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Five Ways to Make Friends with Google
The document outlines strategies for optimizing local business visibility through Google My Business (GMB) by improving mobile experience, page speed, and understanding customer search intent. It includes steps for claiming and verifying a business, managing local citations, and utilizing review tools to enhance online reputation. Additionally, it discusses the importance of content strategy for SEO by identifying keyword intentions and creating comprehensive resources to fill content gaps.
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Five Ways to Make Friends with Google
- 1. LET’S MAKE FRIENDS WITHTHE GOOGLE
- 3. To make friends youmust be a friend.
- 5. 1. GET COMFYWITHGOOGLE MYBUSINESS (GMB) 2. MITIGATE PAGE SPEED ISSUES 3. RELYON GOOGLE SEARCH CONSOLE 4. PROVIDEABETTER MOBILE EXPERIENCE 5. UNDERSTAND SEARCH INTENT
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- 10. NO-CLICK SEARCHES 40% 45% 50% Q1 2016Q2 2016 Q3 2016 Q4 2016 Q1 2017 Q2 2017 Q3 2017 Q4 2017 Q1 2018 Q2 2018 Q3 2018 Q4 2018 Q1 2019 GOOGLE SEARCHES SOURCE: JumpShot search engine behavior study (2019)
- 12. NO-CLICK SEARCHES 40% 45% 50% 55% 60% 65% Q1 2016Q2 2016 Q3 2016 Q4 2016 Q1 2017 Q2 2017 Q3 2017 Q4 2017 Q1 2018 Q2 2018 Q3 2018 Q4 2018 Q1 2019 ALL SEARCHES MOBILE SEARCHES SOURCE: JumpShot search engine behavior study (2019)
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- 14. INSTRUCTIONS STEP DETAIL STEP 1Login and claim the business -OR - Create an account at https://www.google.com/business/ STEP 2 Add a location name, address, business category, phone and website address STEP 3 Begin the verification process by requesting a postcard (5-business day wait time) STEP 4 Complete the profile with logo, service areas, hours, description, photos, videos, EVERYTHING STEP 5 Verify business with the code provided on your postcard
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- 19. LOCAL CITATIONS MANAGEMENT MOZLOCAL BRIGHT LOCAL CLAIMAND MANAGEALL LISTINGS WITHINTHE ECOSYSTEM FROMASINGLE PLATFORM
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- 21. LOCAL SEARCH RANKINGFACTORS
- 22. OTHERS: CLICK RATE,PERSONAL SEARCH HISTORY, SOCIAL SIGNALS GMB SIGNALS LINK SIGNALS REVIEWSIGNALS PROXIMITY KEYWORD USAGE GMB FEATURES USAGE LINKS POINTING TO SITE (SEO FACTOR) QUANTITYAND QUALITYOF BRAND REVIEWS
- 23. GMB POSTS • IMAGES,TEXT,CALLTO ACTION BUTTON • APPEAR WITH LISTING IN SEARCH RESULTS • POSTS "GO DARK"AFTER SEVEN BUSINESS DAYS
- 24. SOURCE: BrightLocal LocalConsumer Review Survey (2017) &PowerReviews Online Reviews Whitepaper (2018) of consumers have left a review for a local business after being asked to do so.68% WHEN TO REQUESTAREVIEW
- 25. SOURCE: BrightLocal LocalConsumer Review Survey (2017) &PowerReviews Online Reviews Whitepaper (2018) of reviews originate from follow-up communication asking customers to review their purchases.80% WHEN TO REQUESTAREVIEW
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- 28. HOW LIKELY ISIT THAT YOU WOULD RECOMMEND US TO A FRIEND OR COLLEAGUE? 0 1 2 3 4 5 6 7 8 9 10
- 29. HOW LIKELY ISIT THAT YOU WOULD RECOMMEND US TO A FRIEND OR COLLEAGUE? CUSTOMERSERVICE@
- 30. FLIGHTTICKET PURCHASE ONLINE TICKET PURCHASE 0 3 “WHATTO EXPECT” DIRECTIONS PHOTOS “READYFORTAKEOFF?” VIDEO(S) SHARE LINKS X “TRUE OR FALSE: THAT WASAMAZING” NPS / REVIEWLINK X = ONE DAYAFTER FLIGHT DATE
- 31. REVIEWTOOLS FEATURES • REPORTING •REVIEWSEGMENTATION • REVIEWALERTS • RESPONSE MANAGEMENT • REVIEWCOLLECTION • EASE OF USE • MOBILE EXPERIENCE • REVIEWSVIAEMAIL • REVIEWON MULTIPLE CHANNELS • SHARE/DISPLAYPOSITIVE REVIEWS
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- 33. AVERAGE SPEED INDEX AUTOMOTIVE BUSINESS/INDUSTRIAL FINANCE MEDIA/ENTERTAINMENT RETAIL TRAVEL 05 10 15 10.1 9.8 9 8.3 8.7 9.5 SOURCE: Google -Travel planning and purchasing has evolved on mobile (2017)
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- 39. MINIFYCSS LEVERAGE BROWSER CACHING SERVERESOURCES FROMA CONSISTENT URL AVOID BAD REQUESTS DEFER PARSING OF JAVASCRIPT
- 42. PLUGINS FOR SPEED WordpressShortlink
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- 45. YOURSITE.COM/SITEMAP.XML "Hey Google, here’sall my stuff."
