GUIDE: Simple SEO: How to Build Trust with Google
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The document discusses key strategies for effective search engine optimization (SEO) focused on local visibility and trust-building with Google. It covers the importance of utilizing multiple channels, optimizing website content, and understanding the impact of search signals on online visibility. Additionally, it emphasizes the importance of technical SEO, local SEO practices, and the role of social media marketing in enhancing a brand's digital presence.
GUIDE: Simple SEO: How to Build Trust with Google
- 1. Simple SEO How to Build Trust with Google
- 2. 2 Why We’re Here Meet the team Discussion on the fundamental building blocks of SEO Q&A Stay tuned in till the end… ...One lucky attendee will be awarded a Google Home Mini!
- 3. 3 Meet Your Speaker Bob Sheehan SVP Brands & Customer Advocacy
- 4. 4 Today’s Discussion ● How to do local SEO right ● Leverage multiple channels to win the online visibility game from local listings, web, mobile, reputation, and SEM ● Connect critical signals to increase search rankings and drive conversions ● Understand the link between your website, location, and reputation and how it drives brand awareness
- 7. 7 Search Engine Statistics Google holds the first place in search. Both desktop & mobile search engine market is also dominated by Google. • Google - 79.45% • Bing - 7.31% • Baidu - 7.06% • Yahoo - 4.91% • Ask - 0.14% • AOL - 0.05% • Excite - 0.01 • Others - 1.06%
- 8. 8 Search Has Evolved Over the Years Static Search Proliferation of Web Services Local Marketing to Location Marketing 1996-2006 2007-2015 2016-present Keywords Content Recency Relevancy Proximity Prominence + +
- 9. 9 Searches “Roofing contractor near me” Reads A few articles on how to pick the best roofing contractor Emails a friend for the name of the contractor they used Visits A few review sites to check out their reputation Searches for the top rated contractor’s website Calls the business Remarketing sees an ad on Facebook Display Ads We Live in a Multi-Touch Customer Journey
- 10. 10 What is SEO? Search Engine Optimization It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines
- 11. 11 Paid Search Organic SEO Your Goal To build a website and a digital marketing strategy that ranks your website in ALL 3 sections Local Search Results Page Local SEO
- 12. 12 What is Google Looking For? ● To provide quality search results for its customers, so they will return again and again, and view the PAID listings. This is how they make money. ● You help Google return quality results when… ○ Geo-tagged content ○ Relevant and frequent content ○ Mobile-friendly ○ Cultivate a digital footprint
- 13. 13 Search Signals That Influence Your Online Visibility YOUR WEBSITE Recency Relevancy Proximity Prominence
- 14. 14 Types of SEO Maps Organic
- 15. 15 What is On-Page SEO? The act of optimizing different parts of your website that affect your search engine rankings. It's what you have control over and can change on your own website.
- 16. 16 Off-Page Optimization Focuses on increasing the authority of your domain through the act of getting links from other websites.
- 17. 17 Off-Page SEO Process of getting external pages to link to a page on your website. It is one of the many tactics used in search engine optimization (SEO). Basically by building external links to your website, you are trying to gather as many ‘votes’ as you can, so that you can bypass your competitors and rank higher. Link Building
- 18. 18 Off-Page SEO Social media marketing is the use of social media platforms and websites to promote a product or service. Most of these social media platforms have their own built-in data analytics tools, which enable companies to track the progress, success, and engagement of ad campaigns. Social Media Marketing
- 19. 19 Technical SEO Technical SEO refers to any SEO work that is done aside from the content This aspect of SEO is focused on how well search engine spiders can crawl your site and index your content
- 20. 20 Technical SEO • Domain Age • Platform Check • Crawlability & Indexing Issues • Key SEO Elements • Website Performance & Issues Technical SEO Checklist
- 21. 21 SurefireLocal.com 21 Get expert analysis of your digital marketing and recommendations when you join a Surefire team member for a one-on-one call LIMITED TIME WEBINAR OFFER Choose one: ● Tuesday ● Thursday ● Please email me to schedule a private call
- 22. 22 Maps = Local SEO
- 23. 23 Local SEO Markup: What the Visitor Sees
- 24. 24 Local SEO Markup: What the Search Engine Sees
- 26. 26 Local SEO Physical Location ● Actual Address Only ● Only one GMB listing per location ● Must look like the real world ● Get the category right ● Set the Radius Do NOT: ● Set these up for places where you’d LIKE to do business ● Set up duplicates ● Set these up for PO boxes or non-physical location
- 27. 27 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.
- 28. 28 Map Presence: Note the Importance of Reviews
- 29. 29 Map Presence: Note the Option to See Opening Hours
- 30. 30 Organic = Content SEO Website Blog Directories Social Media Images
- 31. 31 Paid Search Organic SEO Local Search Results Page Local SEO
- 32. 32 Optimizing Various Elements of a Webpage Image Content H2 Header H1 Header Title Tag Links
- 36. 36 Google Search Console: Location Signals
- 39. 39 Use Data to Drive Content
- 40. 40 Build a Comprehensive Digital Footprint
- 41. 41 SurefireLocal.com 41 Get expert analysis of your digital marketing and recommendations when you join a Surefire team member for a one-on-one call LIMITED TIME WEBINAR OFFER Choose one: ● Tuesday ● Thursday ● Please email me to schedule a private call
- 42. 42 Q&A Hey Google, who is the lucky winner? Today’s winner of the Google Home Mini is…
- 43. 43 Join Us Next Week! Check out all upcoming & on-demand webinars at surefirelocal.com/webinars Thursday, March 29nd at 11 AM EST 5 Profit Levers Most Home Improvement Companies SELDOM Pull with Tim Musch Director of Business Development
- 44. HARDWORKING MARKETING FOR HARDWORKING PEOPLE SurefireLocal.com marketing@surefirelocal.com @SurefireLocal Thank you!