Adam Dince

Small Businesses: How To Succeed on Google for Free

Deluxe Corporation

Today we’ll cover:

• Introduction

• Why Google Is Important

• How Google’s Search Results Work

• How To Get To The Top

• Q&A

A QUICK INTRODUCTION

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• 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

Image Source: Ed.gov

• 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

WHY IS IMPORTANT?

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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

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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

Today, we’ll focus on the organic (free) results

It all starts with a robot

www.webpronews.com

Like Pacman eats pellets, search engine robots consume content on the Web

Source: http://technetcrew.com

Then content becomes returnable in search results

TIPS TO GET TO THE TOP OF TRADITIONAL ORGANIC RESULTS

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A simple formula

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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

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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

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• Develop measurement criteria (KPIs) Examples: • Track rankings • Track Website visits • Track in-store visits • Track online sales • Track offline sales

Performance

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MOVIN’ ON UP TO THE TOP ORGANIC LOCAL RESULTS

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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

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Use the entirety of the Web

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• 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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Q&A