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LET’S MAKE FRIENDS
WITH THE GOOGLE
To make friends
you must be a friend.
1. GET COMFYWITH GOOGLE MYBUSINESS (GMB)
2. MITIGATE PAGE SPEED ISSUES
3. RELYON GOOGLE SEARCH CONSOLE
4. PROVIDEABETTER M...
GOOGLE MYBUSINESS
GOOGLE MYBUSINESS
THE LOCAL PACK
THE LOCAL PACK
NO-CLICK SEARCHES
40%
45%
50%
Q1 2016 Q2 2016 Q3 2016 Q4 2016 Q1 2017 Q2 2017 Q3 2017 Q4 2017 Q1 2018 Q2 2018 Q3 2018 Q4 2...
NO-CLICK SEARCHES
40%
45%
50%
55%
60%
65%
Q1 2016 Q2 2016 Q3 2016 Q4 2016 Q1 2017 Q2 2017 Q3 2017 Q4 2017 Q1 2018 Q2 2018 ...
CLAIMINGABUSINESS
INSTRUCTIONS
STEP DETAIL
STEP 1 Login and claim the business -OR -
Create an account at https://www.google.com/business/
S...
VERIFICATION POSTCARD
CHECKYOUR STATUSMOZ.COM/CHECKOUT/LOCAL/CHECK
LOCAL SEARCH ECOSYSTEM
LOCAL SEARCH ECOSYSTEM
LOCAL CITATIONS MANAGEMENT
MOZ LOCAL BRIGHT LOCAL
CLAIMAND MANAGEALL LISTINGS WITHINTHE ECOSYSTEM
FROMASINGLE PLATFORM
CITATION CONSISTENCY
LOCAL SEARCH RANKING FACTORS
OTHERS: CLICK RATE, PERSONAL SEARCH HISTORY, SOCIAL SIGNALS
GMB SIGNALS LINK SIGNALS REVIEWSIGNALS
PROXIMITY
KEYWORD USAGE...
GMB POSTS
• IMAGES,TEXT, CALLTO
ACTION BUTTON
• APPEAR WITH LISTING IN
SEARCH RESULTS
• POSTS "GO DARK"AFTER
SEVEN BUSINES...
SOURCE: BrightLocal Local Consumer Review Survey (2017) &PowerReviews Online Reviews Whitepaper (2018)
of consumers have l...
SOURCE: BrightLocal Local Consumer Review Survey (2017) &PowerReviews Online Reviews Whitepaper (2018)
of reviews originat...
REVIEWS MANAGEMENT
MANUAL AUTOMATEDTOOLS
HOW LIKELY IS IT THAT YOU WOULD RECOMMEND
US TO A FRIEND OR COLLEAGUE?
0 1 2 3 4 5 6 7 8 9 10
HOW LIKELY IS IT THAT YOU WOULD RECOMMEND
US TO A FRIEND OR COLLEAGUE?
CUSTOMERSERVICE@
FLIGHTTICKET PURCHASE
ONLINE
TICKET
PURCHASE
0 3
“WHAT TO EXPECT”
DIRECTIONS
PHOTOS
“READYFORTAKEOFF?”
VIDEO(S)
SHARE LINK...
REVIEWTOOLS FEATURES
• REPORTING
• REVIEWSEGMENTATION
• REVIEWALERTS
• RESPONSE MANAGEMENT
• REVIEWCOLLECTION
• EASE OF US...
SITE SPEED
AVERAGE SPEED INDEX
AUTOMOTIVE
BUSINESS/INDUSTRIAL
FINANCE
MEDIA/ENTERTAINMENT
RETAIL
TRAVEL
0 5 10 15
10.1
9.8
9
8.3
8.7
...
IMAGE COMPRESSION
1.4MB 89.5KB
LOCATINGTROUBLE MAKERS
SCREAMING FROG
MEASURING SITE SPEED
MEASURING SITE SPEED
GTMETRIX.com
MINIFYCSS
LEVERAGE BROWSER CACHING
SERVE RESOURCES FROMA
CONSISTENT URL
AVOID BAD REQUESTS
DEFER PARSING OF JAVASCRIPT
PLUGINS FOR SPEED
Wordpress Shortlink
SEARCH CONSOLE
SEARCH CONSOLE
YOURSITE.COM/SITEMAP.XML
"Hey Google, here’s all my stuff."
YOURSITE.COM/ROBOTS.TXT
"Hey Google, you’re allowed here
but not over there."
