How To Win With Google

(For Free)Adam Dince, Head of SEO & SMO

@deluxecorp#DLXSpeedMktg

Today's Agenda

• Introduction to search marketing• How to create winning content for your

website• SEO tips for winning in local and

regular search results

- This presentation includes tips to get started, but should not be viewed as an all-inclusive SEO strategy

Introduction to Search Marketing

“If it’s worth building, it’s worth finding”

People are searching—are they finding you?

Search is one of the most popular online activities

http://pewinternet.org/~/media/Files/Reports/2012/PIP_Search_Engine_Use_2012.pdf

Which means small business owners have an opportunity to:

• Be found when people are looking for your brand, products and/or services on Google

• Generate visits, leads and sales on your website from Google referrals

• Drive customers in store from Google search pages

Dissecting the Search Engine Results Page (SERP)

ADS

ADS

- Paid ads- Auction based- Immediate- Promos / Deals

- Paid ads- Auction based- Immediate- Promos / Deals

REGULAR(Organic) RESULTS

- Free- Takes time- Long-term- Quality/Trust- Authority- Preferred

- Free- Takes time- Long-term- Quality/Trust- Authority- Preferred

LOCAL(Organic) RESULTS

LOCAL(Organic) RESULTS

- Free- Takes time- Google Plus- Directories- NAP

Consistency

- Free- Takes time- Google Plus- Directories- NAP

Consistency

Google rolled out carousels within local search

Primarily seen for travel, hospitality and restaurant searches

Today, we’re going to focus here

REGULAR(Organic) RESULTS

LOCAL(Organic) RESULTS

LOCAL(Organic) RESULTS

How to create winning content for your website

“Write for people, structure for search engines”

Before you can be found in search results

You’ve got to have content

Great content starts with an idea

Interests of your target audience Your business goals and objectives

Content should be focused on:

“Crowdsourcing is the process by which the power of the many can be leveraged to accomplish feats that were once the province of a specialized few”. – Jeff Howe, Wired Magazine

Power content ideas with free tools!

Search Queries Search Queries Social Listening

Soovle.com UberSuggest.org SocialMention.com

Free Free Free

Type in a keyword and Soovle provides you the top suggested keywords from the major search engines

Type in a keyword and UberSuggest provides you

the top suggested keywords from the major search

engines

Input keywords and themes to see what’s

buzzing about it on blogs, forums, and other social

channels

Übersuggest

Learn how people are searching with Übersuggest

Find specific content opportunities with SocialMention

How does content gain prominence in search results?

Optimizing for Local & Regular Search Results

“Online to Offline”

Content optimization tips

Name, address, phone Include important terms in content

Include important terms in URL

Tips on building authority

• Links to your site from 3rd party sites• Website citations• Local directory listings• Business partners• Local news interviews

• Share links to important content on your site through your social networks

• Build relationships online and offline

Make sure to acquire:

Google crawls the major directories - be sure you are present and consistent

Image Source: GetListed.org and david mihm, inc.

Use GetListed.org to get started

12 3

4

Different addresses?

No reviews

?

Find local sites & industry blogs for new citation opportunities and updates

Whoops, different names

Whoops, different

address and phone

Register with Google & Bing Places for Business

http://www.google.com/business/placesforbusiness/

https://www.bingplaces.com/

Best practices to keep in mind

• Have a consistent NAP (Name, Address & Phone) across all local sites, blogs and directories

• Link to your Website from directories and local sites• PO Boxes won’t work with Google Places for Business• Don’t try to fool Google with a fake address• Get customer reviews on 3rd party sites (e.g., Google+, Angie’s List)

(Carousel)• Spend time growing circle counts on Google+ (Carousel)• Add lots of photos on Google+ (Carousel)• Share your content and third party content on Google+

Remember:

Thank You!

Get more information on deluxe.com/webinars