SEO for Business Owners - Winning SEO in 3 Steps. See how to leverage all brand elements to improve organic visibility.

1. Winning SEO in 3 Steps
SEO for Business Owners
Winning SEO in 3 Steps
SEO for Business Owners
Courtesy of BusinessOnlineExperts.comCourtesy of BusinessOnlineExperts.com

2. Today, SEO is Many ThingsToday, SEO is Many Things
Local Business ResultsInformation Discovering Answers to Questions

3. As a Business Owner, You Need to Be
Found in Every possible SEO Scenario
As a Business Owner, You Need to Be
Found in Every possible SEO Scenario
Local Business ResultsInformation Discovering Answers to Questions

4. Why? Because Consumers Performer
Multiple and Different Types of Searches Online
Why? Because Consumers Performer
Multiple and Different Types of Searches Online
81%
• 81% of
Shoppers
Conduct Online
Research
Before Buying*
61%
• 61% will read
product reviews
before making
any purchase*
3
• A consumer will
consider 3
brands before
making their
purchase*
* source: http://www.adweek.com/socialtimes/81-shoppers-conduct-online-research-making-purchase-infographic/208527

5. To Win SEO, Business Owners Need to Think
of How the Consumer Searches Online
To Win SEO, Business Owners Need to Think
of How the Consumer Searches Online

6. Consumers Search on Various Terms
before They Purchase
Consumers Search on Various Terms
before They Purchase

7. So You Have the Opportunity to Be Found
at Every Step of the Journey
So You Have the Opportunity to Be Found
at Every Step of the Journey
Articles Articles/Video
Google Local
Website Content
On site Support
Google Local
Social Media

8. But You Have Limited Time and Budget!
So You Need to Start from the Bottom Up
But You Have Limited Time and Budget!
So You Need to Start from the Bottom Up
Business Category Searches Region Searches Brand Searches
Articles Articles/Video
Google Local
Website Content
On site Support
Google Local
Social Media
Start
Here !

9. To Win in SEO You Need to Take 3 Steps:To Win in SEO You Need to Take 3 Steps:
• Step 1: Optimize for Your Brand
• Step 2: Optimize for Your Region
• Step 3: Optimize for Your Business Category

10. SEO Step 1:
Optimize for Brand
SEO Step 1:
Optimize for Brand

11. Optimizing for Brand Terms First Allows You to Target
Those Individuals who are Actually looking for You (i.e.
BRAND SEARCHES)
Optimizing for Brand Terms First Allows You to Target
Those Individuals who are Actually looking for You (i.e.
BRAND SEARCHES)
On site Support
Google Local
Website Content
Google Local
Social Media

12. The Goal is to OWN the First Page in Google for Your
Brand Terms
The Goal is to OWN the First Page in Google for Your
Brand Terms

13. Here are SEO Tactics to Leverage to Improve BRAND
SEARCH Visibility
Here are SEO Tactics to Leverage to Improve BRAND
SEARCH Visibility
• Internal Link Structure Optimization
• Google My Business
• Structured Data Markup
• Social Profile Creation
• Social Profile Optimization

14. These Tactics are All About Optimizing Your Website
and Brand Profiles to DOMINATE the First Page in
Google for Your Brand Term
These Tactics are All About Optimizing Your Website
and Brand Profiles to DOMINATE the First Page in
Google for Your Brand Term
• Internal Link Structure Optimization
• Google My Business
• Structured Data Markup
• Social Profile Creation
• Social Profile Optimization
Own more real estate in first
position in Google
Provides more detailed regional
and Brand-specific data on first
page in Google
Social Profiles can rank for brand
terms on the first page in Google

15. SEO Step 1a:
Internal Link Structure Optimization
SEO Step 1a:
Internal Link Structure Optimization

16. The Way You Structure Your Website can Improve the
Way Your Site Shows Up in Google
The Way You Structure Your Website can Improve the
Way Your Site Shows Up in Google
Vs.

17. Here’s How You can Influence Your Website Search
Results
Here’s How You can Influence Your Website Search
Results
• Top Navigation on All Pages
• Breadcrumbs throughout your website
• Consistent with your internal linking

18. SEO Step 1b:
Google My Business & Structured Data Markup
SEO Step 1b:
Google My Business & Structured Data Markup

19. Validating Your Physical Business Location, Services
and Serviceable Regions can Allow for Owning More
Real Estate in Google
Validating Your Physical Business Location, Services
and Serviceable Regions can Allow for Owning More
Real Estate in Google
Vs.

