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Does Google Love Your Business? Noah Turner SEO Manager Deluxe Corporation
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About me — Noah Turner • Manager, Search Engine Optimization • Prior to Deluxe: Associate Media Director at FRWD Co. in Minneapolis • More than 10 years of experience in online marketing and Web development, both B2B and B2C • Have helped dozens of Fortune 100 companies as well as small business owners create winning online strategies
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Agenda • Introduction • What is SEO? • Optimizing your website for local search
• Local listings • Q&A
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What is SEO?
People are searching
91% of Internet Users Search (via search engines) Every Month HubSpot, 2014
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Over 80% of Deluxe customers use search engines to find products
Across a multitude of devices
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Across a variety of search engines
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The search results landscape Paid Media Auction Based Immediate
Earned Media Non-Paid Long-Term
PPC Maps Local SEO
Earned Media Non-Paid Long-Term Earned Media Non-Paid Long-Term
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SEO Local
Organic/earned results, most trusted
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Mobile definitely matters Share of online searches by mobile device across industries
Source: Hitwise
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How SEO works
SEO starts with a search engine robot visiting your website
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Remember Pac-Man? Search robots work the same way.
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Once search engines store website pages, they become eligible for return in search results pages
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There’s a science behind ranking well in search results
200+ factors Updated 2-3 times a day Machine learning © Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
The algorithm boils down to the following top-level themes
WINNING! © Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Optimizing your website for local search
The perfectly optimized web page 1 2 3
#
Element
Description
1
URL
Including keywords in the URL will help search engines better understand what the page’s content is about
2
PAGE TITLE
The most important SEO element. Include keywords as close to the beginning of the title as possible. Limit of 55 characters.
4 6
Appears in the browser tab and is the blue clickable text in a search result.
5
7
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3
META-DESCRIPTION
Does not appear on page. Returns as the regular text underneath the blue clickable text in a search result.
4
PRIMARY HEADLINE
The second most important SEO element. Include keywords within the H1 tag.
5
BODY CONTENT
Make sure to include keywords where appropriate. Do not stuff. Ensure content reads well.
6
IMAGE NAMES
When placing important images on your web pages, include keywords in the filenames as appropriate.
7
IMAGE ALT TAGS
Most website platforms allow you to append ALT text to images. Include keywords as appropriate.
Some on-page elements return in search results pages Page Title URL
MetaDescription
Page Title
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Include a page about your services
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Include keywords about your service on your page
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Provide answers to frequently asked questions about your service
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Local definitely matters
34x
According to Google, search interest using ‘near me’ has increased 34x since 2011.
75%
75% of consumers who searched on a smartphone visit a store within 5 miles.
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Three critical items on every web page
Name of Company (NAP)
Address of Company Phone Number of Company
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Give your location the spotlight In the header of every page
In the header of every page
Highlight location
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Local Listings
Off-site optimization is important for your Google ranking • The more quality in-bound links your website receives, the better you will rank in Google search results • Just because you write content doesn’t make you an authority • Google sees quality websites linking to your site as votes of trust in your favor
Other website
Other website Other website
Other website
Your website
Other website
Other website
Other website Other website
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Other website
How search engines view links Competitor Site
Your Site
Competitor Site
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Local business listings is the easiest way to get links to your website • Online business profile – includes name, address, phone (NAP) • Includes additional information such as website, hours, categories, photos and more. • Listings include: • • • •
Search Engine Listings Directory Listings Social Media Apps Mobile Maps & GPS Devices
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Consistency is key to having your local listing be effective • Allows search engines to serve up clean and accurate data. • Allows the search engine to return the best possible result. • Allows the searcher to find information to access your business.
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Local listings help your business get found
Showing up on the majority of business listings sites should be an important part of your business’ digital marketing strategy, strengthening your local presence.
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Steps you can do today to improve your website
Set-up Google My Business page • Top Search Engine • Popular mobile-friendly map • Aim for the 3-pack
Go to business.google.com to get started!
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Step 1 Google My Business
Verification allows you to: • Access insights • Manage reviews • Edit information/photos © Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Step 2 Google My Business • Photos are vital • 2-4x more views/clicks when your listing includes photos • Google allows the following photos: • • • • • • •
Logo Profile photo Cover photo Interior Exterior At work Team
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Set-up your Yelp listing • Top online source for consumer reviews • Top 7 Yelp categories include: • • • • • • •
Restaurants Shopping Nightlife Active Life Beauty & Spas Automotive Home Services
Go to biz.yelp.com to get started!
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Yelp – an example • Claiming allows you to: • Manage and respond to reviews • Add photos • Include key info such as categories, website, menu, phone number, history, etc.
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Set-up your Facebook Verified page • Top social media site • Gain trust with customers • Improve search results
Go to facebook.com to get started!
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FAQs
NAP for Service Area Businesses • What if my business address is my home and I deliver goods and services to my customers? • Google allows you to set up your business service area and hide your home address. • You must still enter your physical address • You can check the box marked “I deliver goods and services to my customers at their location”
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What if my locations have multiple businesses? • Google guidelines state that one business per location. • If you are a practitioner business (lawyer, doctor, etc.) differentiate with suite or phone number.
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NAP for multi location businesses • What if my business has many locations? • Google allows you to manage all of these locations using one Google My Business account • Log in to your account and claim all the locations listed. • Create new locations if needed. • Make sure your website is updated with your location addresses and phone numbers.
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See how your business shows up online
Scan your online business listings for free: https://www.deluxe.com/sbrevents
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