Local Search Engine Optimization (SEO)

Transcription

1 Local Search Engine Optimization (SEO) What you need to know How SEO can bring your business more leads, more sales and more profits Prepared By: Erik Lim, Brad Campbell, Dan Klein & Michael Blackwell on November 2014

2 1. Background Strictly for educational purposes only 1

3 Background search engine visibility can make or break a local business 93% of all online experiences begins with a search engine. Building a highly converting website is simply not enough you need to ensure your content is able to be found. Increasing your search engine rankings will eventually lead to capturing more website visitors, generating more leads and ultimately getting more new business. SEARCH ENGINE VISIBILITY FOR LOCAL BUSINESSES CAN BE BROKEN DOWN INTO: Paid advertising Organic rankings done by building backlinks Local map rankings done by adding citations WHY SEO? Cost effective paid advertising can be pricey and will eat into your revenues. Your competitors are doing it! If you re not continuously improving your Search Engine Ranking Position (SERP), you ll lose ground on your competitors and fall further behind. Trust in organic rankings over ads Some 70-80% of internet users flatly ignore paid ads because of the perception that they aren t deserved. Source: Open Source Explorer, 2014, MOZ, 2013 Strictly for educational purposes only 2

4 Search engine visibility is a zero sum game There are hundreds of local businesses out there, but only 10 spots on the first page of Google. Think of it this way: if you do not occupy a Page 1 spot for your main keywords, your competitors are literally stealing business away from you, as almost nobody goes past the first page for search. Your competitors WHAT A PAGE 1 RANKING ACTUALLY MEANS FOR YOUR BUSINESS Page 1 rankings If you re on the 2 nd page of Google, you might as well be on Page 20. You d get the same kind of traffic, Almost every marketer, 2014 Everyday your site doesn t occupy a spot on Page 1 is another day your competitors are kicking your ass, - Procter Marketing, 2013 The top spot on Google swallows up almost 40% of all search traffic. If you re buried on Page 2-3 for your most important keywords, chances are you re not getting any clicks at all! 80% of ALL website traffic comes from organic search - not paid advertising. Source: SSS Analysis, 2014, Procter Marketing, 2013 Strictly for educational purposes only 3

5 2. The 5 pillars to local SEO Strictly for educational purposes only 4

6 A successful internet marketing campaign can be broken down into 5 major components A local business that is highly dependent on internet visibility will beat out the competition by following the 5 components of a marketing campaign intelligently. 1. Keyword Research 5. Backlinks 2. Content Generation 4. Paid Traffic (Adwords) 3. Local Citations Source: SSS Analysis Strictly for educational purposes only 5

7 1. Keyword Research Identifying the right keywords to rank for needs to be done in the beginning. Like casting a fishing net, it s important that you position your website to catch as much search traffic as possible. HOME CLEANING CLIENT EXAMPLE Clients are usually surprised by the amount of potential search engine traffic that is to be captured and optimized for. E.g. a house cleaning company would gather 5 times (590 vs 110 local searches) more search traffic if they decided to optimize for carpet cleaning as well. Identifying all possible keyword variations for your business allows you to target pockets your competitors aren t even aware of, giving you an advantage in your industry. Keyword research is the cornerstone of an internet marketing campaign. It only needs to be done once, but must be done correctly. Source: SPP Analysis Strictly for educational purposes only 6

8 2. Content & Site Generation Indicative only The SOLE purpose of a local business website is to capture as many leads as possible so you can close them later. Aesthetics are secondary focus on whatever get you the most business even if the site doesn t look all that great. SAMPLE QUALITY WEBSITE Business phone number on every page, making it as easy as possible for customers to contact. List of keywords: Limo Hire Limousine Hire Airport Transfer Limousine Service Limo Wedding Limo Graduation Limo Limousine Rental Rent A Limousine How To Rent A Limo... Source: SPP Analysis Highly effective copywriting, optimized for SEO and targets all the relevant keywords. collection form on every page to collect as many leads as possible, along with clear, unambiguous call to action. Strictly for educational purposes only 7

