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How to get more new client calls from Google in 2016

3 Insider Secrets directly from Silicon Valley about your Website ranking!

www.markethardware.com

How to get more NEW client calls from Google in 2016 3 Insider secrets directly from Silicon Valley about your Website ranking! A Roundtable Presentation with Doug Schatz (Director of Partnerships) Alain Parcan (Director of Marketing) Ali Getz (Here to answer all your questions!)

IBPSA January 2016




The one question we hear from more than 80% of our clients…

“How can I get my phone to ring more often?”

Everyone thought it was complicated 3-4 years ago, when all you had to do was:

• Rely on existing client’s for Word-of-Mouth marketing

• Put your Website URL on some business collateral

But, in 2016, there are so many more new elements to keep in mind!

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What do Search Engines like Google do?

Search engines have three major functions: - Crawling the Web - Building an index - Ranking Websites by relevancy

So your goal should be to make your Website the most relevant result for popular searches like ‘dog boarding’ in ‘your town’.

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Hint: Google is looking under the hood of your Website!




Search Result Landscape

Search for ‘pet boarding’ and ‘Your Town’ and you’ll find different sandboxes to play in:

A: Local / Maps Results B: Paid Search Results C: Organic Results Each sandbox requires its own marketing strategy. By optimizing both your Website AND connecting it to offsite content, you can get your business found high on Page One in the organic and maps sections.

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B

B

B

A

C

B




Insider Secret #1: How important is your

Google+ Business Page?

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The businesses included in section A are sorted based on their Google+ Business page. If your business does not have a Google+ Business page yet, make sure you create one…

And don’t forget to verify it!




• Basic onsite optimization using your HTML and Website, for some keywords

• Optimization of Google Maps listing

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How Much Optimization Should I Do?

Advanced

• All the basics, for more keywords, PLUS… • Offsite optimization efforts to build “high

quality inbound” links

Top of the Line

• All the Advanced, for more keywords, PLUS… • Social Media Management-focused on

building links back to your site • Strategic blog posting

If you (or your SEO company) don’t have access to your Website code, you aren’t performing ongoing SEO!

Basics Hot Tip: Combination of internal and external factors is the key.




Onsite Optimization It all starts with a site analysis…

Professional Site Analysis Examines:

• Search Engine friendly coding

• Website Content Assessment:

• Is your content unique?

• Is it relevant in the eyes of Google?

• Does content contribute to sales conversions?

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• AND, Do you have a strong Call-to-Action? (Hint: you can use more than one!)




Onsite Optimization Insider Secret #2: Selecting the right strategic key phrases makes all

the difference

HOW do you pick your key phrases?

• Top services combined with your top service areas

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WHERE do you put your key phrases? • Spread out strategically (too much = keyword stuffing) • Header Tags • Title Tags • Site content 0%

20%

40%

60%

80%

100%

Short Tailed Short + Med.Tailed

Short, Med +Long Tailed

% of Search Traffic Based on Key Phrase Length




What does it REALLY look like?




What does it NOT look like?

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“We sell homemade dog treats. Our homemade dog treats are 100% homemade. If you’re thinking of buying homemade dog treats, please contact our homemade dog treats specialists at [email protected]”

Dog Boarding

Pet Boarding




Offsite Optimization Strategies Insider Secret #3: Link Building = Winning

In order to figure out which sites are more relevant than others, search engines track how many links there are across the Internet for any Website URL and calculate every site’s domain authority (Yes! The Internet elves are grading your Website).

Requires ACTIVE work to get more *credible* links:

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Some estimates say 60% of all pages on the Web are “spam” so search engines go to great lengths to weed out irrelevant links.

• Publish on blogs, news articles

• Trade links with partner companies

• Actively manage your directory listings: Yelp, Angie’s List, BBB




Where Do Other Companies Go Wrong?

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1. Utilizing “Black Hat” SEO tactics (short-term results, with long-term negative consequences) like having a second Website built

2. Not doing onsite AND offsite work (only doing one or the other)

3. Their only offsite strategy is “listing submissions,” which is not a relevant link-building tool (this is how YP companies “phone in” their SEO efforts on your behalf)

4. Not doing a competitive analysis when selecting keywords




So to recap the THREE secrets…

1. Make sure to claim, verify and populate your Google+ Business Page. 2. Strategically picking the right key phrases can make your campaign…

picking the wrong ones can break your campaign. 3. Link building is the BEST way to distinguish yourself from a competitor.

4. Bonus secret: Now that you’ve acquired customers, how do you keep them?

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- Get a list of names - Put them in an email marketing platform - Add content - Mail them educational/promotional information (Hint: find the

right balance!) - Rinse and repeat on a regular basis Email marketing is the best way to keep your business in front of your existing customers and potential clients.

Customer Retention: What exactly is Email Newsletter Marketing and

why does it work so well?




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Now that we know the ‘What,’ let’s talk about the ‘Why’

Why is Email Newsletter Marketing a Popular Tool?

Cost-Effective Reach thousands of people at once

Trackable Measurable ROI every step of a campaign

Immediate No waiting for snail mail to arrive

Personal Emails can be personalized so your customers are reminded exactly who they’re working with already!




And of course, don’t forget to include a monthly offer or special in your newsletter!

Newsletter Content Suggestions

Topics/Sections: - Personal greeting

- DIY industry tips

- Industry news

- Policy changes

- Introduce your staff

- Photos of facilities

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DIY Email Marketing vs. Hiring Outside Help

Here are the three main challenges with DIY Email Marketing:

1) Having the time to write content each month 2) Fitting that content into an HTML design 3) Coming up with new, innovative content




Boarding

Consumer clicks the ad, visits your site, and contacts you

Through the tag, we recognize the consumer and display your ad

Consumer surfs the Web and visits a site in our network

Retargeting tags the consumer as an interested prospect

Consumer searches for your business keywords or visits your Website

Bonus Tip: How “Retargeting” Could Double Your Web Leads in 2016:




Can’t Do It on Your Own? (You’re not alone! 80% of million dollar SMBs have others

do it for them)

4-Step Guide to Picking the RIGHT Web Marketing Company These are the RIGHT questions to ask: • Is there a contract I need to sign? • What kind of work will you be doing on a monthly basis? • Are you familiar with my industry? • How do you stay up to date on Web trends?

Like everything else… if it sounds too good to be true, it probably is!

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Don’t forget your report!

Be sure to request your Website ranking report to find out where you rank for

top keywords!




888-381-6925 | IBPSA.markethardware.com

Just for IBPSA Members!

All members who contact us are entitled to:

1. A Free Website-SEO Evaluation ($295 Value) – don’t let the opportunity to get a no-pressure consultation pass you by…

2. Credit for 50% off your first month of our SEO programs (up to a $1245 value)

That’s more than $1,500 worth of FREE STUFF – but you gotta act today! Email [email protected] to claim your free bonuses!

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