it’s not just about bringing traffic it’s about … · it’s not just about bringing...

IT’S NOT JUST ABOUT BRINGING TRAFFIC...

IT’S ABOUT BRINGING CUSTOMERS

Georgia SBDC Digital Marketing Boot Camp

GET FOUND –

LOCAL SEO FOR RESTAURANTS

Georgia SBDC Digital Marketing Boot Camp

www.google.com/mybusiness

http://www.google.com/mybusiness

GeorgiaSBDC.orgDigital Marketing Boot Camp

Other Map Registrations

Apple Maps

https://mapsconnect.apple.com/

bing places for business

https://www.bingplaces.com/

Yahoo! Small Business

https://smallbusiness.yahoo.com/local-listings

https://mapsconnect.apple.com/

https://www.bingplaces.com/


Yelp Listing


Other Directories

Open Table: https://restaurant.opentable.com/get-started/

CitySearch: https://signup.citygrid.com/cyb/find_business

Local.com: http://www.local.com/claim-your-listing/default.aspx

Trip Advisor: https://www.tripadvisor.com/GetListedNew

Zomato.com: https://www.zomato.com/addrestaurant

Moz: https://moz.com/local

https://restaurant.opentable.com/get-started/

https://signup.citygrid.com/cyb/find_business

http://www.local.com/claim-your-listing/default.aspx

https://www.tripadvisor.com/GetListedNew

https://www.zomato.com/addrestaurant

https://moz.com/local


Pay Attention to Your NAP

1251 Cobb Pkwy, Marietta GA 30062

1251 N. Cobb Parkway Marietta Georgia

1251 Hwy 41 N., Marietta, GA

1251 Highway Forty-one North, Suite 103, Marietta, GA

1251 Cobb Parkway, NW, #103, Marietta, Georgia 30066


FaceBook for Business


Who Sees your FaceBook Posts?

Most of your Followers

Some that have liked a post

None who don’t know you

The goal is to get a click, comment, or share

Is it an advertisement or something useful for the reader?


FaceBook Advertising: Boosted Post or Ad

You may have to

pay to play

Allows for very

specific targeting


Do I really need a website?

Website

You Own Content

You Decide what people can see

Website is basis for SEO scoring

Only you know how many visitors

Not everyone is on FaceBook

FaceBook

Largest Social Network

FaceBook owns content

FaceBook decides what people will see

Everyone knows how many followers

FaceBook only a small factor in SEO

ranking


What is SEO? Advantages

Search Engine Optimization

Only affects “organic” listings in search engines

(like Google, Yahoo, Bing).

Changes as Search Engine Algorithm changes


Top U.S. Sites according to Alexa

1

2

3

4

5


Websites Compared to Newspapers

Over 200 Factors affecting Search Rank

Site StructureDomain Name

Page Titles

Title Tags

Page Structure

Headings

Keyword positioning

ContentReadable Text

Keyword Usage

Content length

Uniqueness

Newness

Image Readability

Video Content

TimePage Load Speed

Visitor Interaction

Responsive Design

LinksQuality of Inbound links

Quantity internal links


Site Structure

Domain

URL Address

Title Name

Meta Description

Content

Headings

(<h1, <h2, h3)Text

Keywords

Images

Alt Tag

Captions

Video

Links

Transcript

Pages


Domain Authority

Age – How long has the domain existed

Popularity – How many inbound links

connected to domain

Size – The larger the size, the more links

that should be connected

Trust – Possessing SSL Certificate

(https://)


Page Structure

<title>Digital marketing system - Wikipedia, the free encyclopedia</title>

Page URL

Page Title

Meta

Description

Digital marketing is an umbrella term for the targeted, measurable,

and interactive marketing of products or services using digital

technologies to reach consumers. The key objective is to promote

brands through various forms of digital media. It is embodied by an

extensive selection of service, product and brand marketing tactics,

which mainly use the Internet as a core promotional medium, in

addition to mobile and traditional TV and radio


Page Structure

Page URL

Which is better?

http://www.example.com/index.php?id_sezione=360&sid=3a5ebc944

f41daa6f849f730f1

http://en.wikipedia.org/wiki/Aviation


Page Structure

Page Title

<html>

<head>

<title>Brandon's Baseball Cards - Buy Cards, Baseball News, Card

Prices</title>

<meta name="description=" content="Brandon's Baseball Cards provides a

large selection of vintage and modern baseball cards for sale. We also offer

daily baseball news and events in">

</head>

<body>


Meta Description

• Describes contents on that particular page

• Each page should have a unique meta description

• Description should not be longer than than 160 characters

• Search engines may choose a description if is not specified in the structure

Meta Keywords have become much less important as algorithm elements for search engines

Page Structure

Slide Show TipsA user performs the query [baseball cards]. The homepage shows up as a result, with the title

listed on the first line (notice that the query terms the user searched for appear in bold).

A title tag tells both users and search engines what the topic of a particular page is.

The <title> tag should be placed within the <head> tag of the HTML document (1).

Slide Show TipsA user performs the query [rarest baseball cards]. A relevant, deeper page (its title is unique

to the content of the page) on a site appears as a result.


