SEO for Small Business

Google + Small Business- SEO, SEM & Adwords- SBDC, Aug 2010

Charlie GunninghamManager, reiwa.com

2Facebook + Small Business


90% of sites are still brochure sites

- 1 way, (“static”)- no interaction- not grabbing emails (#1 goal)- flash, html, not updated, not SEO’d

–


YOUR SITE1. Are you on the 1st page of Google for your ‘golden phrase’? (Y/N/sometimes)2. Are you #1 result ? (Y/N/sometimes) 3. Does your site load in under 5 seconds? (Y/N)4. Is the info all up to date? (Y/N/sometimes) 5. Is there something on your site that changes? (Y/N) 6. Are you proud of your site? (Y/N) 7. Has your site been optimised (redesigned) for mobiles? (Y/N) 8. Do you get leads/enquiries off YOUR site? (Y/N/sometimes) 9. Does your site interact with your social media? (Y/N) 10. Do you regularly collect email addresses of visitors to your site? (Y/N/sometimes)

Yes = 3 (for Yes/No Sometimes) or 1Sometimes = 1 No = 0

http://www.google.com.au/imgres?imgurl=http://lh3.ggpht.com/_t6mLs7rRdYI/SuMsOdm2weI/AAAAAAAAAfI/DQ-ViFei5L4/PEQUIZ2.jpg&imgrefurl=http://photoshopeducation.blogspot.com/2009/10/heal-problems-with-patch-tool.html&usg=__-nagXnoNBzvHPyMPhX_7-nD8KPE=&h=345&w=450&sz=46&hl=en&start=10&sig2=0S7MnJkiYEw99qvBdBw-bQ&um=1&itbs=1&tbnid=pDxYliRLV1qOuM:&tbnh=97&tbnw=127&prev=/images?q=10+question+quiz&um=1&hl=en&tbs=isch:1&ei=34gxTLybD8ujcfO4rJwD


YOUR SITE

Score:16+ fantastic!10-15 needs help, but OK5-9 poor, needs urgent help!<5 thanks for being honest, but take the site down

now!!!

http://www.google.com.au/imgres?imgurl=http://lh3.ggpht.com/_t6mLs7rRdYI/SuMsOdm2weI/AAAAAAAAAfI/DQ-ViFei5L4/PEQUIZ2.jpg&imgrefurl=http://photoshopeducation.blogspot.com/2009/10/heal-problems-with-patch-tool.html&usg=__-nagXnoNBzvHPyMPhX_7-nD8KPE=&h=345&w=450&sz=46&hl=en&start=10&sig2=0S7MnJkiYEw99qvBdBw-bQ&um=1&itbs=1&tbnid=pDxYliRLV1qOuM:&tbnh=97&tbnw=127&prev=/images?q=10+question+quiz&um=1&hl=en&tbs=isch:1&ei=34gxTLybD8ujcfO4rJwD


“Dynamic” sites

- powered by database (CMS)- update DB, updates site- interactive, social media- local info (blogs, …)- mobile, apps (smart phones, iPhone, iPad)


Why have a site?

1. Branding2. Differentiation3. Your listings only4. Your message, in control5. Power of the media, broadcasting


It’s like having your own radio station!


Why have a site?

6. Make it earn money!


HOW to build traffic?

1. Know thyself (measure it)2. Google Analytics3. Smarter Stats4. Nielsen/Hitwise5. Alexa.com >> demos

http://www.google.com/analytics

http://www.aussiehome.com:9999/

http://www.alexa.com/


Measuring What?

1. Hit? << NO!2. PageView3. Visitor Session4. Unique Visitor/Browser5. Time per visit6. Bounce Rate7. Repeat Visitors


Building Traffic

1. Self2. Word of mouth3. Cross media4. Social media5. SEO6. PPC - Facebook


7. PPC – Google8. Partnerships9. Linking…. BIG GAP between #9 and # 10!!! ….

10. PR, events, editorials, awards11. Ads


Before we move on…

My Site?AUDIT - Where are we?

PLAN – Where do we want to be?ACTION – What are we going to do about this?

http://images.google.com.au/imgres?imgurl=http://www.growitmarketing.com/wp-content/uploads/2008/12/hits1-300x299.jpg&imgrefurl=http://www.growitmarketing.com/internet-marketing-services/develop-a-web-marketing-plan&usg=__CeE6IEkBb3dXSKWb-wZIic5BFT4=&h=299&w=300&sz=9&hl=en&start=23&um=1&tbnid=-ois_h75wquLJM:&tbnh=116&tbnw=116&prev=/images?q=internet+marketing+plan&ndsp=18&hl=en&sa=N&start=18&um=1


FACTS

- 90% web sessions begin with a search- 85% of ALL traffic is referred via a search engine- Google Australia = 300,000 searches/min- 61% of searches result in OFFLINE purchases

and Google is 87% of all search in Aus89% of all clicks are from SEO (not PPC)


Google Eyes (SEO)

- reads text, can’t read images- hates flash, frames- reads top left to bottom right- reads title tag- reads <H1> <H2>.. Tags- reads text on page- loves to see updates of text, and links IN


PLUS- being updated- relevancy- popularity- older- larger- site maps- submission- blog


PLUS- alt tabs on images- RSS feeds- social media- well named links- dummy sites- keyword analysis- check analytics…

20Facebook + Small BusinessREIWA Property Management Breakfast, 16th July 2009 Slide 20


URL Rewriting

- creating dynamic SEO friendly web addresses (instead of ‘Egyptian script mumbo jumbo’!)

www.yournamecom.au/real-estate/subiaco/address

http://www.yournamecom.au/real-estate/subiaco/address


MYTHS

Meta keyword Tag white text on white background multiple domains resubmitting weekly doorway pages


SNAKE OIL SALESMEN

Google endorsed partner Link outs are good SEO is a black art Guarantees for Page 1 ranking It’s just so easy! Small text We get you on hundreds of search engines!


Search Engine Marketing (SEM) - beyond SEO, what else can you do?

1. Google Adwords2. Facebook Ads

- CPM = cost per thousand impressions - CPC = cost per click- CTR = click through rate


FB Advertising vs Google Adwords(Pay Per Click – PPC)

Google ads:Search terms

Ppl declare handBid for phrases

WA only, time of day


GET STARTED

1. Keyword analysis2. GMail account3. Google.com.au/adwords4. Monitor


Conclusions from today _ what are they - for you?

Take-Aways from today _ what are you going to do … as of tomorrow?


THANK YOU!

- and all the best with SEO/SEM!

- for these slides, contact me… [email protected] 0411 092 669

mailto:[email protected]

SEO for Small Business

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