
Industry Verticals Beacon Requests Growth Q2 From Q1 2016

Winning The Local Shift To
Mobile

Build AMP (Accelerated Mobile Pages) On Your Website Event Pages
Provide Name, Address, Hours, Description, Phone, & Holidays
Get Organic Reviews
Upload Featured photos to your directory listings
Add Location & Event Schema Markup To Website Relevant Pages
MOBILE – LOCAL SEO THINGS YOU NEED TO DO
çΩΩ
Set Up, Verify & Optimize
Google My Business Listing

Curious Mobile
Search
“bars Las Vegas”
(exploratory or
planning phase)
Read Online
articles on fun places to
go (educational phase)
Visit Your Website & 2 competitor websites
engage in the websites to learn more about who you
are & can they trust you (make or break phase)
Referral & Reputation Research
seeking “word of mouth” via social
channels and looking up reputation
reviews (confirming phase)
Search Locations Close to Them
convenient yet meets criteria in their
mind for where they want to go
Re-Visit Site/Call/ Visit
how you track this is even
more vital (conversion phase)
Search Again
various search terms
related to “best
nightclubs near me”
(options phase)
Word of
Mouth
friends &
family
(influencer
phase)
UNDERSTAND THE JOURNEY

ALIGN YOUR STRATEGY TO CAPTURE MOMENTS

UNDERSTANDING USER ACTIVITY: GMB INSIGHTS

Measuring ROI

AttributionVanity
Organic Traffic (MoM, YoY)
Bounce Rate
New User Acquisitions
Form Fills & Sign-Ups
Event Tracking / First / Last Clicks
Online Ticket Sales / Reservations
Dynamic Call TrackingGMB Insight Data
Keyword Ranking
Page Views & Time On Site
Multi-Channel Assisted (Referral)
0nline To Offline Conversions
TYPES OF ONLINE WEBSITE KPI’S FOR NIGHTCLUBS

USING LOCAL BASED DATA TO BUILD 020 FUNNEL

Example:
$5,000 SEO (Mo) Hard Cost
=$170 Avg. Conversion
Value
Let’s say that you have the following data from Google Analytics: Avg. Monthly Organic Visits =
50,000, Your Avg. Conversion Value of a patron is $170 and a Conversion rate of 0.68%. If your
SEO monthly hard cost is $5,000 you need to justify the spend. So to break even you take the
hard cost of $5000/$170 = 29 to break even. Now determine additional traffic required to
generate more conversions & ROI.
29 Conversions Are
Needed to Break Even
ROI is the ratio of your net profit to your costs. It's typically the most important
measurement because it's based on your specific goals and shows the real effect
your organic SEO efforts have on your business.
CALCULATING BREAK EVEN FOR ORGANIC SEO

Or Are Not Tracking How Many Patrons On Average Your
Establishment Gets Or Your Avg. Transaction Value – Please
See This Guy…
IF YOU ARE UNABLE TO…

29 (Number of Orders
Needed To Break Even)
=
2 for margin
(85,294 hits of
Organic traffic
to get 58
conversions)
The next step is to calculate how to generate more ROI by increasing the 29 break-
even conversions needed by 2x (for a 100% ROI)
0.68% (Conversion
Rate)
42,647
Number of
Visits
Needed To
Break Even
X
If you are presently engaged in SEO with an agency or using someone internally, these
are numbers and reports that should be reviewed consistently and are indicators of
success or improvement opportunities. *These are estimates not guarantees.
CALCULATING ADDITIONAL TRAFFIC NEEDED FOR ROI

CALCULATING ACTUAL ORGANIC ROI
Total Transaction Revenue Via SEO + Total Goal Value – Hard
Cost Running SEO (Monthly recurring)
To get the actual total ROI calculate ‘Total Transaction Revenue through SEO’ and the
sum of ‘Goal Conversion Value’ less the hard cost of running SEO (employee cost,
agency fee, tools etc) and divide that by the recurring hard cost. Important to
consider -other attributions you may have set up in Analytics for Goal conversions
would be added to this equation, typically under Goal values.
Hard Cost Running SEO (Monthly
recurring)

Finding The Right People

• First, accept that there are no magic tricks or guarantees anyone can promise to get you ranking on page 1
& that it doesn’t happen overnight.
• Anyone calling your business, claiming to be Google is NOT! It’s a scare tactic.
• Ask for a sample of their report – ask them questions on the report
• How do they measure conversions & tie it to value/ROI?
• Do they baseline data?
• How frequently are they changing their strategy?
• Does it align with your business objectives?
• Can they supply & show you a list of tasks/work done for each month?
• How do they determine their expertise? What do they measure that on?
• Are they certified by Google in Analytics, Tag Manager, AdWords & will they show you?
• Cost is obviously a big part – what do they charge vs. competitors?
AVOID SNAKE OIL – WHO TO TRUST?
çΩΩHere is a Video on Hiring an SEO Firm From Google

Do they Identify
your
objectives &
current
performance?
How do they
create &
implement data
driven strategic
initiatives?
What do they
use to measure
performance,
user intent &
report ROI?
How frequently
do they identify
opportunities to
gain more
business?
Bridge those
objectives with
baseline data,
audience trends &
opportunities
How do they use
data to forecast
& predict trends
to pivot strategy?
Are they a Google
Partner or what is
their expertise in
developing a
creative, digital
strategy that works
Do they operate
with complete
transparency giving
robust insights to
your campaign’s
performance
Digital marketing
is a continual
improvement
ecosystem
What do they
provide to ensure
you the program is
not in a “set it up” &
auto-pilot fashion
THINGS TO CONSIDER IF WORKING WITH AN AGENCY

QUICK AUDIENCE POLL
Show of Hands: How Many
of You Use Interactive
Technology & Tie it to Your
Existing Marketing Efforts?

Visit Here For This Deck:
http://bit.ly/NCBshow
***Very Case Sensitive***

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