10 Search Commandments By Colleen Harris
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From the SMX Advanced Conference in Seattle, Washington, June 22-23, 2016. SESSION: Advanced Enterprise SEOs, Unite!. PRESENTATION: 10 Search Commandments - Given by Colleen Harris, @cdawg2610 - CDK Global, Search Engine Optimization Specialist. #SMX #12A
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10 Search Commandments By Colleen Harris
- 1. #SMX #12A @cdawg2610 10 scalable steps for SEO on an Enterprise level “10 Search Commandments”
- 2. #SMX #12A @cdawg2610 • First website was on Geocities • 10 years in digital marketing • Love of link building and listings • Nickname of the “Google Whisperer” • Employed with CDK Global since 2013 About Me Colleen Harris @cdawg2610
- 3. #SMX #12A @cdawg2610 10 Search Commandments “I’m just like my country, I’m young, scrappy and hungry And I’m not throwing away my shot.” @HamiltonLyrics
- 4. #SMX #12A @cdawg2610 1. Demand Verification Google+ as a social network is gone Google listings still matter to a business Search “Business Name + plus.google.com” to find rogue listings On twitter? Use #ghelp hashtag & follow @googlemybiz
- 5. #SMX #12A @cdawg2610 2. Check Your Business Across Devices “50% of consumers who conducted a local search on their smartphone visited a store within a day, and 34% who searched on computer/tablet did the same.1 ” Don’t throw away your shot on mobile Google Mobile FriendlyTest MobileTest Multi-ScreenTest ThinkWith Google SiteTester *Source 1: Google “Understanding Consumers’ Local Search Behavior,” 2014
- 6. #SMX #12A @cdawg2610 3. Tell Your Story in Photos “80% of Internet shoppers say images are imperative when deciding to buy or use a company’s product or services.1” Use GMB suggested categories to sort your photos for all directories *Source 1: Your Business Needs these 3 amazing benefits of Google Business View “Having photos on your listing increases direction requests by 42% and clicks to your website by 35%.2” *Source 2: Google My Business Profile Most Important Image
- 7. #SMX #12A @cdawg2610 4. Negotiate your Duplicates “Citation quality and consistency remain top- five factors for both pack results and in competitive markets.1” SuccessfulCitation work needs a 3rd party Yext Power Listings Whitespark Local Citation Finder Moz Local Search Definitive Local Search Citations *Source 1: Moz Local Ranking Factors
- 8. #SMX #12A @cdawg2610 5. Get your Titles Up To Date “The top 3 ranking factors to help improve ranking are Links, Content and Rank Brain.” Google “site:yoururl.com question you are answering” To see Google’s page choice for an answer box Run Full Site Audits for • PageTitle • Descriptions • H1 tags *Source: Know the Top 3 Ranking Factors AnswerThe Public
- 9. #SMX #12A @cdawg2610 6. Mark your Site Up with Structured Data Structured Data = Markup of your business information for the search engines “We recommend using JSON-LD as the data format.1” Which language to use? *Source 1: Data and Local Business JSON LD Playground JSON MarkUp Generator
- 10. #SMX #12A @cdawg2610 7. Leave Breadcrumbs for your Visitors Breadcrumbs =Website NavigationTrail for the Search Engines Add it in with your JSON in the header Displays in Mobile and Desktop Search
- 11. #SMX #12A @cdawg2610 8. Leave your Reviews for the Stars “92% of consumers now read online reviews, while Star rating is #1 factor used by consumers to judge a business.” 3rd party review sites do matter Definitive Local Review Sites *Source: Local Consumer Review Survey
- 12. #SMX #12A @cdawg2610 9. Link Building Lives On Local Link Building looks at the relationship between two sites over other factors. Community Pages – Automatic Local Links “Old School”Traditional Link Building is dead. “3 for 3” Strategy
- 13. #SMX #12A @cdawg2610 10. The One Step to Remember If you do only one thing, verify your Google Listing and always be aware of how you look on the map. This is Google’s world, we’re all just living in it.
- 14. #SMX #12A @cdawg2610 Download your own copy of the 10 Search Commandments TEN SEARCH COMMANDMENTS 1. DemandVerification 2. Check you business across devices 3. Tell you story in photos 4. Negotiate your duplicates 5. Get you titles up to date 6. Mark your site up with structured data 7. Leave breadcrumbs for you visitors 8. Leave your reviews for the stars 9. Link building lives on 10. If you remember nothing else…. GOOGLE! @cdawg2610 @CDKGlobal
- 15. #SMX #12A @cdawg2610 LEARN MORE: UPCOMING @SMX EVENTS THANK YOU!