- 46. YOURSITE.COM/ROBOTS.TXT "Hey Google, you’reallowed here but not over there."
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- 48. SEARCH CONSOLETIP #1 IMPRESSIONSPOSITION/RANK FIND KEYWORDSTHAT RANKAT THE BOTTOM OF PAGE 1 ORTHETOP OF PAGE 2 (POS. 8-13). SEEK OUT WAYSTO OPTIMIZETHE PAGES RANKING FORTHESE PHRASESTO INCREASE RANK.
- 49. SEARCH CONSOLETIP #2 POSITION/RANKCLICK RATE FIND KEYWORDSTHAT RANKVERY WELL BUT SUFFER FROMA RELATIVELYLOWCLICK RATE. UPDATE PAGETITLE OR META DESCRIPTION TOALIGN WITHTHE KEYWORD PHRASE.
- 50. SEARCH CONSOLETIP #3 BRANDIMPRESSIONS BRAND CLICKS APPLYAFILTERTOVIEWMETRICS FOR ONLYBRANDTERMSAND DERIVATIVES. MEASURE PERFORMANCE OVERTIME. CONDUCTAWARENESS BUILDING IF BRAND-RELATED METRICS HAVE DECREASED.
- 51. SEARCH CONSOLETIP #4 INTERNALPAGE IMPRESSIONS INTERNAL PAGE POSITION/RANK VIEWIMPRESSIONSAND POSITION FOR INTERNAL PAGES (NON-HOME PAGE). MEASURE OVERTIME. IF METRICSARE UP FOR CERTAIN PAGES, DETERMINE IF EFFORTS AND RESULTS CAN BE REPLICATED FOR OTHER CONTENT.
- 52. SEARCH CONSOLETIP #5 IMPRESSIONS BYCOUNTRY CLICKS BYCOUNTRYVIEWIMPRESSIONSAND CLICK VOLUME BYCOUNTRYOVERTIME. CONSIDER INTERNATIONALLY TARGETED CAMPAIGNS FOR SPECIFIC COUNTRIES WITH RELATIVELYHIGH IMPRESSION AND CLICK METRICS.
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- 54. SOURCE: Emarketer. Mobiletime spent in 2018 (2019) the average amount of time U.S adults spent on their phones daily in 2018. 3hours 35minutes GUESS WHAT? MOBILE IS POPULAR
- 55. SOURCE: Search EngineJournal (2018) of smartphone users use search at least once per day.87% GUESS WHAT? MOBILE IS POPULAR
- 58. ANTICIPATE MOBILEVISITOR NEEDS. DON’TNECESSARILYEXPECT LESS, JUST PROVIDE MOSTAPPROPRIATE.
- 59. NEEDS CONSTRAINTS TIME SCREEN SPACE ATTENTION DIRECTIONS CONTACTDETAILS EASYINTERACTION CREDIBILITY
- 60. RESPONSIVEVS.ADAPTIVE CHANGES BASED ON DIFFERENTSHAPE OF DEVICE CHANGES BASED ON DIFFERENT NEEDS OFAUDIENCE
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- 62. HOWTO MEASURE MOBILE FILTER/SEGMENTAPPLIED QUALITATIVEMETRICS TIME ON SITE BOUNCE RATE PAGES/VISIT CONVERSION RATE
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- 68. CONTENT SEO: ONEDECADEAGO HOME TOURS GUIDES FAQ RESERVE TOURA TOUR B TOUR C GUIDE X GUIDEY GUIDE Z CONTACT
- 69. CONTENT SEO:TODAY LANDSCAPE PHOTOGRAPHYTIPS SUNRISE/ SUNSET LOCATIONS FINEART GALLERY/ COLLECTION NORTH RIM PHOTO WORKSHOPS ‘grand canyon photography’ ONLINE PHOTO GALLERY
- 70. CONTENT GAPANALYSIS STEP DETAIL STEP1 Identify keywords that fit your niche. STEP 2 Prioritize the keyword list based on phrases that have great relevance. (keyword popularity is secondary) STEP 3 Write down four to six (4-6) types of intent for each phrase. (intent = reasoning and motivation behind the search query) STEP 4 Conduct a search for each phrase in Google in incognito mode. Review the top 10 results, and mark down which intents are unfulfilled. STEP 5 Prioritize your content development process to fill gaps found in the search results for each phrase.
- 71. DEPTH OF CONTENT Itis very difficult to rank for any topic by creating a single resource to cover it. "One and done" does not work for SEO.
- 72. SUGGESTED SEARCH &PAABOXES
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