Today we’ll cover:
• Introduction
• Why Google Is Important
• How Google’s Search Results Work
• How To Get To The Top
• Q&A
• Current: Head of Organic Search (SEO), eBusiness, Deluxe Corporation
• Prior: VP, Director of Search and Content Strategy @ MRM – NYC
• 13+ years of experience in digital marketing / advertising
• Co-authored the SEO section of Digital Impact, the Two Secrets to Online Marketing Success
@adamdince www.adamdince.com
• Publicly traded company
• 3-4 million small business
customers
• 5,000 banks and financial
institution partners
• 14 million lifetime
customers and 7-8 million
active customers in our
direct-to-consumer
segment
On behalf of Deluxe, thank you for the honor
Because it’s big
• The world’s largest search engine
• Owns between 70 to 85% of all searches in the US
• In 2012, Google recorded nearly 2,000,000,000,000 searches
Source: themediaguru.blogspot.com
http://www.statisticbrain.com/google-searches/
http://searchenginewatch.com/article/2269591/Googles-Search-Market-
Share-Drops-as-Bing-Passes-17
MozCon 2013
Search happens!
http://pewinternet.org/~/media/Files/Reports/2012/PIP_Search_Engine_Use_2012.pdf
Which means that you, the small business owner have an opportunity to:
• Be found when people are looking for your brand, products and/or services on Google
• Generate visits, leads and sales on your Website from Google referrals
• Drive customers in store from Google search pages
ENOUGH OF THE SMALL TALK…
LET’S GET DOWN TO BUSINESS 12
Source: http://doblelol.com/uploads/3/funny-superhero-pics-rotten-peace.jpg
PPC
(Ads)
PPC
(Ads)
Traditional Organic
Listings
Organic Local
Listings
• Advertisements
• Auction based
• Avg. CPC for “business
attorneys” is $6.06
• Immediate results
• Gap fillers for organic
• Great for promotions
• Not Ads
• Free (aside from consultant
fees)
• Awarded on quality and
trust
• Takes time to appear
• Long-term effects
• Not Ads
• Free (aside from consultant
fees)
• Awarded on consistency
• Must have physical
address
• Vital for small businesses
Like Pacman eats pellets, search engine robots consume content on the Web
Source: http://technetcrew.com
A simple formula
Image Source: blog.emergingscholars.org
Content User
Experience Authority
Rankings &
Performance
Content • Informative
• Solves a problem
• Answers a question
• Grammatically sound
• Unique value prop
• Diverse assets
• Uses targeted key terms
• Location prominence
Image Source: http://images5.fanpop.com/image/photos/29900000/Writing-writing-29931875-1366-768.jpg
User Experience • Engaging • Easy to use • Intuitive • Shareable • Bookmarkable • Mobilized • Tested • Optimized
Image Source: www.peugeot.com
Authority • Links from 3rd party sites • Social mentions • Google Publisher • Google Authorship • Build relationships
(online & offline) • Manage communities
Image Source: www.marketingtechblog.com
• Develop measurement criteria (KPIs) Examples: • Track rankings • Track Website visits • Track in-store visits • Track online sales • Track offline sales
Performance
Image Source: www.marketingtechblog.com
A simple formula
Image Source: blog.emergingscholars.org
Citations Google Plus Places for Business
Rankings &
Performance
Citations
• Local & industry directories
• Consistent NAP (name, address, phone)
• No PO Boxes
• Link to Website
• Industry Blogs
• Customer Reviews
Image Source: http://alvinisms.blogspot.com
• Register your business • Encourage reviews • Grow circles • Share content • Link to your Website
Google Plus Places for Business
• Google offers great opportunity to SBs • People are searching • Get found in traditional organic results • Get found in organic local results • Get professional help
In Closing
• Talk to a Digital Media Account Executive 866-203-2740
• http://ww.Deluxe.com
• Personal Twitter: @adamdince
• Deluxe Twitter: @deluxecorp
Call Us @ Deluxe
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