20. Here’s How You can Own More Brand Visibility in
Google
Here’s How You can Own More Brand Visibility in
Google
• Submit Business to Google My Business
• Use Schema Markup for Your Business Details
• Create a Wikipedia Page (IF possible)
https://www.google.com/business/
https://schema.org/LocalBusiness

21. SEO Step 1c:
Social Profile Creation & Social Profile Optimization
SEO Step 1c:
Social Profile Creation & Social Profile Optimization

22. Establishing and Optimizing Social Media Profiles can
Take up Additional Spots in Google for Your Brand Terms
Establishing and Optimizing Social Media Profiles can
Take up Additional Spots in Google for Your Brand Terms
Vs.

23. Here’s How You can Own More Brand Visibility in
Google
Here’s How You can Own More Brand Visibility in
Google
• Create Social Profiles (that make sense for
targeting your demographic)
• Optimize Social Profiles for Brand and Business
Category Terms
• Be Active On Social Media Profiles

24. SEO Step 2:
Optimize for Region
SEO Step 2:
Optimize for Region

25. Often Times, Customers Discover Your Brand by Doing
a Region Search First
Often Times, Customers Discover Your Brand by Doing
a Region Search First

26. The Goal is to be Present when Someone Does a
Regional Search for Your Business Services
The Goal is to be Present when Someone Does a
Regional Search for Your Business Services

27. Here are SEO Tactics to Leverage to Improve
REGIONAL SEARCH Visibility
Here are SEO Tactics to Leverage to Improve
REGIONAL SEARCH Visibility
• Google My Business Location
Confirmation/Optimization
• Encourage Reviews on
Google My Business
• Business Listing Submissions

28. These Tactics are All About Optimizing Your Website to
be Present at the TOP of the First Page in Google for
Region Searches
These Tactics are All About Optimizing Your Website to
be Present at the TOP of the First Page in Google for
Region Searches
• Google My Business Location
Confirmation/Optimization
• Encourage Reviews on
Google My Business
• Business Listing Submissions
Tells Google you are Physically
Located in this Region
Tells Google you are Active
Business in Good Standing
Provides Google with
Confirmation You are
Located/Service a
Specific Region

29. SEO Step 2a:
Google My Business Location
Confirmation/Optimization
SEO Step 2a:
Google My Business Location
Confirmation/Optimization

30. Google Wants to Show Local Businesses for Region
Searches. So If You’re Local, You Need to Show It.
Google Wants to Show Local Businesses for Region
Searches. So If You’re Local, You Need to Show It.

31. Here’s How You can Own More Region Visibility in
Google
Here’s How You can Own More Region Visibility in
Google
• Confirm Physical Location of Business Through
Google My Business (postcard)
• Use Region Terms on Your Website
• Use a Region-specific Phone number for Your
Business (IF possible)
https://support.google.com/business/answer/2911778?hl=en

32. SEO Step 2b:
Encourage Reviews on Google My Business
SEO Step 2b:
Encourage Reviews on Google My Business

33. Google Wants to See that You are an Active Business
and Have a Good Business Reputation
Google Wants to See that You are an Active Business
and Have a Good Business Reputation

34. Here’s How You can Own More Region Visibility in
Google
Here’s How You can Own More Region Visibility in
Google
• Encourage Customers to Leave Reviews on Google
My Business Page (and make it a habit to do so via
post purchase emails, directly at service call,
incentivizing, etc.)
• Monitor Reviews and Flag if Necessary (ONLY if it
violates Google’s Guidelines)
• Do NOT Repurpose reviews or Create Fake Reviews
(Google Knows All)
https://support.google.com/business/answer/4596773?hl=en

35. SEO Step 2c:
Business Listing Submissions
SEO Step 2c:
Business Listing Submissions

36. You can Submit You Business Location to Google, but
Google Looks for Additional Verification on Other Sites
You can Submit You Business Location to Google, but
Google Looks for Additional Verification on Other Sites
Google My Business
Facebook
Yahoo Local

37. Here’s How You can Own More Region Visibility in
Google
Here’s How You can Own More Region Visibility in
Google
• Claim Your Business Listings on Various Local
Websites
• Mapquest
• Yahoo
• Yelp
• Etc.
• Use the Same NAP Details (Name, Address, Phone
Number)
• Submit Your Website to Other Directories (such as
the local Chamber of Commerce)

38. SEO Step 3:
Optimize for Business Category Searches
SEO Step 3:
Optimize for Business Category Searches

39. Before Someone Even Considers Hiring A Professional,
They Often Try To Diagnose and Fix the Problem
Themselves
Before Someone Even Considers Hiring A Professional,
They Often Try To Diagnose and Fix the Problem
Themselves