SEARCH CONSOLE REPORTING
SEARCH CONSOLETIP #1
IMPRESSIONS POSITION/RANK FIND KEYWORDSTHAT RANKAT THE
BOTTOM OF PAGE 1 ORTHETOP OF
PAGE 2 (POS. 8-13...
SEARCH CONSOLETIP #2
POSITION/RANK CLICK RATE FIND KEYWORDSTHAT RANKVERY
WELL BUT SUFFER FROMA
RELATIVELYLOWCLICK RATE.
UP...
SEARCH CONSOLETIP #3
BRAND IMPRESSIONS BRAND CLICKS APPLYAFILTERTOVIEWMETRICS
FOR ONLYBRANDTERMSAND
DERIVATIVES. MEASURE
P...
SEARCH CONSOLETIP #4
INTERNAL PAGE
IMPRESSIONS
INTERNAL PAGE
POSITION/RANK VIEWIMPRESSIONSAND POSITION
FOR INTERNAL PAGES ...
SEARCH CONSOLETIP #5
IMPRESSIONS
BYCOUNTRY
CLICKS
BYCOUNTRY VIEWIMPRESSIONSAND CLICK
VOLUME BYCOUNTRYOVERTIME.
CONSIDER IN...
MOBILE EXPERIENCE
SOURCE: Emarketer. Mobile time spent in 2018 (2019)
the average amount of time U.S adults
spent on their phones daily in 2...
SOURCE: Search Engine Journal (2018)
of smartphone users
use search at least
once per day.87%
GUESS WHAT? MOBILE IS POPULAR
ANTICIPATE MOBILEVISITOR NEEDS.
DON’T NECESSARILYEXPECT LESS,
JUST PROVIDE MOSTAPPROPRIATE.
NEEDS CONSTRAINTS
TIME
SCREEN SPACE
ATTENTION
DIRECTIONS
CONTACT DETAILS
EASYINTERACTION
CREDIBILITY
RESPONSIVEVS.ADAPTIVE
CHANGES BASED ON
DIFFERENT SHAPE OF DEVICE
CHANGES BASED ON
DIFFERENT NEEDS OFAUDIENCE
YOU KNOWWHO
IS REALLYGOOD
ATTHIS?
GOOGLE IS.
HOWTO MEASURE
MOBILE FILTER/SEGMENTAPPLIED
QUALITATIVE METRICS
TIME ON SITE
BOUNCE RATE
PAGES/VISIT
CONVERSION RATE
MOBILE SITE SPEEDTHINKWITHGOOGLE.COM/FEATURE/TESTMYSITE
MOBILE SITE SPEEDTHINKWITHGOOGLE.COM/FEATURE/TESTMYSITE
USER INTENT
INSPIRATIONAL
TRANSACTIONAL
USER INTENT SPECTRUM
BESTTIMETO GO
HOWTO RESERVE
“HAVASUPAI”
CONTENT SEO: ONE DECADEAGO
HOME
TOURS GUIDES FAQ RESERVE
TOURA
TOUR B
TOUR C
GUIDE X
GUIDEY
GUIDE Z
CONTACT
CONTENT SEO:TODAY
LANDSCAPE PHOTOGRAPHYTIPS
SUNRISE / SUNSET LOCATIONS
FINEART GALLERY/ COLLECTION
NORTH RIM PHOTO WORKSHO...
CONTENT GAPANALYSIS
STEP DETAIL
STEP 1 Identify keywords that fit your niche.
STEP 2 Prioritize the keyword list based on p...
DEPTH OF CONTENT
It is very difficult to rank for any topic
by creating a single resource to cover it.
"One and done" does n...
SUGGESTED SEARCH & PAABOXES
ANSWER
THE PUBLIC
‘monument valley’
UBERSUGGEST
chris sietsema
480.570.1636
hello@teachtofishdigital.com
@sietsema
in/sietsema
Five Ways to Make Friends with Google
Five Ways to Make Friends with Google
Five Ways to Make Friends with Google
Five Ways to Make Friends with Google
Five Ways to Make Friends with Google
Five Ways to Make Friends with Google
Five Ways to Make Friends with Google
Five Ways to Make Friends with Google
Five Ways to Make Friends with Google
Five Ways to Make Friends with Google
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Five Ways to Make Friends with Google

Presentation given July 2019 at the Arizona Governor's Conference on Tourism. Learn more about five ways travel and tourism can make friends with Google including mitigating page speed issues, relying on Google Search Console, improving mobile experience, designing for user intent and maximizing your Google My Business account.