9 3. Local Citation Building Getting your website ranked on Map search can be quite a challenge in tough markets. Building consistent and multiple citations will get your business ranked on Google Local. CITATION TRACKER EXAMPLE Local map rankings A citation is a simply where your company is mentioned on other websites and places found on the Internet. Local citations are used heavily in helping you to rank in local search results. Examples of citation sources: Yellow Pages, Brownbook, Hotfrog, Sensis, ABR, FourSquare, Google Citations need to be high quality and consistent (152 Cardillac St vs. No. 152 Cardillac Lane). Inconsistent citation details will negatively affect your rankings Identifying the websites your competitors have built citations on allow you to achieve an additional competitive advantage. Building citations helps let your customers know that you are local and ready to serve them. The more citations you build, the higher you ll rank in your business area. Source: Hallam Internet, 2013 Strictly for educational purposes only 8

10 4. Paid Search Traffic Despite how amazingly awesome they are, rankings don t happen overnight, and anybody who tells you otherwise is either a) lying, or b) a wizard. In the meantime, our team also manages paid ad campaigns at cost price for businesses. WHAT WE HAVE TO OFFER YOU Our team has access to large supply of AdWords advertising coupons, allowing our partners to save on advertising costs. Contact us today for more! Source: Google Adwords, 2014 Strictly for educational purposes only 9

11 5. Backlinks Backlinks are the currency of SEO. The more relevant and powerful backlinks you have pointing to your website, the higher you ll rank on the search engines. Getting these links is time consuming and a lot of hard work. NUMBER 1 RANKED SITE IN MELBOURNE FOR LIMOUSINES The 5 rules of link building for SEO: i) Relevant. If you re running a toy store, a link from a toy retailer website works better than a link from a laptop reviewer. VERSUS A SITE ON PAGE 8 ii) iii) iv) Powerful. A link from Wikipedia is more powerful than thousands of links from random websites with no power. Legitimate. No links from dodgy sites, e.g. porn, gambling, Viagra, get rich quick malware type sites. Consistent. Backlinks need to be built out naturally over time. v) Moderation. Over optimizing your links will trip Google s filters and land you all the way at the back in no man s land (Page 200 of Search). Less is definitely more. Source: SPP Analysis, 2014, Majestic, 2014 Strictly for educational purposes only 10

12 3. About Us Strictly for educational purposes only 11

13 Case studies Our team members have successfully grown businesses from relative obscurity to lead sucking machines. SUCCESSFUL SEO CASE STUDIES WE HAVE OVERSEEN Source: SPP Experience Strictly for educational purposes only 12

14 Our team members are perfectly positioned to help you grow your business Our partners combined have generated hundreds of thousands in new revenue for various local businesses in the USA and Australia. Our team works as partners not clients, strives to deliver meaningful impact and is all about getting you results! ABOUT US Erik Lim: An engineer and management consultant by trade, Erik traded in the thug life (affiliate marketing and MLM) and now applies his shiny new skills helping local businesses tear up the search engines. Enjoys crude humor (the nastier the better). Also loves long walks on the beach and getting caught in the rain. Dan Klein: Dan built and sold a profitable coupon company. A hustler at heart, Dan wakes up everyday ready to bite the ass off a bear. Being the nice guy that he is, he now spends his time helping local businesses grow their revenues using the internet. Rips the occasional swear bomb (much more than occasional, to be honest). Brad Campbell: A pharmacist by training, Brad remained a top earner in internet MLM, ranking websites for some of the hardest keywords on the planet for a long time until he decided to retire and help out local businesses instead. Has an alter ego named that goes by the name Profit Pimp. Michael Blackwell: An avid anti seal-clubber, a damn fine person, UFC contestant, ass model, member of the You Really Should Not Talk About Fight Club club. All jokes aside, Michael is a fantastic IT professional and helps develop scalable and effective systems for local business owners to grow. Source: SSS Experience Strictly for educational purposes only 13

15 4. Next Steps Strictly for educational purposes only 14

16 Next Steps The next steps are shown below. 1. Review this slide deck 2. Call us if you have any questions! Should you have further questions, feel free to contact: Erik Lim (041) Source: SSS Analysis Strictly for educational purposes only 15