SlideShare a Scribd company logo
#SMX #XXA @cdawg2610
10 Scalable Steps for SEO on an Enterprise Level
“10 Search Commandments”
#SMX #XXA @cdawg2610
• First website was on Geocities
• 10 years in digital marketing
• Love of link building and listings
• Nickname of the “Google Whisperer”
• Employed with CDK Global since 2013
About Me
Colleen Harris
@cdawg2610
#SMX #XXA @cdawg2610
10 Search Commandments
“I’m just like my country,
I’m young, scrappy and hungry
And I’m not throwing away my shot.”
@HamiltonLyrics
#SMX #XXA @cdawg2610
1. Demand Verification
Google+ as a social network is gone
Google listings still matter to a business
Search “Business Name + plus.google.com” to find rogue listings
On twitter? Use #ghelp hashtag & follow @googlemybiz
#SMX #XXA @cdawg2610
2. Check Your Business Across Devices
“50% of consumers who conducted a local search on their smartphone visited a
store within a day, and 34% who searched on computer/tablet did the same.1 ”
Don’t throw away your shot on mobile
Google Mobile FriendlyTest
MobileTest
Multi-ScreenTest
ThinkWith Google SiteTester
*Source 1: Google “Understanding Consumers’ Local Search Behavior,” 2014
#SMX #XXA @cdawg2610
3. Tell Your Story in Photos
“80% of Internet shoppers say images are
imperative when deciding to buy or use a
company’s product or services.1”
Use GMB suggested categories to sort your photos for all directories
*Source 1: Your Business Needs these 3 amazing benefits of Google Business View
“Having photos on your listing
increases direction requests by 42%
and clicks to your website by 35%.2”
*Source 2: Google My Business Profile Most Important Image
#SMX #XXA @cdawg2610
4. Negotiate Your Duplicates
“Citation quality and
consistency remain top-
five factors for both
pack results and in
competitive markets.1” Successful Citation Work Needs a 3rd Party
Yext Power Listings
Whitespark Local Citation Finder
Moz Local Search
Definitive Local Search Citations
*Source 1: Moz Local Ranking Factors
#SMX #XXA @cdawg2610
5. Get Your Titles Up To Date
“The top 3 ranking factors to help improve ranking are Links, Content
and Rank Brain.”
Google “site:yoururl.com question you are answering”
To see Google’s Page choice for an answer box
Run Full Site Audits for
• PageTitle
• Descriptions
• H1 tags
*Source: Know the Top 3 Ranking Factors
AnswerThe Public
#SMX #XXA @cdawg2610
6. Mark Your Site Up With Structured Data
Structured Data = Markup ofYour Business Information for the Search Engines
“We recommend using JSON-LD as the data format.1”
Which Language to Use?
*Source 1: Data and Local Business
JSON LD Playground
JSON MarkUp Generator
#SMX #XXA @cdawg2610
7. Leave Breadcrumbs for Your Visitors
Breadcrumbs =Website NavigationTrail for the Search Engines
Add it inWithYour JSON in the Header
Displays in Mobile and Desktop Search
#SMX #XXA @cdawg2610
8. Leave Your Reviews For The Stars
“92% of consumers now read online reviews, while Star rating is #1
factor used by consumers to judge a business.”
3rd party review sites do matter
Definitive Local Review Sites
*Source: Local Consumer Review Survey
#SMX #XXA @cdawg2610
9. Link Building Lives On
Local Link Building looks at the relationship
between two sites over other factors.
Community Pages – Automatic Local Links
“Old School”Traditional Link Building is dead.
“3 for 3” Strategy
#SMX #XXA @cdawg2610
10. The One Step to Remember
If you do only one thing, verify your
Google Listing and always be aware of
how you look on the map.
This is Google’s world, we’re all just living in it.
#SMX #XXA @cdawg2610
Download your own copy of the 10 Search Commandments
TEN SEARCH COMMANDMENTS
1. DemandVerification
2. Check you business across devices
3. Tell you story in photos
4. Negotiate your duplicates
5. Get you titles up to date
6. Mark your site up with structured data
7. Leave breadcrumbs for you visitors
8. Leave your reviews for the stars
9. Link building lives on
10. If you remember nothing else….
GOOGLE!
@cdawg2610
@CDKGlobal
#SMX #XXA @cdawg2610
LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU!

