Discover free tools to help your business get found on Google. Learn how to do your own keyword research and apply it to effective marketing tactics such as blogging, directory listings and developing quality website content.

1. How To Win With Google
(For Free)
Adam Dince, Head of SEO & SMO
@deluxecorp
#DLXSpeedMktg

2. Today's Agenda
• Introduction to search marketing
• How to create winning content for your website
• SEO tips for winning in local and regular search
results
- This presentation includes tips to get started, but should not be viewed as an allinclusive SEO strategy

3. Introduction to Search
Marketing
“If it’s worth building, it’s worth finding”

4. People are searching—are they finding you?

5. Search is one of the most popular online
activities
http://pewinternet.org/~/media/Files/Reports/2012/PIP_Search_Engine_Use_2012.pdf

6. Which means small business owners 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

7. Dissecting the Search Engine Results Page
(SERP)
-----
Paid ads
Paid ads
Auction based
Auction based
Immediate
Immediate
Promos / Deals
Promos / Deals
-------
Free
Free
Takes time
Takes time
Long-term
Long-term
Quality/Trust
Quality/Trust
Authority
Authority
Preferred
Preferred
REGULAR
(Organic) RESULTS
------
Free
Free
Takes time
Takes time
Google Plus
Google Plus
Directories
Directories
NAP
NAP
Consistency
Consistency
LOCAL
(Organic) RESULTS
ADS
LOCAL
(Organic) RESULTS
ADS

8. Google rolled out carousels within local
search
Primarily seen for travel, hospitality and restaurant
searches

9. Today, we’re going to focus here
LOCAL
(Organic) RESULTS
REGULAR
(Organic) RESULTS
LOCAL
(Organic) RESULTS

10. How to create winning
content for your website
“Write for people, structure for search engines”

11. Before you can be found in search results
You’ve got to have content

12. Great content starts with an idea
Content should be focused on:
 Interests of your target audience
 Your business goals and objectives
“Crowdsourcing
is the process by
which the power of the many can
be leveraged to accomplish feats
that were once the province of a
specialized few”. – Jeff Howe,
Wired Magazine

13. Power content ideas with free tools!
Übersuggest
Search Queries
Search Queries
Social Listening
Soovle.com
UberSuggest.org
SocialMention.com
Free
Free
Free
Type in a keyword and
Soovle provides you the top
suggested keywords from
the major search engines
Type in a keyword and
UberSuggest provides you
the top suggested keywords
from the major search
engines
Input keywords and
themes to see what’s
buzzing about it on blogs,
forums, and other social
channels

14. Learn how people are searching with
Übersuggest

15. Find specific content opportunities with
SocialMention

16. How does content gain prominence in search
results?

17. Optimizing for Local & Regular
Search Results
“Online to Offline”

18. Content optimization tips
Include important terms in URL
Name, address, phone
Include important terms in content

19. Tips on building authority
Make sure to acquire:
•
Links to your site from 3rd party sites
•
•
•
•
Website citations
Local directory listings
Business partners
Local news interviews
•
Share links to important content on your site
through your social networks
•
Build relationships online and offline

20. Google crawls the major directories - be
sure you are present and consistent
Image Source: GetListed.org and david mihm, inc.

21. Use GetListed.org to get started
2
1
4
3
No
reviews
?
Different
addresses?

22. Find local sites & industry blogs for new
citation opportunities and updates
Whoops,
different
names
Whoops,
different
address and
phone

23. Register with Google & Bing Places for
Business
http://www.google.com/business/placesforbusiness/
https://www.bingplaces.com/

24. Best practices to keep in mind
Remember:
•
•
•
•
•
•
•
•
Have a consistent NAP (Name, Address & Phone) across all local sites, blogs and directories
Link to your Website from directories and local sites
PO Boxes won’t work with Google Places for Business
Don’t try to fool Google with a fake address
Get customer reviews on 3rd party sites (e.g., Google+, Angie’s List) (Carousel)
Spend time growing circle counts on Google+ (Carousel)
Add lots of photos on Google+ (Carousel)
Share your content and third party content on Google+

25. Thank You!
Get more information on
deluxe.com/webinars