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Five Ways to Make Friends with Google

  1. 1. LET’S MAKE FRIENDS WITH THE GOOGLE
  2. 2. To make friends you must be a friend.
  3. 3. 1. GET COMFYWITH GOOGLE MYBUSINESS (GMB) 2. MITIGATE PAGE SPEED ISSUES 3. RELYON GOOGLE SEARCH CONSOLE 4. PROVIDEABETTER MOBILE EXPERIENCE 5. UNDERSTAND SEARCH INTENT
  4. 4. GOOGLE MYBUSINESS
  5. 5. GOOGLE MYBUSINESS
  6. 6. THE LOCAL PACK
  7. 7. THE LOCAL PACK
  8. 8. NO-CLICK SEARCHES 40% 45% 50% Q1 2016 Q2 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)
  9. 9. NO-CLICK SEARCHES 40% 45% 50% 55% 60% 65% Q1 2016 Q2 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)
  10. 10. CLAIMINGABUSINESS
  11. 11. INSTRUCTIONS STEP DETAIL STEP 1 Login 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
  12. 12. VERIFICATION POSTCARD
  13. 13. CHECKYOUR STATUSMOZ.COM/CHECKOUT/LOCAL/CHECK
  14. 14. LOCAL SEARCH ECOSYSTEM
  15. 15. LOCAL SEARCH ECOSYSTEM
  16. 16. LOCAL CITATIONS MANAGEMENT MOZ LOCAL BRIGHT LOCAL CLAIMAND MANAGEALL LISTINGS WITHINTHE ECOSYSTEM FROMASINGLE PLATFORM
  17. 17. CITATION CONSISTENCY
  18. 18. LOCAL SEARCH RANKING FACTORS
  19. 19. 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
  20. 20. GMB POSTS • IMAGES,TEXT, CALLTO ACTION BUTTON • APPEAR WITH LISTING IN SEARCH RESULTS • POSTS "GO DARK"AFTER SEVEN BUSINESS DAYS
  21. 21. SOURCE: BrightLocal Local Consumer 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
  22. 22. SOURCE: BrightLocal Local Consumer 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
  23. 23. REVIEWS MANAGEMENT MANUAL AUTOMATEDTOOLS
  24. 24. HOW LIKELY IS IT THAT YOU WOULD RECOMMEND US TO A FRIEND OR COLLEAGUE? 0 1 2 3 4 5 6 7 8 9 10
  25. 25. HOW LIKELY IS IT THAT YOU WOULD RECOMMEND US TO A FRIEND OR COLLEAGUE? CUSTOMERSERVICE@
  26. 26. FLIGHTTICKET PURCHASE ONLINE TICKET PURCHASE 0 3 “WHAT TO EXPECT” DIRECTIONS PHOTOS “READYFORTAKEOFF?” VIDEO(S) SHARE LINKS X “TRUE OR FALSE: THAT WASAMAZING” NPS / REVIEWLINK X = ONE DAYAFTER FLIGHT DATE
  27. 27. REVIEWTOOLS FEATURES • REPORTING • REVIEWSEGMENTATION • REVIEWALERTS • RESPONSE MANAGEMENT • REVIEWCOLLECTION • EASE OF USE • MOBILE EXPERIENCE • REVIEWSVIAEMAIL • REVIEWON MULTIPLE CHANNELS • SHARE/DISPLAYPOSITIVE REVIEWS
  28. 28. SITE SPEED
  29. 29. AVERAGE SPEED INDEX AUTOMOTIVE BUSINESS/INDUSTRIAL FINANCE MEDIA/ENTERTAINMENT RETAIL TRAVEL 0 5 10 15 10.1 9.8 9 8.3 8.7 9.5 SOURCE: Google -Travel planning and purchasing has evolved on mobile (2017)
  30. 30. IMAGE COMPRESSION 1.4MB 89.5KB
  31. 31. LOCATINGTROUBLE MAKERS SCREAMING FROG
  32. 32. MEASURING SITE SPEED
  33. 33. MEASURING SITE SPEED GTMETRIX.com
  34. 34. MINIFYCSS LEVERAGE BROWSER CACHING SERVE RESOURCES FROMA CONSISTENT URL AVOID BAD REQUESTS DEFER PARSING OF JAVASCRIPT
  35. 35. PLUGINS FOR SPEED Wordpress Shortlink
  36. 36. SEARCH CONSOLE
  37. 37. SEARCH CONSOLE
  38. 38. YOURSITE.COM/SITEMAP.XML "Hey Google, here’s all my stuff."