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#SMX Advanced - 10 Search Commandments

  • 1. #SMX #XXA @cdawg2610 10 Scalable Steps for SEO on an Enterprise Level “10 Search Commandments”
  • 2. #SMX #XXA @cdawg2610 • First website was on Geocities • 10 years in digital marketing • Love of link building and listings • Nickname of the “Google Whisperer” • Employed with CDK Global since 2013 About Me Colleen Harris @cdawg2610
  • 3. #SMX #XXA @cdawg2610 10 Search Commandments “I’m just like my country, I’m young, scrappy and hungry And I’m not throwing away my shot.” @HamiltonLyrics
  • 4. #SMX #XXA @cdawg2610 1. Demand Verification Google+ as a social network is gone Google listings still matter to a business Search “Business Name + plus.google.com” to find rogue listings On twitter? Use #ghelp hashtag & follow @googlemybiz
  • 5. #SMX #XXA @cdawg2610 2. Check Your Business Across Devices “50% of consumers who conducted a local search on their smartphone visited a store within a day, and 34% who searched on computer/tablet did the same.1 ” Don’t throw away your shot on mobile Google Mobile FriendlyTest MobileTest Multi-ScreenTest ThinkWith Google SiteTester *Source 1: Google “Understanding Consumers’ Local Search Behavior,” 2014
  • 6. #SMX #XXA @cdawg2610 3. Tell Your Story in Photos “80% of Internet shoppers say images are imperative when deciding to buy or use a company’s product or services.1” Use GMB suggested categories to sort your photos for all directories *Source 1: Your Business Needs these 3 amazing benefits of Google Business View “Having photos on your listing increases direction requests by 42% and clicks to your website by 35%.2” *Source 2: Google My Business Profile Most Important Image
  • 7. #SMX #XXA @cdawg2610 4. Negotiate Your Duplicates “Citation quality and consistency remain top- five factors for both pack results and in competitive markets.1” Successful Citation Work Needs a 3rd Party Yext Power Listings Whitespark Local Citation Finder Moz Local Search Definitive Local Search Citations *Source 1: Moz Local Ranking Factors
  • 8. #SMX #XXA @cdawg2610 5. Get Your Titles Up To Date “The top 3 ranking factors to help improve ranking are Links, Content and Rank Brain.” Google “site:yoururl.com question you are answering” To see Google’s Page choice for an answer box Run Full Site Audits for • PageTitle • Descriptions • H1 tags *Source: Know the Top 3 Ranking Factors AnswerThe Public
  • 9. #SMX #XXA @cdawg2610 6. Mark Your Site Up With Structured Data Structured Data = Markup ofYour Business Information for the Search Engines “We recommend using JSON-LD as the data format.1” Which Language to Use? *Source 1: Data and Local Business JSON LD Playground JSON MarkUp Generator
  • 10. #SMX #XXA @cdawg2610 7. Leave Breadcrumbs for Your Visitors Breadcrumbs =Website NavigationTrail for the Search Engines Add it inWithYour JSON in the Header Displays in Mobile and Desktop Search
  • 11. #SMX #XXA @cdawg2610 8. Leave Your Reviews For The Stars “92% of consumers now read online reviews, while Star rating is #1 factor used by consumers to judge a business.” 3rd party review sites do matter Definitive Local Review Sites *Source: Local Consumer Review Survey
  • 12. #SMX #XXA @cdawg2610 9. Link Building Lives On Local Link Building looks at the relationship between two sites over other factors. Community Pages – Automatic Local Links “Old School”Traditional Link Building is dead. “3 for 3” Strategy
  • 13. #SMX #XXA @cdawg2610 10. The One Step to Remember If you do only one thing, verify your Google Listing and always be aware of how you look on the map. This is Google’s world, we’re all just living in it.
  • 14. #SMX #XXA @cdawg2610 Download your own copy of the 10 Search Commandments TEN SEARCH COMMANDMENTS 1. DemandVerification 2. Check you business across devices 3. Tell you story in photos 4. Negotiate your duplicates 5. Get you titles up to date 6. Mark your site up with structured data 7. Leave breadcrumbs for you visitors 8. Leave your reviews for the stars 9. Link building lives on 10. If you remember nothing else…. GOOGLE! @cdawg2610 @CDKGlobal
  • 15. #SMX #XXA @cdawg2610 LEARN MORE: UPCOMING @SMX EVENTS THANK YOU!

Editor's Notes

  1. 10 Search Commandments? What really does that mean? To better understand what I am talking about, a little bit about me (click)
  2. A little bit about me. I’ve been on the internet since the Geocities days, building websites with bright red text that scrolled across the page and flashed at you. In my 10 years of digital marketing I’ve done a little bit of everything from healthcare to social media campaigns for TV networks. I like to joke my digital knowledge is 6 inches deep and 6 miles wide. CDK is a company that works with dealers in all steps of the auto selling process, with part of that being digital marketing. Manager over 7,000 websites and 4,000 local listings for dealerships world wide. This gives us the unique position of working to provide individual level of service on an enterprise scale. Around 100 specialists over 3 different offices. My nickname came about when I started at CDK when I was able to solve some complicated listing issues for high profile clients. All those websites and pages and clients means I’ve thought way to much about how to scale SEO successfully and want to pass some of that knowledge along.