40. The Goal is to be Present Even when Someone is not
Ready to Purchase. Although it doesn’t always lead to
immediate sales, it helps build brand visibility
The Goal is to be Present Even when Someone is not
Ready to Purchase. Although it doesn’t always lead to
immediate sales, it helps build brand visibility

41. Here are SEO Tactics to Leverage to Improve
CATEGORY SEARCH Visibility
Here are SEO Tactics to Leverage to Improve
CATEGORY SEARCH Visibility
• Create General Guides/FAQs/
Advice Content (NOT SALESY)
• Consistently Add New
Guides/FAQs/Etc.
• Promote Your Content

42. These Tactics are All About Optimizing Your Website to
be Present for Relevant Business Category Terms
These Tactics are All About Optimizing Your Website to
be Present for Relevant Business Category Terms
• Create General Guides/FAQs/
Advice-type NOT SALESY Content
• Consistently Add New
Guides/FAQs/Etc.
• Promote Your Content
Shows Google You are a
Source for relevant information
Shows Google You are Active
in Providing People with
Valuable Information
Helps Push Your Content
Further to Attract New Eyeballs

43. SEO Step 3a:
Create General Guides/FAQs/Advice-type Content
SEO Step 3a:
Create General Guides/FAQs/Advice-type Content

44. People Use Google Every Day to Find Information. As
an Expert In Your Field, You are Qualified to Offer this
Information. But You Need to Have the Content First.
People Use Google Every Day to Find Information. As
an Expert In Your Field, You are Qualified to Offer this
Information. But You Need to Have the Content First.
*http://searchengineland.com/study-80-percent-of-searches-are-informational-20-are-navigational-or-transactional-13745

45. Here’s How You can Own More Business Category
Visibility in Google
Here’s How You can Own More Business Category
Visibility in Google
• Research Common Questions/Information Your
Customers Tend to Ask (start with your own
workers/customers)
• Establish a Location to Add this
Content to Your Website
https://adwords.google.com/KeywordPlanner
http://www.bluefrogplumbing.com/about-us/blog/

46. SEO Step 3b:
Consistently Add Content
SEO Step 3b:
Consistently Add Content

47. Google Crawls Your Websites Many Times a Week
(possibly many times a day!). So Google is Aware if
You have old or new content on your site.
Google Crawls Your Websites Many Times a Week
(possibly many times a day!). So Google is Aware if
You have old or new content on your site.
Vs.

48. Here’s How You can Own More Business Category
Visibility in Google
Here’s How You can Own More Business Category
Visibility in Google
• Create a Content Schedule that is cohesive,
seasonal and detailed
• Add Links to New Content on Your Home Page

49. SEO Step 3c:
Promote Your Content
SEO Step 3c:
Promote Your Content

50. A Wise Man Once Said:A Wise Man Once Said:

51. This is not the Case with GoogleThis is not the Case with Google

52. Google Needs to Be Able to See and Rate Your
Content. They do this by Analyzing Backlinks and
Brand Mentions Specific to Content and Categories
Google Needs to Be Able to See and Rate Your
Content. They do this by Analyzing Backlinks and
Brand Mentions Specific to Content and Categories

53. Here’s How You can Own More Business Category
Visibility in Google
Here’s How You can Own More Business Category
Visibility in Google
• Promote Your Content Through Your
Social Media Channels
• Amplify Your Content Through Your Social Media
Channels (and target local individuals) / Become a
Guest Writer on Other Websites
• Offer Discounts/Deals that can be Promoted on
Other Websites https://www.cnm.edu/depts/hr/current-employees/employee-discounts/#amore

54. To Summarize:
SEO Steps
To Summarize:
SEO Steps

55. The Path to SEO Success Consists of 3 Steps
(and lot of sub steps):
The Path to SEO Success Consists of 3 Steps
(and lot of sub steps):
• Step 1: Optimize for Your Brand
• Optimize Internal Link Structure
• Sign Up for Google My Business
• Use Structured Data Markup
• Create Social Profiles
• Optimize Social Profiles
• Step 3: Optimize for Your Business Category
• Create General Guides/FAQs Advice Content
• Consistently Add New Guides/FAQs/Etc.
• Promote Your Content
• Step 2: Optimize for Your Region
• Confirm Physical Location in Google
My Business Profile
• Encourage Reviews on Google My
Business
• Business Listing Submissions
(And BusinessOnlineExperts.com can Help You Every Step of the Way!)

56. QUESTIONS?QUESTIONS?
Courtesy of BusinessOnlineExperts.comCourtesy of BusinessOnlineExperts.com

57. Winning SEO in 3 Steps
SEO for Business Owners
Winning SEO in 3 Steps
SEO for Business Owners
Courtesy of BusinessOnlineExperts.comCourtesy of BusinessOnlineExperts.com