How Does Google See

Your Web Site?

Who is Surefire Social?

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Internet Marketing Technology and Services Provider

Started in 2009 with 1 client, 3 people and a good idea

Today- 225 clients and over 120 SEO/Internet specialists

90%+ clients in Home Improvement business

2014 named to the Inc. 500- number 341

Next-generation technology stack- SurePulse- debuts in

March 2015

Your Presenter- Bob Sheehan

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Contractor marketing since 1999

5 Years + tenure at Surefire Social

SVP Client Services- with 9 other coaches

First coach, central to the planning &

execution of our SEO strategies

Relationship Manager for

Renewal by Andersen

Google is BIG

People search in many

places today to find

your website….search

engines, directories,

social media…but lets

face it, Google is the big

daddy we have to

please. 68% of search

happens on Google as

of May 2014.

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Google is a MACHINE

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You see this: Google sees this:

Google is a MACHINE

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You see this: Google sees this:

How does Google decide who to put on Page 1?

Why can’t I just be #1?

Why does Google

have a hard job

deciding?

What’s in it for Google

to get it right? Wrong?

How does this all

matter to the viewer?

Is your Site Worthy of Google’s TRUST?

Google (the machine) puts web sites they trust on the first page. Everything we

do to sites is designed to reinforce this idea. If you build trust factors on a site, it

will rank better. If you do things that tell the search engine it can’t trust you, your

site will drop. Is your site Trustworthy?

Trust Factors

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Domain Age- New Domain or many years old?

This is measured not in weeks and months, but YEARS.

Relevance- is the content on the site relevant to the

words it claims to support?

Quality- does the site have a quality structure, build,

look/feel, overall consistency?

Speed- is the site built well for a strong user

experience?

Recency- is there regular work being done to improve

the site and its content?

Sharing of content- does your site allow for this?

Reputation around the web - directories and social

media profiles for your company

Dis-Trust Factors

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New domains- it takes time to gain Google’s trust

Spammy domain names www.goodsidingandwindowsindetroit.com?

Thin content- is it helpful? Or is it just a lot of words

designed to bring the machine to the page?

Spammy links- Are you posting to article farms in

Romania and linking back to the site 100 times a

month? (You might want to reconsider that…)

Hosting on a platform that is shared with “questionable”

websites

Domain history can work against you as well

No directories, social, BBB…bad sign.

Time spent on your site and clicks

What is SEO?

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Search Engine Optimization

On Page

Off Page

Social

Directories & Citations

On Page SEO

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Title Tags-page by page- do they contain info on page content as well as

geography? 66 characters, front side more important, geo targeting necessary.

On Page SEO

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Title Tags-page by page- do they contain info on page content as well as

geography? 66 characters, front side more important, geo targeting necessary.

On Page SEO

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Meta Description- do these help the user know what’s really on the page?

155 characters, shows up on search page, not in the index. Strictly to help the visitor.

On Page SEO

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Schema- Schema- local business, review, opening hours, roofer, Geo-Juice, etc. –

code to help Google to know what’s on the page and make it easier to index that

content. Google has stated CATEGORICALLY that they index this and use it in search.

On Page SEO

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Schema- Schema- local business, review, opening hours, roofer, Geo-Juice, etc. –

code to help Google to know what’s on the page and make it easier to index that

content. Google has stated CATEGORICALLY that they index this and use it in search.

On Page SEO

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Content- pages, and posts (blogs)- is it well written, significant,

unique and relevant?

On Page SEO

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Links (internal)- Do the internal pages of your site link to each other in a way that

is helpful to the customer?

On Page SEO

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Site structure- content hierarchy- is the more important content nearer to the top

of the navigation and the site map? Is what’s on the Nav what you think you want on the

nav? Are people searching that way? “Products” vs. “Replacement Windows”.

On Page SEO

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Xml sitemaps- this is to tell the search engines what’s here and how it’s

organized. Is it set to ping the search engines regularly?

On Page SEO

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Site speed- how long does a viewer have to wait to see the page?

Off-Page SEO

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Blogging- is it regular, helpful and relevant? Does your blog

consist solely of the latest reviews, posted mechanically

every 4 days like clockwork? Is that blogging? Is it natural?

Social postings-is the site owner active in Social media and

do visitors interact with this content?

Checkins- this is one way we tell the search engines what the

geography is for the web site. Foursquare…Geo-

Juice…Facebook…all establish Geographic signals for web

sites.