  3. in 2016, in can be overwhelming and exhausting to keep track of all the going ons in SEO. If it’s not Google making some sort of change, there’s a new directory or citation to research and see if it’s worth it. We are all in the same boat of trying to do the most with what we have, and not wanting to give up those good shots. Take these struggles multiple it by 4,000 and you have a glimpse into the world of enterprise SEO. It becomes a “duel” to find scalable and impactful steps to apply across all of your websites and pages. Like Hamilton had his 10 commandments for a duel, I’ve created the “10 search commandments” for navigating SEO on scale. Be it 10, 50, 500 or 5,000 pages, the same commandments apply.   (click)As we know from history and the musical, the schuyler sisters are all about the real work, so you’ll see them throughout the presentation highlighting the tools you can use later on.
  4. We all know Google Plus never caught on as a social media tool, and it’s finally dead. Google Plus as a social network is dead, but Google listing still matter to business and should be verified. Moz’s most recent Local Search Ranking survey has “consistently of of Google my Business information” as one of the top 5 ranking factors. That is how you can best control what information is in the knowledge graph, have insights of engagement to the listings, and respond to reviews. To manage these listings on scale, a GMB verified account is the best way. This gives you Control of full information while still partnering with your franchise. Google’s Business listing should always been known as “Patient Zero” data source for your business. (click) 4. How to know what else is out there? Simple Google Search for “Business Name + plus.google.com” to find Plus pages that exist. You should have only one verified page with the checkmark. Other Plus pages without the checkmark – ignore, don’t worry about. Need to reach out to Google? Go to twitter, using the ghelp hashtag. Google My Business has their own handle now, so reach out! This is monitored but the GMB office in Detroit, so it’s a way to explain more complex issues and have someone understand. This is Googles world, and we’re all just living in it.
  5. Google Released a study in 2014 looking at the local search behavior in the mobile world. As you see, over 50% of the traffic is convertible and wanting to engage with you. Given how much of the local search market is convertible traffic, have you taken a look to see how you look on mobile? While the study was in 2014, we all know this percent has only increased as we’ve moved more into a mobile focused world. (click to next photo) Mobile optimization business listing tips --Set Profile Photo (in dashboard at business.google.com ) (Click to next photo) --are your hours correct? Are you adding holiday hours in? --is your address correct? It is the basis for the “Directions” starting point on mobile Use Google Analytics our your own tool to see traffic type by device to make sure you look good for the right devices. (Click to next photo) use some of the online emulators to really check and have an understanding of what your site looks like to every consumer.
  6. (first click) I hate to read slides to you, but this one is so important I want to make sure everyone understands it. Studies have proven that 80% of internet shoppers say that images are imperative when deciding to buy a product or use a business. Your photos can have just as big an impact as reviews. Business uploaded photos are the main source for Google’s Local Finder and Map results. With Google’s new Yext partnership, you can make photo suggestions right from the Yext dashboard. (click) Sort and update your photos based off of Google’s categories - interior and exterior photos, product photos (add links in your descriptions) and staff photos. Use Google’s photos categories as a standard because it’s Google. Other websites and directories follow Google’s lead, and you should too. (click) If you still question how much photos matter, look at the numbers from Local U and see the potential clicks and visitors you are missing. This is the first time Google has finally given a business the ability to influence the photos that tell your story, so why not take advantage of it?
  7. (First Click) Since the days of Geoities and a yahoo listing we could actually update, Consistent Name, Address, Phone Number and URL for a business is a ranking factor. This is the same in 2016, no matter how many listings you are managing. Before you go out on the web to work on additional citations, (second click) the first question to ask yourself is your business name and information correct on your website and Is the website information matching your patient zero, Google My Business? After your own house is in order, it’s time to tackle other citations. (3rd click) No matter how many listings you are trying to manage, successful citation work means you are working with some sort of 3rd party. It’s the nature of the business. Google is building relationships with these 3rd parties like Yext and Moz Local so use that for your listings advantage. (click) I have listed some of the major 3rd party resources to manage citations and directories. Be sure to add in a tracking URL to know how many eyes are coming from your off all page sources. Done correctly, a local call tracking number can be used across the directories and listings. Google has become less strict on CTN use in a GMB listing. By using a 3rd party, you can spend time focusing on the nich directories for your vertical.