Best Practices

Keep length of title tag to 50-60 characters

Place important keywords at beginning of title tag

Optimize for the human reader not the Google machine


Headings Tips

• Six hierarchical size <h1> thru <h6>

• Typical text size changes with header size

• Use in hierarchical order for content

</head>

<body>

<h1>Brandon's Baseball Cards</h1>

<h2>News - Treasure Trove of Baseball Cards Found in Old Barn</h2>

<p>A man who recently purchased a farm house was pleasantly surprised ... dollars worth of vintage baseball cards in the

barn. The cards were ... in news papers and were thought to be in near-mint condition. After ... the cards to his grandson

instead of selling them.</p>


Best Practices

• Use headings sparingly across the page

• Use heading tags where it makes sense. Too many heading tags on a page can

make it hard for users to scan the content and determine where one topic ends

and another begins

• Do not include all of the page's text into a heading tag

• Avoid using heading tags only for styling text and not presenting structure


Content Affects Search Rank

Readable Text

Keyword usage

Content length

Uniqueness

Newness

Image Readability

Video Content


Text Content Optimization

More content tends to rank higher (+1500 words)

Use provoking Headlines

Use sub headlines to communicate value and draw reader through content

Bold and italicize keywords

Use short sentences

Keep paragraphs short (4-6 lines)

• Use bullets

Include charts & graphs

Keywords in headlines


How to find key words

Keyword = Search Query

Google Trends www.google.com/trends

Google Keyword Tool https://adwords.google.com/KeywordPlanner

Requires creating/Signing in to AdWords account

Wikipedia www.wikipedia.com (look in contents sections)Single Words

Apparel

Blouse

Tops

Shirts

Tshirt

Phrase Words

Black top

Stripe shirt

Cotton tee shirt

Long Tail Keywords

Ladies black top size 8

UGA Game Day Dress

Black 100% cotton ladies tee

Keywords are not just meta names, but used in Headers, Anchor text, Alt Tags, or within body content.

http://www.google.com/trends

https://adwords.google.com/KeywordPlanner


Google Trends www.google.com/trendsWikipedia www.wikipedia.com (look in contents sections)

http://www.google.com/trends


Google Keyword Tool


Search for words

and phrases – if

someone will pay

to advertise for

these words, they

may be important

Truck Insurance


=Keyword: bicycle Keyword: Mens Bike

233 million results 18 million results


=Keyword: Best Hybrid Bikes for Men Under $500

143,000 results

Long Tail Keyword

No major retailers on first page

More likely to result in through click

through


Uniqueness of Content

• Content Should be unique to each page

• Minor changes to duplicated material

does not bring that much uniqueness

• Think in terms of unique value – will the

reader gain something new as compared

to the original content on another site.


Newness of Content

Newness of Content

Amount of Change on a single page

Frequency of Changes

Addition of new pages

Rate of link growth (internal and external

and links to old versus new content)

User behavior affects freshness


Website Content Ideas


Images Tell the Story


Image SEO Techniques

File Name – rename name

files with descriptive words

1011_20139.jpg

My-Store-Main-Entrance.jpg

Include Alt Tag


Image SEO Techniques

Use text above, below, beside image to describe

Compress images


Video Optimization

Video Optimization

• Include a transcript

• 1-2 videos per page

• Include captions above, below or beside

video

• Keywords toward front

• Length directly proportional to user purpose

(shorter the better)


Types of Videos

Demonstrate your product or service: Don't just tell, show your customers how your business works. Bring your how-to guides to life. Informed prospects are more likely to make purchases.

“How To”: Guide instruction on installation, uses, features. Think about when to buy, make repairs, new product reviews.

Use customer testimonials: Your best fans can explain on video how using your products or services solved a problem or improved their lives. Help prospects see themselves in the stories of real people.

Put donor dollars to work: Videos of how your charitable donations benefit a cause tell a compelling story, which makes a problem -- and how donations help remedy it -- more real.

Introduce your staff: This simple method can help show your dedication, passion and commitment to customer satisfaction. It can also create a greater connection with customers by showing them the faces and personalities of your employees.

Offer a video tour of your office or business location: Another option is to add some spice to your website's "About Us" page by providing an insider's look at your operation.


Time is a Major SEO Factor

Page Load Speed

Dwell Time

Visitor Interaction

Responsive Design

Google PageSpeed Insights: https://developers.google.com/speed/docs/insights/about


=

https://developers.google.com/speed/pagespeed/insights/


Link Relevancy

Quality of inbound link

Topical Relationship of site

Authoritative sources

.gov

.edu

Quantity of Internal links/pages

Google My Business page

www.google.com/mybusiness

Social Media links

http://www.google.com/mybusiness


Mobile SEO

Responsive design better than separate

mobile site

Load time more critical that desktop version

For mobile sites:

Use compressed images


https://www.google.com/webmasters/tools/mobile-friendly/

Use the Google

Webmaster Tool

to test Mobile-

Friendly Design


Google SEO Tools

www.google.com/Analytics

www.google.com/webmaster/tools

(Search Console)

http://www.google.com/Analytics

http://www.google.com/webmaster/tools


Free Tools for Testing SEO

Bartlett Interactive http://www.bartlettinteractive.com/evaluator/

Woo Grade http://www.woorank.com/ (One Free Per Week)

Web Accessibility Evaluation Tool (WAVE) http://wave.webaim.org/

Hubspot Grader http://marketing.grader.com

http://www.bartlettinteractive.com/evaluator/

http://www.woorank.com/

http://wave.webaim.org/

http://marketing.grader.com/


Other Tools You can Use

http://www.spyfu.com/ Review competitors website

https://archive.org/web/ Past versions of websites

https://majestic.com/ Backlink Analysis

http://www.prchecker.info/ Google Page Rank

http://keywordtool.io/ Keyword idea generator

http://www.spyfu.com/

https://archive.org/web/

https://majestic.com/

http://www.prchecker.info/

http://keywordtool.io/


SEO for Restaurants, Simple as ABC

AuthorityGaining respect as a useful site with quality links to pages inside and outside your website

Be Human Making your site easy, informative and reliable to people (not search engines)

ContentAdding new, unique content in text, images and videos

it’s not just about bringing traffic it’s about … · it’s not just about bringing...

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