Notes de l'éditeur
- A little bit about me. I’ve been on the internet since the Geocities days, building websites with bright red text that scrolled across the page and flashed at you. In my 10 years of digital marketing I’ve done a little bit of everything from healthcare marketing to social media campaigns for TV networks. I like to joke my knowledge is 6 inches deep and 6 miles wide. My nickname came about when I started at CDK when I was able to solve some complicated listing issues for high profile clients. I love the puzzle and challenge local search brings, and I’m currently manage over 3500 listings for dealers, with different levels of engagement. CDK digital marketing agency in the auto industry. Manager over 7,000 websites for dealers worldwide, so we’ve got lots of pages, data with the unique combination of Around 100 specialists over 3 different offices.
- in 2016, in can be overwhelming and exhausting to keep track of all the going ons in SEO. If it’s not Google making some sort of change, there’s a new directory or citation to research and see if it’s worth it. We are all in the same boat of trying to do the most with what we have, and not wanting to give up those good shots. Take these struggles and multiple it by 4,000 and you have a glimpse into the world of enterprise SEO. It becomes a “duel” to find scalable and impactful steps to apply across all of your websites and pages. Like Hamilton had his 10 commandments for a duel, I’ve created the “10 search commandments” for navigating SEO on scale. Be it 10, 50, 500 or 5,000 business, the same commandments apply. (click)As we know from history and the musical, the schuyler sisters are all about the real work, so you’ll see them throughout the presentation highlighting the tools you can use later on.
- We all know Google Plus never caught on as a social media tool, and it’s finally dead. Google Plus as a social network is dead, but Google listing still matter to business and should be verified. Moz’s most recent Local Search Ranking survey has “consistently of of Google my Business information” as one of the top 5 ranking factors. That is how you can best control what information is in the knowledge graph, have insights of engagement to the listings, and respond to reviews. To manage these listings on scale, a GMB verified account is the best way. Control full information while still partnering with your franchise. Google’s Business listing should always been known as “Patient Zero” data source for your business. (click) 4. How to know what else is out there? Simple Google Search for “Business Name + plus.google.com” to find Plus pages that exist. You should have only one verified page with the checkmark. Other Plus pages without the checkmark – ignore, don’t worry about. Need to reach out to Google? Go to twitter, using the ghelp hashtag. Google My Business has their own handle now, so reach out! This is monitored but the GMB office in Detroit, so it’s a way to explain more complex issues and have someone understand. This is Googles world, and we’re all just living in it.
- Google Released a study in 2014 looking at the local search behavior in the mobile world. As you see, over 50% of the traffic is convertible and wanting to engage with you. Given how much of the local search market is convertible traffic, have you taken a look to see how you look on mobile? While the study was in 2014, we all know this number has only increased as we’ve moved more to the mobile world. (click to next photo) Mobile optimization business listing tips --Set Profile Photo (in dashboard at business.google.com ) (Click to next photo) --are your hours correct? Are you adding holiday hours in? --is your address correct? It is the basis for the “Directions” starting point on mobile (Click to next photo) use some of the online emulators to really check and have an understanding of what your site looks like to every consumer. Use Google Analytics our your own tool to see traffic type by device, and know
- (first click) Studies have proven that 80% of internet shoppers say that images are imperative when deciding to buy a product or use a business. (first click) Sort and update your photos based off of Google’s categories - interior and exterior photos, product photos (add links in your descriptions) and staff photos. If you think the photos don’t matter, look at the numbers from Local U and see the potential clicks and visitors you are missing. This is the first time Google has finally given a business the ability to influence the photos that tell your dealers story, so why not take advantage of it?
- (First Click) Since the days of Geoities and a yahoo listing we could update that mattered, Consistent Name, Address, Phone Number and URL for a business impacts a business on the web. This is the same in 2016, no matter how many listings your are managing. Before you go out on the web to work on additional citations, (second click) the first question to answer is your business name and information correct on your website? Is the website information matching your patient zero, Google My Business? After your own house is in order, it’s time to tackle other citations. (3rd click) No matter how many listings you are trying to manage, successful citation work on scale means you are working with some sort of 3rd party. It’s the nature of the business. (click) We have listed here 3 of the major 3rd party resources to manage citations through a bulk management tool. Be sure to add in a tracking URL (and tracking phone number) to know how many eyes are coming from your off all page sources. Done correctly, a local call tracking number can be used across the directories and listings. Google has become less strict on CTN use in a GMB listing. Google is building relationships with these 3rd parties like Yext and Moz Local so use that for your listings advantage. By using a 3rd party, you can spend time focusing on the nich directories for your vertical.