  8. With the introduction of "Rank Brain" to our marketing vocab, sites become less about keywords and rankings and more about serving up contnet that answers questions and queries the searcher has. (next click) The content on your site is one of the few things you can control, and that starts with knowing what is there. You should be doing audits once a year, if not once a quarter. An audit needs to be the full crawl of the site - page titles, descriptions and H1 are the most important. Tools like Screaming Frog or Visual SEO is necessary to complete a crawl efficiently. Offer products, services or items on your site? Add in the proper cannonical URL's to your pages, letting Google know which one is the "Alpha" page. Committ to checking your site parameters in Search Console. The Google-bots are smart, but you want to make sure your pages are being crawled correctly. Customizing the parameters is helpful if your site produces lots of URL strings. We all get a few chances to help educate the Google-bot, so don't waste it. Since Google increased the character limits for titles and descriptions in the search results you have a bigger chance to make your mark. Stop putting cities into every page title and save them for those actual location pages. Use those titles and descriptions as a way to answer a query and describe your content. (New click) Want to know which pages Google might consider for a "Zero ANswer" doe a site; search with the question to see what page of yours Google would consider the "Answer" for the question. (New click) If you arn't using "Answer the Public" for your content then you are missing out. It's an amazing tool that builds out the series of "Who/What/When/Where/Why" questions based off of the keyword.
  9. Structured Data is the markup of your business information on the website in a particular language, which the search engines read and pull information from. This markup is the main source for knowledge, “zero results” in the search engines, and Google’s answers in the search results. (New Click) there are a couple of different versions of markup out there, so which one should you use? (New Click) Go to the source, as Google has said that they prefer the JSON version of schema. Some of the items you should be marking up across your sites? (New Click) Business Information, Reviews and Offers. You know the Google is going to customize the results for each person, so why not give bots a little nudge with your information? Don’t know where to start? (New Click) These two make up generators can take the difficulty out of coding for you.
  10. Just like Hansel and Grettle used them to try and get home, breadcrumbs is a navigation trail you put on your website This is website navigation for the visitors, and search engines, that show the relationship between pages. When scaling pages, this is one of the easiest ways to show connection to interior pages and leave a path for consumers and bots. (next click) Using JSON for your breadcrumbs gives a consistently of site language, and means it can be in the header, and makes the site faster. This is also something that could be built on a platform level.
  11. Time for more slide reading, but its that important. 92% of shoppers now read online reviews, and the star rating is the #1 factor used to judge a business. 92%. That’s more than 9 out of 10, a better average than Trident is getting from dentists. Those stars in the search results - those are one of the most influential factors to potential customers. Your reviews need some sort of structured data markup to get those stars. Like we talked about in the last commandment, use JSON, because Google said so. The mark up for your reviews should be something built into the system every time a review is published on your site. And you should be asking for those reviews. (click) As you see from a search result, these stars show on a wide range od 3rd party review or niche sites. take the Barnacle SEO approach and search for "BUsiness Name + Reviews“ to see which one Google deems important for your verival. Every one of those 3rd party sites are the ones you should be focusing on. Looking to build reviews for multiple locations? Pick one 3rd party site a quarter and focus on that site, along with your own. (Next click) Don’t know where to begin? Local Visibility System has the perfect starting point for review and niche sites.
  12. (first click) Every marketing news site, blog and twitter will scream from the rooftop that “Link Building is Dead” and it’s a waste of time to focus on. Old School Link Building is Dead but link building lives on. (next click) Google now cares more about the quality of a link, and the connection between the two sites, more than quantity of links. Scaling Link Building starts with templates. Offer a discount to students? Highlight colleges in the area mentioning the discount you offer, link to them, and then reach out for that link back. Local Business Associations? Talk about them on your local area page. The offer may remain the same, but the area you are targeting changes, which creates the unique content needed. Keep a template set of 3 versions of content, and rotate through using them. (next click) Highlight information about the places you serve and organizations you support. If you are building out location bases pages, this is the type of content that makes a page actually useful and not a doorway. Link to local chapters if it’s a national partnership. Use the a JSON header the dynamically fills in franchises information Give people a reason to add links. (next click) speaking of doorway pages, the 3 for 3 strategy rule applies for links. You should pick 3 types of links you are trying for, and build content for 3 months around those 3 types of links. This gives focus of content Google wants.
  13. If there’s only one thing you do, claim, interact and be aware of what your Google listing looks like. It’s your lifeblood into the search world. You are Hamilton and Your Google Listing is your one shot.
  14. We all know the sign of a good talk is the swag they give away, and I didn’t want to leave everyone empty-handed – I’ve created a handy graphic of the 10 search commandments, which you can download now at my twitter handle, cdawg2610, the CDK Global Handle, or under the hashtag #tensearchcommandments