Linking- REAL links that are earned, not bought, and not

manufactured. Did you sponsor that charity race last month?

Get a link. Did you get a page on your manufacturer’s web

site for a thing you did? Get a link? Were you written up in the

local paper? Get a link.

Off-Page SEO

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Blogging- is it regular, helpful and relevant? Does your blog

consist solely of the latest reviews, posted mechanically

every 4 days like clockwork? Is that blogging? Is it natural?

Off-Page SEO

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Social postings-is the site owner active in Social media and

do visitors interact with this content?

Off-Page SEO

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Checkins- this is one way we tell the search engines what the

geography is for the web site. Foursquare…Geo-

Juice…Facebook…all establish Geographic signals for web

sites.

Off-Page SEO

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Linking- REAL links that are earned, not bought, and not

manufactured.

Or this?This?

Directories & Citations

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Google, Yahoo, Bing, Yelp, Angie’s, Local-EZE, Merchant Circle,

Mapquest, plus local phone directories, business directories, over

500 of these are relatively important.

Directories & Citations

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Google, Yahoo, Bing, Yelp, Angie’s, Local-EZE, Merchant Circle,

Mapquest, plus local phone directories, business directories, over

500 of these are relatively important.

Directories & Citations

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What’s important here?

Presence- how many are you listed in?

Consistency- are they all the same?

Accuracy- do they look like you do in the real world?

No duplicates- Suppress or eliminate these.

NAP records only- no tracking numbers.

Claim as many as possible and manage these as if they’re important- they are.

So Let’s Review

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What should a good SEO program contain?

On page- Titles, Meta, Schema, Speed, Image Optimization,

good quality relevant content, presented in an easy to navigate

format that is fast and well built.

Off Page- is the site owner active in social media, posting blogs

and articles in relevant places and doing things that support the

geo location of the site content? Are links real, not

manufactured, earned instead of bought?

Directories- are these plentiful, accurate, and consistent? Are

there few dupes? Is there an effort to appear in these the same

way you appear in the real world?

So Let’s Review

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Which of those things matters the most, and which is

second, etc. etc?

Short answer- no one knows.

Google doesn’t publish a playbook- we work the

problem

It’s different for every site and some sites respond

better than others

It’s not possible to ever know the whole history, and

history matters

If all this is too much…

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You’re not alone. Get Help!

Surefire Social-

Started in 2009 with 1 client, 3 people and a good idea

Today- 225 clients and over 120 SEO/internet specialists

90%+ clients in Home Improvement business

2014 named to the Inc. 500- number 341

Next-generation technology stack- SurePulse- debuts in

March 2015

Marketing Technology Landscape January 2014

INFRA-

STRUCTU

RE

BACKBONE

PLATFORMS

MIDDLE-

WARE

Databases BigData

bySco Brinker@chiefmartech p://chiefmartec.com

Cloud

CRM Marke ngAutoma on/IntegratedMarke ng WebSite/WCM/WEM E-commerce

UserMgmt CloudConnectors APIs

MARKETINGEXPERIENCES

Channel/LocalMktg

Marke ngResourceMgmt

MARKETINGOPERATIONS

Agile&ProjectMgmt

Dashboards

Marke ngAnaly cs

BusinessIntelligence

DigitalAssetMgmt

Marke ngData

SalesEnablement

ContentMarke ngPersonaliza on

Tes ng&Op miza on

SEO

Marke ngApps

CustomerExperience/VoC

Calls&CallCenters

Events&Webinars

Loyalty&Gamifica on

SocialMediaMarke ng

Communi es&Reviews

VideoAds&Marke ng

EmailMarke ng

DisplayAdver sing

Search&SocialAds

TagManagement

INTERNETWebDev Marke ngEnvironment

DataManagementPla orms/CustomerDataPla orms

Web&MobileAnaly cs

MobileAppDev

MobileMarke ng

Crea ve&Design

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Because the Technology is Overwhelming...

Publishing

And Tech Needs Coordination with Services

Bob Sheehan

2

Contractor marketing since 1999

5 Years + tenure at Surefire Social

SVP Client Services- with 9 other coaches

First coach, central to the planning &

execution of our SEO strategies

Relationship Manager for

Renewal by Andersen

Contact:

bob@surefiresocial.com

Phone- 617-257-1354

Get a Free Visibility Analysis

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Visit www.surefiresocial.com/james-hardie

Start Getting More Leads!