- With the introduction of “Rank Brain” to our the marketing vocab, a site really has become less about keywords and rankings and much more about serving up content that answers a searches question and satisfies their intent. (next click) Content on your website is the one thing you are in control of in this crazy game of search, and you need to know first what you have on your own site.- If you don’t already run an audit of your sites once a year, now is the time. This is a crawl, mapping and updating of everything – page titles, descriptions and H1 are the most important. A tool like Screaming Frog or Visual SEO is necessary to complete a crawl efficiently. Offer products, services or items on your website? Use this as a chance to add in proper Canonical URLS to your pages, letting Google know which ones are the “Alpha” page. Commit to checking parameters in Search Console – while the Google-bots are smart, take time to check, and customize those parameters as needed, especially if you have thousands of URL for product strings. We get few chances to educate the Google-bots, and this is one of those pieces you can control. The title rules have changed and it’s no longer about outdated rules for page title and descriptions – in May of 2016, Google increased the character limit for titles and descriptions in the search results. We now have Site Title = 70 characters and Site Description = 160 Characters, meaning now is as good of time as any to re-do everything. Stop stuffing location keywords everywhere and save those cities for your actual location pages. Have your titles answer queries, describe pages and provide guidance for the visitor. (New click) Want to know what pages would be considered for an answer box in Google? Do a site search with the question to see what Google would consider your “Answer” page. (New Click) If you aren’t using “Answer the Public” to build questions for your content then you are missing out. It’s an amazing tool that builds out a series of “Who/What/When/Where/Why” questions based off a keyword.
- Structured Data is the markup of your business information on the website in a particular language, which the search engines read and pull information from. This markup is the main source for knowledge graph information comes from, “zero results” in the search engines, and Google’s answers in the search results. (New Click) there are a couple of different versions of markup out there, so which one should you use? (New Click) Go to the source, as Google has said that they prefer the JSON version of schema. Some of the items you should be marking up across your sites? (New Click) Business Information, Reviews and Offers. You know the Google is going to customize the results for each person, so why not give bots a little nudge with your information? Don’t know where to start? (New Click) These two make up generators can take the difficulty out of coding for you. This is also one of those chances to take SEO out of the silo and team with the other people within your organization. Getting developers and program managers to understand the importance of markup will mean those items can get build into a system, and SEO isn’t living in a vacuum.
- Just like Hansel and Grettle used them to try and get home, breadcrumbs is a navigation trail you put on your website Breadcrumbs are the website navigation for the visitors, and search engines, that show the relationship and navigation between pages. When scaling pages, this is one of the easiest ways to show connection to interior pages and leave a path for consumers and bots. (next click) Using JSON for your breadcrumbs gives a consistently of site language, and means it can be in the header, and makes the site faster. Work with your new development friends to get these things rolled out on a site wide level. It takes time, but pays off. When we first rolled out breadcrumbs at CDK, it started on a few sites and those tangible search examples. From there, we were able to educate to get a feature like this part of the platform.
- (click)Just like those citations we talked about in commandments 4, your reviews matter and those stars are one of the most influential factors to potential customers. The review markup should be built into your system to generate when every review comes in and is published on your site. (next click) You aren’t alone in the star love, these stars show on a wide range of 3rd party sites. You are never going to be all things for all people on the internet. When you ask customers for reviews, focus on your own site and 1 third party a quarter. This allows a more focused effort on reviews, and less “Wack a Mole” strategy. Doing the research for what 3rd party sites matter in your vertical starts with a Barnacle SEO search for “Business Name + Reviews”. Everything on the first page of the search results you should be working on, once at a time. Do spend time in your vertical focusing on consistency and reviews. (Next click) Don’t know where to begin? Local Visibility System has the perfect starting point for reviews.
- (first click) Every marketing news site, blog and twitter will scream from the rooftop that “Link Building is Dead” and it’s a waste of time to focus on. link building still lives on – it just no longer deals with requests from 30 different plastic surgeons. (next click) Google now cares more about the quality of a link, and the connection between the two sites, more than quantity of links. Scaling Link Building starts with templates. Offer a discount to students? Highlight colleges in the area mentioning the discount you offer, link to them, and then reach out for that link. Local Business Associations? Talk about them on the page. The offer may remain the same, but the area you are targeting changes, which creates the unique content needed. Keep a template set of 3 versions of content, and rotate through using them. (next click) Highlight information about the places you serve and organizations you help. If you are building out location bases pages, this is the type of content that makes a page actually useful and not a doorway. Link to local chapters if it’s a national partnership. Use the a JSON header the dynamically fills in franchises information Give people a reason to add links. (next click) This isn’t a takeaway found on any website, but the “3 for 3” rule is one I’ve developed when working with clients. Your website will not be everything to everyone. As you plan to a strategy, and want to scale it, the “3 for 3 rule” always applies. Pick 3 “things” (new geographic areas to focus on, new products to be ranking and relevant for) and commit to a 3 month organic strategy to focus on those. This gives you the chance to build out the real content on pages and not a bunch of doorways,
- If there’s only one thing you do, claim, interact and be aware of what your Google listing looks like. It’s your lifeblood into the search world. Your Google My business listing is your Hamilton one shot, and you don’t want to give up that chance.
- We all know the sign of a good talk is the swag they give away, and I didn’t want to leave everyone empty-handed – I’ve created a handy graphic of the 10 search commandments, which you can download now at my twitter handle, cdawg2610, the CDK Global Handle, or under the hashtag #tensearchcommandments