@GreenLotus_CA

Search engine marketing strategist and speaker with

more than 8 years of experience.

Bassem has managed online marketing strategies for

some of Canadian’s largest corporations including

Canadian Tire, Toronto Star and Direct Energy.

Bassem Ghali Founder & Head of Client Strategy at Green Lotus

GreenLotus.ca

What Does Your Brand Means to Consumers?

Your Name is Your Brand

Your Company / Product Name is Your Brand

Why Bother With SEO Branding?

• People do not make buying

decisions based on

impersonal facts. They rely

on their perspective

• SEO branding can help build

recognition and trust for your

company

• In the eyes of most of your

prospects, high rankings

mean high quality

• Not being in control of your

SEO branding can become a

costly mistake

Build Your Brand Without

Buying Billboards!

Only take care of the first 10 results

How to Rank Higher on Search Engines!

High Ranks = Popularity x Relevancy - Inbound Links

- Text Links

- Domain Age

- Referring Domains

- Crawled Pages

- Press Releases

- Keyword Density

- Keyword Frequency

- Keyword Prominence

- Keyword Proximity

- Title Tags

- Image Tags

Back in the day

x Social Signals - Likes

- Google +

- Shares

- Tweets / Mentions

- Views

- Fan Base

Now!

Google SearchBots are relying more and more on

humans to endorse relevant and useful content!

Traditional SEO is not going to disappear

any time soon.

But, as social factors become increasingly

integrated with search, it is now time to

add social media as a permanent tool to

your online marketing arsenal!

How Does Google Know you have an Appropriate

Local Business & Favor you?

Best Practices

1. Ensure you have accurate &

updated business info (Name,

Phone, Address, Bio) on Google

Places, Facebook, Yelp, etc.

2. Encourage your happy customers to

post reviews of your business.

3. Engage Facebook users to ‘Check In’

4. Encourage customers to ‘share’

pictures taken at your business.

Google uses the Web Citations of your physical address to verify location on Google Places,

and for local organic ranking, ‘check ins’ have become a key part of their algorithm.

You can easily

out rank your

competitors!

How Does Google Know you Have an Interactive Business

with Humans not Machines Responding to Customers?

Best Practices

• Make sure your content is sharable

• Create a free guide and helpful tips to

share with your social audience

• Stay connected to your fans and do not

let them forget you

Google uses a different Personalized – Social Ranking Algorithm for everyone, and this is

based on the information you have already agreed to share! … eg - Location, Search History,

Personal Shares, Social Circles

Facebook has a similar Algorithm called

“Edgerank” which controls which Facebook

posts appear in fan news feeds.

Why Should you Jump on the Google+ Wagon!

Organic Though the Google+ social network is still a lightweight compared

to sites like Twitter & Facebook. Google+ is emerging as a

champion heavyweight in search results.

Paid The Google +1 has turned

into an Internet-wide

Facebook like button.

Add +1 Buttons To Anything & Everything Do not turn down this easy endorsement!

Place the +1 Button on your site, wherever you can.

Should I Create a Video for my Business?

Of Course, Yes .. But why?

YouTube is the second largest online search engine

Canadians watch more YouTube videos than any other nation

Chances of videos watched online are 1:2 on YouTube

Prime time is anytime!

Best Practices:

Who is your targeted audience and what do they care about?

Pure sales and “about me” videos usually fail

Helpful tips, funny and interesting videos usually succeed

Do not exceed 1:30 mins for your first video!

Organic Take advantage of Google’s Universal

Search Results and make your video

rank on top of your competitors

Paid: Reach the right viewer at the right

price

Pay only when users choose to

watch your ad

Facebook:

• Embed your YouTube video

• Run a Targeted Ad Campaign

• Interact with comments and

welcome new fans

Video Marketing Strategy

51% of consumers said they are more likely to buy a product after

“liking” the brand on Facebook

55% of consumers follow companies on social networks to receive

general information

56% of consumers are likely to recommend a brand to a friend after

becoming a fan

61% of consumers interact with companies on their social networks

to receive discounts

Social Media Statistics

Submit your website to Google Places, and any other relevant social or local directory websites

Place your business name, address and phone number on every page of your website

Connect your Google + with your Adwords account

Display your social media “follow us” buttons on every page of your website

Make it easy for visitors to share your content on their favorite social media websites, use “AddThis” or “ShareThis”

Publish awesome content on your blog (and lots of it!)

Create an interesting & optimized video about your services

Best Practices

Basic Online Marketing Rule:

Start Where Others Ended!

YWCA Donate & Learn Workshop

Tue. May28 at 6pm (Bay & Dundas)