  39. 39. YOURSITE.COM/ROBOTS.TXT "Hey Google, you’re allowed here but not over there."
  40. 40. SEARCH CONSOLE REPORTING
  41. 41. SEARCH CONSOLETIP #1 IMPRESSIONS POSITION/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.
  42. 42. SEARCH CONSOLETIP #2 POSITION/RANK CLICK RATE FIND KEYWORDSTHAT RANKVERY WELL BUT SUFFER FROMA RELATIVELYLOWCLICK RATE. UPDATE PAGETITLE OR META DESCRIPTION TOALIGN WITHTHE KEYWORD PHRASE.
  43. 43. SEARCH CONSOLETIP #3 BRAND IMPRESSIONS BRAND CLICKS APPLYAFILTERTOVIEWMETRICS FOR ONLYBRANDTERMSAND DERIVATIVES. MEASURE PERFORMANCE OVERTIME. CONDUCTAWARENESS BUILDING IF BRAND-RELATED METRICS HAVE DECREASED.
  44. 44. SEARCH CONSOLETIP #4 INTERNAL PAGE 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.
  45. 45. SEARCH CONSOLETIP #5 IMPRESSIONS BYCOUNTRY CLICKS BYCOUNTRY VIEWIMPRESSIONSAND CLICK VOLUME BYCOUNTRYOVERTIME. CONSIDER INTERNATIONALLY TARGETED CAMPAIGNS FOR SPECIFIC COUNTRIES WITH RELATIVELYHIGH IMPRESSION AND CLICK METRICS.
  46. 46. MOBILE EXPERIENCE
  47. 47. SOURCE: Emarketer. Mobile time 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
  48. 48. SOURCE: Search Engine Journal (2018) of smartphone users use search at least once per day.87% GUESS WHAT? MOBILE IS POPULAR
  49. 49. ANTICIPATE MOBILEVISITOR NEEDS. DON’T NECESSARILYEXPECT LESS, JUST PROVIDE MOSTAPPROPRIATE.
  50. 50. NEEDS CONSTRAINTS TIME SCREEN SPACE ATTENTION DIRECTIONS CONTACT DETAILS EASYINTERACTION CREDIBILITY
  51. 51. RESPONSIVEVS.ADAPTIVE CHANGES BASED ON DIFFERENT SHAPE OF DEVICE CHANGES BASED ON DIFFERENT NEEDS OFAUDIENCE
  52. 52. YOU KNOWWHO IS REALLYGOOD ATTHIS? GOOGLE IS.
  53. 53. HOWTO MEASURE MOBILE FILTER/SEGMENTAPPLIED QUALITATIVE METRICS TIME ON SITE BOUNCE RATE PAGES/VISIT CONVERSION RATE
  54. 54. MOBILE SITE SPEEDTHINKWITHGOOGLE.COM/FEATURE/TESTMYSITE
  55. 55. MOBILE SITE SPEEDTHINKWITHGOOGLE.COM/FEATURE/TESTMYSITE
  56. 56. USER INTENT
  57. 57. INSPIRATIONAL TRANSACTIONAL USER INTENT SPECTRUM
  58. 58. BESTTIMETO GO HOWTO RESERVE “HAVASUPAI”
  59. 59. CONTENT SEO: ONE DECADEAGO HOME TOURS GUIDES FAQ RESERVE TOURA TOUR B TOUR C GUIDE X GUIDEY GUIDE Z CONTACT
  60. 60. CONTENT SEO:TODAY LANDSCAPE PHOTOGRAPHYTIPS SUNRISE / SUNSET LOCATIONS FINEART GALLERY/ COLLECTION NORTH RIM PHOTO WORKSHOPS ‘grand canyon photography’ ONLINE PHOTO GALLERY
  61. 61. CONTENT GAPANALYSIS STEP DETAIL STEP 1 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.
  62. 62. DEPTH OF CONTENT It is very difficult to rank for any topic by creating a single resource to cover it. "One and done" does not work for SEO.
  63. 63. SUGGESTED SEARCH & PAABOXES
  64. 64. ANSWER THE PUBLIC ‘monument valley’
  65. 65. UBERSUGGEST
  66. 66. chris sietsema 480.570.1636 hello@teachtofishdigital.com @sietsema in/sietsema

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