Google Masterclass Part 3: Google Search & SEO
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The document provides an overview of a Google masterclass aimed at helping home services businesses enhance visibility on Google Search and Maps through a four-part training including topics like Google My Business, Google Ads, Local SEO, and optimizing for mobile and voice search. It emphasizes the importance of creating high-quality, responsive content that is optimized for local searches and voice queries to effectively reach today's consumers. Additionally, it highlights strategies for gaining local recognition and credibility through online directories and social media engagement.
Google Masterclass Part 3: Google Search & SEO
- 1. Google Masterclass for Home Services Businesses A 4-part training to help your business get found on Google Search and Maps
- 2. 2 12 PMGoogle My Business 12:30 PM Google Ads 1 PMGoogle Search & SEO 1:30 PM Google Visibility Welcome & thank you for joining today’s contractor marketing training!
- 3. 3 ● Tysons, VA is our home but we work with businesses across the U.S. and Canada ● Specialize in Digital & Local Marketing ● Customer focused; 1,260+ and counting! ● Built the first All-in-One Marketing Automation Platform for local businesses ● Cloud-Only Powered Digital Marketing 5-time honoree WE ARE
- 4. 4 Provide the best all-in-one marketing automation platform that our customers LOVE and RELY on every day Our Mission
- 5. 5 12 PMGoogle My Business 12:30 PM Google Ads 1 PMGoogle Search & SEO 1:30 PM Google Visibility How to optimize your website for mobile, local, and voice search to win today’s homeowner SESSION #3
- 6. 6 Speaker Bob Sheehan SVP, Client Services at Surefire Local Local SEO Spartan
- 7. 7
- 8. 8 https://www.blog.google/products/search/improving-search-next-20-years/ Google is Constantly Changing Welcome to the age of conversational search Google Search turned 20 years old and has indexed hundreds of billions of web pages. All told, the index is about 100,000,000 GB large
- 9. 9 Google Search “Search has always offered a window into what people need, want, and intend to do. That’s become even more true as the words that people type into a search box become increasingly conversational and personal.”
- 10. 10 People Trust Online Information When it comes to getting recommendations, most people turn to a friend or family member — someone who really understands them and their situation. And now, according to the latest data, that list includes search.
- 11. 11 Recency Relevancy Proximity Prominence Keywords Content ● No duplicates ● No spam ● Great content gets rewarded 1996-2006 2007-2015 2016-present How Local Search Ranking Factors Have Changed Over Time
- 12. 12 Google Local Search Results Search Ads Google Ads Local SEO Directory Listings, Online Reviews Organic SEO Website, SEO, Content BEFORE
- 13. 13 Search Ads Google Ads Local Service Ads Google LSAs Organic SEO / Paid Local Directory Listings, Online Reviews, Website, SEO, Content NOW ON DESKTOP Google Local Search Results
- 14. 14 Google Local Search Results Local Service Ads Google LSAs Search Ads Google Ads Organic SEO / Paid Local Directory Listings, Online Reviews, Website, SEO, Content NOW ON MOBILE
- 15. 15 Attracting Today’s Homeowner Online “Today’s consumers expect more. They want assistance at every step. Therefore, as marketers, we need to be one step ahead of our customers — it’s time to start predicting their needs regardless of where they are in their journey.” Jason Spero, VP of global performance solutions at Google
- 16. 16 Why WordPress? ● Most popular and widely-used ● Allows for ownership and customization ● Easily edit and update ● Build in local signals for Google’s search ranking algorithm
- 17. 17 Voice Optimize Your Website for Mobile LocalMobile
- 18. 18 The most successful websites make fast mobile experience a priority.
- 19. 19 Mobile Statistics 70% of internet traffic comes from mobile phones 60% of Google searches are done via mobile devices. Only 5 years ago, the figure was nearly half that—34%. Google captures 95% of the mobile search engine market in the U.S.
- 20. 20 Mobile Mood 54% say that as the load time for a brand’s mobile site increases, so does their frustration.
- 21. 21 If a slow mobile experience drives customers away, a fast mobile experience can help attract and keep them. www.thinkwithgoogle.com/feature/testmysite
- 22. 22 Voice Optimize Your Website for Mobile LocalLocal
- 23. 23 List Your NAP Consistently On Your Site In addition to listing your business name, address, and phone number in directories and on Google My Business, it should also be listed on your site, on every page if you only have one location, or on the relevant URL if you have multiple locations. Use schema.org markup to highlight the information for the search engines.
- 24. 24 Local Schema Tells Google What’s Important Add schema to your website and make it easy for Google to decide what’s important
- 25. 25 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.
- 26. 26 Get Listed in Online Directories Google uses citations to determine how trustworthy your location is. A citation lists your businesses NAP (name, address, and phone number) and should ideally also mention a URL for your business Get listed in all of the relevant, official, trusted, and used directories for home services businesses More local citations = more visibility in local search Ensure NAP and brand consistency
- 27. 27 Earn Trusted and Local Recognition Increase your Prominence score by getting involved in your neighborhood ● Chamber of Commerce ● Industry publications and magazines ● Local news ● Charities
- 28. 28 Local Check-ins Create content on your website with location signals that get shared across all your online directories and social media
- 29. 29 Map Presence: Note the Importance of Reviews
- 30. 30 Voice Optimize Your Website for Mobile Local Voice
- 31. 31 Voice Search is Everywhere Now DESKTOP MOBILE
- 32. 32 Voice Search & Digital Assistants ● By 2020, over 50% of all search will be voice ● How conversational your website content is, determines your voice-ranking
- 33. 33 The Homeowner Journey is Changing AGAIN Because of Voice-Enabled Devices Voice search is… ● Easier: It’s easier and safer for people who are on the move to talk to their phone rather than type ● Faster: People can talk faster than they can type “Hey Google, find me a roofing contractor near me.” “Hey Alexa, show me the top rated window replacement contractors near me with a 4-star rating or higher.”
- 34. 34 Optimize for Voice Almost 70% of requests to the Google Assistant are expressed in natural language not the typical keywords people type into a website search Google selects the best structured & concise content to answer voice search queries Most start with… ● What ● When ● Who ● Where ● Why ● How
- 35. 35 …that is valuable. Ask yourself “What are my clients trying to find?” …that provides answers to these common questions …that’s available in multiple formats (audio, video, readable) ...for all stages of the customer journey: ● Signs it’s time for a replacement ● About your company ● Success Stories ● Home maintenance tips Creating Content
- 36. 36 Share Photos Across Directories Smart speakers with screens display your photos alongside your business information. If no photos are found, it’ll display a blank screen
- 39. 39 Google Search Console - Find Keywords for Content
- 40. 40 What’s Next for Search? It’s time to start predicting their needs regardless of where they are in their journey.